2017 Grass-Fed Beef Conference Evaluation Summary Chuck Grigsby, Center for Profitable Agriculture

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1 CPA Info #286 July 2017 Background Information 2017 Grass-Fed Beef Evaluation Summary Chuck Grigsby, Center for Profitable Agriculture The 2017 Grass-Fed Beef was conducted for the second consecutive year on June 28, 2017 in Spring Hill, TN and June 29, 2017 in Athens, TN. The 2017 conference looked to build on last year s conference by providing a new set of educational curriculum that aimed to help producers address the challenges of managing forages, finishing cattle and marketing beef using pasture-based production systems. The 2017 Grass-Fed Beef was partially funded with a grant awarded by the Southern Extension Risk Management Education Center (SRMEC) and United States Department of Agriculture National Institute of Food and Agriculture. Topics and speakers for the conference included: Funding provided, in part, through a Southern Extension Risk Management Education Grant. Considerations for Pasture-Based Finishing Greg Halich, Livestock and Forage Management Specialist, University of Kentucky Developing a Forage System for Grass-Fed Beef Gary Bates, Forage Specialist, University of Tennessee Specifics on Grass-Fed and Grain-Fed Beef Finishing Jason Smith, Beef Nutrition Specialist, University of Tennessee Branding and Labeling Considerations for Grass-Fed Beef Chuck Grigsby, Marketing Specialist, University of Tennessee Tying it All Together Greg Halich, Livestock and Forage Management Specialist, University of Kentucky Grass-Fed Beef Producer Experiences Video Farm Tours o Phil Baggett Tennessee Grass Fed Beef Farm o Christopher Burger Century Harvest Farms o Lee McCormick Pinewood Farms and Piney River Cattle Company A total of 55 participants attended the conference in Spring Hill. Forty of the 55 participants were producers. The other 15 conference participants were conference presenters, University of Tennessee (UT) and Tennessee State University (TSU) Extension personnel, and state and federal government representatives. Selected photos taken at both conference locations are included in the Appendix. 1

2 There were 42 participants in Athens, 36 of which were producers. The remaining six participants were presenters and UT and TSU Extension personnel. A conference evaluation tool was included in each participant s conference folder. Attendees were reminded to complete the evaluation before the conference adjourned. Of the 40 producer participants that attended the Grass-Fed Beef in Spring Hill, 26 returned the conference evaluation (65 percent response rate). At the Athens location, 20 of the 36 producers returned the conference evaluations (56 percent response rate). Between the two locations, 46 of the 76 conference participants completed post-conference evaluations (61 percent response rate). Table 1 summarizes event attendance and the evaluation completion rate for both conference locations. A copy of the conference evaluation tool is included in the Appendix. Table Grass-Fed Beef Attendance and Evaluation Summary Date Location Producer Attendance Other Guest/Speaker Attendance Total Attendance Completed Post- Evaluations Post- Evaluation Response Rate (%)* 6/28/17 Spring Hill, % TN 6/29/17 Athens, TN % Total % *Percentage is based on the ratio of completed conference evaluation forms to total producer attendance. Summary of Evaluations The following sections summarize the data collected from the completed conference evaluations from both the Spring Hill and Athens, TN conference locations. Section 1 The first section of the conference evaluations asked participants to rate their knowledge or understanding, on a scale from one to five, of six educational topics covered during the conference. Participants estimated their knowledge of these topics before and after the conference. Based on participant responses, pre- and post-conference averages were calculated, and the percentage change in participant knowledge was estimated for each educational topic. The overall change in knowledge as a result of attending the conference was calculated by averaging scores across all educational topics. The results are summarized in Table 2. Based on evaluation responses, producer participants increased their knowledge for each educational topic assessed in the conference evaluation. Average knowledge increases for individual educational topics ranged from 23 percent to 84 percent. Overall, respondents improved their knowledge by 50 percent across all educational topics assessed. 2

