Get your cow magnets to prevent bovine traumatic reticuloperitonitis

So, cow magnets are a thing. 

Blue sky and black and white cow close-up

Prevention is better than a cure, make changes to your business right now!

I was out the other night with Joe and a few Members of my Inner Circle for cocktails and a very good curry, and among the many random topics of conversation that came up was…

Cow magnets.

At first I thought Joe was pulling my leg (he does that a lot).

But no! They’re a thing.

Farmers feed their cows, especially their dairy cows, magnets to prevent “hardware disease”. Or, more properly and more pithierly, “bovine traumatic reticuloperitonitis”.

Which is an illness caused when the poor cows inadvertently eat sharp pieces of metal that’s lying around in their grass. Some of the metal comes from those awful Chinese lanterns (if you’re ever tempted to send them up because they’re pretty, just don’t. They’re awful for the environment and for wildlife) and some of it is just lying around, I guess. Bits of broken farm machinery. Bits of random crap.

The metal shrapnel settles in the reticulum (part of the alimentary canal in ruminants) and can irritate or penetrate the lining, mostly of dairy cattle but sometimes in beef cattle. Funnily enough, it’s mostly cows that suffer from this. It’s rare that you see it in other ruminants.

Cows often eat non-food stuff because they don’t use their lips to tell the difference between food and not-food, and they don’t chew completely before they swallow, so nails and wire and other bits and bobs get in there, then get pushed into the reticulum with the rest of their lunch… which is where it stays, or — very painfully — gets pushed through the reticulum wall into the peritoneal cavity, where it causes severe inflammation.

It can even make it into the heart sac *shudder*.

Apparently it’s pretty difficult to diagnose and, as with most other stuff, prevention is better than cure. So farmers feed their cows magnets before they reach the age of one. Then anything metallic the cow eats attaches to the magnet and just stays there, without causing hardware disease.

So there you go. Cow magnets.

Which are a preventative rather than a cure.

Speaking of prevention being better than cure: have you bought Business For Superheroes yet? If you read it, and put into action everything you learn, you can prevent your business from stagnating, plateauing, and making you stressed and miserable.

I saw a post yesterday from someone who felt guilty about taking a holiday from their business. I’ll say more about that tomorrow, but it ain’t right.

If you’re working crazy long hours and not earning as much as you’d like, get my book. It will help you, if you take action on what you learn. Plus, it’s a good, fun, easy read. I have it on good authority (my Inner Circle Members tell me so).



Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.


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