Livestock Trade Research Articles

From barnyard to boarding pass: Exploring livestock's world tour

AbstractBackgroundGrowing global demand for meat and milk has fuelled an increase in the trade in animal products, but there is still little awareness of the magnitude and characteristics of the trade in live animals. In this study, we investigated the international trade of 12 live food‐producing animal species, including poultry (‘chickens’, ‘ducks’, ‘geese’ and ‘turkeys’), ruminants (‘cattle’, ‘sheep’, ‘goats’, ‘camels’ and ‘buffalo’), pigs and ‘other’ food‐producing animals (‘rabbits and hares’ and ‘horses’) as reported to the FAOStat database between 2005 and 2021.ResultsThe analysis revealed that international trade in most species had increased over the study period. Chickens were numerically the most traded species with an average of 1.4 billion live chickens internationally traded annually. Live export of chickens demonstrated the greatest growth over the study period, with an estimated additional 58 million animals traded each year. Intercontinental trade was also substantial, contributing to 10% or more of the international trade in eight of the 12 species. Many countries were also bidirectional traders for multiple species. The Netherlands, Germany and Poland were among both the highest importers and highest exporters for multiple species between 2019 and 2021.ConclusionThis study provides valuable insight on the scale and trends in the international trade in livestock to inform regulations and practices that might be needed to mitigate potential threats associated with livestock movements, including disease emergence and spread, poor animal welfare, antimicrobial resistance and environmental degradation, while supporting demands and need for livestock‐based foods.

What to Expect from Brazil as a Nation Certified as Free from Foot-and-Mouth Disease (FMD) Without Vaccination

Achieving a Foot-and-Mouth Disease (FMD)-free status without vaccination marks a significant milestone for Brazil, a major agricultural powerhouse with extensive cattle herds and vast borders. This certification represents not only a scientific and logistical achievement but also an opportunity for enhanced market access and strengthened biosecurity. However, transitioning to this status involves challenges, including maintaining stringent monitoring and surveillance, managing porous border regions, and mitigating risks from neighboring regions with varying FMD statuses. This review explores the expectations surrounding Brazil’s new status, including the anticipated economic benefits, the influence on Brazil’s international trade position, and the role of sustainable disease management practices. We also discuss potential risks, such as accidental reintroduction and surveillance gaps, which could impact livestock health and trade dynamics. With a focus on effective biosecurity, regional cooperation, and advanced diagnostic capabilities, Brazil’s journey to maintaining FMD-free status highlights both the opportunities and complexities of disease control in a nation deeply reliant on its agricultural sector. This status demands ongoing surveillance to support Brazil’s agricultural economy and ensure the long-term health security of its livestock industries.

Identification of Rickettsia species in cattle ticks in selected regions of urban Ghana.

Ticks continue to invade new regions spreading pathogens of zoonotic and veterinary importance. Diverse tick species have been reported in Ghana due to the continuous trade of livestock. In this study, ticks were collected from cattle in three sites within Southern Ghana. The 1489 ticks collected were morphologically identified and further confirmed using a molecular assay that amplifies the 660-bp segment of the mitochondrial cytochrome c oxidase subunit 1 (COI) gene. These ticks were pooled and screened for pathogens of zoonotic importance. From the 215 tick pools screened, Rickettsia DNA was detected in 34 (15.81%). Sanger sequencing revealed the occurrence of Rickettsia africae (14.42%), the causative agent of African tick-bite fever, and Rickettsia aeschlimannii (1.39%). Regular monitoring of tick populations is essential to generate data for creating effective control and preventive measures.

FOUL WEATHER FRIENDS? THE TRANSNATIONAL POLITICS OF DUST STORMS BETWEEN CHINA AND MONGOLIA

Yellow dust storms are a frequent phenomenon across Northeast Asia in the spring. China has often been blamed by neighbouring countries as the source of the yellow dust and has, over several decades, developed various forms of anti-desertification expertise in an attempt to control the fragile ecologies of its arid northwestern regions. However, in recent years China has increasingly sought to locate the origins of the dust storms across the border in Mongolia. Projects of scientific collaboration between the two countries have been initiated, as China seeks to promote itself as a global leader in desertification prevention. This article shows how Mongolia's relations with its neighbours are mediated by environmental issues such as dust storms. It analyses the nationalism and eco-irridentism evident in popular representations of Mongolia in contemporary China, and contrasts these with the language of friendship and collaboration adopted at the state level. However, we suggest some reasons why China's anti-desertification expertise, particularly in the form of large-scale afforestation projects, might not be suited to the Mongolian context. Instead, we propose that the meat and livestock trade from Mongolia to China might be usefully framed in the light of dust storm friendship, thereby potentially benefitting Mongolia's herders.

