Angus BULLETIN Distributed by the Angus Society of Australia
Prediction of Breeding Value for Commercial Animals Now a Reality PLUS · Consistency at “Mt Kingsley” Injune Qld · Understanding the Genetics of Coat Colour · Using the Mating Predictor across the herd
Winter 2020
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27 contents
Winter 2020 | Volume 40
2 Contents
22 Woodard family chases top performance
4
Angus Australia elects 46th President, Sam White
24 Mill Creek Angus builds highly regarded commercial herd
5
President’s Report
7
CEO Report
26 Around the Female Sales 27 EBVs and phenotype provide MSA winning balance 8
Angus CONNECT Presentations Available for Viewing 28 Understanding the Genetics of Coat Colour
10 Prediction of Breeding Value for Commercial Animals Now a Reality 11
Are Angus Cows Too Big?
13 New Selection Tools for Heat Tolerance in Angus Cattle
30 Understanding Angus Australia’s DNA Services 32 Selection in the genomics era 33 Zoetis Invests in the Angus Genomic Reference Population
14 Consistency at “Mt Kingsley”
34 Angus HeiferSELECT Now Available Via Neogen
16 Meet Jen, Angus Australia’s new Northern Development Officer
35 Additional DNA Requirements for Animal Registration When Parents are Born After January 1st, 2018
17 Around the Saleyards 36 Behind the Beef - The Angus Sire Benchmarking Program 18 NVDs – Accepted Breed Descriptions 38 Do you have a Bull to Benchmark? 21 Grabben Gullen producers get in the fast lane by selling their heifers
39 ASBP Cohort 10 Calving Commences
Disclaimer: Opinions expressed in this publication are not necessarily those of the Editor or of the Board of Angus Australia. Neither the Editor nor Angus Australia takes any responsibility for the accuracy of the information contained within this publication, nor for the outcome (including consequential loss) of any action taken by readers or others based on information contained therein. The publishers reserve the right to refuse or cancel without notice any advertisement in a publication issued by them
Publisher: Angus Australia Locked Bag 11 Armidale NSW 2350 P: 02 6773 4600 | F: 02 6772 3095 E: office@angusaustralia.com.au W: www.angusaustralia.com.au Editor: Diana Wood Layout: Ebonie Sadler-Small Printer: printcentre.net.au.
TACE Angus.Tech ASBP Breed Development Commerical Supply Chain General Genomics Northern Development Member Services
53 40 International Symposium Highlights Angus Australia’s Collaborative R&D 41 Are you prepared for your Spring AI programs?
Angus CONNECT Youth
53 Where are they now? 55 Welcome aboard to the new Angus Youth Consultative Committee 57 Annie Pumpa takes on the 2021 Roundup
43 Identifying Animals with Structural Score Information
57 Introducing Kate Reynolds
44 TransTasman Angus Cattle Evaluation Have You Updated Your Marketing Materials? 58 Angus Producer Marketing Crash Course 45 TransTasman Angus Cattle Evaluation Analysis Dates 2020
61 Angus Australia Staff Directory
46 Angus ONLINE Now Available 46 Ordering DNA Services Using Angus ONLINE
Advertisers Indexes
47 Using the Mating Predictor across the herd
54 Achmea Australia
BC Millah Murrah Angus
12 Agri-Gene Pty Ltd
6 Neogen
48 Around the virtual shows
IFC Bald Blair Angus
16 Sugarloaf Angus
49 Angus: Australia’s carcase breed
44 Breeder Genetics
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56 Brooksby Angus
IBC Texas Angus
42 Bulliac Angus
40 Vetoquinol
50 Member Services Matters
IFC Eastern Plains Angus 52 Help protect your livelihood with our Business Interruption cover
45 DSK 9
K.O. Angus
Te Mania Angus
Sam White and Erica Halliday
Angus Australia elects 46th President, Sam White Cheyne Twist, Communications Officer
Angus Australia is pleased to announce that New South Wales producer Sam White has been declared the 46th President of Angus Australia, following a meeting of the Board of Directors held via teleconference on the 28th of May 2020.
