Progress 10/01/14 to 09/30/19
Outputs
Target Audience:The primary target audience for project work done in this period is livestock industry participants, including beef producers at various points on the beef supply chain and those whom producers may seek out for advice. A secondary audience is consumers through a valuation of consumer preferences related to specific meat products and product claims. Agri-food supply chain participants are a secondary audience. Changes/Problems:
Nothing Reported
What opportunities for training and professional development has the project provided?The project provides continuous assessment of the market values associated with specific producer management practices, in addition to information about producer behavior. This facilitates better communication with producers through improved cost-benefit scenarios specific to their choices. In-service training with extension educators helps equip them to provide relevant, science-based information to producers as well as to the public. How have the results been disseminated to communities of interest?Research results have been disseminated through traditional academic journals and conferences. Those results have also been extended in practical, usable ways to producers through extension publications, extension workshops, local and state cattlemen's groups, news media outlets, and industry publications. Results have also been extended to nontraditional audiences through the Unidos program to increase Hispanic and African-American youth's interest in careers in science. Future producers have also been reached through hands-on youth workshops. What do you plan to do during the next reporting period to accomplish the goals?
Nothing Reported
Impacts
What was accomplished under these goals?
This project conducted objective research related to marketing challenges and opportunities in the Agri-Food system. The primary focus has been on the beef industry and related market segments with a secondary focus on the general market landscape in agriculture. An important accomplishment is increased awareness of beef producers that specific health management and marketing choices directly influence the value of calves at sale time and benefits the system as a whole. Data collection efforts across time at calf auctions and the associated research and educational efforts have provided measurements of monetary values associated with various practices. This increases the information available with which producers can make informed decisions based on these values, resource requirements and their own resource base of time, tools and physical resources. Continuing assessment of value is provided through Oklahoma Quality Beef Network (OQBN) sales where calves must meet a set of health management requirements to be marketed through these special sales. Across the five years of this project, the average premium for a calf marketed with these health management characteristics was approximately $15 per hundredweight, or roughly $75 per head, over calves with less intensive management before marketing. By increasing producer awareness of the value of calf health management, producer profitability may be improved with the added benefits of more calves coming into the beef supply chain with improved health management characteristics. Overall, the general health of calves is increased throughout the supply chain, ultimately resulting in less antibiotic use, improved animal welfare, and higher carcass quality for consumers. Objective 1: Data collection efforts at feeder calf sales have allowed long-term research as well as rapid communication of the impact of producer management choices with crucial feedback to market participants and, importantly, to producers who choose not to implement science-based recommended practices prior to marketing their calves. Information influences decision making throughout the beef supply chain. In the case of cattle in feedlots, an accurate projection of the cost of adding weight to those cattle is a key component of decision-making. Research from this project examined methods to improve that projection. Another calf health-related research examined the cost of persistently infected calves who may not be ill, yet spread the disease to other animals in the system. As those animals move through the supply chain, costs increase at each segment, yet the economic incentives to remedy the issue are imbalanced by segment relative to the benefits. Related research examines the factors that influence the death loss rate in feedlots. Research also examined methods for improved forecasting of the cost of gain for feeder cattle. Objective 2: Producer decisions regarding management practices can influence profitability and consumer choice. At the ranch level, it is important to understand the incentives and constraints behind cow-calf producers' practice adoption decisions so that educational efforts can be delivered more efficiently and effectively. This project has added to this knowledge base with the second implementation of an existing benchmarking survey effort targeting cow-calf producers that address these marketing and management questions. The impact of this will extend yet further, as it has been leveraged to attain competitive grant funding to implement a third benchmarking survey in the near future. Data from these surveys provide insight into how producers manage their operations, as well as what they perceive to be important production practices and what they perceive as incentives and constraints to adopting those practices. It is invaluable in educational efforts with producers. Decisions at one level in the beef supply chain influence outcomes in other levels and influence consumer decision making. Research from this project discovered that consumer perceptions about hormone use in meat animal production are typically inaccurate, yet those perceptions influence the products purchased and the price that they pay for those products. Objective 3: The structure of markets can sometimes influence outcomes, whether it be pricing, service availability or the well-being of market participants. One accomplishment of this project relevant to the market structure is that local and regional market structures influence incomes for veterinarians, and the agricultural service industry important to livestock production. Participants in the food system must navigate a changing landscape along with the management and marketing challenges that it presents. Though change catalysts come in many forms, the impacts are often felt across production sectors and throughout the agri-food supply chain. Changes in market structure and evolution in the nature of market relationships can lead to more cost-efficient production and stronger marketing channels. Further, the evolution of the system broadens the range of opportunities for adding value at the farm level. This research provides an economic analysis of these change catalysts, of potential responses to the associated challenges and opportunities, and of associated supply chain behavior. Particular emphasis is placed on value enhancement in the livestock industry and implications for Oklahoma livestock producers and processors. Research results will be used to inform production and marketing strategies for agri-food system participants.
