At the 2026 National Western Stock Show, industry leaders and cattle producers gathered to discuss how breeding, management, and marketing decisions can create value buyers recognize and reward.  

Sponsored by the Colorado Angus Association, the session focused on connecting production fundamentals to market success.  

Presentations by Troy Marshall, director of commercial industry relations for the American Angus Association; Clay Burson, , Ph.D., associate beef technical specialist at Zinpro; and Ryan Rathmann, Ph.D., of Texas Tech University set the stage for a panel 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. 

Proving Genetic Merit 

Even in strong markers, high demand doesn’t ensure higher premiums. Marshall explained how producing high-quality cattle is only part of the equation. “If the market can’t see it, they can’t pay for it,” he said, citing verification tools such as AngusLink® to quantify genetic merit. 

He emphasized how market 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  

Nutrition remains one of the most influential factors of profitability. Burson highlighted how every sector of the industry feels the effects of a good nutrition program.  

“Virtually every biological process at some point is going to require a mineral or vitamin,” Burson said. “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 linked nutrition to efficiency and feed costs, noting that matching cow size and milk production to resources prevents unnecessary expenses. “The most efficient cows are those that produce the most with the least,” Rathmann said. 

He noted how variations in feed intake presents selection opportunity. “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.  

Beyond the Scale 

While pounds remain important to commercial value, panelists stressed that relationships, reputation, and consistent performance also affect profitability.  

“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.” 

Gabel noted that “efficiency of growth and carcass quality” matter, but reliability and trust influence market outcomes. 

Machado described it as, “what you have to sell is your name if you’re not retaining ownership all the way through.” Hoffman echoed this, adding that balancing risk versus reward as another key factor to a successful operation. 

“You’ve got to stick your neck out where you can be a leader,” he said about taking chances. “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 a competitive edge requires foresight. As Ochsner noted, “your genetic decisions today have big ramifications years down the road.” 

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.”