From April 15 to June 16 we reached out to more than 23,000 regular and affiliate members, inviting them to share experiences and priorities in the 2025 American Angus Association Membership Survey. The response was encouraging with 1,188 individuals participating — close to the 1,263 respondents in the 2016 survey.

Most (61%) are primarily or exclusively registered Angus breeders, while others are commercial producers with some registered cattle or breeders involved in other breeds.

Herd sizes ranged from under 25 cows (23%) to 400+ head (8%). The largest group (47%) have 26–100 cows. Forty-eight percent were older than 60, and 21% younger than 45.

Forty-three percent have been members for over two decades; 23% for five years or less. This diversity in focus, scale, age, and experience strengthens our breed and highlights the need for tailored programs and services.

When asked about their primary market, 48% identified selling bulls to commercial cow-calf producers— higher among larger herds. Second was selling registered stock to other breeders. Direct-to-consumer beef markets have grown, with 11% identifying it as their focus.

With 13 Angus communication methods receiving top-three votes, identifying preferences was key. Among small herds (<25 head), over a quarter interact just once a year or less; one-third of large herd operators (400+ head) engage weekly.

Despite the digital age, 47% rely on the print Angus Journal, followed by Association emails and the Message Center (45%), and Angus.org (34%). This preference spans age groups, underscoring the importance of both print and digital outreach.

Members value core offerings most: Pedigrees & Breed Registry (87%), Genetic Evaluation & Selection Tools (65%), and Genomic Tests for Seedstock (64%). Member Services (49%) and AHIR^® Programs (43%) round out the top five. While preferences vary by tenure and herd size, the emphasis on genetic improvement and trusted registry services is clear.

Members are watching the horizon: 48% identified non-ag concerns (urban encroachment, regulations, etc.) as the biggest threat in the next 3–5 years. Ranch transition (41%), market changes (39%), financial pressures (37%), and vertical supply chain evolution (22%) are also top of mind. Older members and large-scale producers especially emphasize threats beyond the pasture gate.

Despite challenges, new opportunities abound. Members ranked advanced selection tools to improve cow function (36%) as the top opportunity, followed by expanding U.S. market share (28%) and tapping Prime/premium beef markets (26%). Interest in health trait selection (23%) and CAB premiums (23%) reflects a forward-looking attitude blending tradition and innovation.

Marketing assistance (45%) and research (43%) topped the list of priorities, followed by CAB promotion (38%), producer education (38%), and continued development of selection tools (36%). While priorities shift slightly by herd size, tenure, and age, research and marketing assistance consistently rise to the top.

As with most surveys, the insight is invaluable — and prompts new questions. Staff will work with the Board to gather more feedback to guide future planning, so stay tuned.

Thank you to every member who completed the 2025 survey. Your feedback ensures the Association remains relevant and resilient. Together, we’re charting the future of Angus — and writing the next chapter.