AMERICAN ANGUS ASSOCIATION - THE BUSINESS BREED

Market Closeout

Genetics, marketing and the cow that works for you.

By Troy Marshall, Director of Commercial Industry Relations

September 16, 2025

Commercial cattlemen face a constant tug of war. On one side, genetic tools and selection programs promise faster progress than ever before. On the other, markets demand cattle that hit grid specs, perform in the feedlot and deliver a consistent eating experience to consumers. Somewhere in the middle lies the ranch reality: Cows must breed, calve and thrive under the resources you have.

The challenge is striking the right balance between genetic opportunity, marketing strategy and cow herd functionality. Success depends not on chasing extremes, but on aligning the cow herd you build with the market you serve — and making sure those cows can stay profitable on your ranch.

The value of genetics

The toolbox available to commercial cattlemen has never been more sophisticated. Expected progeny difference (EPD) values, genomic testing and economic indexes allow for precise comparisons of sires and potential replacements. With a few clicks, you can sort for calving ease, growth, carcass merit and maternal function.

The simple part of your breeding strategy is to invest in the best genetics you can afford. The difficult part is to determine what is the best combination. Remember, genetic selection is a long-term investment. Every bull you turn out or heifer you keep shapes your herd for years.

Fertility, structural soundness and adaptability to your environment are not optional. They are the foundation on which growth and carcass traits can be layered.

That means your first genetic priority must be cows that work for you. Fertility, structural soundness and adaptability to your environment are not optional. They are the foundation on which growth and carcass traits can be layered. A cow that does not breed back, or one that falls apart under your feed and management conditions, will never deliver value — no matter how elite her genetic estimates look on paper.

The value of marketing

On the other end of the chain, marketing is no longer an afterthought. Ranchers today have access to value-based grids, retained ownership programs, branded beef initiatives and niche opportunities that reward consistency and quality. The calves that leave your ranch are evaluated not only by lot size, condition, nutrition and health status, but also by how they perform through the feedlot and on the rail.

Uniformity and predictability are the currencies of modern cattle marketing. A set of calves that is consistent, with minimal variability, is easier to sell, more attractive to buyers and better positioned to capture premiums.

From a 30,000-foot level, our marketing system is designed to reduce variation. Each part of our business works toward making the product selling more uniform.

This is where genetics and marketing meet. Selecting sires that produce uniform calf crops and align with your marketing channel gives you leverage in the marketplace. Calves that fit grid specs or branded programs add dollars per head; calves that miss targets leave money on the table.

The cow herd that works at home

Here is the hard truth: None of the premiums matter if the cow herd doesn’t work at home. Your resources, your management scheme and your marketing strategy ultimately dictate what kind of cow thrives in your system.

A cow that is too big, has too much milk or too much growth can become more liability than asset. Likewise, chasing marbling without regard to fertility or longevity undermines profitability.

Research consistently shows reproduction is the most important driver of profitability in cow-calf herds. Every open cow is an immediate cost and a lost opportunity. Every year a cow stays productive spreads her development cost across more calves.

That is why the most profitable herds are built around balance, not extremes. Fertile, moderate cows that stay in the herd, calve unassisted and raise consistent, marketable calves are the engine of profitability.

Growth and carcass traits matter, but they must be built on a maternal foundation that fits your ranch. Single-trait selection has never been a viable long-term strategy.

It’s also important to recognize competition is fierce. The bar is constantly rising. What is considered optimal today may be considered substandard in just a few years. Balanced-trait selection is sometimes used to justify mediocrity. With the tools available today, it is truly possible to have your cake and eat it, too. But, it requires more sophisticated strategies and higher adoption of genetic and marketing tools than what was required in the past.

Hitting the targets of the marketplace

The end goal is simple: Produce a calf crop that thrives in your system and hits the targets of the marketplace. That means:

cows bred for fertility, longevity and adaptability;
calves that are uniform and predictable;
genetics aligned with your marketing strategy; and
a long-term plan that balances maternal function with carcass performance.

Final thoughts

Commercial cattlemen succeed when they build cow herds that work for them and create calf crops that work for their customers. Genetics matter. Marketing matters. But the real key is alignment — aligning the cow to the ranch, the calf crop to the market and both to the long-term profitability of your business.

The American Angus Association has helped to create two of the most transformative tools available to help producers achieve these goals. The AngusLink^SM program gives producers the ability to differentiate their cattle in the marketplace and to market their cattle more effectively. The GeneMax^® Advantage^TM genomic test for replacement females gives commercial cattlemen the same type of information when selecting their replacement females as they do when they make selection decisions on their herd sires.

As you evaluate sires, replacement heifers or marketing options this season, keep balance in mind. Build cows that last. Market calves that fit. Let your genetics and marketing strategy work together to deliver value — both today and for the next generation.

Editor’s note: Troy Marshall is director of commercial industry relations for the American Angus Association.

Angus Beef Bulletin EXTRA, Vol. 17, No. 9-B