ABP Plan Review

[farmers_son]

I know we have had this conversation in another thread but I would point out that the RancHers campaign was truly a home run hit when it comes to marketing our beef product and its positive impact on maintaining the Canadian consumer's confidence in our beef product throughout the BSE crisis has to be recognized.

Generally I try to find exact number to quote in these threads but in the time I have this morning I could not find any regarding the total value of the Canadian cattle/beef industry. However some quick spreadsheet calculations suggest that we are talking about an industry with a total value to the producer of in excess of seven billion dollars and to the economy of Canada probably in excess of 50 billion dollars. Now I do not know what those three gals got paid but I darn sure know they made a tremendous difference and goodness knows we got value for our dollar with them.

Plus there were soft benefits to that campaign that cannot be measured in dollars such as helping to project a positive image of raising cattle to cattle producers themselves in a time when we were challenged like never before in our history.

[grassfarmer]

It is unfortunate that you don't have figures f_s, it appears ABP doesn't either so it makes a nonsense of your claim that "the RancHers campaign was truly a home run hit when it comes to marketing our beef product and its positive impact" As they say in the cattle improvement business you can't improve what you can't measure - apparently no one has any idea of the financial effect good or bad of the RancHers promotions but are basing their opinions on feel good factor.
As I said in earlier threads I was not asking how much the ladies were paid I was asking the cost of the entire RancHers promotion. I don't grudge the ladies getting paid appearance money etc I wanted to know the cost of the generic beef marketing campaign that has utilised the RancHers brand.

[loric]

Grassfarmer -you have asked for the costs of the promotion on a couple of occasions now and I have asked the financial controller for that information on your behalf. We do have numbers - but as I am sure, even in your own farming operation - digging up specific financial over a seven year span isn't an easy task and isn't something done in an hour....especially details on a promotion that worked in a multi-million dollar industry.

Because you asked for them twice now - the controller is already in the process of getting it to you.

[loric]

RancHER costs:

2008 - $42,604
2007 - $76,334
2006 - $52,633
2005 - $75,964
2004 - $51,093
2003 - $75,960

TOTAL - $374,588

These costs relate to activities that relate to the Image work including the cost of having the RancHER’s at various events

Hope this helps you out Grassfarmer.