Ontario Simmental Advocate Spring 2013

Spring 2013

Official Publication of the Ontario Simmental Association Official Publication of the Ontario Simmental Association Official Publication of the Ontario Simmental Association Official Publication of the Ontario Simmental Association Official Publication of the Ontario Simmental Association Official Publication of the Ontario Simmental Association

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Advocate | Spring 2013 3

Calling all Full Blood Simmental BreedersCome out and participate in Carp Fair’s 2013 Simmental Show

« NEW » Full Blood Classes for Bull Calf, Heifer Calf and Yearling HeiferSunday September 22nd, 2013 at Carp Fair Grounds

The Ontario Simmental Association annually awards a Simmental Commercial Cattleman Award. This award is for outstanding commercial cow-calf operators that take advantage of Simmental genetics in their program. The Ontario Simmental Association and its membership are pleased to announce that Garry Cornfield of Meaford, Ontario is the 2012 Simmental Commercial Cattleman of the Year.

Mr. Cornfield was born and raised on the family farm in the Meaford area. Garry and his wife Barbara became the owners of the family farming operation in 1971. In 2000 the Cornfield’s started their beef cow/calf operation and

selected Simmental as the base of his cowherd. He selected Simmental females because of their maternal traits, disposition, and milk production and specifically likes the bone structure of the Simmental breed.

The Cornfield herd consists of about 100 Simmental cows most of them papered. His replacement females are usually purchased at the various Simmental sales in the area. He uses Simmental cows crossed with other breeds to produce the good F1 calves that are very much in demand in the area. The calves are now sold to local feedlots because of their past success and performance.

Congratulations to Garry Cornfield for being named the Ontario Simmental Commercial Cattlemen of the Year for 2012.

Eastern Canada Simmental Innovations Field DayThe Ontario Simmental Association in partnership with the Canadian Simmental Association is in the planning stages of hosting a Eastern Canada Simmental Innovations Field Day in Guelph, Ontario this summer. The date for the event is August 2nd to 4th, 2013 and will feature presentation on Genomics by Dr. Steve Miller from the University of Guelph and other members of his academic team. There will be tours planned of the both Elora Research Station and the University of Guelph to see the work they are doing on feed efficiency and identifying DNA makers for other heritable trait.

In conjunction with this Field Day weekend, a Young Canadian Simmental Show is being organized as part of this important education event for both established and our future Simmental Breeders. This is a must attend event and opportunity for all Simmental breeders and your commercial customers to see the part genomics will play in your future of this great breed of cattle. For more information contact the OSA Simmental Innovation Field Day Chair Dave Milliner at [email protected] or 519-923-9188 or by contacting any OSA director. More detailed information will be available in the coming months through email blasts and the Simmental Country magazine.

2012 Commercial Cattleman of the Year

Ontario SimmentalAdvocate

Melissa Ledoux Graphic Designer

348 Allen street, SheffordQc, J2M 1E7

[email protected]

Published show results, sale results, events, annoucements, etc. will only be listed in the Advocate if delivered to the graphic designer in writing or email. Simmental related photographs you wish to share are also encouraged.

ADVERTISING RATESB&W ¼ Page $75

B&W ½ Page $110

B&W Full Page $175

Color Full Page $300

Color Inside Covers $325

Color Back Cover $375

Yearly Card Ad $75

YEARLY CONTRACTSReceive 10% discount on regular rates

with exception to the cards ads.

YEARLY CONTRACTSConsists of 2 issues

*Must be a paid OSA member to advertise

1 year | Membership $30 3 year | Membership $85

*Prices may change according to printing costs.

ADVERTISING & COPY DEADLINES

All advertising, copy, and photographs must be submitted by the following dates

ISSUE1 February | DUE: Dec 31st ISSUE2 September | DUE: July 31st

Advocate | Spring 20134

President's Message

As we move into the 2013 year I would like to take this opportunity to update all the OSA members and friends on some of our upcoming activities.

Our AGM is scheduled for March 2, 2013 at the Best Western in Peterborough. Please contact Debbie Elliott for dinner tickets and to ensure you have an active membership. Voting for the RAWF Simmental Beef Show 2013 judge will take place at this meeting, please see judge bios listed in this edition of the Advocate. If you are unable to attend, please send your proxy with another member. Each member is entitled to carry one proxy. Proxy forms are available on the OSA website or from Debbie Elliott [email protected]. We will again be having an auction so please assist us with donations of an auction item or bids.

