Matching production to the markets for meat makes the assumption that individual producers can have an influence on market forces. This may well apply nowadays to some of the very large scale poultry production units but, individually, beef producers can have little if any influence on the marketing scene. Although there are farmers who produce several hundred fat cattle a year, the bulk of the beef produced comes from fairly small scale producers. Much of beef production is on a fairly haphazard basis with little or no recording or budgeting.

Nevertheless, small scale producers and feeders who move in and out of the market can exploit local or short-term, favourable, market fluctuations and, with skilful buying and selling, make good profits on a quick turnover. Larger scale producers who have pre-planned fully integrated production systems cannot react as quickly to any great extent to short-term marketing opportunities. I regard marketing as only one of the many variable factors to be taken into account when planning a beef enterprise within a whole farming system, in which it is likely to be one of a number of enterprises which have to be kept in balance.