Publications
- Type:
Journal Articles
Status:
Published
Year Published:
2019
Citation:
Yang, Ruoye, Kellie Curry Raper and J. Ross Pruitt. The Influence of Recession and Income Strata on Consumer Demand for Protein Sources. Applied Economics, 51(42):4615-4628. DOI: https://doi.org/10.1080/00036846.2019.1593940. March 2019.
- Type:
Journal Articles
Status:
Published
Year Published:
2019
Citation:
Neill, Clinton L., Rodney B. Holcomb, Kellie Curry Raper, and Brian E. Whitacre. Effects of Spatial Density on Veterinarian Income: Where are all of the Veterinarians? Applied Economics 51(14):1532-1540. DOI: https://doi.org/10.1080/00036846.2018.1527461. January 2019
- Type:
Journal Articles
Status:
Published
Year Published:
2018
Citation:
Raper, Kellie Curry, Damona Doye and Derrell S. Peel. Why Arent More Calf Management Records Kept by Beef Producers? Journal of the NACAA 11(2), December 2018.
- Type:
Conference Papers and Presentations
Status:
Other
Year Published:
2019
Citation:
Riley, John M., Courtney L. Hurt, Derrell S. Peel, and Kellie Curry Raper. Economic Consideration of Pre-Weaning Calf Health Management. SE ARPAS Symposium, American Society of Animal Scientists, Southern Section Meeting, Oklahoma City, OK. January 27, 2019.
- Type:
Conference Papers and Presentations
Status:
Other
Year Published:
2019
Citation:
Mulenga, Brian, Kellie Curry Raper, and Derrell Peel. Examining Joint Adoption of Cow-Calf Management Practices. Selected paper at Western Agricultural Economics Association annual meeting, Coeur DAlene, Idaho. June 30-July 2, 2019
- Type:
Theses/Dissertations
Status:
Published
Year Published:
2019
Citation:
Brian Mulenga, Agricultural Economics (PhD, 2019)
Economic Thresholds of Wheat Streak Mosaic, Feedlot Cost of Gain Prediction, and Joint Adoption of Cow-Calf Production Practices (Dissertation Chair/Advisor)
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Progress 10/01/17 to 09/30/18
Outputs
Target Audience:The primary target audience for project work done in this period is livestock industry participants and, in particular, beef producers at various points on the beef supply chain. A secondary audience is consumers through a valuation of consumer preferences related to specific meat products and product claims. Agri-food supply chain participants are also a secondary audience. Changes/Problems:
Nothing Reported
What opportunities for training and professional development has the project provided?The project provides improved valuations of producer management practices in the marketplace, allowing educators to implement improved cost-benefit scenarios with producers. Multiple in-service trainings were conducted with extension educators to equip them to provide relevant and objective information to producers and to the public. How have the results been disseminated to communities of interest?Results have been disseminated through academic publications, through producer-oriented newsletters and websites, through relevant media outlets, and through extension programs with producers. Unconventional audiences reached includeHispanic youth from an urban center who participated in on-ranch beef workshops as part of a concerted effort to increase their interest in pursuing careers in science, and to broaden their view of possible research endeavors. What do you plan to do during the next reporting period to accomplish the goals?
Nothing Reported
Impacts
What was accomplished under these goals?