Debbie Elliott will be accepting Age Verification entries until September 15th, 2013 for the 2013 Age Verification Contest. The Winner will be selected at the 2013 RAWF.

If you know of a commercial cattleman that you would like to nominate for the Cattleman of the Year Award, please forward your nomination to Debbie Elliott ([email protected]) prior to September 1, 2013.

If you are looking for promotional material to hand-out at sales, shows, etc we have available for purchase the OSA “trading card” which was developed as an education card aimed at children. The cost per 100 is $20.00.

If you have an article, pictures or an upcoming event you would like us to include in future editions of the Advocate please forward to Melissa Ledoux ([email protected]) or myself ([email protected]).

As part of the OSA’s fundraising activies we auction/raffle each year a heifer. If you would be interested in donating a heifer for this year’s auction, please contact myself or one of the Directors. We appreciate all the support we receive from our members with our fundraising activies.

New for 2013, the OSA in partnership with the CSA will be hosting a Simmental Innovations Week-end in Guelph, August 2nd through August 4th. Stay tuned for more details as they become available. It will be an exciting week-end featuring innovations in the beef industry and the Simmental breed.

Hope to see you on March 2, 2013 at the AGM. It is a great time to catch up with fellow breeders and enjoy a bit of social time. The Ontario Charolais Association members will be joining us for dinner.

Keitha Harris-DonovanPresident, Ontario Simmental Association


Cover PictureTaken at

WAYDAMAR SIMMENTALSDundalk, ONWinter 2013

If you have a cover

shot for the Advocate, please send it to Melissa.

President Keitha Harris-Donovan

T613.257.2617 [email protected]

Vice President Dan O'Brien

C613.761.2403 [email protected]

Past Vice-President Billy Elmhirst


Secretary Grace Oesch


Treasurer Debbie Elliott


CSA President Ron Nolan


South West Director Kevin Howatt


East Central Director Glenn Wotton


Director Tina Hiddink T613.399.3239

[email protected]

Director Carla Nolan


Director David Milliner C519.923.9188 [email protected]

CSA Director & Director Kara Enright


OSA Board of Directors 2013

ONTARIOYCS DIRECTORS

PresidentDanielle Sullivan

Vice-PresidentBrittany Barkley

Secretary-TreasurerTaylor D Burt

Director Kaylea Donovan

Director Catherine Walsh

Director Andreanna Sullivan

Director Mariah Wotten


CHAMPION JUNIOR HEIFER CALF Banner sponsored by Bouchard Livestock International,Crossfield, ABIRCC Zumba 233ZIndian River Cattle Company, Black River Farms,Indian River, ON

RESERVE CHAMPION JUNIOR HEIFER CALFSponsored by Hallridge SimmentalsDr. Everett and Marylon Hall, Owen Sound, ONKoyle Charo 33ZIndian River Cattle Company, Black River Farms,Indian River, ON

CHAMPION SENIOR HEIFER CALFSponsored by Prospect Hills SimmentalsAndrew Schuller and Family, Granton, ONIRCC Zimmer ET 202ZIndian River Cattle Company, Indian River, ON

RESERVE CHAMPION SENIOR HEIFER CALFSponsored by Leahy Stock FarmsBernard and Lise and Family. Lakefield, ONIRCC Zweetheart 209ZIndian River Cattle Company, Indian River, ON

JUNIOR CHAMPION FEMALESponsored by Waydamar SimmentalsDave and Gayle Milliner, Dundalk, ONHPF Cream Soda Y010Oattes Show Cattle, Cobden, ON

RESERVE JUNIOR CHAMPION FEMALESponsored by Donovandale FarmsGerald and Keitha Donovan, Ashton, ONJF Ebony’s Joy 1264YBlack Gold Cattle Co., Atwood, ON

SENIOR CHAMPION FEMALESponsored by Rockridge SimmentalsTerry Lewis, Russell, ONIRCC Xcella 2XIndian River Cattle Company, Indian River, ON

RESERVE SENIOR CHAMPION FEMALESponsored by Delta RHO FarmsDonna and Julius Rauscher, Welland, ONMaplerose KeshaIndian River Cattle Company, Indian River, ON

