1. Mark Harmon

3. Joplin Regional Stockyards Located in Southwest Missouri Located in Southwest Missouri 23,000 Customer Base / serving 3.0 million cattle in my trade area 23,000 Customer Base / serving 3.0 million cattle in my trade area Marketed 435,000 Cattle in 2005 Marketed 435,000 Cattle in 2005 Host a weekly in house Video Auction Host a weekly in house Video Auction All Sales are Live on DV Auction on the Internet All Sales are Live on DV Auction on the Internet Average herd size in our area is less than 50 cows Average herd size in our area is less than 50 cows 30 plus Livestock Auction Markets within 150 miles 30 plus Livestock Auction Markets within 150 miles Our goal is to remain a leader in the cattle marketing industry and that requires us to always Our goal is to remain a leader in the cattle marketing industry and that requires us to always “THINK OUTSIDE THE BOX” “THINK OUTSIDE THE BOX”

4. “Agriculture’s future will be driven by fast changes in technology.”

5. Preparing for the FUTURE Producers will have documented records on management and health programs and will be backed by the owner making sure their product will satisfy the specifications and needs of the industry. Producers will have documented records on management and health programs and will be backed by the owner making sure their product will satisfy the specifications and needs of the industry. To enhance the profitability of the entire production system. To enhance the profitability of the entire production system.

6. EID and ANIMAL IDENTIFICATION IS NOT A PROBLEM BUT A “OPPORTUNITY”

7. VERIFICATION Verification is a means of proving claims about a product and also a method of exchanging information. Verification is a means of proving claims about a product and also a method of exchanging information. With the ability to trace a product through a production and distribution system to the end user. With the ability to trace a product through a production and distribution system to the end user. Retailers are increasing drawn to these products, because their customers are showing growing interest in products with some kind of verification. Retailers are increasing drawn to these products, because their customers are showing growing interest in products with some kind of verification.

8. What the extra work of Verification can do for you is open marketing opportunities not available to cattle that are not aged, sourced or process verified What the extra work of Verification can do for you is open marketing opportunities not available to cattle that are not aged, sourced or process verified While economic incentives are not guaranteed, producers whose cattle have been aged, sourced, process verified have reported increased Marketability and Premiums While economic incentives are not guaranteed, producers whose cattle have been aged, sourced, process verified have reported increased Marketability and Premiums

9. There’s no doubt that animal identification will become mandatory, but right now Age-Source and Process verification will: There’s no doubt that animal identification will become mandatory, but right now Age-Source and Process verification will: Improve Industry Communication Improve Industry Communication Improve products Improve products Improve Marketability Improve Marketability

10. Today the value lies in the cow-calf segment. Today the value lies in the cow-calf segment. If we miss the opportunity to capture data (keep records), we can’t capture it later on. If we miss the opportunity to capture data (keep records), we can’t capture it later on. A Successful marketing plan for the FUTURE begins today ! A Successful marketing plan for the FUTURE begins today !

11. Marketing With the nature of our market and strong demand, marketing calves will be quite easy. With the nature of our market and strong demand, marketing calves will be quite easy. As we move into the lower end of the cattle cycle, we’ll see the price range widen further between reputation and non-reputation cattle. As we move into the lower end of the cattle cycle, we’ll see the price range widen further between reputation and non-reputation cattle. Management practices along with genetic Management practices along with genetic choices used today will be the backbone of the calf crops sold in the future choices used today will be the backbone of the calf crops sold in the future

12. Marketing Relationships developed this fall between producers, veterinarians, livestock markets and their customers will be necessary to ensure market access and premiums when the market focus has shifted away from the cow-calf segment. Relationships developed this fall between producers, veterinarians, livestock markets and their customers will be necessary to ensure market access and premiums when the market focus has shifted away from the cow-calf segment.

13. Just Remember Animal ID is not traceability ID merely enables traceability, which makes Source-Age-Process Verification Possible

14. Those who produce and market beef should realize that the end product they sell is not simply Those who produce and market beef should realize that the end product they sell is not simplyMEAT it is TASTE, it is TASTE, TENDERNESS, TENDERNESS, SAFETY and WHOLESOMENESS. SAFETY and WHOLESOMENESS.

15. Remember !!!!!!! If you don’t measure it If you don’t measure it And have it identified And have it identified You can’t Manage it You can’t Manage it It’s not always price per pound but the amount of the CHECK !!! It’s not always price per pound but the amount of the CHECK !!!

16. Thank You Enjoy a JUICY STEAK TODAY