The Producer Profiling Project

Transcription

1 The Producer Profiling Project

2 Project Details and Background 679 random producer telephone interviews with commercial cowcalf, purebred/seedstock, stocker/backgrounders and feeders. Sample balanced to Ag Census regional data Computer-assisted telephone interviews conducted between January 20 and February 15, 2017 Study conducted by Aspen Media, Lafayette, Colorado Objectives To assist in the creation of the Cattlemen s Stewardship Review in 2017 this survey was designed to understand the attitudes, beliefs and operational dynamics of beef producers in American society and culture through: Animal care and management practices Workforce practices Attitudes toward raising cattle & family involvement Future thoughts on the industry Impact in the community Demographic and ranch profiles 2

3 Summary American cattlemen differ widely in terms of age, size of operations, acres managed and other variables but they share some important commonalities which focus on doing the right thing for the animal and their land to ensure a safe/quality product that will lead to a successful business and the possibility of passing on their operation to future generations. Cattlemen of all different sizes, while recognizing this is their job, still find their role in the industry to be part of a lifestyle and building a legacy. In addition, the American cattlemen have strong commitment to their family and the community. 3

4 Findings 4

5 Summary of practices that describe producer operation Top 3 Box (8,9,10 Rankings) Q16: How well do each of the following statements describe you and your management practices on a 0 to 10 scale (0=doesn t describe at all, 10=describes completely) Make sure cattle are healthy, provided appropriate treatment when needed 98% 96% I work hard to make sure my cattle are properly handled, transported 97% 96% Mgmt practices consistent w/producing safe food 95% 94% Well being of my cattle is job one for me 95% 90% Conservation of my land is extremely important to me 95% 95% Manage health of herd to produce safe food (cow/calf, stckrs) 95% 95% I understand I represent cattle industry, my actions can place positive/negative image about our industry to community/public 92% 87% Mgmt practices have effect on quality/safety of product 90% 87% Use low stress animal handling practices 90% NA I provide work environment that promotes health/safety of workers 89% 90% I manage manure and waste in a proper manner that safeguards air and water 88% 84% Mgmt practices have effect on nutritional value of product 87% 84% Cattle industry must continue to improve its practices to ensure consumer demand 86% 84% I manage my operation to protect the quality of natural resources including wildlife, biodiversity 86% 84% Use approved practies to euthanize those sick/injured cattle that fail to respond to treatment 85% 82% Produce better quality beef product vs. the past 82% 79% Won't deal with cattle sellers/buyers I perceive mishandle animals 82% 79% I manage employees/workers with respect, treat them fairly 82% 83% Animal health technology is a vital asset to improving the health (profitability) of my cattle 78% 75% Keep myself informed about industry best practices. Use them whenever possible 77% 76% Consumers want to be more informed about their food/its origins; demand for transparency is major concern for me 74% 74% Use of modern technology helps me produce safe food 72% 77% Sometimes take shortcuts to ensure cattle health/safety 19% 14% 5

6 Animal welfare importance in their own words WE KNOW AT THE END OF THE DAY WE ARE CONCERNED ABOUT THE IMAGE WE PORTRAY AND WELL BEING OF THE ANIMAL ANIMALS THAT ARE MANAGED IMPROPERLY FAIL TO PRODUCE AND ARE THEREFORE UNECONOMIC. FURTHERMORE, I HAVE A RESPONSIBILITY TO CARE FOR THEM IN A HUMANE WAY AND I TAKE THAT SERIOUSLY. BECAUSE THEY'RE MY ANIMALS, THEY'RE PART OF ME, THEY'RE THE FARM. 6

7 Importance of land management in their own words WE LIKE TO TAKE CARE OF THE LAND SO IT WILL MAINTAIN IT'S QUALITY IN IT'S SOIL HEALTH AND PRODUCE WELL FOR FURTHER GENERATIONS. YOU ARE JUST A CUSTODIAN OF THE LAND AND WANT TO LEAVE IT IN GOOD SHAPE BETTER CONDITION THAN YOU RECEIVED IT. I JUST THINK WE HAVE AN OBLIGATION TO PRESERVE MOTHER EARTH-THERE'S ONLY ONE 7

8 Important for the future of the industry summary Top 3 Box (8, 9 or 10 Rankings) Important for the future Important for the future Community and Society Resources and Environment Access to safe, healthy, affordable beef 95% 95% Protecting natural resources including water 94% 92% Providing healthful nutritious food 94% 92% Minimizing the use of toxic chemicals 83% 82% Investing in local communities, including job creation 72% 70% Minimizing waste 80% 80% Regulatory compliance, participation in public policy 68% 66% Protecting biodiversity, maintaining health ecosystems 78% 76% Employer Reducing energy usage 62% 68% Workplace health and safety 89% 89% Reducing greenhouse gas emissions 40% 38% Fair compensation for labor 82% 80% Profit Workplace training and education 72% 73% Animal care and management 97% NA Diversity and equal opportunity 68% 68% Finance and risk management 85% NA Consumers Animal genetics 82% NA Producing safe beef 97% 97% Equitable employee practices 69% NA Responsible transport, handling & slaughtering 93% 93% Responsible marketing 89% 88% Effective product labeling 80% 83% Q19:For each of the following issues, please rate its importance on a 0 to 10 scale with 0 representing 8 not at all important to 10 representing absolutely essential. Again you are rating the importance of the issue and its effect on the future of our industry and all beef producers.

9 THANK YOU Shawn Darcy