The information below has been supplied by dairy marketers and other industry organizations. It has not been edited, verified or endorsed by Hoard’s Dairyman.
Quality nutrition is at a premium in an evolving feeder calf market. For several decades, value-added programs have emphasized health protocols and genetics. Now, nutrition is taking its rightful place by factoring into buying decisions.
“Cow-calf producers can certainly benefit from being involved with value-added programs that highlight nutrition,” says Ted Perry, cattle nutritionist with Purina Animal Nutrition. “These programs truly make better cattle. The calves are hardier, have a better immune system and are more ready to go to the feedyards.”
Mineral nutrition program
Last year, Purina Animal Nutrition introduced the Purina® Wind and Rain® Mineral Value-Added Program, one of the first feeder calf programs to provide buyers with calves that have a foundation built on quality mineral nutrition. Calves enrolled in the program receive vitamins and minerals from conception to weaning.
Enrollment requirements for the Purina® Wind and Rain® Mineral Value-Added Program include:
- Work with a local Purina® dealer to enroll in the program.
- Feed dams Purina® Wind and Rain® Mineral or Purina® RangeLand® Pro mineral for the full year in which you are raising the calves. A minimum of two bags of loose mineral per cow or one 225-pound mineral tub per two cows must be fed for the year.
- Qualifying calves receive Purina® mineral as part of their nutrition program from conception through sale delivery.
“It’s one of the simplest yet effective value-added programs available,” says Perry. “And, if you want to participate in other programs, you still have the option to pair it with the Purina® Wind and Rain® Mineral Value-Added Program.”
Calves buyers want
By feeding a high-quality, complete mineral program, you help set calves up for optimal health and performance in the next phase, which helps drive profitability across the value chain. Buyers have the extra assurance that the calves they are purchasing will have a foundation for performance.
“Cattle buyers are looking for calves fed a complete mineral program so they’ll have an active immune system,” says Perry.
Superior Livestock Auction sales data from 2023 shows that by participating in the Purina® Wind and Rain® Mineral Value-Added Program, you could see sizable average premiums of up to $31 per head.[1]
“That’s about 2% more value added to calves,” says Perry. “It’s worth it to me if I’m buying calves and they’ve been in this program because I know those calves will have a primed immune system.”
Calves enrolled in the Purina® Wind and Rain® Mineral Value-Added Program are currently available for purchase at both Superior Livestock Auction and Western Video Market sales, along with participating local livestock auctions.
Contact your local Purina® dealer or visit //purinamills.com/MVAP for more information on the Purina® Wind and Rain® Mineral Value-Added Program and how it could impact your bottom line.
Purina Animal Nutrition LLC (www.purinamills.com) is a national organization serving producers, animal owners and their families through more than 4,700 local cooperatives, independent dealers and other large retailers throughout the United States. Driven to unlock the greatest potential in every animal, the company is an industry-leading innovator offering a valued portfolio of complete feeds, supplements, premixes, ingredients and specialty technologies for the livestock and lifestyle animal markets. Purina Animal Nutrition LLC is headquartered in Arden Hills, Minn. and a wholly owned subsidiary of Land O’Lakes, Inc.