Characterization of Domestic Ruminant Movement Patterns in a Transfrontier Region of North‐Eastern KwaZulu‐Natal, South Africa

Introduction: Livestock movement patterns play a crucial role in animal and public health management, disease transmission and sustainable livestock farming. Understanding these patterns is vital for disease surveillance and preventing the spread of animal diseases.Study Area: This study was conducted in the far north‐eastern region of KwaZulu‐Natal (KZN) province, South Africa, with Eswatini bordering to the west and Mozambique to the north. The study area is located at a wildlife–livestock interface and includes sections classified as a foot‐and‐mouth disease (FMD) control zone. Animal and animal product movements within, into and out of the area are restricted by state veterinary‐issued movement permits.Aims: The study aimed to quantitatively describe livestock movement characteristics within, into and out of the study area and identify potential hubs for disease transmission.Study Design and Sampling Strategy: Data sources included official animal movement permit records (2015–2018) from the KZN Department of Agriculture and Rural Development, and the data are obtained via face‐to‐face interviews with livestock traders (August to November 2020). Traders’ data were used to complement the interpretation of the permit dataset and to understand the livestock movement patterns, especially from the perspective of traders who operate from our study area. The permit data offered a detailed record of official livestock movements over multiple years, enabling us to identify the movement trends. In contrast, the face‐to‐face interviews provided real‐time insights from traders regarding informal movement trends and disruptions not reflected in the permit data. The permit dataset was used to construct stratified animal movement networks by species using social network analysis (SNA), treating dip tanks (origins) and the destination locations (municipalities, districts or provinces) as two disjoint sets before being projected into a one‐mode network. Bipartite‐specific statistics were computed to compare the constructed networks.Results: A total of 3598 movements between 2015 and 2018, representing 33,561 animals, were recorded from the permit datasets. Additional 74 movements representing 3296 animals occurred in the traders’ dataset in 2020. Of the total number of animals moved, 64% were directed outside the study area. Overall, the network analysis highlighted distinct movement patterns for cattle and goats, with Ndlondlweni and Phelandaba dip tanks as the key nodes facilitating animal movements. These are both dip tanks with high centrality and highly connected hubs, with the potential for facilitating the transmission of diseases to the entire province and other places.Conclusion: These findings contribute to a better understanding of livestock trade and animal movement dynamics for effective disease control and management. Two dip tanks emerged as high‐frequency hubs for animal movements outside the study area, posing risks for disease transmission to the province and beyond. Intensifying surveillance in these areas is recommended to mitigate the spread of animal diseases. Veterinary authorities should enforce the use of animal movement permits by livestock traders for effective disease prevention and control.

Seroprevalence of peste des petits ruminants in sheep and goats managed under pastoral and agro-pastoral systems.

Peste des petits ruminants (PPR) is an infectious disease that imposes substantial economic burdens on small ruminants (SR) production. For Tanzania to develop efficient management and eradication plans, it is essential to comprehend the seroprevalence of PPR designated for global elimination by 2030. This study investigated the prevalence of PPR in animals kept under pastoral and agropastoral communities in Tanzania. A total of 1,128 blood samples from SR were collected and analyzed for PPR-specific antibodies using the HPPR-b ELISA technique. Multivariate logistic regression was used to analyze the risk factors. The overall seroprevalence was 10%. Higher seropositivity was observed in the Kiteto, Longido, and Simanjiro districts of the northern zone and the Mbarali district of the southern highlands, with the seroprevalence decreasing trend from the northern to southern zones. Multivariate logistic regression analysis for risk factors identified significant differences in seroprevalence across disease surveillance zones, with odds ratios (OR) ranging from 2 to 3. Agropastoral production systems exhibited lower PPR seroprevalence compared to pastoral systems. The increasing seropositivity in the Mbarali district suggests a southward spread of PPR, increasing a threat to Tanzania`s southern regions and neighboring countries. The disease`s dissemination is closely linked to livestock trading infrastructure, highlighting the need for periodic seromonitoring. Control efforts should prioritize highly affected northern zones and implement strict regulations on animal movement to protect less-affected southern areas.

