Signets Sheepbreeder and Beefbreeder performance recording service allows breeders and buyers to identify those animals with the best genetics and make informed decisions. While providing breeders with tools to assist with the marketing of stock for sale at home and market sales.
Using performance recording as a marketing tool at home and sales
The Signet database has been developed as a user-friendly platform for all breeders, this includes the flock/herd finder and for sale pages. At a few clicks of a button breeders can access performance recorded stock for sale, highlighting pedigree information and breeding values.
The flock/herd finder allows buyers to locate performance recorded breeders, searches can be undertaken by breed and post code, displaying closest farms first.
Latest breed reports
Now Signet undertakes monthly evaluations for sheep these reports have never been more important for breeders looking to source high genetic merit stock or compare leading animals across all flocks. Keep an eye out for regular updates as the season progresses and more animals are added.
For cattle, promising young bulls and sire summary reports allow breeders to compare bulls across herds and identify high genetic merit animals which may be of interest for future breeding programmes.
Figures at sales – EBV charts and catalogues
Having performance records when selling stock will only provide a competitive advantage if the information is shared with and understood by the potential customer. Do your homework and understand what the figures show, these can then be explained to customers and aid in the discussions when selling stock.
When you are looking to take stock to market don’t forget sale cards, these can be easily printed direct from the Signet webpage (If you need assistance please get in contact with one of the team). These can provide breeders with a competitive advantage and help to inform buyers when making purchasing decisions.
Another tool available from the Signet database is a catalogue creator, this allows breeders or breed societies the ability to create formatted catalogues with EBV and pedigree information, simply enter the animal flock book number and lot number (optional) and let the computer do the rest.
Build relationships/communicate with buyers.
As breeder it is vital to communicate with potential buyers and develop relationships, general trends show increasing levels of stock being sold directly from farm. Inviting buyers to the farm allows breeders chance to highlight not only the genetic merit of stock but the system in which they have been kept and farm health status.
Repeat customers are key, its cost 4 times more to generate new customers than it does to retain an old one
Communicate with buyers all year round/sell your story
Understand the needs of buyer and what they are trying to achieve on their farm
You can’t sell stock based on figures if you don’t understand the figures yourself
Create a database of buyers – keep in touch/ask for feedback
Whether you are looking to sell stock direct from the farm or though market sales, repeat customers are key!
Look to the future.
Many producers are now using online marketing platforms and social media to advertise stock for sale, this enables breeders increased opportunities to list stock for sale. Information can be provided on the genetic merit of animals linking EBV information to sale posts.
Your customer’s enterprise is also changing; ensure that your breeding policies evolve to meet these needs. This might mean selecting for new traits, placing a different emphasis on existing traits or simply changing management to provide a better product. In the UK there are many examples of breeds that were not willing to change and whose place in the industry was taken by another. Develop a breeding and marketing policy that will ensure your business stays one step ahead of the competition now and in the future.
Laura has joined the Signet team as a breeding specialist, she comes from an agricultural background having grown up on a sheep farm in Cornwall, where they keep commercial ewes and run a small flock of pedigree Charollais sheep.
Laura has a strong interest in animal breeding and genetics having studied Animal Science (BSc Hons) at Harper Adams University. During her time at Harper, she spent an industrial placement in Cumbria working for a sheep breeding company and some of our clients may recognise her from this role. Since graduating she has worked for a large cattle breeding company before joining us at Signet to lead on a number of Signet’s sheep breeding projects.
Cookie Policy
Cookie Notice
We use cookies to help us improve this website and your visits to it.
If you continue without changing your cookie settings, we will assume that you are happy to accept cookies but you can change your settings at any time.
By using this site you agree to our Terms of use and our privacy policies.
from the Signet webpage (If you need assistance please get in contact with one of the team). These can provide breeders with a competitive advantage and help to inform buyers when making purchasing decisions.
