EXCHANGE: Technology gives cattlemen new tools

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POLO, Ill. (AP) - There’s a silo on Brent and Bruce Scholl’s farm that was built in 1919 by their grandfather. It’s not in use anymore, but it serves as a relic and landmark to a different era of farming as it stands near half of their cattle and nearly 3,300 pigs.

The Scholl farm is about 6 miles south of Polo. Like many cattlemen and farmers in 2014, Brent Scholl, 54, and Bruce Scholl, 52, have more information about the market and their livestock than ever before. The pigs that the Scholls were expecting to arrive in late January will come with a tattoo, so they can be tracked and information recorded about how lean the pigs are or how much they weigh - a history, of sorts, about the Scholls’ livestock.

“We’re inundated with technology and information,” Brent Scholl said. “And sometimes it can be too much. … You have to pick out what works for you.”

Technology, as in other areas of life and farming, is giving cattlemen newer tools to raise, track, market and sell their animals. From climate-controlled hog buildings to computerized sale barns to online auctions, cattlemen have new ways to do things that have been done for generations.

The growing popularity of online auctions, for example, means that livestock can be bought and sold nearly every day, from anywhere, said Marshall Ruble, who specializes in livestock as an agriculture research station manager at Iowa State University.

Online auctions, including online exclusive auctions or bidding in a live auction on the Internet, has led to a more competitive market and put more eyes on cattle, he said.

“Even 5 years ago, I go out and look at a lot of cattle, you could find a diamond in the rough,” Ruble said. “But they’re not hidden anymore. They’re all out there.”

Even sale barns can take advantage of an online auction, Ruble said, when inclement weather may keep buyers away. If they can access an auction 5, 20 or even 100 miles away, there are more eyes and bids possible.

About 3 years ago, Ruble and his students started posting pictures and videos of livestock on Facebook and YouTube. They’d get calls from California and south Texas, he said, adding that the 19- and 20-year-old students are used to buying and selling online, while it took him some time to get comfortable with it.

But each morning when he’d look, the number of YourTube views constantly increased, Ruble said. A year ago, he sold some cattle to someone on the East Coast, he said, and met the buyer face-to-face only when he came to pick up the cattle.

Dan Shike, an associate professor of animal science at the University of Illinois, said during the history of livestock sales, numerous developments have taken the industry from private sales to live auctions to online auctions. At each step, he said, the market opened wider to where it is now.

“You basically have a national market rather than a local market,” Shike said. That’s great for sellers, and that’s great for buyers, too.”

Some online auctions are set up similar to eBay, with the cattle being purchased online only. Some auctions end at a specific time, Ruble said, but others add time - up to a point - with each new bid.

Selling online brings with it new risks, such as Internet connection and infrastructure issues, and unfamiliarity between buyer and seller. Those are some reasons that Scott Cuvelier, 58, who runs live barn sales in Walnut, Ill., and Cascade, Iowa, has been hesitant to fully embrace online auctions.

Like most things on the Internet, there are positives and negatives to online auctions, he said, adding that those auctions are another tool, “a two-edged sword, so to speak.”

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