The Florida Cattle Market Update Monthly Series: An Indirect and Direct Resource for Florida Cattle Producers
Extension Education
Hannah Baker
State Specialized Agent - Beef & Forage Economics
University of Florida/IFAS Extension
Ona
Abstract
Background: There are several sectors and challenges of the cattle industry that affect prices a cow-calf producer receives for cattle. Florida producers need timely information about the market to make profitable marketing decisions. Often times, producers rely on county livestock Extension agents for such information. The Florida Cattle Market Update Monthly Series consists of applicable market information for both cattle producers and county livestock Extension agents. Objectives: Increasing knowledge among producers about the cattle market is accomplished in two ways: 1) sharing information directly with producers through the use of the articles, and 2) sharing information indirectly with producers through the knowledge of county livestock Extension agents. For the indirect approach to be successful, knowledge and confidence among agents is crucial. The objective of the series is to increase knowledge and confidence among agents by 25%. Methods: Market information is presented in monthly articles using simple terms and visuals. Each article is emailed directly to all livestock county Extension agents. In January, an annual report is published to provide a “big picture” overview of the cattle market. The monthly, one-page articles then highlight a specific topic or segment relevant to that month. This resource provides applicable and easy-to-read material without overwhelming readers. They are shared through multiple outlets, reaching approximately 40,000 readers each month. Results: Of the 52 agents surveyed at the end of 2024, 70% (n=36) provided feedback. Among the 36, 94% (n=34) indicated an average knowledge gain of 35% since the series began in July 2023. Confidence in teaching market material to producers increased by 37%. This increase in knowledge and confidence resulted in 60% of all Florida county livestock Extension agents incorporating market information into programmatic efforts for cattle producers. Additionally, 32% (n=17) forward the monthly article to a total of 11,217 producers. Conclusion: The Florida Cattle Market Update Monthly Series is an example of how a statewide Extension agent or specialist can maximize efforts in reaching clientele. It is a concise, timely, and applicable resource that is used to teach clientele both directly as tangible information and indirectly through knowledgeable and confident county agents.
Poster has NOT been presented at any previous NACAA AM/PIC
This poster is being submitted only for display at AM/PIC. Poster is not to be judged, but the abstract will be published in the proceedings.
A poster file has not been provided
Authors: Hannah Baker
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Baker, H. State Specialized Agent - Beef & Forage Economics, FACAA, Florida, 33865