Successful marketing requires two key components; great people and a great product.  Shorthorn has both and that is way Durham Natural Gold Beef will be a huge success. 

Durham Natural Gold Beef is a new marketing assistance program offered through the American Shorthorn Association.  Producers of Shorthorn genetics will have the opportunity to purchase meat labels and marketing materials from the American Shorthorn Association and market their own beef under the Durham Natural Gold name.

In order to insure some level of consistency across producers there are certain guidelines to producing Durham Natural Gold Beef.  Calves must be at least 50 percent Shorthorn genetics, a maximum of 25 percent Continental genetics, never administered or fed any hormonal supplements or antibiotics, and be less than 20 months of age.  Their carcasses must weight between 550 and 900 pounds, grade Choice, yield grade less than 3.5 and have a ribeye area ranging from 10.5 to 15 square inches.  The guidelines are further explained on the producer affidavit, which must be signed and on file with ASA prior to purchasing labels and marketing materials.

This program will enable Shorthorn producers to professionally present their meat product to consumers, restaurants, and retailers.  As food safety increases in awareness, consumers are more comfortable knowing the source of their food products.  Direct marketing is a great way to capture profit potential gained through the feeding, processing and retail phases of the beef industry.  But, with all the rewards and depending on the scale of your meat operation, it can also be time consuming and labor intensive.

Selling halves and quarters is definitely the best way to get your feet wet.  Prior to going to retail or restaurant trade be sure to do your homework.  You’ll need to understand your states’ regulations, liability issues, and build a relationship with a knowledgeable processor.  Producers must also realize selling steaks is relatively easy, but each carcass produces much more ground product, chuck and round than it does steaks. 

I would be glad to assist Shorthorn breeders in developing a plan for marketing your meat product.  I truly believe the potential of this program is enormous, but it will take the efforts of individual producers to get it done. To acquire your producer affidavit or to purchase brochures and labels, contact Nick Hammett at 816-582-5277 or nick@shorthorn.org.