THE SOUK OF EL KHROUB: AN ECONOMIC AND SOCIAL PILLAR IN RESPONSE TO RECENT COMMERCIAL TRANSFORMATIONS

At the heart of El Khroub’s urban dynamics, the traditional market (souk) continues to play a significant economic and social role, despite facing recent urban transformations and the challenges posed by contemporary development types. Over a six-month period, encompassing 52 working days of the souk (Thursdays and Fridays), we conducted an in-depth sociological survey using a detailed questionnaire with a representative sample of 400 individuals. The sample was selected using the Krejcie and Morgan method, combined with the quota sampling method (Moser & Kalton, 1971), to ensure that our sample reflected the diversity of stakeholders involved in the souk. The population was divided into four main strata: merchants, long-time visitors of the souk, local government members, and buyers. In addition to this survey, we conducted direct interviews with officials involved in the management of the souk, such as the municipal treasury officer and the current lessee of the souk, while also consulting the relevant specifications. This thorough assessment allowed us to fully understand the socio-economic characteristics and dynamics of this market. Thus, although initially centered on livestock trade, the souk of El Khroub has lost much of its former vitality ; it remains a crucial economic hub for local businesses and an essential social gathering point, despite the lack of relevant initiatives from municipal services to invigorate it and restore its former prominence. This paper highlights the critical importance of the El Khroub souk as an economic and social space, which requires the implementation of a strategy that would ensure its prosperity and ability to face current economic challenges. Therefore, we present a scenario to address these issues.

Simulation design to find the welfare impacts of livestock trading and disease transmission.

This study designs a theoretical model and simulation model that can explain the welfare impacts of disease transmission that occurs in livestock trade. A household production model and a SIR model are used to find theoretical profitable conditions for infectious livestock trading and prices and quantities for transactions. Under the theoretical conditions an agent-based model is used to simulate livestock transactions to compare social impacts based on the number of livestock, household wealth and income, and wealth inequality. Asymmetric information is used to assign tendencies of livestock trading agents. Buyers are assumed to be uninformed about the health status of livestock owned or used by sellers, while sellers are either uninformed for their herd's health status, and if informed, the sellers' behavior of selecting infectious livestock for transactions is divided into selfish selection and altruistic selection. The simulation results reveal that livestock losses are higher when trading occurs, but overall economic welfare tends to increase with trade. Interestingly, when sellers selfishly sell sick animals, average household wealth and income peak, albeit with greater wealth inequality.

Comparing efficiencies of population control methods for responding to introductions of transboundary animal diseases in wild pigs

Comparing efficiencies of population control methods for responding to introductions of transboundary animal diseases in wild pigs

Ticks and tick-borne pathogens in selected abattoirs and a slaughter slab in Kumasi, Ghana.

Ticks are vectors of pathogens that affect the health of animals and humans. With the constant trade of livestock across borders, there is the risk of new tick species invasion accompanied by the spread of infectious tick-borne pathogens. This study sought to determine the diversity of tick species within abattoirs and a slaughter slab as well as identify the pathogens carried by these ticks. The ticks were collected from slaughtered cattle, identified and screened for pathogens using PCR and sequencing. A total of 371 ticks were collected from slaughtered cattle across the three sampling sites: Kumasi abattoir (288, 77.63%), Akwatia Line slaughter slab (52, 14.02%) and Suame abattoir (31, 8.35%). The predominant species was Amblyomma variegatum (85.44%) with Rhipicephalus sanguineus (s.l.) (0.27%) as the least occurring species. Total nucleic acid from the tick pools was screened for pathogens based on the nucleoprotein gene region in the S segment of the Crimean-Congo haemorrhagic fever virus (CCHFV) genome, the 295-bp fragment of the transposase gene of the Coxiella burnetii IS1111a element, the 560bp segment of the ssrRNA gene of Babesia and Theileria, the 345bp fragment of the Ehrlichia genus 16SrRNA gene and the rOmpA gene (OmpA) of Rickettsia. From the 52 tick pools screened, 40 (76.92%) were found positive for pathogen DNA. The pathogens identified were Rickettsia africae (69.23%), Rickettsia aeschlimannii (7.69%), C. burnetii (5.77%), uncultured Ehrlichia sp. (5.77%), Candidatus Midichloria mitochondrii (3.85%) and CCHFV (3.85%). A significant association was observed among A. variegatum, Hyalomma rufipes, Hyalomma truncatum and occurring tick-borne pathogens R. africae, R. aeschlimannii and uncultured Ehrlichia sp. (p<0.001). The findings show the occurrence of zoonotic pathogens, suggesting an increased risk of infections among the abattoir workers. There is a need to adopt control measures within the abattoirs to prevent pathogen spread.

