Seedstock Council Meeting Looks to the Future
Industry Segment is Facing Great Changes

PHOENIX (January 29, 2004) – Cattlemen Thursday discussed the future of the seedstock industry in a post-BSE environment, and the changes to which they must either make or adapt.The discussions were held as part of the Cattle Industry’s Annual Convention and Trade Show.Tom Field of Colorado State University and Daryl Strohbehn of Iowa State quoted author Tom Peters extensively in their presentation that embraced change and stressed listening over talking.

"We will be known as the people who lived through the age of uncertainty," stated Field."Ours is an industry that is both enhanced and saddled by its traditions.If we let those traditions keep us from being more competitive, we will surely fail. "

Strohbehn presented five new realities for seedstock producers:

Strohbehn also added that the world's food supply chain would eventually have to embrace traceability as pressure continues to mount from consumers, retailers and the media.

"Creating a culture of measurement, accountability and communication is not an easy task," admitted Field."Always keep in mind the needs of those who will have to use the system you set up.Information is the foundation of value – the cattle are only carriers."

Stroh added that" we don't use the word 'love' very much in our industry.But you must love your customer if you want to keep selling them bulls."According to Stroh, listening is a much better customer-satisfaction tool than