GRAND CHAMPION FEMALESponsored by Bar 5 Stock FarmsRon and Carla Nolan, Markdale, ON HPF Cream Soda Y010Oattes Show Cattle, Cobden, ON

RESERVE GRAND CHAMPION FEMALESponsored by Flo-Lar FarmsIn memory of Larry BehnkeJF Ebony’s Joy 1264YBlack Gold Cattle Co., Atwood, ON

BULL CALF CHAMPIONSponsored by Robson AcresThe Robson Family, Millbrook, ONIRCC Zorro 217ZIndian River Cattle Company, Indian River, ON

RESERVE BULL CALF CHAMPIONSponsored by Evergreen OddsNorm and Barb Plume, Cardinal, ONBlack River OdinBlack River Farms, Sutton, ON

JUNIOR CHAMPION BULLSponsored by Ferme BischofIn memory of Beat Bischof, Roxboro, QCIRCC Yardboss 150YIndian River Cattle Company, Indian River, ON

RESERVE JUNIOR CHAMPION BULLSponsored by Destiny SimmentalsTodd and Karen Campbell, Meaford, ONMaple Key Three O ThreeMaple Key Farm, Port Elgin, ON

SENIOR CHAMPION BULLSponsored by V5 SimmentalsIn Memory of Bennie Vance, Kanata, ONRPCC Blk XplodeRick-Sha Farm, Moorefield, ON

RESERVE SENIOR CHAMPION BULLSponsored by Canadian SimmentalCalgary, AB

GRAND CHAMPION BULLSponsored by Burns SimmentalSterling and Mona Burns, Perth, ONIRCC Zorro 217ZIndian River Cattle Company, Indian River, ON

RESERVE GRAND CHAMPION BULLSponsored by Indian River Cattle CompanyBilly and Juanita Elmhirst, Indian River, ONBlack River OdinBlack River Farms, Sutton, ON

PROGENY OF DAMSponsored by Alliance Simmentals FarmsMike McCart, North Gower, ONJanssen Farms, Atwood, ON

BREEDERS HERDSponsored by Ottawa Valley Simmental ClubIndian River Cattle CompanyIndian River, ON

GET OF SIRESponsored by Poplar SimmentalsKevin Howatt, Ashburn, ONMaple Key Farm, Port Elgin, ON

PREMIER BREEDERSponsored by Royal Agricultural Winter FairIndian River Cattle CompanyIndian River, ON

PREMIER EXHIBITORSponsored by Royal Agricultural Winter FairIndian River Cattle CompanyIndian River, ON

2012 Royal Agricultural Winter Fair Results


HEIFERSBREEDER CALF BIRTH DATE TATTOO PLACEIndian River Cattle Company IRCC ZIMMER 2-Jan-12 TOPS 202Z 1Triple Rose Simmentals Triple Rose Zora 6-Jan-12 TR3Z 2Black River Farms Black River Odeen 10-Jan-12 BRF61Z 3Academy Hill Livestock Academy Hill Zoe 5z 25-Jan-12 AHL 5Z 4Maple Key Farm Maple Key Zephyr 5-Jan-12 MKEY 70Z 5

BULLSBREEDER CALF BIRTH DATE TATTOO PLACEIndian River Cattle Company IRCC Zephr 6-Feb-12 TOPS 222Z 1Destiny Simmentals Destiny Brawler 1-Feb-12 RTC 71Z 2Black River Farms Black River Odin 5-Jan-12 BRF60Z 3Donvandale Farms Donovandale Smokin Gem 5-Jan-12 DONO 8Z 4

2012 Royal Agricultural Winter Fair Results

2012 Royal Agricultural Winter Fair FUTURITY Results

2012 BRIGHT LIGHTS FUTURITYCHAMPION BULLSponsored by Enright Cattle CompanyKara and Darold Enright, Tweed, ONIRCC Zephr - Indian River Cattle Company

RESERVE CHAMPION BULLSponsored by Wild Oak FarmsHank, Tina and Brandon Hiddink, Bloomfield, ONDestiny Brawler - Destiny Simmentals

CHAMPION HEIFERSponsored by Gravandale Simmentals, Wellesley, ONIRCC Zimmer - Indian River Cattle Company

RESERVE CHAMPION HEIFERSponsored by Black River FarmsDan and Janet Munro, Sutton, ONTriple Rose Zora - Triple Rose Simmentals

