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Benefits for a Changing Beef Industry
|Where we’ve been, where we’re
going, and how
we’re going to get there . . .
Throughout history, cattlemen have
made use of the latest technologies and techniques available
to help them be profitable and secure their operation’s
Back in the Trail Driving Days after
the end of the War Between the States, it was the chuck
wagon, the western saddle, the lariat, and the six shooter.
When the Great Ranches of the West were being established
throughout the late 1800’s, it was barbed wire,
the windmill, and new breeding stock. During the Rise
of the Cattle Feeding Industry in the 1960’ and
70’s, it was new hybrid grains, large-scale crop
irrigation, and later, computers.
But today as we enter a new millennium,
the tools are changing once again as the industry changes
once again. Today’s beef industry faces many great
challenges with loss of market share to other proteins,
changing consumer demands, fluctuating markets, and
So the industry is moving into what
might be called the New Beef Quality Era. In the New
Beef Quality Era, the industry paradigm is shifting
as the old commodity-oriented, total quantity approach
of beef production is discarded favor of a value-based,
total quality approach in which each individual unit
of production, in this case an individual animal, is
managed to specific ends that are designed to satisfy
con- sumer desires as reflected in the economic signals
passed up the production chain. The new techniques are
individual animal management, objective measurement
and sorting, multi-segment coordination, and continuous
improvement. The new tools are technologies like ultrasound,
video imaging, and electronic identification.
With 130 year-old roots in the cattle
business, the founders of Micro Beef Technologies know
the importance of innovation in changing times. That
spirit is shared throughout the organization and it
feeds the creativity that has produced so many technologies
throughout the company’s 33-year history.
Micro Beef Technologies has introduced a
number of unique, patented management systems for the beef
industry since its founding in 1971. And today, Micro Beef
has a tool – a proven tool with an impressive track
record – that’s revolutionizing the way the beef
industry does business.
That tool is the ACCU-TRAC® Electronic
Cattle Management System or ECM® as it has come to be
known. Not only does ECM build value and add profits up and
down the beef supply chain, it also gives today’s demanding
consumer a higher-quality, more consistent, wholesome beef
The ECM® system is bringing real value
to people in all parts of the beef industry:
- ECM® helps producers improve their herds with individual
animal data and increase profits by marketing cattle at
their optimum end points.
- ECM® helps feedyards attract more customers, keep
pens full, and manage individual cattle to their maximum
- With ECM®, packing plants run more efficiently,
and beef can be marketed sooner since cattle inventory
is classified before slaughter.
- Retailers receive more uniform beef in predictable volume
and increased meat case yield.
- And consumers enjoy a higher quality, wholesome beef
ECM® builds value at every level of
beef production, which helps the industry regain market share
from the other meats. Profits increase, and that’s good
for the beef industry as a whole.
Yes, the industry has seen a lot of changes
in its history from the Trail Driving Days through the Great
Ranching Era to the Rise of the Cattle Feeding Industry and
on down to today. But one thing has always remained constant
-- the Pioneering Spirit of Innovation. It’s in that
same spirit that Micro Beef developed the ECM® system.
And although today’s challenges are
tough, the pioneers of the past faced obstacles just as daunting
as those we face today and overcame them. And with new technologies,
techniques, and partners in innovation, just like them, we
can do the same.
It’s been said that the six shooter,
barbed wire, and the windmill won the Old West. Maybe years
from now, historians will look back at this time -- our time,
the dawn of the New Beef Quality Era -- and say that Electronic
Cattle Management won back the consumer dollar for the beef
And that means it’s an exciting time
to be in the beef business!