Jerry Bohn told 300 ranchers at the 63rd Annual Florida Beef Cattle Short Course in Gainesville, Fla., to “strive for excellence.”

“Let’s build good calves. Let’s expect more out of our calves, and then let’s do something about it,” said the manager of Pratt Feeders in Kansas, which has finished cattle for 20 Florida ranches in the past year.

“Do you know what you are feeding?” he asked. “With the current market, there is no better time to find out what your calves can do beyond the ranch.”

At stake are profit-driving premiums and the rising expectations of consumers. “We need to implement programs that deliver high-quality cattle every time,” he said. “So the challenge that we have is to get them ready to do everything that they are capable of doing.”

Owners and managers decide practices, grazing and feeding programs, animal health and risk management systems, Bohn said. Through the right decisions, ranchers can deliver quality beef to consumers and reap the rewards.

“If we’re going to make a better beef product, the whole system needs to know what we’re producing,” he said. “Then we need to make genetic, animal health and feeding changes that are necessary to make that happen.”

Gone is the “island mentality,” Bohn said. “The adversarial relationship between ranchers, feeders and processors has been replaced with coordination, cooperation and transparency.”

Why make a better beef product? Quality drives the beef market because pork and poultry keep building on price advantages.

“Beef’s high -- record high. That means the consumer has to pay a high price for our product,” the feeder said. “We have to ensure that the eating experience is good every time. We never want our customers to lower their expectations of beef. There is no way to spin a disappointment on the plate.”

Bohn says it all starts with the rancher. “What you do with your calves has a huge impact when they come to my place.”