REGINA – Hereford cattle producers will have a new way to brand their cattle in January, using cardboard, waxed paper, tape and stickers.
The Canadian Hereford Association will launch a farmgate branded beef program that allows producers to sell their Hereford meat in Hereford packaging.
“It creates brand recognition at the local level and takes advantage of Hereford producers’ own reputations for high quality meat and good value,” said CHA general manager Gordon Stephenson.
Andrea and Dennis Babiuk of Brosseau, Alta., can’t wait to receive their meat packaging supplies.
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The couple sold dozens of animals as beef from their farm this year, processed at a local abattoir in St. Paul, Alta. They say local meat sales are increasing dramatically since the BSE crisis began 21/2 years ago.
“We’ve been selling this way for 20 years, but we don’t advertise or anything. Just word of mouth,” Dennis said.
Andrea thinks identifying their beef will be good for their farm and their breed.
“This type of program that identifies our meat as Hereford, and lets us put our farm name on the labels, means that when one of our customers brings over a steak or has their roast thawing on the kitchen counter, it is instant advertising,” she said.
Differing from other branded programs, which provide nearly half of the U.S. consumer market with beef and a lesser percentage in Canada, the Hereford plan will not have minimum requirements for the meat other than its Hereford origin.
The packaging features the slogans “Raised by our family for your family” and “Authentic red and white since 1860.”
“It doesn’t involve grading issues or make any promises other than those that the Hereford name implies – honest value for great products,” said Katelin Wildeman of the CHA in Calgary, who helped develop the program.
“It builds on the credibility of our members, the breed and our reputation.”
Stephenson said the grassroots-up approach to marketing is a good first step for his members.
“This helps to express the pride our members have in their breed and build on that with consumers.”
Wildeman said the cost of a fully developed grading and marketing program such as the certified Angus system was impractical.
“But if this grassroots step is as successful as it appears it will be, measured by the producer excitement (at the Canadian Western Agribition) from the previews of the packaging, then it will be an easier sell to move into retail branded programs.”
Stephenson said increasing consumer recognition may also encourage producers to place more value on high quality genetics selection, breeding for tenderness and other traits that consumers identify as important.
The Babiuks said they plan to use the program when marketing their natural beef.
They select animals for their retail program, don’t use hormone implants and finish animals year round to a variety of weights and grades depending on consumer requests. They said the Hereford branding is “the icing on our simple marketing cake.”
Dennis said the only problem from his perspective might be the added demand for animals.
“It is too bad this comes along when we’re getting ready to retire and sell the operation. It’s really kind of exciting and there are some more dollars in it for the primary producer this way.”