A Collaborating Centre for animal health economics in the Americas.

Countries in the Americas play a vital role in global livestock and aquaculture production. With international trade of livestock and aquaculture products becoming an important source of income for countries, there has been an increased interest in using animal health economics for advocacy and allocation of resources. This article discusses the development of a new Collaborating Centre for the Economics of Animal Health and the applications of the Global Burden of Animal Diseases (GBADs) framework in the Americas region. Incentives for the increased use of economics in animal health decision-making and examples from the Americas region are examined. The article then discusses the newly formed World Organisation for Animal Health Collaborating Centre in the Americas region. Finally, it reviews two ongoing case studies that are implementing the GBADs framework in Peru and the United States of America.

The socioeconomic impacts of Rift Valley fever: A rapid review.

Rift Valley fever (RVF) is a neglected vector-borne disease which is endemic in many countries across Africa and has seen recent geographical expansions into the Arabian Peninsula. RVF can cause severe infections in both animals and humans. RVF infections in livestock can lead to mass fatalities. In humans, the symptoms are nonspecific and can often lead to misdiagnosis. However, a small proportion progresses to haemorrhagic infection with a significantly higher mortality rate. The culmination of this can cause severe socioeconomic impacts. This review aims to identify the main socioeconomic impacts caused by RVF outbreaks as well as existing knowledge gaps. Ninety-three academic and grey papers were selected, covering 19 countries and 10 methodological approaches. A variety of socioeconomic impacts were found across all levels of society: Livestock trade disruptions consequently impacted local food security, local and national economies. Most livestock farmers in endemic countries are subsistence farmers and so rely on their livestock for sustenance and income. RVF outbreaks resulted in a variety of socioeconomic impacts, e.g., the inability to pay for school fees. Main barriers to vaccine uptake in communities were lack of access, funds, interest along with other social aspects. The occupational risks for women (and pregnant women) are largely unknown. To our knowledge, this is the first review on RVF to highlight the clear knowledge gap surrounding the potential gender differences on risks of RVF exposure, as well as differences on occupational health risk in pastoral communities. Further work is required to fill the gaps identified in this review and inform control policies.

DEMOGRAPHIC TARGETING OF USERS IN MOBILE APPLICATIONS FOR LIVESTOCK DIGITAL MARKETING AMONG SMALLHOLDER CATTLE FARMERS

Several livestock diseases leading to high mortality rates among animals have raised concerns about a potential food crisis in Indonesia. To prevent further spread of these diseases, access to livestock sheds has been restricted. This situation has highlighted the importance of developing alternative marketing channels to facilitate livestock trade. The present study investigates the demographic factors that influence farmers' interest in adopting mobile applications for digital livestock marketing in the Special Region of Yogyakarta. The data for this research was collected from a stratified random sample of 968 respondents across four regions. Prior to the interviews, farmers were provided with an introduction and given the opportunity to experience the mobile applications firsthand. The data analysis employed descriptive statistics, non-parametric analysis, and a logistic regression model. The results indicated a significant (p &lt; 0.05) association between variables such as the farmer's age, educational level, women's decision-making power, farming revenue, cattle ownership, farming experience, and interest in using mobile applications for livestock digital marketing. However, no distinction in adoption interest was observed between farmers who were members of agricultural groups and those who were not. These findings have significant methodological implications, as they require independent interviewing among member farmer groups. This study suggests that developers of mobile applications for livestock digital marketing should consider the lack of digital literacy among farmers as a crucial factor influencing their interest in adopting new technologies. Addressing the digital literacy gap could increase the adoption and effective use of these applications within the farming community.

