Small Breeder Finds Way to Beat Marketing Challenge

Raising purebred Brangus cattle is something Beck Gipson, Superior Brangus, enjoys and has for the past 20 years.

Like the majority of purebred producers, Gipson has a fulltime business aside from the cattle and his herd is small. Over the years his time has been been focused on production, and he found very little, if any time, to effectively market his product.

“I don’t have time to market my product, even though I feel its important. I just don’t have the time to allot to that aspect and I don’t have the expertise. Plus its hard to allocate revenue for it, when you know you are not putting forth a concentrated effort,” says Gipson.

While this aspect has even led Gipson to leave the purebred business ranks for a time, he eventually was drawn back.

“I just enjoy the purebred business--I like the challenge it offers and I enjoy the people associated with the seedstock business,” he describes.

Gipson made some of his early purchases from Vinson Cattle Co., in Ovalo, Texas and focused on Tyson of Brinks and New Performer 772X of Brinks bloodlines. With Vinsons’s dispersal in the mid ‘90s, he began searching for a new genetic source.

“Lanny Vinson suggested I consider Camp Cooley Ranch®, Franklin, Texas as they had purchased the Brinks herd from Kansas about that time. Vinson’s herd was predominantly based on Brinks breeding, so it was a natural progression,” recalls Gipson.

Now some years later, Gipson has purchased both females and bulls from Camp Cooley Ranch®. He has chosen to be part of Camp Cooley Ranch®’s Cooperator program, which provides a broad range of services, including genetic consulting, management and marketing options.

Today he runs 40 head of registered Brangus cows, outside of Junction, Texas. His program relies heavily on AI and he has purchased a Casino of Brinks son from Camp Cooley to use for a clean-up sire.

“By being involved as a Camp Cooley Cooperator I have access to their tremendous expertise, knowledge and personnel. I tell people they do it like I have always dreamed of doing the purebred business,” he says.

Ken Hughes, Camp Cooley’s cow herd manager, evaluates the herd annually and provides his insight into matings, any culling decisions and marketing channels for his product.

Gipson has a spring calving herd and Hughes comes every year after calving to offer advice.
For the past four years Gipson has sold the top end of his bull calves in the Camp Cooley Bull Sale and is placing bulls in the November ‘05 sale.

“As I said, I have not properly marketed and promoted my herd, but by being a cooperator, this is done for me. I have been very happy with the prices I have received for my bulls in their sales and will in the near future sell the top end of my females with them.

In addition to the prices, I like the exposure my program gains by being involved as a cooperator. The sale draws a large audience from across the country and even from multi-breeds, so this puts my bulls in front of far more cattlemen than I could ever draw to the ranch. It allows me to market as a large breeder,” he explains.

He has been selling 3-4 bulls each year in the sale and then 3-4 at private treaty. He has been retaining all of the heifers sired by AI bulls and has sold others through private treaty.

Marketing has always been the achilles heel for Gipson, but not anymore.

“Camp Cooley is doing it right. There is no way I could assemble as much expertise as they have. They have key people with experience and knowledge. I couldn’t know what they know if I had devoted my whole life to the registered business. I have been overwhelmed with the high degree of service they have given me. They take customer satisfaction to a new level,“ he adds.

Gipson feels that the Camp Cooley services and marketing channels allow him to get the most bang for his buck and allows him to continue being in the registered business, as well as a fulltime land appraiser.

“I’m just happy to be along and be the benefactor from Camp Cooley’s program,” he concludes.