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there is no better breed than Angus to have as part of a grazing business model, because of their ability to be able to target a large range of markets, both domestically and internationally
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Mr White owns and runs family-based farming business, Bald Blair Angus, located near Guyra in the New England area of NSW, with his wife Kirsty and two boys, Abbott and Arthur. Sam is the third generation of Whites to run Bald Blair Angus. Bald Blair Angus runs a seedstock and commercial Angus herd, as well as crossbred sheep, run on Bald Blair and other properties east of Guyra. The White family has run Angus cattle on their properties for well over 100 years. The Bald Blair herd was first recorded in 1908, with Angus cattle part of the family’s business since the late 1880’s. The family have been members of the Angus Society over the last 101 years as one of the original founding members, and have been involved in the Angus Society throughout that time. Mr White has been an active member of a number of Angus Australia Board committees and consultative committees, assisting in advisory roles. “Our forebears thought Angus Cattle would be best suited to this temperate environment, they are aggressive foragers, great mothers, and have great carcase attributes,” said Mr White. “Such traits remain, with improvements refined and improved upon with planned continuous genetic gain, which must continue today and well into the future.” Mr White resonates with the trials and tribulations of his fellow members with regards to the issues faced by producers in recent years. “2018 and 2019 have been unforgettable in terms of drought and impact on family businesses. The Angus breed remains, it has weathered the tough times, not only now
but in the past as well. Angus cattle and their progeny were sort after during the tough times, and now as it turns, they remain well sort after also; the Angus Premium continues. They are truly a resilient breed.” In looking forward to his upcoming term as president of Angus Australia, Mr White recognises what is facing the Angus breed going forth, as well as the strength it provides producers. “Now more than ever our businesses will be impacted by droughts (as they have always been), by International trade disputes, pandemics (COVID-19), by uncertainties which we have no control over; there is no better breed than Angus to have as part of a grazing business model, because of their ability to be able to target a large range of markets, both domestically and internationally.” Mr White will be leading off from out-going president, South West Victorian Brad Gilmour, with Erica Halliday, Ben Nevis Angus, NSW the newly appointed Vice-President. Mr White and Mrs Halliday will be joined by seven fellow board members, Brad Gilmour VIC, Dr Laurie Denholm NSW, Perry Gunner SA, Jock Hughes TAS, Andrew Kuss WA, Hamish McFarlane VIC and Brett Piraner QLD. To see who else is on our Board of Directors visit www.angusaustralia.com.au
President’s Report
Sam White, President and Board Chairperson I would like to begin by acknowledging and thanking the many people who have called, emailed and made contact with me regarding taking on the role of President of Angus Australia. I am humbled by your kindness and well wishes.
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The Angus Premium remains, this is a resilient breed with great flexibility in terms of the markets it can target
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I would also like to congratulate Brad Gilmour, the immediate Past President for his leadership and work on behalf of us all through the Centenary Celebrations throughout 2019, and also through some of the toughest years of drought which I know has impacted many businesses throughout the country. Brad, this has been a massive job and I acknowledge the support of your family in helping you get away from your business and do the job that you have done, thank you. I would also like to acknowledge our present team of Board Members for their tireless work throughout the last few months adjusting to Zoom meetings and getting our work done. I would also like to congratulate Peter Parnell, and his team at Angus Australia for maintaining services to our members through the COVID-19 restrictions, with countless Zoom meetings offsite working from office and at home. I, like many, are no doubt looking forward to getting out and about as restrictions ease. Still the message remains, social distancing and good hand sanitising will be part of the new norm for no doubt quite some time. As the Autumn Bull selling season passes, with strong sales around the country, we now turn to the Spring Bull selling season. For all those who have had sales congratulations, and for all those with bull sales coming up, I wish you all the success possible. To our many commercial members who support us thank you, the current markets are dominated by restocker and store demand, and opportunity abounds for those able to supply good quality Angus breeders and Angus steers and heifers to these markets. My read is that this demand will be around for quite some time, despite the many uncertainties in our economy, caused by weather, by COVID-19, and international diplomacy.
