Report highlights value of building “reputation cattle”

A new Cow / Calf Cost of Production (COP) Network report, Build, Brand and Market Your Calf Crop: A Path to Reputation Cattle, shows that investing in quality and consistency continues to pay off for Alberta cow-calf producers—especially when markets tighten.

The report found that when calf prices were high, revenue differences between top and lower-performing herds were minimal. However, in 2021, when calf supplies were larger and buyers were more selective, the top third of benchmark farms earned 16 per cent more revenue than the bottom two-thirds. Even in 2024, with smaller herds (under 200 cows), top-third operations achieved 13 per cent higher weaned calf prices, driving a 7 per cent overall revenue advantage.

“These numbers show that reputation matters,” say the report authors. “Producers who consistently deliver quality, uniform calves backed by sound management can maintain premiums through every part of the cattle cycle.”

Key steps

The report outlines three key steps for building reputation cattle:

1. Build a High-Quality Calf Crop – through genetics, herd health, and a tight calving window.
2. Brand for Reputation – using verification programs like Verified Beef Production Plus (VBP+) and CRSB certification to demonstrate sustainable, trustworthy practices.
3. Market for Premium Value – by choosing the right sales channel, communicating clearly with buyers, and following through on commitments.

The analysis also highlights that herd size did not significantly affect revenue per cow in 2024, but larger, verified groups could regain a premium when supplies increase and buyers become more selective.

The full report, including detailed benchmarks and practical recommendations, is now available through the Cow-Calf Cost of Production Network. Click here to view.