DS-lancaster Farming, Saturday, September 24, 1994
ST. JOSEPH, Mo. Angus
breeders from across the nation
displayed 163 entries at the 47th
Annual American Angus Breed
ers’ Futurity at the Kentucky Fair
and Exposition Center in Louis
ville, Ky. Judge Charlie Boyd II
and associate judge Charles Boyd
Sr., both of Mays Lick, Ky.,
evaluated the cattle on August 1-2.
Mengs Miss Skymere 788 was
named the show’s supreme cham
pion. She earned the grand cham
pion female award on her way to
the title. She is a January 1992
daughter of Leachman Prompter
and was shown by Will Meng,
Bowling Qreen, Ky. The entry
first topped the senior division
Reserve grand champion fe
male honors were presented to W
C C Blackcap C 9. The January
1993 daughter of S S Traveler 6T6
was also chosen early junior
champion. The owners of this re
serve champion are Twin Valley
Farms, Prattsville, Ala., and Wil
son Cattle Company, Cloverdale,
Ind.
Topping the bull entries was
Whitestone Fly Traveler 3006. He
is a January 1993 son of Hoff Hi
Flyer S C 7134 and was first nam
ed early junior champion. The en
try is jointly owned by Whitestone
Farm, Aldie, Va.; Bonner Farms,
Flintville, Tenn.; and New Zea
land Syndicate, Aldie, Va.
CAF Beau Max 7782 earned
the reserve grand champion bull
title. The senior champion is own
ed by Conley Angus Farm,
Clarksdale, Mo.; Sam and Sharon
Brown, Lena, Miss.; and Mrs.
Douglass Campbell, G'oton,
Mass. He is a January 1992 son of
R&J Maxima.
The show is one of four Super
Point Roll of Victory (ROV) An
gus Shows the American Angus
Association sponsors each year.
A complete lilst of winners fol
lows:
HEIFERS (113 Shown)
Junior Halter Calf Champion; Wal
deck EF Forever Lad/ 9407, Exhibitor
Waldeck Farm, Crestwood, KY.
Raaarva Junior Halter Calf Cham
pion: Deer Creek Rita 150, Exhibitor
Wesley Womack, Pembroke, KY.
Senior Halter Calf Champion:
Championn Hill Lady Stone 731, Exhi
bitor Neenah Hill, Bidwell, OH.
Raaarva Senior Halter Calf Cham
pion: Champion Hill Jestress 740, Ex
hibitor J Bar J Ranch, Norwich, OH.
Late Intermediate Champion Heif
er: Womacks Favorite, Exhibitor Wes
ley Womack, Pembroke, KY.
Reserve Late Intermediate Cham
pion Heifer: Highland Prairie Lady 14,
Exhibitor Suzanne Uhey, Perrysville,
Early Intarmediata Champion
Halter: Cherry Knoll Blackmakf CB, Ex
hibitor Cherry Knoll Farm Inc., West
Grove, PA.
Reserve Early Intarmediata Cham
pion Heifer: Davis Skymere 9312,
Exhibitor Anne Nicole Davis, Spring
field, KY.
Late Junior Champion Heifer:
Champion Hill Sara 656, Exhibitor
Wesley Womack, Pembroke, KY.
Reserve Late Junior Champion
Helfar: Champion Hill Rosetta Stone,
Exhibitor Neenah Hill, Bidwell, OH.
Early Junior Champion HelteT: W
C C Blackcap C 9, Exhibitor Twin Valley
Farms, Prattville, Al, & Wilson Cattle
Company, Cloverdale, IN.
Reserve Early Junior Champion
Heifer: WC C Rito Lass 133, Exhibitor,
Wallace Cattle Company, Lee ton, MO.
Senior Champion Femala Manga
Miss Skymare 788, Exhibitor Will
Meng, Bowling Green, KY.
Reserve Senior Champion Fe
male: Sedgwicks Erica 6412, Exhibitor
Chad Ward, Palmyra, Wl.
Grand Champion Female: Mengs
Miss Skymere 788, Exhibitor Will
Meng, Bowling Green, KY.
Reserve Grand Champion Fa
male: W C C Blackcap C 9, Exhibitor
Twin Valley Farms, Prattville, AL, A
Wilson Cattle Company, Cloverdale,
IN.
163 Entries
BULLS (41 Shown)
Junior Bull Calf Champion: Lem
mon Foundation 2184, Exhibitor Jona
than Lemmon, Woodbury, GA.
Reserve Junior Bull Calf Cham
pion: Obsidian Division, Exhibitor Fred
Thohmas, Meeteetse, WY, & Weber
Livestock Company, Dousman, Wl.
Senior Bull Calf Champion: J Bar J
Altima, Exhibitor J Bar J Ranch, Nor
wich, OH.
Reserve Senior Bull Calf Cham
pion: Champion Hill Stone Impact, Ex
hibitor Sarah Hill, Bidwell, OH.
