1. Marketing Systems For Livestock and Poultry
Brandy Starnes, ERHS, 2010

2. You should be able to:
3.01 Define cutability, degree of lean, marbling, and quality features used to market beef and swine
3.02 Identify wholesale and retail cuts
3.03 Define terminology used in poultry evaluation
3.04 Methods used to market livestock and poultry

3. Define cutability, degree of lean, marbling, and quality features used to market beef and swine

4. What is Cutability?
The term ‘cutability’ describes the proportion of an animal which is saleable meat.
Dressing percentage
Percentage of the live animal which forms its carcass
Saleable meat yield or retail yield
Percentage of the carcass which is saleable meat.

5. What is Cutability? No two animals are the same
Cutability varies widely between individual animals
This variation affects financial returns to producers, wholesalers and retailers.

6. High Cutability

7. High Cutability Wide stance Convex shoulders and hindquarters
Trim brisket
Wide over the shoulders
Convex rump

8. Low Cutability
Animals with low cutability do not look muscular, indicating a low ratio of muscle to bone.
a narrow stance, especially through the lower hindquarters;
a prominent gut that is the widest point of the animal when it is viewed from behind;
flat forearms and shoulders;
narrow, poorly developed loins sloping down from the backbone.

9. Low Cutability
Animals that are overfat and have an uneven distribution of fat have:
lumpy deposits of fat in the brisket flank and tailhead
a smooth appearance;
a level underline;
a deep body;
flatness over the top of the rump;
a smooth tail setting;
a soft, spongy feel

10. Grading Meat Beef and Swine are graded using Quality Grades
The worthiness of the meat produced
Tenderness, juiciness, and flavor
Yield Grades
The amount of meat produced from a specific carcass

11. Grading Meat 1. Quality Grades
Determined by the class or kind of animal (steer, heifer, cow, bull), age or maturity, firmness and marbling of the carcass.

12. Quality Grades Prime Choice Select Standard and Commercial
Utility, Cutter, and Canner

13. Grading Meat Prime grade Choice grade
Produced from young, well-fed beef cattle. It has abundant marbling and is generally sold in restaurants and hotels
Choice grade
High quality, but has less marbling than Prime

14. Grading Meat Select grade
Very uniform in quality and normally leaner than the higher grades
Fairly tender, but, because it has less marbling, it may lack some of the juiciness and flavor of the higher grades

15. Grading Meat Standard and Commercial grades
Frequently are sold as non-graded or as "store brand" meat
Utility, Cutter, and Canner grades
Are seldom, if ever, sold at retail but are used instead to make ground beef and processed products

16. Grading Meat 2. Yield grade
Percentage of the carcass that is boneless, closely trimmed retail cuts from the round, loin rib, and chuck
Grades 1, 2, 3, 4, 5

17. Grading Meat 3. Marbling Intermingling of fat among the muscle fiber
Measured in the ribeye between the 12th and 13th rib

18. Grading Meat
Swine
1. Quality grade is determined by quality of lean meat and yield.
2. Quality of lean is determined by firmness of lean, firmness of fat, and distribution of external finish (fat).
3. Yield is evaluated by thickness of backfat and degree of muscling.
4. Degrees of muscling are thick, average and thin.

19. Grading Meat Swine (continued)
5. United States No. 1 hog must have at least average muscling.
6. Thick muscling helps offset backfat thickness.
7. Cutability is the yield of closely trimmed, boneless retail cuts that come from the major wholesale cuts of carcass.
8. United States No. 1 should yield 60.4% or higher.

20. Pop Quiz
1) Describe or define cutability. 2) What are the degrees of muscling in swine? 3) What places highest, Choice, Select, or Commercial? 4) Where is marbling assessed on each carcass? 5) What determines a quality grade in cattle?

21. Activity
Watch Modern Marvels “The Butcher”

22. 3.02 Identify wholesale and retail cuts
Cuts of Beef and Swine

23. Wholesale Cuts of Beef

24. Cuts of Beef Wholesale High value Low Value loin, rib, rump, round
chuck, brisket, flank, plate or navel, shank 1

25. Retail Cuts of Beef High Value ribeye from the rib
tenderloin from the loin
sirloin from the loin
rump from the rump
T-bone form the loin

26. T-Bone

27. Ribeye

28. Tenderloin

29. Cuts of Beef
Ribeye
Tenderloin
Sirloin
T-Bone
Ground Beef
Stew Beef

30. Cuts of Pork Wholesale High Value Low Value
loin, ham, picnic shoulder, Boston shoulder or butt
Low Value
spareribs or belly, feet, jowl, backfat, spareribs or side, bacon

31. Activity
Use Aripedia to practice labeling the wholesale and retail cuts of beef.
loin
rib
rump
round
chuck
brisket
flank
plate or navel
shank