Investigation, management and control of a maedi outbreak in Norway in 2019-2020

BackgroundVisna-maedi is a notifiable disease in Norway, and eliminating the disease is a national goal. The import of sheep into Norway is very limited, and strict regulations apply to the movement of small ruminants between flocks and within defined geographical regions. Several outbreaks have occurred in the last 50 years, and the most recent before 2019 occurred in Trøndelag county in Central Norway in 2002. A national surveillance programme for small ruminant lentivirus infection exists since 2003.ResultsIn 2019, the national surveillance programme detected seropositive animals for small ruminant lentivirus in a sheep flock in Trøndelag. Based on the result of polymerase chain reaction analysis and histopathological findings, the Norwegian Food Safety Authority concluded the diagnosis of maedi. Further investigations detected maedi in eight additional sheep flocks in the same county. The flocks were placed under restrictions, and the authorities also imposed restrictions on 82 contact flocks. Sequencing of partial gag genes indicated that the virus in the current outbreak was related to the small ruminant lentivirus detected in the same area between 2002 and 2005.ConclusionsThe outbreak investigation shows the need for sensitive and specific diagnostic methods, and an improved and more targeted surveillance strategy. It also demonstrates the risk of disease spreading between flocks through animal movements, and highlights the importance of biosecurity and structured livestock trade. In addition to allowing livestock trade only from flocks documented free from maedi, it may be necessary to monitor sheep flocks over many years, when aiming to eliminate maedi from the Norwegian sheep population.

Animal Welfare Policies and Their Effect on Livestock Productivity and Trade

Purpose: This study sought to explore animal welfare policies and their effect on livestock productivity and trade. Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library. Findings: The findings reveal that there exists a contextual and methodological gap relating to animal welfare policies and their effect on livestock productivity and trade. Preliminary empirical review revealed that implementing robust animal welfare policies significantly improved livestock productivity and enhanced marketability and trade. Improved welfare standards led to better animal health, reduced stress, and increased yields, translating to higher profitability for producers. Furthermore, products from high-welfare farms gained access to premium markets and fetched higher prices. However, the initial costs of adopting these standards and the need for more comprehensive studies on long-term economic impacts were identified as challenges. The study recommended policy support, financial incentives, and education to promote widespread adoption of high welfare practices Unique Contribution to Theory, Practice and Policy: Theory of Planned Behavior (TPB), Resource-Based View (RBV) and Stakeholder Theory may be used to anchor future studies on animal welfare policies. The study recommended integrating animal welfare into theoretical frameworks like Resource-Based View and Stakeholder Theory, emphasizing its strategic value and ethical importance. Practically, it suggested that livestock producers adopt comprehensive welfare practices to improve productivity and profitability. Policy recommendations included financial incentives and robust enforcement to support high welfare standards. It also highlighted the need for education and training programs for farmers and public awareness campaigns to drive demand for welfare-friendly products. Further research was advised to explore long-term economic impacts and the integration of welfare with sustainability frameworks. Keywords: Animal Welfare Policies, Livestock Productivity, Education and Training, Public Awareness, Sustainability Frameworks, Ethical Treatment, Compliance, Policy Support

Technological Acceptance of Cattle Farmers in Mobile Applications for Livestock Digital Marketing

The farmers have encountered challenges in conducting livestock trade due to the absence of dealer activity caused by Anthrax and Foot Mouth Disease (FMD) epidemics. In this context, it is crucial to utilize technology in livestock marketing to obtain current market information from distant marketplaces and reduce the risk of contagion. To meet these purposes, a mobile phone application has been developed in order to be used by cattle farmers; after that, market testing has been conducted to gain feedback and determine the segmentation. Thus, the study aimed to examine the differences in the perceived ease of use, perceived usefulness, and social impact amongst farmers who are willing and unwilling to embrace a mobile phone application for digital marketing. A total of 968 cattle farmers were surveyed with stratified random sampling techniques in the Special Region of Yogyakarta. The data obtained were analyzed using mean difference inferential analysis. The result showed that farmers with various categories of age, education, farm revenue, farmers group, farmer experience, cattle ownership, and regions have significantly different (p&lt;0.01) perceived usefulness (PU), perceived ease of use (PE), and social influence (SI) on mobile applications for livestock digital marketing. Furthermore, farmers willing to adopt mobile application have significantly higher (p&lt;0.01) PU, PE, and SI factors. This study recommends mobile app developers evaluate potential user needs and background factors that may influence farmers' interest.

