The UK Master Cattleman program was once again offered in 2017 and I led the Marketing and Profitability session. This session covers a wide range of topics including an overview of the beef marketing system, cattle and beef pricing factors, international trade, market outlets for cattle, price seasonality, cattle cycles, and bred heifer development and valuation. The Master Cattleman Marketing and Profitability session was conducted in 7 multi-county locations during the second half of 2017 with approximately 223 producers participating. The average producer had 62 cows and stockered / backgrounded 46 head during 2017. 

Producers were asked to rate their knowledge of general marketing concepts, price seasonality, cattle cycles, and heifer development and valuation on a scale of 1 to 10 both before, and after, the session. Post-session survey results showed considerable increases in marketing knowledge in all four areas. Producers reported an increase in general marketing knowledge from 5.1 to 7.4, an increase in knowledge of cattle cycles from 4.7 to 7.5, and increase in knowledge of price seasonality of 5.5 to 7.8, and an increase in knowledge of heifer development and valuation of 5.0 to 7.7. Funding for the Master Cattleman program is provided by the Kentucky Agricultural Development Fund through the Kentucky Beef Network.

Summary of Master Cattleman Marketing Session Evaluations

(10 pt likert scale)