Meat + Poultry - June 2007 - 37
CARGILL
processor manufacturing hamburger
patties for all of the Wendy's restaurants
in eastern Canada.
The central location, however, comes
with a rub, which is access to an abundant supply of cattle and feedlots, like
those found in and around Manitoba. In
lieu of access to feedlot cattle, the plant
has come to depend on smaller producers to supply it with its 1,700-1,800
cattle-per-day quota. With as many as
50 truckloads of cattle delivered each
day, ranging from a single cow in the
back of a pick-up truck to as many as
100 head in an occasional semi-tractor
trailer, the livestock delivery area of
the plant is a sharp contrast to Cargill's
much higher-volume High River plant
in Calgary, where a steady stream of
semis is required to keep up with its
4,500 head-per-day capacity.
"Some you buy from twice a year,
and others just once a year. If a semi
pulls up it usually is coming from several producers," says Allen. Dealing
with the small ranchers is but one of
the entrepreneurial eccentricities of the
operation. Because the company works
with about 1,800 small producers, most
of whom don't have access to feedlots
to send their livestock to for finishing,
cattle are predominantly farmer-fed.
Another entrepreneurial niche the
company continues to exploit is working with small and medium size customers, many of whom do not order
millions of pounds per year and tend
to need orders shipped expediently.
Filling smaller orders of boxed beef
and quick delivery times come with a
premium price and were a key to Better Beef's success long before Cargill
came along. It continues to be a lucrative niche today. Most of the company's
customers are within a two-hour drive
from the plant, says Allen and responsiveness to them is an emphasis. With
fuel prices skyrocketing, this aspect of
servicing customers is becoming more
of a challenge, but logistical solutions
are being pursued, including modifications to delivery schedules and backhauling products for customers on return trips.
40
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MEAT&POULTRY
I
June 2007
I
"It is key that we remain entrepreneurial and able to
respond quickly to our customers' needs."
The company also is benefiting from
its ability to process some niche products. "Because of our (large) size we
are able to make products that other
facilities can't or won't," says Allen, including specialty markets for products
like cow feet, which the company sells
about 1.6 million of each year. Staying
flexible in the business has worked well
in the past at the Guelph operation and
Cargill is banking on it in the future. "It
is key that we remain entrepreneurial
and able to respond quickly to our customers' needs," he says. And because
the expansive variety of products ranges
from prime rib to deli roast beef and includes bratwurst and seasoned ground
beef, "we must be thinking outside the
box to figure out how we can add value
for the consumers around us."
Despite the new ownership, all of
the products produced are still manufactured under the Better Beef brand.
Between the two Guelph facilities, ap-
www.MEATPOULTRY.com
proximately 1,400 SKUs are produced,
some of which may be eliminated to
make room for newer offerings. "We
have pushed forward in more of the
value-added areas, which they were
just dabbling in," says Allen.
Don't rock the boat
After Cargill purchased Better Beef, the
mindset going in was to look at those
parts of the business that made it successful and look at what resources Cargill had to make the business better.
Officials emphasized the importance of
understanding and comparing. Part of
the understanding included recognizing
that the brand and service provided by
Better Beef for nearly 30 years should be
coveted and parts of the family owned
look and feel of the company should be
maintained for the sake of its customers
and the company's employees.
Unlike their counterparts in western
Canada, labor shortages aren't one of
http://www.MEATPOULTRY.com
Meat + Poultry - June 2007
Table of Contents for the Digital Edition of Meat + Poultry - June 2007
Contents
Meat + Poultry - June 2007 - 1
Meat + Poultry - June 2007 - 2
Meat + Poultry - June 2007 - 3
Meat + Poultry - June 2007 - Contents
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