Issue 13 - Continued challenges for the cattle industry... 

As I have been traveling the countryside in the last few months I hear a recurring question. "How long will this go on?" I am surely not the one to answer this question, but I can listen and try and stay positive. Many think that mistakes are being made and it is affecting our livelihood. I like the quote from Winston Churchill, "The definition of success is going from failure to failure with enthusiasm."

I'll admit it is hard to do, but I think the future looks positive for the cattle industry. It will look different and there will be fewer involved in the industry.

How will the ones that are left hang on? I think they will focus on having an efficient operation and look hard at where costs are occurring. They will look at new ways of getting things done and marketing their products. They will better manage their operations through advances in data technology. They will form relationships to have the best advice and service for their operations.

API is positioned to assist producers with services and products that keep them efficient and competitive. We continue to introduce technology and services that focus on "management over medicine".

As we move forward in 2009 remember that we have had hard times in the past and we will get through this current crisis. Be open to discuss the changes occurring and how we as an industry can continue and even prosper.

Regards,

Bruce W. Hoffman, DVM
President
Animal Profiling International, Inc