In terms of research and development from the Society, the beginning of this year saw the announcement of research breeding values for coat type. The introduction of these RBVs are an important development, for the adaptability of Angus genetics for the northern areas of Australia, as the coat type refers to the animal’s hair length, fibre diameter and handle. Considering the expansion of Angus genetics into the northern areas of Australia, the more assistance in being able to select genetics for traits better suited for the environments they are in, the better for both commercial and seedstock producers. The Angus Premium remains, this is a resilient breed with great flexibility in terms of the markets it can target. While the World Angus Forum has been postponed from 2021 our Organising Committee remains focused on delivering on a great event (hopefully) in the 2022 year. I would like to acknowledge their work and efforts to date and look forward to bringing this international celebration of Angus to fruition in the future. I look forward to meeting as many of you as I can over the next few years. Sincerely, Sam White
Sam and Kirsty White at the 2017 World Angus Forum in Edinburgh, Scotland
The Angus Bulletin - Winter 2020
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Breed Development
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For more information to improve your herd with genomics, contact Genomics Territory Manager (NSW): Hannah Bourke Neogen Australasia 0447 299 096 HBourke@neogen.com
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CEO Report
Peter Parnell, Chief Executive Officer Report from 101st Angus Australia AGM and Board meeting conducted on 28th May 2020 The 101st Angus Australia Annual General Meeting (AGM) was conducted on Thursday 28th May 2020 with 23 members present via videoconference and a further 12 members by proxy. At the AGM, President Brad Gilmour tabled the Financial Report for the Angus Society of Australia and Controlled Entity, the Director’s Declaration, and the Independent Auditors Report for the financial year ended 31 December 2019. The President acknowledged that in 2019 there were 29 members recognized with 25 years of membership; and, 15 members recognised with 50 years continuous membership including P R Grieve (NSW); Pine Creek (NSW); I D & M E Mills (Vic); D H & F A Macleay (WA); J C Maling (Vic); Old Murroa Partnership (Vic); W J Atkin (QLD); Goonamurrah Pastoral Co (NSW); J Parfett (NSW); S W Davidson (SA); Franc Farming Pty Ltd (Vic); A J & B R Moyle & N B Moyle (Vic); Brooks Rural (WA); Eastern Plains Pastoral Co (NSW); and, Clea Pastoral Co Pty Ltd (NSW). The President also advised that during 2019, Honorary Life Membership was awarded to Mr James Litchfield from Hazeldean Cooma, and to former Angus Australia Chairman Mr John Young, Strathtay Angus WA, in acknowledgement of their life-time contributions to the Angus Breed. At the AGM, Mr Gilmour also noted the passing of Life Members Mrs Joy Potter, Mr Keith McFarlane in 2019, and in recent weeks Mr James Litchfield, Mr Colin Lyons and Mr Andrew Gubbins; and, extended his sincere condolences to the families of these Life Members who, all in their unique ways, made enormous contributions to Angus Australia and to the success of the Angus breed over many years. The President advised that the following Directors would form the 2020 Angus Australia Board: from NSW - Mrs Erica Halliday, Mr Sam White and Dr Laurie Denholm; from Queensland - Mr Brett Piraner; from Western Australia - Mr Andrew Kuss; from Victoria - Mr Brad Gilmour and Mr Hamish McFarlane; from Tasmania - Mr Jock Hughes; and, from South Australia - Mr Perry Gunner. Mr Gilmour advised that, as per requirements of the Angus Australia Constitution, having completed 2 terms in the role he would be retiring from the position of President at the conclusion of the AGM. At the subsequent Board meeting conducted following the AGM, Mr Sam White was elected as President, and Mrs Erica Halliday as Vice-President, for the term up to and including the 2021 AGM.
Past President Brad Gilmour and CEO Peter Parnell
Full minutes of the 2020 AGM are available to members via the Members Area of the Angus Australia website. At the Board meeting, Directors considered the following items: · Composition of Board Committees · Board Charter and Board Integrity Statement · Directors Deed of Access and Indemnity · Management report on progress against Operational Plan KPIs · Policy on multi-breed genetic evaluation · Initial consideration of Member Survey results · Initial discussion on potential changes to Constitution · Provision of EBVs for inclusion in genetic evaluations for other breeds · Proposed changes to format for unique Animal Identifiers · Review of the notation used in the names of red animals to denote their colour · Review of parent verification requirements in cases where pedigree changes are requested for ET calves · Consideration of breeder request to customize EBV displays in AngusTech Where relevant, further information will be provided to the membership over coming weeks on specific items resolved by the Board, including the details and timing of any resulting Regulation changes. The next Board meeting will be conducted on the 20-21st August 2020.
