With the explosive growth of the “buy local farm to table” market the “one size fts all” days of beef marketing are over. The new market paradigm
leaves the potential wide open for cattle that have been sidelined for years.
These new beef customers aren’t bound by conventional thinking. They are looking for natural, ethically raised beef – and have moved way beyond the trite, worn out “Angus” label. They want good beef, raised right.
And these new beef customers aren’t locked into the commodity market 800-pound carcass either. There is a lot of interest in smaller sized carcasses in the farm to table trade. The opportunity exists for smaller breeds and smaller strains within breeds to step up and capture market share.
Some Murray Grey breeders are aggressively pursuing these smaller carcass sizes. Following the lead of the Australian Square Meater Association, these breeders are targeting cattle that will finish at 900 – 1,100 pounds, yielding 450 – 650-pound carcasses. Breeders like to have these steers ready to harvest between 16 and 20 months of age.
To help theses breeders identify and label their unique product, the American Murray Grey Association offers the Square Meater Endorsement. AMGA members who are breeding these smaller cattle can have the registration certificates of the cattle that meet the size standard marked with the AMGA Square Meater Endorsement. The Association offers this as marketing and branded product tool for our breeders looking to reach new beef market potentials.
The process is simple. Take shoulder height measurements between 8 and 18 months of age. Submit the measurements of qualifying cattle to AMGA and have them recorded on the registration certificates. Let potential buyers know what you are offering!
Attention!!
Square Meater "farm to table" marketers -
Double up on Branded Idenity -
You work hard to produce the "World's Best Beef Eating Experience!" -
Let them know what you are offering!
Contact AMGA for more information or find the Square Meater Endorsement Application here.
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