Navigating the Market
Industry experts team up with cattlemen to discuss how genetics, management and marketing decisions drive profitability.
February 17, 2026
“We have to document it, provide a verification for those buyers so they can buy with confidence,” said Troy Marshall, director of commercial industry relations for the American Angus Association.
In the cattle business, yesterday’s strategy doesn’t guarantee tomorrow’s success. With a competitive market shaped by evolving genetics, tighter margins, and heightened consumer expectations, success stems from adding value buyers will recognize and reward.
Through educational sessions sponsored by the Colorado Angus Association at the 2026 National Western Stock Show, industry experts and cattlemen explored how intentional breeding, disciplined management and strategic marketing position producers to capture more value in every segment of the supply chain.
The session kicked off with presentations by Troy Marshall, director of commercial industry relations for the American Angus Association; Clay Burson, associate beef technical specialist at Zinpro; and Ryan Rathmann of Texas Tech University.
The presentations were followed by a panel discussion moderated by Kevin Ochsner, host of Cattlemen to Cattlemen on RFD-TV, and panelists Jason Hoffman, Hoffman Ranch; Rick Machado, auctioneer for Western Video Market; Steve Gabel, owner of Magnum Feedyard; and Troy Marshall.
Importance of genetics
Today’s markets may be strong, but higher demands don’t promise higher premiums. Marshall emphasized how producing high-quality cattle is only part of the equation. The real opportunity lies in proving it to buyers on sale day for added value.
“There is no way of documenting that,” Marshall said. He drove home the point, saying, “If the market can’t see it, they can’t pay for it.”
He pointed to verification programs such as AngusLink® as tools to help quantify and communicate genetic merit. This documentation transforms reputation into measurable information buyers can use with confidence.
“We have to document it, provide a verification for those buyers so they can buy with confidence,” he said.
Marshall emphasized that efficiency and performance alone do not guarantee premiums. Value increases when production decisions are aligned with downstream demand.
“We’ve done a really great job of producing pounds and being efficient, low-cost producers in this industry,” Marshall said. “Now we’ve got to continue to connect to our marketplace and consumer demand to make sure our management decisions are connected to real-world economic decisions.”
Nutrition as a value multiplier
Long-term success in cattle production depends on getting the fundamentals right, and nutrition remains one of the most influential factors to adding value. Nutrition influences fertility, longevity and feedlot performance, all of which affect profitability.
“Virtually every biological process at some point is going to require a mineral or vitamin,” Burson said. “If we’re asking cows to breed early, we’re trying to keep the calf healthy. We’re trying to keep the feedlot steers performing efficiently. Minerals play a critical role in all those functions.”
Rathmann tied nutritional strategy directly to efficiency and managing feed costs, particularly in the cow-calf sector. Matching cow size and milk production to available resources can prevent unnecessary expenses while maintaining performance.
“The most efficient cows are those that produce the most with the least,” Rathmann said. He noted how mature cow weight remains one of the most practical indicators producers have when evaluating nutritional demand, though intake variation adds another layer of opportunity.
Initial presentations were followed by a panel discussion moderated by Kevin Ochsner, host of “Cattlemen to Cattlemen” on RFD-TV, and panelists Troy Marshall, Jason Hoffman, Hoffman Ranch; Rick Machado, auctioneer for Western Video Market; and Steve Gabel, owner of Magnum Feedyard.
“Just because two cows weigh the same, doesn’t necessarily mean they eat the same,” he said. “Some cows at the same weight are eating twice as many calories for their maintenance energy requirement.”
Variation in feed intake creates opportunities to shift selection criteria.
“If we can identify cows who are genetic outliers for eating less and still being able to sustain their maintenance needs, there’s a lot of opportunity,” Rathmann said.
Improving efficiency at the cow level compounds over time, adding value through reduced input costs, stronger reproductive performance and herd longevity.
Beyond the scale
From a commercial standpoint, the market remains mostly the same — pounds still equal profit.
“The genetics part of it is pounds,” Marshall said. “It’s the quality of those pounds and it’s the total amount of pounds of efficiency producing those pounds from a genetic standpoint.”
Marshall emphasized that while data provides a clear picture of genetic merit, it works best when paired with trust and buyer relationships.
“Now you have the tools available where you can accurately and objectively describe the genetic merit of feeder cattle,” Marshall said. “This is the people business and always will be, but if we can document that information to give buyers confidence, I think that’s the key to driving value.”
Panelists reinforced the value to be found beyond weights and carcass data.
Gabel pointed to “efficiency of growth and carcass quality” as central drivers in the feedlot sector, while acknowledging the importance of reputation and reliability.
Machado described it as, “what you have to sell is your name if you’re not retaining ownership all the way through,” highlighting how trust, brand identity, and consistent performance can influence where the gavel drops.
Hoffman echoed the same sentiment, adding that adaptability is a key factor to a successful seedstock operation and knowing when the risk is worth the reward.
“The personal connections, the relationships and your reputation drive the value and keeps people coming back,” he said. “You’ve got to stick your neck out where you can to be a leader, but you’ve got to be grounded enough to stick to the basics too, and produce good cattle they know they can count on.”
Down the road
Finding competitive advantages in today’s market requires discipline and foresight. Ochsner reminded producers that today’s breeding and management decisions shape profitability years into the future.
“Your genetic decisions today have big ramifications years down the road,” he said.
Producers who thoughtfully combine genetics, management and marketing can turn these decisions into a win for their bottom line.
“Genetics, management and marketing are really risk management tools along the way,” Marshall said. “If you’re doing those things right, you’re going to reduce your risk in this marketplace.”
Adding value starts long before sale day. By connecting production fundamentals with strategic foresight, today’s producers are better equipped to stay competitive and capture opportunity in an ever-evolving marketplace.
Editor’s note: Briley Richard is a freelance writer and wrote this article for the American Angus Association. [Photos courtesy of the American Angus Association.]
Angus Beef Bulletin EXTRA, Vol. 18, No. 2-B
Topics: Association News , Events , Industry News , Genetics , Record Keeping , Marketing , News , Selection
Publication: Angus Beef Bulletin
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