3 The lowest average gain in knowledge (23 percent) was related to participant readiness to finish cattle on their farm. It is possible that producers need more training or hands-on experience in this area or did not fully understand the question. Based on evaluation responses, producer participants had the greatest knowledge gain (84 percent) for the educational topic related to making special statements and claims on meat product labels. The relatively large increase can be attributed, in part, to participants low pre-conference knowledge of the educational topic (1.9 points). On average, post-conference knowledge gains ranged from 49 to 51 percent for the educational topics related to forage species selection, estimating acreage needs for new forage crops and grass-fed beef nutrition. Table Grass-Fed Beef Evaluations: Pre- and Post- Learning Indicators TOPIC (Rated on a scale of 1 to 5) Before the Average After the Average Before/After Point Change Before/After Percent Change How well did you understand grazing and forage management strategies for pasture-based finishing? How well did you understand forage species selection for your grass-fed program? How prepared were you to determine acreage needed for new forage crops? How well did you understand grass-fed beef nutrition requirements? How well did you understand the labeling requirements to make special statements and claims on meat product labels? Based on your farm s resources, how prepared were you to finish cattle? % % % % % % Overall Average % Section 2 Twenty-four of the 46 respondents (52 percent) reported that the conference helped them gain knowledge/skills to increase revenue, reduce costs, prevent losses, increase payroll or make one-time capital purchases for their direct marketing enterprise. The remaining 22 of the 46 respondents (48 percent) indicated they did not currently have or plan to start direct marketing farm-raised meat products in the next year. 3

4 Section 3 Respondents were asked to indicate the most important things that they learned at the conference. The comments submitted have been organized into eight categories: Pasture Management, Forages, Nutrition, Finishing, Processing, Marketing and Labeling, Video Farm Tours and Positive Comments. Pasture Management General information on forage management. (3 similar comments) Greg Halich s presentations; Tying it all together; The last session summed up the conference nicely. (3 similar comments) This conference had more practical application of pasture management then what was covered in the Master Beef course. Importance of quality forage and rotational grazing. (2 similar comments) Forages General information on forages. (6 similar comments) Forage species selection, forage management, and forage needs for consistent weight gain. Considerations for diversifying forages to achieve year-round availability. (5 similar comments) How to calculate the amount of forage needed per cow. Cost-effective strategies to provide year-round forage availability. Understanding the difference between forage availability and types of forage species. The difference between species is not as important as differences within species. Better grass means better looking cows and lower waste. Information on warm-season forage options. Importance of establishing good stands of clover on pastures. Nutrition General information on nutrition. (4 similar comments) Importance of verifying the nutritional value and energy content of feedstocks to validate their cost. (4 similar comments) Cattle need quality feedstocks for consistent gains. Finishing How to properly finish grass-fed cattle and the economics involved with grass-fed finishing. (3 similar comments) Optimal forages for finishing cattle; Learning that Johnson grass and annual Lespedeza are potential finishing options. (2 similar comments) The required rate of gain to finish cattle in a given time period and optimal finishing weights and ages. (3 similar comments) Benefits of higher finishing weights as opposed to slaughtering too early. Learning that finishing cattle on grass is a viable option for our production system. Myths of pasture-based finishing. Processing Learning about mutual challenges for processing availability. Marketing and Labeling The labeling process was good and answered all of my questions. 4

