Understand the consumer, then deliver what they want


Speaking at the Alltech REBELation, Dale Moore, founder and general owner of Cattleman’s Choice Feed, Inc., highlighted the importance of understanding the U.S. beef consumer and how building relationships has brought his beef to supermarket shelves throughout the U.S.

Consumer demand is driving food production across the globe. In the U.S., he said, 48 percent of natural beef is consumed by households that earn less than $36,000 per year. 52 percent of natural beef in the U.S. is consumed by people aged 18-24, with 49 percent of them in urban areas. Underscoring that consumers want to know where their beef comes from, Moore said that his company retains “everything from health and feed records to day planners to ensure we have a total record of each animal.”

Added value, driven by the consumer, is a demand that helps farmers choose their cattle. It also allows them to identify their feed selection, based on cost of quality return.

“Once you understand the consumer and their needs, it’s easy to give them what they want,” added Moore.

He said it is also important to build relationships. Some key stakeholders to identify are producers and suppliers, packers and consumers, feed and supplement companies, your animal health supplier, your veterinarian/nutritionist, and last but not least, your banker. “All of these people play a pivotal role in the development of your farm,” said Moore.  

“If you asked me 20 years ago, I wouldn’t have thought I would be helping to feed the world. Alltech has helped me realize my farm’s full potential,” he said.