AMERICAN ANGUS ASSOCIATION - THE BUSINESS BREED

The Link

Unprecedented and historic.

By Troy Marshall, Director of Commercial Industry Relations

August 6, 2025

The link

Unprecedented and historic. I’ve heard those two words at every sale this summer. Sometimes they were used in combination. Ironically, every time I heard them used, they were pretty much 100% right. We have never seen these price levels, so the enthusiasm and excitement are justifiable and understandable.

For most cattlemen, the time frame 2023 to 2028 will be unprecedented not merely because of the price levels and profitability, but because of its duration. Barring some type of black swan event, it will be historic from a dollar and a length standpoint. People will have an opportunity to position their operations for a future that looks exceedingly bright, with beef demand moving in the right direction.

With that said, we can also be assured margins will tighten, input prices will continue to increase and barriers to entry to our business will grow.

While all segments of our business have been profitable, tighter supplies will shift the leverage to the cow-calf producer. While it has been an incredible period for the packing and feeding segments of our industry, history tells us their margins will turn red at some point as the industry begins to expand.

There is a case to be made that we will not see the type of expansion we have seen in the past, and that the cattle cycle is softening — with lower peaks and shallower bottoms. However, the cyclical nature of our business is something we can count on with almost as much certainty as death and taxes.

We are all enjoying the current market, but we also understand at some point it will moderate. The market tends to evolve the most as we transition into the next portion of the cattle cycle. There are some clear-cut signals in today’s market that have ramifications for all of us as we prepare for the future.

There are some clear-cut signals in today’s market that have ramifications for all of us as we prepare for the future.

There are givens, like health, lot size, freight and condition. They are not going away. Health, management and condition of the calves are nearly standards at this point. The industry does not offer much in the way of premiums for them, only discounts if you fail to meet industry expectations.

Lot size and location are economically relevant and easy to figure. While their importance is not likely to decline, in the end there is not a whole lot an individual producer can do to change these market drivers.

The differentiator

The market is sending signals loud and clear on the genetic front. Genetics are the No. 1 driver of profitability in our industry, and the marketplace will continue to differentiate cattle based on this value.

Of course, those genetics need to be documented and verified. Historically high price spreads based on genetics will only continue to grow, and the market will demand specific and objective metrics.

Feedback loops, incentives and continuous improvement are contingent upon relationships.

Uniformity is another area the market is beginning to focus on. The best way to appropriately manage genetics is to have uniform genetics. Every segment of the industry strives to increase uniformity and reduce variation. The benefits of marketing uniformity, breeding for uniformity, and managing uniformity are real and substantive.

The market will continue to reward those entities that can provide uniform and documented genetics and management. It seems trite to say, but the days of saying they are out of really good bulls, have had all their shots, and really perform are going to carry even less weight than they do today.

In addition to focusing on genetics and uniformity, the market is telling us there is one other significant value creator — strong relationships. Relationships are built on trust, on open communication, and on shared values, beliefs and goals. Relationships have always been important, but they are growing in significance.

Feedback loops, incentives and continuous improvement are contingent upon relationships. Relationships not only create commitment, but they increasingly are the key to reaching long-term goals in both efficiency and product quality.

If I had to choose between quality relationships and quality genetics (thankfully, we don’t), I’d probably choose relationships over genetics because it is easier to make genetic improvement than to develop lasting relationships.

I jokingly asked a really good cattleman where he was going to invest all of his money. Without blinking, he answered, “genetics and relationships.” Seems like really good advice to me.

Editor’s note: Troy Marshall is director of commercial industry relations for the American Angus Association. For more information about AngusLink, click here.

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