I "finish" and sell most of my steers as birth-to-plate freezer beef. Folks buying my beef don't care what color the hide was as long as it is good quality beef.  I retain most of my heifers as I am building my herd internally. With cull cows they go by the pound regardless of color as long as they are a beef breed. 

There is a growing market for CHB Hereford or baldy beef.  The best burgers in town are at a place that says "Certified Hereford Beef" on the menu.  The problem is you have to have enough steers to take them to a CHB sale.  Small groups of Herefords take a hit at most sale barns compared to anything black hided. I try to avoid that situation.