2012 YOUNG CANADIAN SIMMENTALSponsored by Arkacy Simmentals, Russell Code, Perth road, ON

CHAMPION SHOWPERSONKaylea Donovan

RESERVE CHAMPION SHOWPERSONLaura Robson

ROB YOUNG • ALBERTA • High Country Cattle ServicesWe have been producing Simmental Genetics for 30 years and they remain our Breed of choice. We are calving 60 cows all red and black however we do have a big appreciation for the fullblood cattle as well. We have shown cattle for a long time and have judged all breeds all over Canada. We take pride in our Bull sales and working with the commercial sector. It would be an honour to Judge the Royal Show. If it would be feasible it would be nice to Judge with either of our daughters, Crystal Blinn or Stacy Young.Nominated by: Glenn Wotten • Seconded by: Pat Murray

JEFF MAFI • OKLAHOMAJeff Mafi is the Senior Herd manager of the Purebred Beef Cattle Center at Oklahoma State University, where he manages 300 mature cows, consisting of five breeds: Angus, Brangus, Hereford, Limousin, and Simmental. He is responsible for breeding, developing and marketing the purebred cattle at OSU and has successfully maintained this operation for 6 years. The OSU Purebred Beef Unit has continued national success by merchandizing registered cattle and genetics throughout the United States, Canada, Argentina, and Brazil, Jeff has judged various junior, open, and state shows in 19 states and Canada; including the Open Angus Show at the American Royal; National Maine-Anjou Show in Denver, CO; North American Beef Congress in London, ON as well as several national junior heifer and steer shows throughout the United States. He is a graduate of Oklahoma State University with a Bachelor’s Degree in Animal Science and Master’s Degree in Meat Science. Nominated by: John Pearson • Seconded by: Ryan Moore

RANDY MADER • ALBERTARandy Mader and his wife Ronda have been in the cattle industry for 37 years, raising purebred Simmental and Saler cattle. They have raised three children on the Mader Ranch which is located just

west of Carstairs, Alberta. Randy takes great pride in the fact that the majority of their Simmental genetics have been bred and raised on the home ranch. Randy is very active in many breed and cattle associations and is currently a Board member of the Canadian Simmental Association. The Maders have travelled to many countries around the World meeting fellow breeders, judging shows and selling Simmental genetics.Randy’s son Ryley and his wife Jill, are partners in the Mader operation which consists of 250 Simmental and 100 Saler cattle. The Mader’s Simmental cattle are very well known across Canada where they are very active in the many breed shows and sales. Mader Ranches annual Bull Sale is one of the longest running sales in the Simmental breed. The Maders have shown many champion Simmentals in their 37 years of operation which include events such as Agribition, Manitoba Livestock Expo, Farmfair, and the Calgary Bull Forum. With Randy’s vast knowledge and experience in the Simmental industry, he would be an excellent Judge at the Toronto Royal Winter Fair.Nominated by: Dan Munro • Seconded by: Shawn McIntosh

CHAD WILSON • SASKATCHEWANChad Wilson is the owner operator of Haroldson’s Polled Herefords of Wawota, Saskatchewan. He is known as one of the best young top quality Hereford breeders of Canada, displaying and competing at an international level. Haroldson’s Polled Herefords along with Glenlees Polled Herefords put on a Value Added Bull Sale each April featuring some of the best Hereford genetics to be had in Canada. Chad also has had the opportunity to judge some of the largest breed shows in Canada, judging both the Charolaise and Black Angus show at Canadian Western Agribition in Regina, Saskatchewan.Nominated by: Martin Koyle • Seconded by: Patrick Leahy

2013 Royal Judge Nominees

Advocate | Spring 20138 Designed by MELdesign

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In this second installment of top ten marketing tips, I am going to recommend why, and even more importantly, how you can identify the customers who are your target market. Do you know who your potential target market is? If you don’t, then how will you determine if you are meeting the needs of this market? If you don’t meet those needs, the market will move on to someone else who does.