This project conducts objective research related to the economic value of livestock (particularly beef cattle) production and marketing practices. The results of that research and its implications for beef producers and others in the beef supply chain are then communicated through multiple avenues, including cooperative extension programming, industry media, and academic publications. Objective 1: Data collection at feeder calf sales continues to allow real-time assessment of the impact of producer management choices with crucial immediate feedback to market participants. This also serves as educational information for those producers who choose not to implement these science-based recommended practices. Data was collected on 12,582 calves (including Oklahoma Quality Beef Network calves) at 8 sales across Oklahoma. On average, producers who implemented recommended management practices for OQBN certification realized a premium of $85.44 per head, assuming a 600-pound calf. The estimated monetary impact of the program was $1.15 million for 2017. Another research effort analyzed consumer survey data that elicits consumer perceptions of hormone use in livestock production, as well as consumer willingness to pay for meat products produced with no added hormones. Objective 2: A published journal article examines the producer demographics associated with beef producers who do not adopt recommended management practices. Results will facilitate improved producer targeting for research-based educational programming. During this project period, major surveys of producers in two beef production sectors were also implemented, including beef stocker and cow-calf sectors. The stocker survey is a new effort at documenting the many facets of stocker production. The cow-calf sector survey is the second installation in what is hoped to become a series of benchmarking surveys on producer actions and attitudes repeated every few years. Funding for a third installation has already been secured. Data from these surveys will provide insight into how producers manage their operations, as well as what they perceive to be important production practices and what they perceive as incentives and constraints to adopting those practices. Analysis of changes in death loss in the feedlot sector was conducted at both the industry and firm levels to determine whether death-loss rates in feedlots have changed over time and, if so, whether changes may be linked to certain animal and market characteristics. Objective 3: The influence of local and regional market structure on incomes in an agricultural service industry is examined in a manuscript that is nearing publication.
Publications
- Type:
Journal Articles
Status:
Published
Year Published:
2017
Citation:
Schumacher, Stephanie, Kellie Curry Raper, and Derrell S. Peel. Demographic Influences on Non-Adoption of Calf Management and Marketing Practices for Cow-Calf Operations. Journal of Applied Farm Economics 1(2):31-48. Fall 2017.
- Type:
Conference Papers and Presentations
Status:
Published
Year Published:
2017
Citation:
Yang, Ruoye, Kellie Curry Raper, Rodney Holcomb and J. Ross Pruitt. Demand for Disaggregated Protein Products . Selected paper at Food Distribution Research Society Annual Conference. Honolulu, Hawaii. October 21-24, 2017.
- Type:
Conference Papers and Presentations
Status:
Published
Year Published:
2018
Citation:
Mulenga, Brian, Kellie Curry Raper, and Derrell S. Peel. Improving Cost of Gain Forecasts for Feeder Cattle. Selected Poster for Agricultural and Applied Economics Association annual meetings, Washington, D.C., August 2018.
- Type:
Conference Papers and Presentations
Status:
Published
Year Published:
2018
Citation:
Buda, Mark, and Kellie Curry Raper. Structural Change in Feedlot Death Loss. Selected Poster presented at Southern Agricultural Economics Association annual meeting, Jacksonville, Florida. February 2-6, 2018.
- Type:
Conference Papers and Presentations
Status:
Published
Year Published:
2018
Citation:
Mulenga, Brian, Kellie Curry Raper, Derrell S. Peel and Amy Hagerman. Calf Location, Source and Background Preferences of Oklahoma Beef Stocker Producers. Selected Poster presented at Southern Agricultural Economics Association annual meeting, Jacksonville, Florida. February 2-6, 2018.