Advertise in the Spring 2020 Angus Bulletin Bookings Close 24 August 2020 - Available online from approximately 18 September 2020 www.angusaustralia.com.au The Angus Bulletin - Winter 2020
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Angus CONNECT
Angus CONNECT Presentations Available for Viewing The Autumn 2020 Angus CONNECT Research and Development Update was held on the evening of May 26th via the Angus Australia YouTube channel. The inaugural online event showcased the latest research and development relating to Angus genetics, along with a range of new technologies that are becoming available to Australian Angus breeders. Copies of all presentations from the evening are available for viewing from the Angus Australia YouTube channel.
Genomic Opportunities for Commercial Breeders
Improvements in genomic, or DNA based technology has now made the prediction of breeding value for commercial Australian Angus animals a reality, and Angus Australia, in collaboration with genotyping partners, Zoetis Animal Genetics and Neogen Australasia, are now focussed on expanding the genetic evaluation services that are available for Australian Angus seedstock animals to also provide genetic evaluation services to Angus breeders running a commercial Angus breeding program.
Testing Commercial Heifers with Angus HeiferSELECT
Angus HeiferSELECT is a genomic selection tool to help inform the selection of Angus replacement females (87.5% Angus content or greater) in a commercial beef breeding operation. Angus HeiferSELECT complements other sources of information that may be used in commercial replacement heifer selection, such as phenotypic evaluation, age, weight and pedigree information, and provides valuable insight into the genetic potential of heifers, particularly for traits that are otherwise difficult, time consuming or expensive to measure using traditional methods.
Development of Angus SteerSELECT
In collaboration with geneticists at the Commonwealth Scientific and Industrial Research Organisation (CSIRO), Angus Australia is developing an Angus SteerSELECT product. With targeted availability from January 2021, Angus SteerSELECT will predict the genetic merit of commercial Angus steers, and facilitate the drafting of Angus steers into production systems that are suited to their genetics.
Recording Commercial Animals on the Angus Performance Register
Commercial Angus breeders who want more information than what is offered by Angus HeiferSELECT and Angus SteerSELECT can record animals on Angus Australia’s Performance Register and receive Estimated Breeding Values (EBVs) for a full suite of traits from analysis of a DNA sample. Recording on Angus Australia’s Performance register is available for straight-bred Angus commercial females, and commercial bulls, providing the bulls have been sired by a registered Angus sire.
Understanding Heat Tolerance in Angus Cattle
Off the back of wider use of Angus genetics in Northern Australia and a warming climate, heat tolerance is becoming an increasingly important trait in cattle. Heat stress, in its extreme form, can negatively affect beef production in a variety of ways including reduced feed intake, lowering fertility in both females and bulls and decreasing meat quality, while there are also important welfare and social licence ramifications. As a first step in identifying Angus cattle that may have genetics for improved heat tolerance, Angus Australia, in collaboration with the University of New England, have developed a research breeding value for coat type. 8
Are Angus Cattle Getting Too Big?
The Angus breed has made considerable genetic improvement over the last 20 years through an increase in the growth of Angus cattle without compromising calving ease, decreased age at turn off, and a focus on improved carcase attributes such as marbling. A consequence of the increase in growth has been an associated increase in the weight of Angus breeding females. So are Angus cattle now getting too big?
Latest Angus.Tech Developments
Angus.Tech includes a range of software tools and technologies that have been developed by Angus Australia for the utilisation of Angus Australia members and their clients. Angus ONLINE is the latest tool to be released and enables Angus Australia members to interact themselves directly with Angus Australia’s breed registry database, rather than relying on Angus Australia staff to complete tasks. Members can now request and manage DNA orders, and generate registration certificates for their animals, while development is underway to facilitate the completion of tasks such as the registration of animals, uploading of performance measurements, and creation of online sale catalogues.
Accessing Educational Support for Angus Breeders
The Angus Education Centre provides Angus seedstock and commercial breeders with access to information about strategies and tools that will help them explore world leading genetic evaluation technologies to enhance the value and profitability of their cattle throughout the beef supply chain. Modules are available on breeding and genetics, bull selection, estimated breeding values, performance recording, use of Angus.Tech software, and successful use of Angus genetics in Northern Australian production systems.