32. Wholesale Cuts of Pork

33. Cuts of Pork Retail High Value Low Value
ham, loin, tenderloin, pork chops, Boston butt, picnic ham (shoulder)
Low Value
hocks, spareribs, belly, bacon, jowl, fatback

34. Cuts of Pork

35. Cuts of Pork Pork Chops Boston Butt Picnic Shoulder Country Ham
The Ham, Loin, Picnic Shoulder and Boston Butt make up 75% of the retail value of the carcass

36. Activity
Use Aripedia to practice labeling the wholesale and retail cuts of Pork.

37. Poultry Carcass Evaluation
3.03 Define terminology used in poultry carcass selection and evaluation Poultry Carcass Evaluation

38. Why Grade Poultry Carcasses?
To insure quality before it is sold
Prevent the selling of an unwholesome product
Did you know?
Grading is voluntary and paid for by the meat packer?

39. Grading Poultry Carcasses
USDA Grades indicate quality not sanitation
Ready-to-cook means that certain parts have been removed
head
feet and feathers
blood
viscera (soft internal organs)

40. What are the Grades? Poultry Carcass Grades: Grade A Grade B Grade C
Sold in stores
Grade B
Often not a grade sold in stores
Grade C
Usually used for processing into other food products

41. Evaluation Factors confirmation disjointed and broken bones fleshing
Poultry carcasses are graded on the following factors:
confirmation
fleshing
fat covering
exposed flesh
discoloration
disjointed and broken bones
missing parts
freezing defects

42. Evaluation Factors Confirmations Fleshing Fat covering
normal breastbone, back, leg and wings
Fleshing
well fleshed or muscled is ideal
Fat covering
well covered is ideal

43. Evaluation Factors Exposed Flesh Grade A (2 pound to 6 pound birds)
Breast and leg can not have over 1/4 inch
Other parts can have a maximum of 1 and 1/2 inches

44. Evaluation Factors Exposed Flesh (continued) Grade B Grade C
No more than 1/3 of the total flesh of each particular part can be exposed
Meat yield cannot be affected (i.e. no cuts into the meat)
Grade C
No limit

45. Evaluation Factors Disjointed and broken bones Grade A Grade B
(2 pound to 6 pound birds)
Grade A
1 disjointed and no broken
Grade B
2 disjointed and no broken or 1 disjointed and 1 broken non-protruding

46. Evaluation Factors Disjointed and broken bones Grade C (continued)
No limit
Protruding bones automatic Grade C

47. Evaluation Factors Missing Parts Grade A Grade B
(2 pound to 6 pound birds)
Grade A
Wing tips and tail (removal of the preen gland
Grade B
Wing tips to the 2nd wing joint
Back area not wider than base of tail and extending half way between the base of tail and hip joints

48. Evaluation Factors Missing Parts Grade C (continued)
Wing tips, wings and tail
Back area not wider than the base of tail extending to area between the hip joints

49. Activity
Watch how the Perdue University Poultry Team grades Poultry:

50. What Grade is this?
Grade A
No Defects

51. What Grade is this? B Grade
Back is cut out halfway between the base of the tail and the hip joints

52. More than 1/3 of flesh exposed on breast
What Grade is this?
C Grade.
More than 1/3 of flesh exposed on breast

53. Parts of wing removed beyond the second joint
What Grade is this?
B Grade.
Parts of wing removed beyond the second joint

54. What Grade is this?
C Grade.
Entire wing removed

55. Over 1/3 of the drumstick flesh is exposed
What Grade is this?
C Grade.
Over 1/3 of the drumstick flesh is exposed

56. Trimmed more than halfway between base of tail and hip joints
What Grade is this?
C Grade
Trimmed more than halfway between base of tail and hip joints

57. Protruding broken bone in wing tip
What Grade is this?
C grade
Protruding broken bone in wing tip

58. Activity/Quiz
Grade this set of fresh poultry carcasses

59. 3.03 Describe the methods used to market livestock and poultry

60. Methods of Marketing Terminal Markets
Central markets on public stockyards
Livestock are consigned to a commission firm to bargain with buyers for a certain fee

61. Methods of Marketing Auction Markets Public bidding
Sell to the buyer that bids the highest

62. Methods of Marketing Direct selling No middle person
Producer sells straight to the buyer
No commission or fees

63. Methods of Marketing Electronic marketing
auctioning on-line using computers
Futures marketing and hedging
legal document
calls for the delivery in the future
prices are locked in to a futures price

64. Vertical Integration Definition
Two or more steps of production, marketing and processing are linked together usually by a contract between the producer and feed manufactures or between producers and processors including all three

65. Vertical Integration Holly Farms, Case, Purdue
Poultry Farmer or producer
Grain producer
Hatchery

66. Vertical Integration
About 99% of all broilers and a very high percentage of turkeys, laying hens and swine are grown and marketed through vertical integration contracts

67. Activity
What type of marketing is this? A B C D