- Type:
Theses/Dissertations
Status:
Published
Year Published:
2018
Citation:
Mark Bin Buda, "Economic Analysis of Structural Change in Feedlot Cattle Death Loss." PhD Dissertation, Agricultural Economics (May 2018). (Dissertation Chair/Advisor)
- Type:
Theses/Dissertations
Status:
Published
Year Published:
2018
Citation:
Ruoye Yang, "The Influence of Perception, Recession and Income Strata on Consumer Demand for Protein Sources." PhD Dissertation, Agricultural Economics (May 2018) (Dissertation Chair/Advisor)
- Type:
Theses/Dissertations
Status:
Published
Year Published:
2018
Citation:
Courtney Hurt. "Market Failure in Disease Control: Bovine Viral Diarrhea Virus (BVDv) and the Economic Feasibility of Enhanced Control in the Beef Cattle Industry." M.S. Thesis, Agricultural Economics (May 2018), (Committee Member)
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Progress 10/01/16 to 09/30/17
Outputs
Target Audience:The primary target audience for project work done in this period is livestock industry participants and, in particular, beef producers at various points on the beef supply chain. A secondary audience is consumers through a valuation of consumer preferences related to specific meat products and product claims. Agri-food supply chain participants are a secondary audience. Changes/Problems:
Nothing Reported
What opportunities for training and professional development has the project provided?This project continues to reap the benefits of a synergistic relationship with educational programming efforts through extension outlets such as in-service trainings. Extension educators are involved in disseminating research results as they become available and are enthusiastic about the programming. How have the results been disseminated to communities of interest?Results have been disseminated via producer/industry-oriented newsletter articles and websites. What do you plan to do during the next reporting period to accomplish the goals?
Nothing Reported
Impacts
What was accomplished under these goals?
Continuing data collection at feeder calf sales adds to the ability to assess the economic impact of production and management practice changes, as well as to begin to examine changes in market valuation as we move forward. A survey instrument documenting beef calf movement and production practices at the stocker level was implemented and is in the data entry phase. This will contribute to improved understanding of producer decision making. A soon-to-be survey instrument for cow-calf operators was written and IRB approval was obtained. Additionally, funding was secured to repeat this survey in 2021. Results of a survey of consumers regarding perception of production practices and valuation of meat products were analyzed and a manuscript was submitted for publication review (see below). Three journal articles were published. Two of those articles address the market value of production practices at the cow-calf level. A third article extends current modeling procedures used to measure the impact of market concentration. One journal manuscript that examines demographic influences on non-adoption of recommended practices has been accepted for future publication. A second manuscript has been submitted that examines a more basic research question addressing the influence of market concentration and population density on agribusiness income. A third manuscript examines the impact of perception of meat production practices on consumer choice.
Publications
- Type:
Conference Papers and Presentations
Status:
Published
Year Published:
2017
Citation:
Yang, Ruoye, Kellie Curry Raper, and Jayson L. Lusk. The Impact of Hormone Use Perception on Consumer Meat Demand. Selected Paper at Southern Agricultural Economics Association Annual Meeting, Mobile, Alabama. February 5-8, 2017
- Type:
Conference Papers and Presentations
Status:
Other
Year Published:
2016
Citation:
Raper, Kellie Curry. Adding Value to Oklahoma Livestock. Rural Economic Outlook Conference, Oklahoma State University, Stillwater, Oklahoma. October 21, 2016.
- Type:
Theses/Dissertations
Status:
Published
Year Published:
2016
Citation:
Anna Stehle, Determining the Impacts of Cattle Origin and Ownership Characteristics on Feedlot Performance and Economic Returns, M.S. Thesis, Completed December 2016 (Committee Member)
- Type:
Other
Status:
Published
Year Published:
2016
Citation:
Kellie Curry Raper and Jon T. Biermacher. "Cull Cow Management and Marketing Alternatives." Oklahoma Cooperative Extension Service Fact Sheet AGEC-629, December 2016.
