PrimeTime spring 2018

SO, YOU WANT TO BE A Seedstock Breeder? WITH BOB KROPP, PH.D.

BY HANNAH WINE, FREELANCE WRITER

R aising seedstock is not for the faint of heart. Last fall at the American Akaushi Association Annual Convention, Bob Kropp, Ph.D., retired Oklahoma State University professor, spoke about successful seedstock business tricks of the trade. Kropp has more than 50 years of experience in the cattle industry, and has observed the strug- gles and trials of many seedstock produc- ers. He is passionate and excited about the potential for Akaushi genetics. “The potential infusion of Akaushi genetics into the

tion leadership, poor breeder leadership and an inability to produce the product in volume for the customers. It depends on you as breeders to make this happen.” Kropp emphasized the breed’s remark- able meat quality and palatability. He said he has not seen a breed that can do any- thing near what Akaushi can in terms of meat quality. The average life of a seedstock opera- tion in the United States is fewer than five years. Kropp associates this with the lack of demand and, consequently, a lack of a customer base, as well as operators without any marketing experience or ability. “To survive, you have to convince some- one to purchase your product,” Kropp explained. “I don’t know anyone who goes into a business and tries to breed bad cat- tle. Some of them do, but they don’t try to do that. But that creates a major problem, and that problem is: are you breeding these cattle to satisfy yourself or to satisfy the wants, needs and desires of the people who want to own these cattle? A lot of seedstock producers fail because they breed what they like, with total disregard for whether anyone else wants those or not. The buying public is who you have to satisfy to survive and succeed.” The buying public is a critical component to your success. They also determine your value by telling you what your cattle are 

The seedstock business is a people business, and it’s critical to keep your customers happy and coming back. The two most important words are, repeat customer.

beef industry is the biggest thing that I’ve personally seen in 50 years,” Kropp said. “There have been major things in the beef industry that have evolved over the years, one of which was in the

1950s, when European cattle were import- ed. Nothing has happened since to make that big of a mark on the industry – but Akaushi genetics [will].” “It’s important for you, as Akaushi breed- ers, to realize it’s going to take you to make it happen. Other breeds have tried, but they’ve all failed because of poor associa-

Akaushi Prime Time • Spring 2018

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