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The Angus Bulletin - Winter 2020
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Angus CONNECT
Prediction of Breeding Value for Commercial Animals Now a Reality Attendees at the Autumn 2020 Angus CONNECT Research & Development Update heard how improvements in genomic, or DNA based technology has now made the prediction of breeding value for commercial Australian Angus animals a reality. “Previously, pedigree information was required to understand the relationship between animals, but now genomic technology enables the relationship between animals to be determined through analysis of the animals’ DNA profiles, without the need for pedigree details”, said Angus Australia’s Breed Development & Extension Manager, Mr Andrew Byrne. Coupled with the availability of a relevant genomic reference population, being a large, well recorded population of Australian Angus animals with both DNA profiles and comprehensive performance measurements in Australian production systems, use of genomic technology to understand the genetic relationship between animals makes the prediction of breeding value possible. “Genomic technology enables the genetic relationship between a commercial Angus animal and Angus animals in the genomic reference population to be determined, and the performance information that has been collected on the animals in the reference population can then be utilised to predict the breeding value of the commercial animal”, explained Mr Byrne. With the improvements in technology, Angus Australia, in collaboration with genotyping partners, Zoetis Animal Genetics and Neogen Australasia, are now focussed on expanding the genetic evaluation services that are available for Australian Angus seedstock animals to also provide genetic evaluation services to Angus breeders running a commercial Angus breeding program. Genetic evaluation of commercial Angus heifers is available through the Angus HeiferSELECT product where genetic predictions are provided for nine important traits, along with total breeding value and a star rating. Alternatively, commercial Angus heifers, or unregistered Angus bulls who have been sired by a registered sire, can be
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recorded in Angus Australia’s Angus Performance Register and receive Estimated Breeding Values (EBVs) for 18 traits from the TransTasman Angus Cattle Evaluation. Angus Australia is also working in collaboration with geneticists at the Commonwealth Scientific and Industrial Research Organisation (CSIRO) to develop an Angus SteerSELECT product. With targeted availability from January 2021, Angus SteerSELECT will predict the genetic merit of commercial Angus steers, and facilitate the drafting of Angus steers into production systems that are suited to their genetics. “Better knowledge of the genetic merit of individual commercial Angus animals, be it either heifers or steers, will enable more informed selection decisions to be made, and will ultimately increase the profitability delivered from use of Angus genetics in the Australian beef supply chain” explained Mr Byrne. Further information on the genetic evaluation services available for commercial Angus animals is available from the Angus Australia website, or by contacting staff at Angus Australia.
Are Angus Cows Too Big? The mature weight of Angus cows has increased genetically by 40kg in the last 20 years, with the current genetic trend showing an increase of 2.5kg per year. That was the message delivered by Angus Australia’s Breed Development & Extension Manager, Mr Andrew Byrne, at the Autumn 2020 Angus CONNECT Research & Development Update. “The Angus breed has made considerable genetic improvement over the last 20 years through the adoption of breeding and genetic technologies, which is a testament to Angus breeders in Australia”, Mr Byrne said. “Most of this genetic improvement has been achieved through an increase in the growth of Angus cattle without compromising calving ease, decreased age at turn off, and a focus on improved carcase attributes such as marbling”. A consequence of the increase in growth has been an associated increase in the weight of Angus breeding females. Recent survey work completed by Angus Australia shows that there are vast differences in opinion on whether the increase in mature weight is a cause for concern, reflecting differences in individual enterprises and breeding philosophies.
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The Angus breed has made considerable genetic improvement over the last 20 years through the adoption of breeding and genetic technologies, which is a testament to Angus breeders in Australia
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“On the positive side, the increase observed in mature weight has resulted in an increase in the returns from surplus females, however the increased weight comes at the cost of an increase in feed requirements” Mr Byrne said. There is also a question as to whether there has been any change observed in the body composition of mature Angus cows, and for this reason, Angus Australia released research breeding values for mature body condition and mature height in 2019.
While further research is continuing the fine-tune the breeding values, in conjunction with the existing Mature Cow Weight EBV, the research breeding values enable consideration to be given to mature cow weight and body composition, alongside other traits of importance, when making selection decisions. “The challenge for the Angus breed is to breed the modern curve bender, where we continue to put extra growth into Angus cattle, but hold mature weight where it is” Mr Byrne said. “But this will only be possible if there is an increase in the submission of weights for mature cows into the TransTasman Angus Cattle Evaluation”. There are currently between 12,000 to 15,000 mature weight submitted, which represents approximately 20% of the Angus seedstock females in Australia. “If there is not an increase in the level of recording, mature weight will continue to increase as selection for increased growth to 400 and 600 days of age continues. However, if measurements are recorded at 400 and 600 days of age, through to maturity, animals that don’t follow the standard growth pattern can be identified and selected for use within breeding programs” explained Mr Byrne. All Angus seedstock breeders are encouraged to collect weights, body condition scores and hip height measurement on their mature females when collecting the 200 day weights for their calves each year. Interested breeders can also collect these measurements at joining, and pre-calving to assist future research in understanding changes that may occur in weight and body condition throughout the annual production cycle. Further information on collection measurements on mature cows is available from the Angus Education Centre (www. angusaustralia.com.au/education), or by contacting staff at Angus Australia. To view the full presentation delivered at the Autumn 2020 Angus CONNECT Research & Development Update, visit the Angus Australia YouTube channel.