- Type:
Other
Status:
Other
Year Published:
2016
Citation:
Damona Doye, Kellie Raper, and Eric DeVuyst. "Making a Buck in Cow-Calf Production: Low-Hanging Fruit", Invited Seminar, Oklahoma State University, November 11, 2016
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Progress 10/01/15 to 09/30/16
Outputs
Target Audience:The primary target audience for project work done in this period is livestock industry participants and, in particular, beef producers at various points on the beef supply chain.A secondary audience is consumers through a valuation of consumer preferences related to specific meat products and product claims.Agri-food supply chain participants are a secondary audience. Changes/Problems:
Nothing Reported
What opportunities for training and professional development has the project provided?This project continues to reap the benefits of a synergistic relationship with educational programming efforts through extension outlets, as represented below. Extension educators are involved in disseminating research results as they become available and are enthusiastic about the programming. Delivered three In-Service Trainings How have the results been disseminated to communities of interest?Results were disseminated through variousseminars, newsletter articles, media, and websites. What do you plan to do during the next reporting period to accomplish the goals?Research on seller reputation in cattle markets will be moved toward publication in both a research manuscript and an extension fact sheet. Research on consumer valuation of product characteristics will continue and move toward publication. Data collection on stocker cattle movement and market timing will be completed within the next reporting period and preliminary analysis will begin. Funding has been secured to implement the Oklahoma Beef Management and Marketing Survey in 2017.Survey design will include overlap with 2010 survey content in order to create benchmark measures relative to the 2010 producer adoption baseline.
Impacts
What was accomplished under these goals?
Continuing data collection at feeder calf sales adds to the ability to assess the economic impact of production and management practice changes, as well as to begin to examine changes in market valuation as we move forward. A survey instrument documenting beef calf movement at the stocker level was completed and will be implemented shortly. This will contribute to improved understanding of producer decision making. A survey of cattle buyers was implemented in an effort to measure the value of reputation in feeder calf markets - a topic that is often discussed anecdotally, but has proven difficult to measure in the past. Responses were analyzed in a masters thesis. Results suggest that a seller's reputation does matter in a buyer's market valuation of feeder calves. A survey of consumers regarding valuation of meat products was completed and is currently under analysis. Two journal manuscripts are in review with one manuscript addressing each objective. One article examines demographic influences on non-adoption of recommended practices. A second manuscript examines a more basic research question addressing the influence of market concentration and population density on agribusiness income.
Publications
- Type:
Book Chapters
Status:
Published
Year Published:
2015
Citation:
Kellie Curry Raper and Gant Mourer. Value Added Marketing Opportunities. Chapter 10 in Beef Cattle Manual, Seventh Edition, eds. D. Lalman and D. Doye, Oklahoma Cooperative Extension Service, Oklahoma State University, Stillwater, Oklahoma. November 2015.
- Type:
Conference Papers and Presentations
Status:
Published
Year Published:
2016
Citation:
Boline, Amy and Kellie Curry Raper. Cattle Buyers Assessment of the Value of Seller Reputation . Poster selected for presentation at Southern Agricultural Economics Association annual meeting, February 6-9, 2016.
- Type:
Journal Articles
Status:
Published
Year Published:
2016
Citation:
Mallory, Shannon, Eric A. DeVuyst, Kellie Curry Raper, Derrell Peel, and Gant Mourer. Effect of Location Variables on Feeder Calf Basis at Oklahoma Auctions. Journal of Agricultural and Resource Economics 41 (2016):393-405. Available at http://www.waeaonline.org/UserFiles/file/JARESeptember20163Mallory393-405.pdf
- Type:
Journal Articles
Status:
Published
Year Published:
2016
Citation:
Seong J. Park, Chanjin Chung, and Kellie Curry Raper. Modeling Upstream and Downstream Market Power in Bilateral Oligopoly. Applied Economics. Accessible at: http://www.tandfonline.com/doi/full/10.1080/00036846.2016.1210768. August 2016.
- Type:
Journal Articles
Status:
Published
Year Published:
2016
Citation:
Doye, Damona, Eric DeVuyst, David Lalman, and Kellie Raper. Proven Strategies to Maximize Profits to Cow-Calf Producers. Journal of the NACAA 9(1). June 2016.
- Type:
Theses/Dissertations
Status:
Other
Year Published:
2016
Citation:
Amy Boline, Essays on Beef Calf Management Practices and the Market Value of Seller Reputation, M.S. Thesis, Completed May 2016.
- Type:
Theses/Dissertations
Status:
Other
Year Published:
2016
Citation:
James Lee Mitchell, Price Determinants of Bred Cows Sold in Oklahoma Auctions. M.S. Thesis, Completed May 2016.