5 Labeling requirements. Marketing and labeling. "Ash" Free. No Antibiotics/Steroids/Added Hormones. Marketing in a down-to-earth manner. Video Farm Tours Producer's experience (video farm tours) was excellent. (5 similar comments) I have a better understanding of mob grazing and how it works in conjunction with rotational grazing. (3 similar comments) Century Harvest Farms Mid-day loafing shade barn collected 50 percent of manure. Pinewood Farms - Turn woods into grazing areas and how to use temporary fencing. Forage species selection. Tennessee Grass-Fed Farm - Importance of testing energy content of harvested forages. Having the two farmers from the videos available for Q & A was very helpful. It was beneficial to hear directly from producers information about harvest ages, etc. I got several marketing ideas in each of the video farm tours. Forest grazing management. "Spoke and wheel" orientation of paddock, around water sources. Positive Comments Superb conference and much improved over last year! You covered concrete "how to" which was missing last year. It's great to hear from other producers. Greg Halich is a great presenter because he has his own farm, which is much different than working with a research herd. (No offense to the UT guys.) Grass-fed beef herds are more common than I thought. In my small town I can see demand for grass-fed beef. I am considering raising a grass-fed herd after attending today s conference. Grass-fed beef can be accomplished in Tennessee! I made networking contacts with potential grass-fed beef buyers. I learned several things that I can apply on my farm to increase profitability. I now understand the difference between grown cattle vs calves. Section 4 Respondents were asked to provide suggestions on how to improve the conference. Their suggestions are categorized by Suggested Trainings for Future Events, Considerations for Event Planning and Organizing and Positive Comments. Suggested Trainings for Future Events Do in-person trainings on some days, then, for every training allow producers to schedule one-on-one meetings with presenters. For example, 30 minutes with Dr. Bates to talk specifically about improving my farm s pastures. More information on how to establish new pastures. More in depth talks on managing pastures. Provide more information related to marketing the product. More information on beef quality. Include a processor and a meat expert to speak about benefits of grass-fed beef fat. Include a speaker/lawyer to discuss liability issues. 5

6 Less statistical models, more practical farming applications. More use of farmers successful in the area of grass-fed beef. Less math, science and studies; More farming applications. Show pictures or do a field tour of the different types of grass. Include a booklet with the information covered during the labeling session. Considerations for Event Planning and Organizing Very important for the beef producers who were filmed to be present to answer questions. Comprehensive quality handouts (in addition to PowerPoint slides) have long-term use by attendees. Increase the number of beef producer experiences that are filmed and edited. All three today were quality products. The only thing that would have made today's better would have been the third producer to be able to attend. Thanks for putting the conference together! Have smarter attendees. (Smiley face included by participant). Separate participants by skill, experience and/or forage/production and processing/marketing. Better informed speakers. One of the speakers left too many questions. He also didn't back up his information on where he gathered the information. He also only stated research from his own farm rather than solid research. Assure that speaker knows his/her audience. Have better meal, more variety needed. Beef meeting needs good beef meal. Why $40 cost? Speaker cost? Building cost? (Athens, TN) I needed to bring a coat or sweater for next AC meeting. Room was cold and uncomfortable. (Athens, TN) Producer speaker from video farm tour should be "dressed." No "out of field" appearance. (Athens, TN) Technical issues could have been better. Improve the sound on video farm tours. Positive Comments Good conference. Well done. Other positive comments included: It was excellent as presented. I would not change anything; Thought it was all good and informative. Presenters were excellent; Nothing...awesome topic list this year; This conference was well done! Great variety of information. (13 similar comments) I have attended around 20 conferences and workshops. This was the most useful program I've ever attended. Great job! I think this conference went off without a hitch. Great material was discussed and given out for us to take home. I would change nothing. Great job. Enjoyed the hands-on presentations (video farm tours) to show what other producers are doing. Good as is nice job! Lunch was good! (Spring Hill) Do it again (or something similar) next year. Offer in east TN - Tri-cities area/greeneville etc. Without extending into a second day I do not think you could fit more information. Very impressed with conference program and layout! Section 5 The final question of the conference evaluation asked respondents to list a key resource, information or training they still needed at the conclusion of the conference. participant responses are 6