The Angus Bulletin - Winter 2020
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Agri-Gene Pty Ltd
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Ph: 03 5722 2666 Fax: 03 5722 2777 Email: info@agrigene.com.au www.agrigene.com.au
New Selection Tools for Heat Tolerance in Angus Cattle Off the back of wider use of Angus genetics in Northern Australia and a warming climate, Angus Australia have unveiled its initial steps to identifying heat tolerance in Angus cattle. During the Autumn Angus CONNECT Research and Development Update, streamed on the 26th of May, Strategic Projects Manager Christian Duff discussed the importance of heat tolerance in Angus cattle. During the presentation, Mr Duff announced the release of a Coat Type Research Breeding Value (RBV) which was developed in a collaborative project with the University of New England (UNE). An initial list sires with Coat Type RBVs is available from the Research section on the Angus Australia website. “Coat type represents Angus Australia’s first step in identifying Angus cattle that may have improved heat tolerance on a genetic level. It was an obvious first step into this space as it enabled us to leverage the 10 years’ worth of coat type scores Angus Australia collected through the Angus Sire Benchmarking Program” said Mr Duff.
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Angus genetics perform very well in cross breeding systems
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Short, slick coats, common in Bos indicus and tropically adapted breeds, are associated with an animal’s ability to tolerate heat. Selecting for a slick coat is also a common bull selection criteria for northern beef producers. During his presentation, Mr Duff highlighted that heat tolerance is becoming an increasingly important topic, given that Angus is a temperate Bos taurus breed. “Angus originated from Scotland but have been in Australia for some 200 years, in which time we have seen some acclimatisation to wide and varied geographic areas and climates. Considering the increasing amount of Angus and Angus influenced genetics being utilised in hotter, northern environments and the increase in extreme heat events across all of Australia, this is an area that requires further understanding.”
“Angus genetics perform very well in cross breeding systems and offer many advantages such as polledness, fertility, carcase quality and market flexibility. This represents a great opportunity for northern production systems. The addition of heat tolerance traits for bull selection would obviously be very valuable.” Mr Duff stated that heat stress, in its extreme form, can negatively affect beef production in a variety of ways including reduced feed intake, lowering fertility in both females and bulls and decreasing meat quality. The negative impacts on production, coupled with the welfare and social licence ramifications, are the predominant drivers for further research. “Underpinning the Coat Type RBV are coat type scores on Angus cattle. I would encourage Angus Australia members to score their cattle to assist in the further developing this RBV. A pipeline is also being developed to provide Coat Type RBVs back on cattle that have been scored and their sires” said Mr Duff. In addition to coat score, other phenotypic traits under considerations for further research include hair shedding score, temperature and performance during heat events. For more information on the recently released Coat Type RBV, its collection procedure and the importance of heat tolerance in Angus cattle please visit the Education Centre on the Angus Australia website, or contact staff at Angus Australia.
The Angus Bulletin - Winter 2020
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Northern Focus
Consistency at “Mt Kingsley” Jen Peart, Northern Development Officer
Situated in Central Queensland’s sandstone Brigalow belt, David and Chris Benn own and operate “Mt Kingsley”, where they run a certified organic, predominantly Angus herd.
Mt Kingsley Location 88km North of Injune, Qld Target market Organic export market Annual Rainfall 600mm p.a. Property Size 3,755 ha
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Angus have come so far with their genetics in the last couple of decades and our herd is benefiting from those improvements
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The Benn’s operation encompasses a breeding enterprise of 450 breeding females and a finishing enterprise where progeny are pasture finished to meet the organic export market specifications. “Mt Kingsley” is a holding of 3,755ha of predominantly buffel pasture and receives an average rainfall of around 600mm per year. It is in this environment that the Benns run a rigorous breeding program, joining maiden replacement heifers at 15 months of age for 45 days and their re-breeders and cows for 85 days. Their objective is to wean 400 calves from the 450 joined females (a weaning rate of 89%), with their weaners averaging 50% of the mother’s body weight (approximately 300kg) at nine months of age. All other progeny, as well as cull females, join the ‘grower’ herd where they are pasture finished by 30 months of age. “The primary focus of any genetic selection in our operation is performance in the breeder herd. The finishing enterprise is essentially a by-product of our breeding objectives,” says David.
