There are still places in Canada where color takes a hit but here in Western Canada, it seems that roans are very popular with cattle buyers. Of course, there are some buyers who are still a bit color blind but gradually they are becoming educated. We turned a major corner about 10-12 years ago, when a pen of about 200 Shorthorn and Shorthorn cross steers received the highest premium ever paid by Cargill on the rail. This set of steers came from one ranch, and they also had the best feed efficiency in the feedlot where they were fed. They all went into the feedlot on the same day and they were all sent to market on the same day. The feedlot reported that this pen was marketed 12 days earlier than any other pen that went into the feedlot on the same day. This feedlot was one of the largest in Western Canada at 30,000 head and the news of the premium paid and the performance of this pen of Shorthorns went through the cattle feeder world very quickly and all of a sudden, many other feeders were not afraid to try a pen of Shorthorns when they could find them.
I sold 8 Shorthorn bulls to an Alberta ranch and the owner also was a cattle buyer on one of the largest markets there. He bought them sight unseen but he said he would only accept light roans or an occasional white bull, when I delivered them. When I delivered them, I asked this man why he insisted on the color. He said that these bulls were going to be used on Black and BWF heifers and cows and he wanted the cattle buyers and cattle feeders to know that they were Shorthorn cross when they walked into the sale ring or feedlot. He said that a pen of blacks can be anything from Angus, to exotic cross to dairy cross and he also said he did not know what Shorthorn breeders were not promoting the fact that the roan color comes from one breed... Shorthorns.
Of course, quality is still a factor in determining price, and poor roans will still sell for less, but if they are as good quality as any others on offer, they will sell well. I really frustrated me when in this day and age, the color of the hide still dictates the value of the animals. This is truly man made discrimination in the market place. It is also interesting that the UK and Australia both have established a brand name for Shorthorn beef. In both countries, Shorthorn beef now receives a premium price. In the UK, the largest packer is paying a significant premium for Shorthorns over any other breeds and this is one of the reasons that Shorthorns are the fastest growing breed there. The Australian branded Shorthorn beef is just a few years old, but Shorthorn bulls have seen a significant increase in selling prices since it was established. It takes time... lots of time to change things but it is possible. I am old enough to remember my dad saying that he felt so sorry for people raising Angus, because they always sell their cattle for less money than what other breeds are selling for.