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Mhlupheki Dube
A CASUAL conversation between two prominent pedigree breeders inspired this week’s instalment. It was a conversation between a Brahman and Beefmaster breeder and naturally the discussion was on which one is better performing breed. It is without question that each one of these breeds has both merits and demerits. However, what was not contestable is the fact that the Brahman is by far a better marketed and publicised breed and hence its undoubted dominance of both the production and market in the livestock industry in Zimbabwe and perhaps in other countries as well.
I have previously lamented the de facto monopoly of the Brahman in the livestock industry and the lack of plurality in choices available to the farmer who wants to go into the production of these improved breeds.
What was apparent from the conversation of the two renowned breeders is that breed societies of these other breeds need to shift gears and go into overdrive in promotional marketing if they are to claim a significant share of the market space.
The society for beef master producers, limousine, charolaise and many other cattle breeds need to do vigorous campaigns and marketing for their breeds if they are to stand shoulder to shoulder with the Brahman. In fact, some of these breeds have superior production traits than the Brahman but because of poor marketing they are not as popular.
An example is the Beefmaster which has a superb growth rate which is powered by its excellent feed conversion efficiency but that aspect has not been properly packaged and demonstrated to potential producers and hence such a clear cut competitive edge is left to go unexploited.
A Beefmaster heifer can drop its first calf at two years while a Brahman heifer can take you well above three years. This effectively means for a farmer who is just establishing him/herself and wishes for a quick take-off a Beefmaster would be a wiser choice compared to the Brahman but as it stands now because of the excellent packaging and marketing of the Brahman breed, the new farmer will definitely pick the Brahman over the Beefmaster unless if he has an in-depth knowledge of the performance of the two breeds in question.
It should be noted that because of its heavily promoted stature, the Brahman will sell faster and easier than any beef breed in Zimbabwe at the moment.
I therefore, implore breed societies of these other breeds to do way much more in marketing their breeds so that their breeds are easily known for their superior, if any, production traits.
This will help widen the choice basket for farmers as well as ensuring longevity and posterity of the various breeds which face real threats of extinction in Zimbabwe due to the over powering and over shadowing effect of the Brahman.
I have worked with a lot of smallholder farmers across most of Matabeleland and I can easily tell you that all they look at are the ears. If it doesn’t have the characteristic long ears of the Brahman it will not fly!
Breed producers should realise that there is massive strength in numbers and their breed can only be as significant as its market share which is naturally dependent on the popularity of the breed.
It would be nice to go to an agricultural show and find an elaborate menu of beef breeds on display with the full knowledge that there are also many producers of the same breeds across the length and breadth of the country.
We don’t want breeds that are exhibited in few numbers like some rare species that is being vigorously protected against imminent extinction.
It is my hope that breed societies of these other breeds will find wisdom in moving from reducing their breeds to small niche products and tap into the ever hungry livestock production sector.
Uyabonga umntakaMaKhumalo.
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