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The National Beef Quality Audit determined that about $280 is lost for every fed steer and heifer slaughtered in the U.S. This $7.2 billion annual loss from non-conformities works to the beef industry's disadvantage. The beef industry's segmented industry structure encourages many of the non-conformities. The Strategic Alliances Field Study (SAFS), was designed to determine how much of the $280 could be returned to producers if all segments worked together and shared information. To demonstrate effectiveness of value-based marketing Strategic Alliances brought the various production segments together in a partnership so the reward for optimizing production would be shared equally by all segments.