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advertise the availability of purple-tagged animals. When the animals enter the ring, the auctioneer explains the program to the buyers. According to Armistead, the VCA reports about 3,000 head sold since last August under the program at an average price increase of $4-5 per hundredweight. Armistead, who also sells at graded sales, is pleased with the purple tag program’s results.
Armistead’s latest marketing venture involves the recently introduced VCA-Virginia Tech “retained ownership” program. Last December, he selected a group of his best steers to send to a participating Kansas feed yard. After a 38
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