Does the Trade of Livestock Products Enhance Micro-Nutrient Availability While Minimizing Environmental Impact?

Providing sufficient, high-quality food without compromising efforts in climate change and environmental pollution control is a long-term imperative for humanity. Livestock product trade may help bridge the gap in micro-nutrient supply; however, its potential environmental impacts remain underexplored. Using data from 200 countries and 77 different livestock commodities from 1961 to 2019, this study uncovers the impact of livestock trade on micro-nutrient productivity per livestock unit and per feed nitrogen input. Our results indicate that livestock trade has improved productivity for all seven studied micro-nutrients over the past 59 years, except for vitamin A. This improvement has led to a substantial reduction in the number of livestock units and feed nitrogen requirements needed to deliver the same amount of micro-nutrients, thereby reducing related greenhouse gas emissions and nitrogen losses globally. Generally, livestock trade has become more optimal and functional in terms of livestock productivity and feed use efficiency, particularly in the most recent decade, although there were slight differences between various micro-nutrients. We recommend continuing and potentially increasing international livestock trade, given the higher efficiency gap between exporting and importing countries; however, this should be structured more appropriately.

Choice heuristics and livestock farmers' preference heterogeneity for Rift Valley fever vaccines in Uganda

Choice heuristics and livestock farmers' preference heterogeneity for Rift Valley fever vaccines in Uganda

Impact of Trade Policies, Tariffs, and Sanitary and Phytosanitary Regulations on International Livestock Trade and Market Access for Livestock Producers in Brazil

Purpose: The aim of the study was to evaluate impact of trade policies, tariffs, and sanitary and phytosanitary regulations on international livestock trade and market access for livestock producers in Brazil. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: it's evident that trade policies, including tariffs and non-tariff measures, significantly influence bilateral trade flows in livestock products. Reductions in tariffs generally lead to increased trade, while increases in tariffs have the opposite effect, demonstrating the importance of tariff liberalization for stimulating trade and enhancing market access. Unique Contribution to Theory, Practice and Policy: Theory of comparative advantage &amp; new trade theory may be used to anchor future studies on impact of trade policies, tariffs, and sanitary and phytosanitary regulations on international livestock trade and market access for livestock producers in Brazil. Enhance capacity-building initiatives and technical assistance programs for developing countries to improve SPS compliance and facilitate trade in livestock products, thereby promoting inclusive trade practices. Negotiate comprehensive regional trade agreements (RTAs) that address trade facilitation measures, infrastructure development, and regulatory harmonization to maximize the benefits of market integration for the livestock sector.

Local Wisdom-Led Business Communication: A Case Study of “Barosok” in Livestock Market in West Sumatera Indonesia

Business communication with local wisdom of ethnic Minangkabau in addition to aiming for business interests but still prioritizing social and human values. This research aims to reveal the non-verbal symbols used in the "barosok" tradition as one of the communication styles of the livestock trade in the West Sumatra region, especially the Minangkabau ethnics and documented it in a book. This communication style upholds the values of privacy, confidentiality, solidarity, and tolerance. This research was conducted using the Qualitative method with an Indept interview approach, the informants of this research were traders and community leaders in the Talao Guguak Bukittinggi livestock market area and the Muaro Paneh Solok livestock market. Informants were drawn using the snowball sampling method with data collection techniques using triangulation. This research concludes that: two regions in West Sumatra still have traditional buying and selling transactions (barosok), namely Talao Guguak Bukittinggi and Muaro Paneh-Solok cattle market, it is hoped that there will be an increase in understanding and preservation of traditional business communication (barosok) for the people of West Sumatra in particular and the people of Indonesia in general, and the results of new research in the form of data collection/documentation of research objects. This research recommends relating to the effectiveness of this communication model in achieving business goals and the current generation's perception of it.