Don and Sherry Atkinson - Brangus Producers

Today we have a post brought to us by Brittni Drennan, Communications Coordinator of the International Brangus Breeders Association. Meet Brangus producer Don Atkinson and family - they have been successful producers because they know what their customers want.

Anyone who is an expert in marketing will tell you the key to a successful marketing plan is to know your audience. When you know who your audience is, you can better serve them and market a product that fits their needs. Don Atkinson may not claim to be an expert in marketing, but he knows exactly who his customers are and what kind of product will fit the needs of their operation.

Don & Sherry Atkinson

“I want my customers to be successful in their endeavors,” Atkinson said. “I know my product and offer customers one type of cow that can thrive in their environment.”

A fourth generation cattleman, Atkinson knew at an early age what his calling was in life. Running cattle has always been a staple and a way of life in his family. Atkinson partnered with his father until his passing in 2001, and Atkinson took full ownership of the business and began ranching full time. His ultimate goal is to be remembered for creating a mother cow that thrives in her environment and maintains longevity.

Together, Atkinson and his wife of almost five years, Sherry, run 240 commercial Brangus cows and some registered Brangus cattle in Mullins, S.C. Atkinson switched to breeding Brangus when he bought his first bull in 1990 from Graham DuBose and John Spitzer. After breeding his commercial herd to the Brangus bull, he realized the advantages Brangus genetics had to offer, especially for the environment he was surrounded by near the east coast.

“People need to take advantage of crossbreeding to take advantage of all the opportunities hybrid vigor provides,” Atkinson said. “Crossbreeding allows producers to incorporate all the benefits of improved weaning weights, milk, [intramuscular fat] IMF and others.”

Shortly after buying his first bull and being pleased with his results, Atkinson went to Cow Creek’s Brangus sale in Mocksville, N.C., where he was introduced to Joe Reznicek’s breeding program. Atkinson has now been using genetics from Cow Creek for the last 21 years by utilizing artificial insemination (AI) techniques.

In 2010, Atkinson began breeding his Brangus cows to a registered Angus bull to create Ultrablack calves, following Reznicek’s model. According to Atkinson, his customers in Georgia, Florida, Mississippi and Alabama want purebred Brangus to perform better in a harsher climate. However, Ultrablack cattle enable him to market his Brangus genetics to his customers farther north of the Gulf Coast states.

“If I’m selling to a breeder in Florida, they need to be Brangus to withstand the heat and humidity,” Atkinson said. “Here, not as many people take advantage of the heat tolerance that Brangus provide. They want Ultrablack bulls with a little less percentage Brahman blood. Registered Ultrablacks allow us to introduce Brangus genetics to those who are skeptical.”

Atkinson is especially impressed with the Brangus female’s mothering ability. His selection criteria are very strict because he knows the kind of female he needs based on his environment. Because his females are producing 75-pound calves at birth weight, he needs a tough cow that can perform satisfactorily and work efficiently.

“She’s my factory; she has got to be on the job every day of the year,” Atkinson said. “We drop our calves in November or December, and my cows have to be able to work. Brangus have excellent mothering ability, and their calves have hybrid vigor. Even with low birth weight bulls, we don’t experience any less performance in our calves. And her longevity speaks for herself. We can sell a cow as a 12-year-old and still get a good price because she’ll still perform.”

Atkinson retains his heifers to fully develop them, breeds them back, and around May 15, he ultrasounds his now bred heifers to check for pregnancy. Atkinson said utilizing ultrasound technologies extensively was key to their success. In accordance to his customers’ preferences, Atkinson able to sell them in groups so they calve within 30 days of each other, making it easier and less management for the buyer due to a shorter calving season. Atkinson is able to sell all of his bred heifers by June because he has listened to his customers and knows what they want.

“If they’re buying 20 heifers, they had rather have them calve within 30 days than within 90 days of each other,” Atkinson said. “It’s a big help on my customers’ work loads as well as on the marketing end when they start to sell their calves.”

Atkinson also implements other technologies to help him market it his cattle. He is enrolled in the OptimaxX tagging program, an age and source verification program offered by the International Brangus Breeders Association (IBBA). Atkinson said it was very easy to keep detailed records through the OptimaxX system and has been enrolled in the tagging program since it originated. In relation to cost, Atkinson said the program is very comparable to other similar tagging programs and is very proud to market his cattle as certified Brangus cattle.

“You have to live what you preach,” Atkinson said. “I sell Brangus cattle, and I carry that all the way through my marketing. At a sale, I list my cattle as sired by Brangus genetics or with an Ultrablack bull; it’s something that I’m proud of.”

Atkinson said there is a stigmatism in South Carolina about cattle with Brahman influence, but he is helping fight the negative stereotype by marketing a successful breeding program with Brangus genetics and selling Ultrablack bulls.

“I’m only 40 miles from the coast,” Atkinson said, “and my cattle have to have that Brahman influence because they do better.”