Intermedlarte Champion Bull: S A
V Popular Trend 2675, Exhibitor White
stone Farm, Aldie, VA; Schaifs Angus
Valley, St Anthony, ND; & 21st Cen
tury Genetics, Shawano, Wl.
Reserve Intermediate Champion
Bull: Bootheel Mid Western, Exhibitor
Joseph Hendley, Bloomfield, MO.
Late Junior Champion Bull:
Dameron West Point, Exhibitor Julie
Dameron, Lexington, IL; Galls Angus
Farm, Odell, IL; & David Duzan, Lex
ington, IL
Reserve Late Junior Champion
Bull: Champion Hill Trail Boss, Exhibi
tor Schaffs Angus Ranch, St Anthony,
ND; Champion Hill, Bidwell, OH; & Trail
Boss Breeders, Bidwell, OH.
Early Junior Champion Bull:
Whitestone Fly Traveler 3006, Exhibi
tor White stone Farm, Aldie, VA; Bon
ner Farms, Flintville, TN; New Zealand
Syndicate, Aldie, VA.
Reserve Early Junior Champion
Bull S A Executive, Exhibitor Wilson
Cattle Company, Ctovardale, IN; Wil
liam A Barbara Rishel, North Platte,
NE; A Ken Caryl Cattle Company,
Rad Lodge, MT.
Senior Champion Bull: CAF Beau
Max 7782, Exhibitor Conley Angus
Farm, Clarksdale, MO; Sam A Sharon
Brown, Lena, MS; A Mrs. Douglas
Campbell, Groton, MA.
Reserve Senior Champion Bull:
Sedgwicks Interest, Exhibitor T S
Farms. Holdrege, NE, A McCurry Bro
thers, Sedgwick, KS.
Grand Champion Bull: Whitestone
Fly Traveler 3006, Exhibitor White
stone Farm, Aldie, VA; Bonner Farms,
Flintville, TN; New Zealand Syndicate,
Aldie, VA.
Reserve Grand Champion Bull:
CAF Beau Max 7782, Exhibitor Conley
Angus Farm, Clarksdale, MO; Sam A
Sharon Brown, Lena, MS; A Mrs.
Douglas Campbell, Groton, MA.
COW-CALF PAIRS (9 Shown)
Grand Champion Cow with Natur
al Calf; Waldeck Katinka 9216, Exhibi-
Urges Meat Industry To Focus On Consumers
CHICAGO, 111. If you were
the head of marketing for the meat
industry, which of the following
strategies should you choose as
your blueprint for success?
Should you embrace Strategy A
and strive to serve almost all con
sumers, be very opportunistic,
hate to lose a sale, design products
to serve multiple consumers, and
strive to find new markets for
existing products?
Or, should you embrace
Strategy B and serve only those
consumers who fit with industry
capabilities, intentionally ignore
other consumers, pursue only a
few growth opportunities, develop
new products only for existing
customers, and give consumers
what they want, but no more?
If you chose Strategy A, you’d
be in the company of many top
executives. As more than 500
meat industry leaders attending
Demand Strategies here recently
found out, however, the mass
market appeal of Strategy A is the
wrong choice.
“In today’s world, there is no
such thing as a mass market,”
according to Stephen Burnett, pro
fessor of strategic management at
Northwestern University J.L. Kel
logg Graduate School of Manage
ment. “Consumers are segmented
into diverse groups, and their
needs and wants are different. So a
focused, single strategy designed
to serve all customers is doomed.”
Instead, Burnett urged marke
ters to take what he called the “S-
Compete For Top Spots
Whltestone Fly Traveler 3006 was named grand champion bull at the 1994 Ameri
can Angus Breeders’ Futurity Roll of Victory (ROV) Super Point Show In Louisville,
Ky. He is jointly owned by Whltestone Farm, Aldle, Va.; Bonner Farms, Fllntvllle,
Tenn.; and New Zealand Syndicate, Aldle, Va. This early junior champion Is a January
1993 son of Hoff HI Flyer S C 7134. Charlie Boyd II served as the lead Judge for the
show, and Charles Boyd Sr., both of Mays Lick, Ky., was the associate Judge.
lor Waldeck Farm, Crestwood, KY.
Grand Champion Cow with Em
bryo Calf: Oneills Delia 660, Exhibitor
Circle A Ranch, Iberia, MO.
Reserve Grand Champion Cow
with Embryo Call: S V F Forever Lady
1120, Exhibitor Three Rivers Angus
Farm, Roanoke, IN; Eaglestone Farm,
Carlisle, KY; & Waldeck Farm, Crest
wood. KY.
SUPREME CHAMPION: Mengs
Miss Skymere 788, Exhibitor Will
Meng, Bowling Green, KY.
Grand Champion Udder: Waldeck
Miss Blackvird 9205, Exhibitor Eagle
stone Farm, Carlisle, KY, & Waldeck
Farm, Crestwood, KY.
