K-State Beef Conference “Critical Thinking” August 12, 2010 Greg Henderson.
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Transcript of K-State Beef Conference “Critical Thinking” August 12, 2010 Greg Henderson.
“Critical Thinking”“Critical thinking is the identification
and evaluation of evidence to guide decision making. A critical thinker uses
broad in-depth analysis of evidence to make decisions and communicate
his/her beliefs clearly and accurately.” - The Critical Thinking Co.
FOR SALE: 1995 Ford F-250, 4-door, long-bed, 7.3 liter turbo diesel pickup. 169,000 miles. “She’ll pull anything you put behind her!”
Harvey Goodall launched the Chicago Daily Drovers Journal in 1873, just ten years after the Chicago Stockyards opened for business. Mr. Goodall gathered prices on the cattle trading in the yards and published them in the daily newspapers that were mailed throughout the Midwest. Other market newspapers sprang up in river market cities such as St. Louis, St. Joseph, Peoria and Kansas City. The Neff family acquired the paper in 1917 and merged it with their Kansas City Drovers Telegram.
Today’s average Drovers reader has:
381 beef cows 431 stocker cattle 1,188 fed cattle marketed
7,230 acres owned/leased
Education level of Drovers’ readers:
68 percent have at least some college25 percent have a college degree 9 percent have a graduate degree
“I saw great businesses become but a ghost of a name because someone
thought they could be managed just as they were always managed, and though the management may have been most
excellent in its day, its excellence consisted in its alertness to its day, and
not its slavish following of its yesterdays.”
Source: My Life and Work (Henry Ford)
Change
Daily Google searches
2000 2010100 million 2 billion
Text messages
2000 2010400,000 4.5 billion
Books Published2000 2010282,242 1,052,803
Daily newspapers
2000 20101,480 1,302
CD sales revenue
2000 2010$943 million $428 million
iTunes downloads
2000 20100 10 billion
Broadcast Media Has Changed
America’s most trusted newscaster: July 16, 1979
America’s most trusted newscaster: July 22, 2009
Source: TIME magazine, 07-22-09
Changes in agriculture
Average corn yield per acre
1950 39 bu/acre1980 153 bu/acre
Beef production
1980 2009111,242,000 million cattle 94,521,000 -15%21.469 billion pounds 25.951
+21%449 lbs./beef per cow 632
+41%$40.7 billion retail value $80.6
+98%
Consumers Have MisconceptionsConsumers often have misguided perceptions about foods.
Source, The Onion
Your New Customer is:Better educatedPushed for timeConscious of food industry trends and issuesFar removed from production agricultureCommutes an average of 25 minutes one-
way79.8 percent live in metropolitan areas
OpportunitiesWhat opportunities are available to you?• Genetic improvements• Pasture improvements/acquisitions• New employees• New ventures – recreation, hunting, fishing• Strategic partnerships – feedyards, other
cow-calf producers
ThreatsWhat current and future threats does your
operation face?• Age/retirement of manager CEO• Financial• Loss of resources – rented land/pastures• Declining demand for product• Marketing issues / local, regional, national
Diet/healthMeatless Mondays
The Meatless Monday campaign is backed by some public health advocates, chefs and suburban moms in an effort to reduce consumption of too much saturated fat.
Sid Lerner
50-year advertising career on Madison Avenue.Creator of “Squeeze the Charmin” campaign,
where grocery shoppers can’t keep their hands off the “irresistibly soft” Charmin toilet paper.
Consumer questionsWhere does my meat come from?How was it raised?What is the impact on the environment?
Beef’s water footprint“One of the biggest advantages of cutting back
on meat consumption is the reduction in the water demand,” says environmentalist Peter Gleick of the Pacific Institute.
“It takes 140,000 bathtubs full of water to produce 1 ton of beef.”
Outrageous claims“A pound of beef takes anywhere from 2,500 to
6,000 gallons of water to produce.”
- Stanford professors Paul R. and Anne H. Ehrlich
Newsweek once reported that the water required to produce a 1,000-pound steer “would float a destroyer.”
RealityA pound of beef requires 441 gallons of waterA pound of rice requires 403 gallons of waterA pound of chocolate requires 2,847 gallons
of water
Jim Oltjen, department of animal science, University of California, Davis