7 categorized by Educational Tools and Trainings for Production, Processing and Marketing, Hands-on Activities and Other Comments. Educational Tools and Trainings for Production I would like to see more sessions on developing pastures that are in different stages. (2 similar comments) Quick identification guide for grasses, weeds, and other plants growing in pasture. Options of species that we can plant to help minimize parasites/pests in pastures. Natural pest/parasite control options. More information on weed management in pastures. Sortable data on forage varieties. I spoke with Dr. Bates about providing the information from PB378 as an excel worksheet. More information on appropriate forages specifically for my area. More information about nutrition and balancing diets when cattle are being fed in fall and winter. More information related to cattle health. I don't think you can put more into a single day, but always good to get more on pasture management. Educational Tools and Trainings for Processing and Marketing More information on cooperative marketing. More information on marketing "on the hoof." Potential selling prices based on production costs. More information on value-added marketing. How-to guide on beef sales to individuals in small, rural areas. More information about the legal aspects of selling beef. (2 similar comments) More information related to processing and marketing. More resources for processing; Provide training for processors. More information on market pricing. More information on knowing when cattle are ready for slaughter. Considerations for transitioning into grass-fed beef and finding the market for the cattle in the area. Educational Tools and Trainings for Hands-on Activities More visits to operations. Pasture walks, hands-on work on a farm, demonstrations. Hands-on fencing demonstrations. Need a trade show to connect producers with downstream marketers. Business plan development. Workshop on how to create sustainable and profitable farms. Apprenticeships! The farmer experience session was great. More farmer trainings in the Athens area, in general. Other Comments More opportunities to develop processing contacts. Access to cheap calves. I would benefit from a state or federal assistance program to get started. My last review of programs stated 30 head of cattle to get financial assistance already in production. More information for small-scale, natural farms. 7

8 More time and experience farming. Application of knowledge at this conference to a cow/calf operation. Repeat of what we just had. I need to visit recommended websites. Offer trainings closer to tri-city area. Summary The 2017 Grass-Fed Beef was conducted for the second consecutive year on June 28, 2017 in Spring Hill, TN and June 29, 2017 in Athens, TN. The 2017 Grass-Fed Beef was partially funded by a grant awarded by the Southern Extension Risk Management Education Center (SRMEC) and United States Department of Agriculture National Institute of Food and Agriculture. A total of 97 participants attended the conferences in Spring Hill and Athens, TN. Seventy-six of the 97 attendees were producers. Of the 76 producers, 46 completed the conference evaluation form, resulting in a 61 percent response rate. Short-term impacts of the conference included: Based on evaluation responses, producer participants increased their knowledge for each educational topic assessed in the conference evaluation. Knowledge gain for the educational topics assessed ranged from 23 percent to 84 percent. When averaged across all educational topics, participant knowledge increased by 50 percent. Twenty-four of the 46 respondents (52 percent) reported that the conference helped them gain knowledge/skills to increase revenue, reduce costs, prevent losses, increase payroll or make one-time capital purchases for their direct marketing enterprise. 8

9 Appendix Greg Halich of University of Kentucky Extension discusses pasture-based finishing options for grass-fed beef cattle producers in Tennessee. (Spring Hill, TN) Jason Smith of University of Tennessee Extension talks about the importance of testing for hay quality before purchasing feedstocks. (Spring Hill, TN) Chris Burger of Century Harvest Farms responds to questions about his enterprise s unique processing and marketing strategies. (Athens, TN) Lee McCormick of Pinewood Farms and Piney River Cattle Company highlights the potential of pasture grazing for beef cattle producers. (Athens, TN) 9

10 2017 Grass-Fed Beef Evaluations Please help evaluate this and provide input for future events by completing this form. Please rate your knowledge or understanding of the following information before and after the conference: TOPIC Before the Workshop After the Workshop Low High Low High How well did you understand grazing and forage management strategies for pasture-based finishing? How well did you understand forage species selection for your grass-fed program? How prepared were you to determine acreage needed for new forage crops? How well did you understand grass-fed beef nutrition requirements? How well did you understand the labeling requirements to make special statements and claims on meat product labels? Based on your farm s resources, how prepared were you to finish cattle? Direct Marketing and Value-Added Enterprises 1. Do you currently direct market or plan to begin direct marketing farm-raised meat products to consumers in the next year (on-farm retail, CSA shares, farmer markets, restaurants, etc.)? 2. Did the help you gain knowledge/skills to increase sales revenue, reduce costs, prevent losses, increase payroll or make one-time capital purchases for your direct marketing enterprise? Yes Go to Question 2. No Go to Question What were the most important things you learned at this? 4. How could this have been improved? 5. What is the key resource, information or training you still need or would like to receive at future Grass-Fed Beef s? Thank you for completing this evaluation! 10

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