Atkinson said he prefers Brangus cattle, especially when he can get the results he desires. At Atkinson Cattle Company, bulls are strictly selected for fertility and disposition and emphasis is placed on producing a more moderate framed herd. Atkinson has received recognition and several awards for his successful program including the Commercial Cattleman of the Year by the South Carolina Cattlemen’s Association in 2007. He has also received the 2007 Outstanding Conservation Farmer from the Natural Resources Conservation Service (NRCS) in Marion County, and in 2002, Cow Creek Ranch awarded Atkinson the Mark of Excellence award.

“My favorite part is just doing what God has call me to do and go out and do what he has planned for me that day,” Atkinson said. “And raising Brangus cattle is just the chocolate icing on the cake.”

The next generation

Thank you Brittni for sending us this great feature! You can learn more about Brangus producers on their website, Facebook page and blog!

You could be the next FOA feature - contact us today to learn how!

Trevor Smith

Today's feature we hear from Trevor Smith of Georgia. He is doing what he loves - farming and raising his family!

Greetings from the Deep South! Our farm is tucked away right in the center of south Georgia, about 15 miles north of Douglas. Tobacco was king here until the '90s, and at one time Douglas had the largest tobacco market in the state of Georgia. Times have changed however, and though there is still some tobacco grown in our area. The local farmers have greatly diversified. Now our area is known for its broiler houses, cotton, and blueberries.

My name is Trevor Smith, and I grew up on a small row crop/tobacco/hog farm. My dad and mom grew up farming; all my grandparents, great-grandparents...basically as far up the family tree as you can climb; they've all been farmers. As the saying goes, farming is in my blood. All I've ever wanted to do was farm. God blessed me to be the valedictorian of my high school class, and many doors were opened to me. After much thought and prayer I decided to forego college. Through it all my focus and desire was the same - to farm and to raise a family on the farm. So, my dad brought me into partnership with him (and later, my brother as well), and we've grown into a mid-sized farm for our area. This year we have 1,200 acres of cotton, 1,100 acres of peanuts, and 150 acres of watermelons. We are also members of Osceola Cotton Co. a cotton gin owned by a group of farmers (I currently serve as a board member), and Tifton Quality Peanuts (more on that below).

In 2002, I started dating Christy, a local girl I had known all my life who had also grown up on a farm. After seven weeks of dating, I popped the question, she said yes, and nine years and two kids later we are still going strong. We both grew up with strong Christian beliefs and have kept Christ at the center of our marriage, our life, and our farm.

Christy's dad was a watermelon farmer, and with her knowledge of the produce industry we were able to add watermelons to our operation in 2007. They are marketed under the name of Smith Quality Produce. We have upped our acreage every year since we began. Christy oversees the watermelon production and also serves as our broker. Watermelon harvest is the main focus of Christy and myself during the summer with my dad and brother taking care of the cotton and peanuts.

Watermelons are still harvested the old-fashioned way - by lots of manual labor. First the cutters go through the field, cutting the ripe fruit off the vines and rolling them belly-up so the loaders can see them. The loaders pass the watermelons onto a trailer filled with empty boxes, where they are packed according to size. The trailers are pulled to our packing shed, where we unload them them with a forklift, and then load them directly into a semi trailer. This year, we loaded over 200 semi loads of watermelons from late May until early August.

There is no such thing as a typical day on our farm. Things vary so much from season to season, even from week to week. However, since we are about to enter peanut harvest, let me hit the highlights. Many people are unaware of this, but peanuts grow in the ground, not on trees. So the first step to harvesting peanuts is to get them out of the ground. This is done by an inverter, which digs the peanuts up, then flips the plant upside down so that the sun can dry the peanut. After the peanuts have dried sufficiently (usually 5-7 days), we run them through a tractor pulled combine, which separates the peanut from the vine. The vines can be rolled for hay, or left on the ground for fertilizer. We haul the peanuts in bulk a peanut mill, which cleans and grades them, and then ships them to Tifton Quality Peanut. TQP is a farmer owned shelling plant with 100+ farmers owning shares. There the peanuts are shelled and shipped to domestic and foreign customers.

I can't imagine living any other way than on the farm. It's all I've ever known and all I ever hope to know. There is no better place to raise a family, to instill a good work ethic in your children; to see the mighty hand of God at work, than right here. Sure, there are tough times. In 2011, we experienced the worst drought this area had seen in many, many years. In times like those, I think back to all those farmers before me, and I know that if they could make it, with God's help, I can too.

Thanks for reading, and now you can say you know another peanut farmer besides Jimmy Carter!

You can follow my blog at gafarmer80.blogspot.com, and follow me on Twitter @GaFarmer80.

Thank you Trevor for a great feature and teaching us more about peanuts and watermelon production!! Be sure to check out his blog and if you would like to be a feature - please contact us!