- Type:
Websites
Status:
Other
Year Published:
2016
Citation:
Oklahoma Quality Beef Network http://www.oqbn.okstate.edu
- Type:
Other
Status:
Published
Year Published:
2016
Citation:
Kellie Raper, Gant Mourer, Eric DeVuyst, Derrell Peel and Rodney Jones. "Oklahoma Quality Beef Network's Fall 2015 Sales:The Tide Has Receded." Master Cattleman Quarterly, Oklahoma Cooperative Extension Service, Volume 30, March 2016.
- Type:
Other
Status:
Published
Year Published:
2016
Citation:
Kellie Raper, Gant Mourer, Eric DeVuyst, Derrell Peel and Rodney Jones. "Oklahoma Quality Beef Network's Fall 2015 Sales: The Tide Has Receded."Cow-Calf Corner, Oklahoma Cooperative Extension Service, March 7, 2016.
- Type:
Other
Status:
Published
Year Published:
2015
Citation:
Kellie Curry Raper, Amy Boline and Derrell Peel. "No Bull - Castrating Calves Can Improve Your Bottom Line. "Master Cattleman Quarterly, Oklahoma Cooperative Extension Service, Volume 29, December 2015.
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Progress 10/01/14 to 09/30/15
Outputs
Target Audience:The primary target audience for the project was livestock industry participants, with agri-food supply chain participants as a secondary audience. Preliminary findings of ongoing data collection were disseminated directly to the target audience via producer groups and extension educators with written extension publications, in-service trainings, newsletters and educational meetings. Changes/Problems:
Nothing Reported
What opportunities for training and professional development has the project provided?An ongoing synergistic relationship exists between this project and educational programming through extension outlets, as represented below. Extension educators are involved in disseminating research results as they become available and are enthusiastic about the programming. "Establishing Producer Educational Needs: Adoption Rates and Producer-Identified Constraints to Castration and Implants." OSU Animal Science In-Service for Oklahoma Cooperative Extension Service Area Specialists and County Agriculture Educators, August 12, 2015. With Amy Boline. "Producer-Identified Constraints to Preconditioning Feeder Calves." Livestock Economics In-Service for Oklahoma Cooperative Extension Service Area Specialists and County Agriculture Educators, February 11, 2015. "Livestock Economics", Departmental Orientation for new Oklahoma Cooperative Extension Service County Educators, Department of Agricultural Economics, November 20, 2014. How have the results been disseminated to communities of interest?Interview with Alan Newport regarding research on Oklahoma Quality Beef Network premiums and the relevance of preconditioning protocols for feeder calves. Featured in beef industry publications, including "Preconditioning Premiums Soar." Drovers Cow-Calf. September 2015 and "Amid Record Pricing, Producers Double up on Preconditioning." Beef Producer, August 2015 "Livestock Research & Extension Program." Freshman Agricultural Economics Orientation, Oklahoma State University, November 2014. Overview of Hatch project research, its associated extension component, and possible careers in agricultural economics. What do you plan to do during the next reporting period to accomplish the goals?Data collection on the impact of seller reputation will be completed within the next reporting period and preliminary analysis will be available. A survey instrument for data collection regarding the nature of stocker cattle movements and market timing will also be completed and implemented.
Impacts
What was accomplished under these goals?
Data collection at feeder calf sales continues, resulting in increased opportunities to address project goals of assessing the economic impact of production and management practice changes as well as incentives with improved data. A survey instrument that will facilitate analysis of seller reputation was developed and approved and is currently in the implementation stage. Three journal manuscripts are in review with one manuscript addressing each objective. One article examines demographic influences and non-adoption of recommended practices while a second addresses the impact of location of livestock markets and wheat acres on feeder calf basis. A third article examines a more basic research question of market structure influence on market outcomes.
Publications
- Type:
Theses/Dissertations
Status:
Submitted
Year Published:
2015
Citation:
Shannon Mallory (M.S.) Influence of Location Characteristics on Sale Prices at Oklahoma Feeder Cattle Auctions, Summer 2015(Committee Member).
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