77 Ranch Likes IMI Verifi cation Program To help maintain and enhance their niche market for
Natural, hormone-free cattle, Gary and Sue Price count on IMI Global to provide third-party verifi cation (TPV) that satisfi es the rigorous demands of Whole Foods. Whole Foods, possibly the most verifi cation-demand-
ing buyer of beef, other meats and many other foods, will buy all of the Price’s 77 Ranch calves this year. “This contract produces up to a $10 per cwt. pre-
mium for our calves when we sell them at about 850 pounds,” Gary says. “We depend on the TPV provided by IMI Global to assure the customer that we comply with their stringent rules.” Located at Blooming Grove, about 45 miles south
of Dallas, the 77 Ranch is the NCBA 2013 National Environmental Stewardship Award Winner. Its network of ranch lakes, native grasses and large wildlife habitat has helped the Prices generate additional profi t centers through fi shing and hunting leases. They often host school groups and families “who just want to get away” to a quiet setting, Gary says. But the cow-calf business is still the bread-winning
enterprise. Cows are half Angus, one-quarter Hereford and one-quarter Brahman. They are bred to Angus bulls. “We have a smaller frame cow and a black baldie calf,” Gary says. Calving begins in February. They are weaned in October or November and preconditioned 45 to 60 days. “We were contacted by the Grassfed Livestock Al-
liance representing Whole Foods about buying our calves,” Gary says. “We never considered the grass-fed approach, but that’s what they wanted.” The approved ration for the Whole Foods grass-fed program may surprise you. It’s basically a cottonseed
cake. It includes canola, rice hulls, cottonseed meal, cottonseed hulls, soybean meal and hulls and molasses. “We worked with Hi-Pro to develop the ration,” Gary says. Steers sold in 2012 in the Whole Foods program
averaged 851 pounds, with heifers at 790. They went to another ranch is East Texas to fi nish out. “We had already been selling all Natural cattle sev-
eral years,” Gary says. “Age- and source-verifi cation have been through IMI. We have to guarantee that no antibiotics and no implants are used in production of our calves. IMI has been good for us.” To get certifi ed for Whole Foods, proof of humane
animal treatment is required. “IMI does the audit for that,” Gary says. “We keep detailed records and they are carefully checked. “We are trying to add value to our calves. Success
of this operation depends on the credibility of it. IMI has been great to work with.” “We absolutely love working with the Price Family
and the 77 Ranch,” Leann says. “They are such a won- derfully progressive family, which makes our job very easy on the verifi cation side. “They are involved in source, age, NHTC, Never
Ever3, and animal welfare (the 5-step animal welfare program for Whole Foods). “It is without a doubt very obvious that as a family
they are dedicated to delivering the consumer a product that is demanded and of high value today in the mar- ket. Their story is the one we want to tell to consumers under our Where Food Comes From labeling program. “We are simply connecting those dots and verifying
the practices that their blood, sweat and tears produce. We consider it an honor to call them a valued customer.”
younger for the new Japan export verifi cation instruction, it continues to be demanded by packers and exporters. “We continue to see premiums
given in the marketplace for source- and age-verifi ed feeder cattle. In talking to buyers through the years, many say it has become a sign of quality. Many of the most progres-
tscra.org
sive producers have been engaged in these programs, which equate to the best genetics and best man- agement practices.” Leeann adds that records verifying age on feeder cattle allow packers to limit the number of cattle that are “out” of the preferred age range due to their dental development. She says as the beef industry
looks at potential issues that can become trade barriers in the fu- ture, the inability to quickly trace cattle rises to the top of every con- versation. “Beyond the export market,
many more domestic retailers and restaurants want the opportunity to market product as source-ver- ifi ed,” she explains. “Ultimately,
September 2013 The Cattleman 99
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