With summer nearly in full swing, cattlemen across the country have been busy moving their cattle to pasture grasses. For cattlemen, summer is the season to fatten calves for predetermined destinations. While some opt for the sale barn, many are utilizing marketing opportunities such as selling on the grid or qualifying for various top choice programs.
For calves with Limousin influence, a new marketing option is available at the conclusion of the upcoming summer months. Strauss Veal and Lamb International is now offering their Strauss “Meadow Raised” Veal Program, specifically tailored for Limousin breeders wanting to sell their 400-500 pound calves at the end of the summer.
Strauss Veal and Lamb International is based in Franklin, Wisc. Established in 1937, Strauss’ product line includes veal, domestic and imported lamb, and beef and venison imports. Earning $137 million in profits last year, this international company has building power with producers and consumers alike.
A Perfect Match
Strauss’ qualifications for the “Meadow Raised” Veal products are simple. Calves must be all natural, given absolutely no antibiotics, growth hormones, or fed animal by-products. The calves will roam freely, grazing on pasture grass and drinking fresh water and their mother’s milk. Strauss believes utilizing the fattened calf will be the purest form of milk fed veal, a product that consumers and chefs have been seeking for years.
So when Strauss Veal and Lamb International set out to choose the perfect breed to fit their standards, Limousin was an easy decision. After testing small groups of cattle representing various breeds, Limousin proved they could hit all the desired requirements for a great tasting veal product. In fact, consumer taste panels ranked Limousin first in 26 of 28 tests conducted.
The benefits of this program for the producer are grand. As another buyer for Limousin influenced calves, supplying pre-weaned calves at 400-500 pounds eliminates the cost and time spent preconditioning calves for the feedlot, administering antibiotics, and feeding creep feed, along with lowering the feed costs of cattle by weaning early.
Strauss’ offer a $50 hot carcass premium for calves weighing within their target weight goals, with no price differentiation among bulls, steers and heifers. Prices will be based on Cattle-Fax average weekly price for Choice calves weighing 450 pounds. On top of all the benefits and increased profits of the program, trucking is paid for by Strauss for a full load of calves equaling 90 head. On-farm pickups will be arranged, and multiple operations can pool together their calves for a full truckload.
An Opportunity for Change
Traditionally, veal is a Holstein bull calf, raised in a stall and fed a liquid diet. Predominantly raised in dairy states, veal is a popular delicacy that people enjoy all over the world. However, consumers concerned about the welfare of animals, often struggle with the way veal is produced. Strauss Veal and Lamb hopes to compassionately raise veal products and revolutionize the veal industry through their “Meadow Raised” Veal Program.
Strauss products are sold to the finest retailers, wholesalers and restaurant chains across the country and abroad. To get involved, cattle producers must participate in a short training course to become a verified supplier. Calves must be age and source verified using Five Star Cattle Systems.
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