Reserve Grand Champion Udder:
Oneills Delia 660, Exhibitor Circle A
Ranch, Iberia, MO.
Premier Sire Award: Century
Touchstone 131.
Get-of-Sire: TC Dividend 963, Exhi
bitor McCurry Brothers, Sedgwick, KS.
Junior Get-01-Slre: Century Touch
stone 131, Exhibitor Champion Hill,
T-P” approach. First, cluster
groups of customers into strategi
cally significant segments (“S”).
Then target (“T”) these segments
and develop unique strategies for
each one. Finally, plan (“P”) an
integrated marketing approach
that truly serves each segment’s
needs.
Burnett says the first step
segmentation is the easiest.
Simply compile appropriate
demographic information, such as
age, social class, income or lifes
tyle choice, until you have a large,
strategically significant group that
can be targeted profitably.
“Today, buyer behavior is used a
lot in segmentation,” Burnett said,
“because what matters most is not
so much who those customers are,
but why they buy.”
The next step targeting the
strategically significant group
is not as easy. “The natural ten
dency is to target the most attrac
tive customers,” Burnett said.
“But remember your competi
tors are doing the same thing,
which means you’ll have to com
pete on price and that’s not so
attractive. You have to define a
group that you are really able to
serve.”
Once a group is targeted, it’s
time to plan the integrated market
ing strategy, and Burnett used
real-life successes and failures to
illustrate consumer-driven mark
eting strategies.
A few years ago, Burnett said,
the Gerber Products Company, the
Bidwell, OH, & Womach Angus, Pem
broke, KY.
Calf Get-of-SIro: Century Touch
stone 131, Exhibitor Champion Hill,
Bidwell, OH, & J Bar J Ranch, Norwich,
OH.
Best Six Head: McCuny Brothers,
Sedgwick, KS.
Produce of Dam: Rito 139 Ideal
4167, Exhibitor Meng Angus Farm,
Bowling Green, KY.
McCorkle Challenge Trophy (best
bull and tamale owned or co-owned
by the exhibitor): Lemmon Cattle En
terprises, Woodbury, GA, & White
stone Farm, Aldie, VA.
Outstanding Herdsman's Award
(Robert L Asher Memorial Trophy):
Mike Jones, Womack Angus, Pem
broke, £Y.
Master Breeder of the Year: New
bill Miller, Ginger Hill Farm, Washing
ton, VA.
Premier Exhibitor: Waldeck Farm,
Crestwood, KY.
Manager of the Year: Mark Akin,
Circle A Ranch, Iberia, MO.
baby food maker, became con
cerned about declining birth rates.
In an effort to expand its product
base, it developed a new product
that targeted adults who lived
alone, a growing category with a
wide age group. The result: a
single-serving meal from a jar
called ‘Singles by Gerber.’
“The first lessons in the S-T-P
model are to segment and target
and Gerber did that,” Burnett
said. “But it failed to fully consid
er another critical concept: look
ing at your product through the
eyes of your consumer. Despite
the company’s reputation for qual
ity, consumers simply couldn’t
shake the notion that Gerber was a
baby food company.
“Then along came ‘Lean Cui
sine’ from Stouffer, a product
targeting the same market, and it
hit. ‘Lean’ is considered ‘healthy’;
*r -
PERFORMASHOW ’94
Three judges scored the entries
on both physical appearance and
genetic merit Doug Frank, De
forest. WI; Ken Hartzel, Shawano,
WI; & Mike Hall, San Luis Obis
po. CA.
HEIFERS
Grand Champion Fomalo; Trzos
Rally Lass T 145, Exhibitor Kentucky
Department of Corrections, Frankfort,
KY.
Reserve Grand Champion Fe
male: Sedgwicks Erica 8412, Exhibitor
Chad Ward, Palmyra, WI.
BULLS
Grand Champion Bull: Whitestone
Fly Traveler 3006, Exhibitor Bonner
Farms, Flintville, TN; Whitestone Farm,
Aldie, VA; & New Zealand Syndicate,
Aldie, VA.
Reserve Grand Champion Bull;
Sedgwicks Interest, Exhibitor T S
Farms, Holdrege, NE. & McCurry Bro
thers, Sedgwick, KS.
if you’re going to eat alone, ‘cui
sine’ sounds better than ‘single’;
and consumers equate frozen with
freshness. Stouffer and consumers
hooked up.”
Burnett concluded his presenta
tion by urging every member of
the meat industry from produc
ers to retailers to make every
decision with the consumer in
mind. “You must realize that what
you think of your product doesn’t
matter,” Burnett said. “What mat
ters is what the customer thinks.
Great marketers leant how the
customer thinks and feels, and
they base every action, every deci
sion, on that knowledge.”
Demand Strategies is an annual
look at the latest meat consumer
market research. Demand Strate
gies is sponsored by the National
Live Stock and Meat Board.
H