WHY DO I RECOMMEND YOU DO IT?… • To identify your customers, so you can concentrate on those who are capable of producing the maximum income for your

cattle operation • To know your customers so you can customize your direct marketing campaigns to focus on their needs to generate the best

sales response • To target direct marketing campaigns to specific geographic market areas to eliminate wasting time and money on non-

productive areas • To identify your competition in the marketplace, maintain competitive pricing and quality, and provide great after-sales

service to capture and retain maximum customer loyalty • To monitor and take the best advantage of predictable customer behaviour

Of course, this does not mean that sales should be restricted only to your target market customer base, but they should be the focal point of your marketing campaign strategies to generate maximum income and curb unnecessary expenses.Defining your target market is simply describing who your primary customers will be. The market should be measureable, sufficiently large enough to sustain your business, and reachable. For example, « My primary target market is cattle producers in my province who purchase bulls and females priced between $2,500 and $5,000. »

HOW DO WE RECOMMEND YOU DO IT? …There are three steps to identifying your target market: 1. Figure out why someone would buy your cattle; 2. Segment your overall market; and 3. Research your market.

STEP 1. Ask yourself, « Why would someone want to buy my cattle? » The answers will come from the features and benefits of the cattle you offer. A feature is a characteristic of your cattle such as horned or polled, purebred or crossbred, birth weight or yearling performance. A benefit provides the motivation to buy, such as the right disposition to be safe to handle, the right price range, and dealing with a reputable business person.By knowing what will make your customers buy, you can identify common characteristics of your potential market. Identify the features and benefits which are important to your customers and promote them in your marketing program.

STEP 2. Segment your overall market. This is the process of breaking down your overall target market into smaller market segments with specific characteristics, such as: • geographic (such as local, provincial, regional or national) • demographic (includes age, gender, income level, family size, and farm facilities). These characteristics relate to the interest,

need and ability of the customer to purchase your cattle • psychographic (based on attitudes, beliefs and emotions). The desire for status, or to engage in a certain lifestyle, can

influence a buyer’s purchasing decision. • behaviouristic (the buying habits and patterns of your customers). Do your customers buy specific genetics or phenotypes,

only during certain seasons, or just buy semen or embryos?

Geographic and demographic information will usually qualify whether your target markets have enough money and if they live in an area that’s accessible to purchase your cattle. Psychographic and behaviouristic information is used to design your promotional and direct marketing campaigns to appeal to the target market.Each group requires different promotional strategies and marketing mixes because each group has different wants and needs. Segmentation will help you customize your advertising and promotion activities to reach and meet the specific needs of each customer group.

STEP 3. Research your market. Start by analyzing your previous and existing customer base, which can provide you with insight on potential customers and how to appeal to them. Approach cattle magazines to see if they have any subscriber data or profiles of their readership which they are willing to share. Subscribe to these magazines so you can keep up with market trends. Helpful Tip: Industry magazines and breed membership lists are very useful tools for creating potential customer contact lists.

Think about all the factors you have identified and start designing a promotional campaign which will best address the target segment(s) you have chosen. Ensure you include a mental picture, or better yet a written description, of your target customers. Then, everything you do from producing, to pricing, to marketing your horses, should meet the needs of your target market.

Marnie Somers is a freelance writer and web designer. Her articles have been published in numerous horse magazines across North America. She is the designer/webmaster for numerous horse associations and other agribusiness clients. Somers has been a media/marketing consultant to the horse industry since 1997, and has presented Marketing Tips seminars. In addition, she is the pasr President of the Canadian Quarter Horse Association and a Director-At-Large on the Board of Directors of the American Quarter Horse Association. Somers may be contacted via email at: [email protected].

Top ten no cost or low cost marketing Tips for your Cattle Operation


March 2nd, 2013 @ 1:00 pmOSA Annual General MeetingPeterborough, Ontario

March 2nd, 2013 @ 11:00 amSimmBelles MeetingBest Western, Peterborough, Ontario

March 9 & 10th, 2013Junior Beef ExpoLondon, Ontario

March 12th, 13th, 14th, 2013Ottawa Valley Farm ShowErnst and Young Centrejust outside the Ottawa International Airport

April 6th, 2013Bar 5 Spring Spectacular XXXX

40th Annual Bull & Female Spring Production SaleBar 5 Sale Barn, Markdale, ON

April 20th and 21th, 2013Youth Forum 2013Orangeville FairgroundsOrangeville, Ontario

Friday August 2nd, 2013through Sunday August 4th, 2013Simmental Innovations Field DayGuelph, ONMore details to come

September 22nd, 2013Carp FairFull-Blood Simmental Classes

October 6th, 2013Bar 5 Extravaganza SaleBar 5 Sale Barn, Markdale, ON

Upcoming Events




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Ontario Simmental Advocate Spring 2013