In terms of rating trait priorities in the breeding females, the Benns consider temperament to be the most important. Fertility, mothering, confirmation and udder structure are also highly regarded and the breeding program aims to produce a moderate framed cow of around 600kg mature weight. The replacement heifers (approximately 85 head a year) are selected on a weight threshold and joined in September, a month earlier than the cows. The 45-day joining period serves to apply considerable reproductive pressure on the heifers while the earlier joining gives them an extra month to recover from post-partum anoestrus. When it comes to bull selection, David and Chris look for the ‘full package’ and select for everything in moderation. “We have had calving issues in the past and do select bulls with good, positive calving ease EBVs, particularly for the heifers, but aim for balanced figures across the board. We have achieved our desired mature cow weight and increased weaning weights using this approach,” says David, “but while EBVs are an important part of the process, temperament and confirmation of the bulls themselves are also critical.” David and Chris have come a full circle on the Angus breed, initially purchasing Angus bulls in the 60’s. Since then, they have trialled a number of breeds in an effort to capture the production they were aiming for while gaining tropical adaptation traits. David describes this as relatively successful but felt that the variability this introduced to the herd needed to be addressed and that it was hard to stabilise the traits they were selecting for. Ultimately it was a greater Angus influence that the Benns felt provided the consistency, market flexibility, fertility and temperament they were seeking and has resulted in a
progressively greater percentage of Angus being used in their herd. “When we first started using Angus, sourcing reliable genetics in Queensland was difficult however I think with the reliability of Angus genetics now, we are more comfortable going to a straight Angus herd,” David stated. “It is not hard to buy consistently quiet Angus bulls. There are now so many good bulls on the market suitable to the Queensland environment, I don’t see a sound argument for not using Angus,” adds David. When asked if they have seen an uptick in fertility, David and Chris agree that it hasn’t been an uptick as such but the maintenance of performance in shorter joining periods. Selling into the feeder market is a drought strategy in the Benn’s operation and the market flexibility that Angus provide is something David and Chris value. “In dry years where we have had to offload to feedlots we found that the demand wasn’t for Bos Indicus cattle,” says
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...but while EBVs are an important part of the process, temperament and confirmation of the bulls themselves are also critical
Chris, “while you might lose a little bit with the adaptability of a cross breed, we have found that Angus does open up more markets for you and capture the relatively consistent premiums”. Some of the challenges David and Chris have found running a predominantly Angus herd in Central Queensland have been buffalo fly and blight, with management compounded by the fact they are an organic operation. “Buffalo fly present the biggest challenge with organics,” says David, “we cull anything that seems susceptible to fly but from my observations between the Charolais, Brangus and Red Polls, the Angus are no more susceptible than other breeds in our herd”. All-in-all, David and Chris are pleased with the performance of their herd and feel that the constant selection pressure and careful consideration of bulls are leading them closer to reaching their objectives on a consistent basis. “It has certainly become easier to select for what you are wanting. We are seeing our average weaner weight increase each year and our cows have been performing under significant breeding pressure” states Chris. “People ask ‘Why Angus?’ and I guess my response to that is ‘Angus have come so far with their genetics in the last couple of decades and our herd is benefiting from those improvements’,” says David.
The Angus Bulletin - Winter 2020
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Northern Focus
Meet Jen, Angus Australia’s new Northern Development Officer Angus Australia is pleased to introduce Jen Peart, the newly appointed Northern Development Officer.
View Jen’s Intro
Jen will be joining the Strategic Projects team, managed by Christian Duff and will be based in Central Queensland, north of Injune. Through her role, she will be responsible for providing breeding decision support to producers and the beef supply chain in northern Australia using Angus and Angus-influenced genetics. This includes the development of innovative education tools, resources and extension programs as well as identifying and managing research projects. Jen grew up in Central Queensland on an organic commercial beef cattle property that breeds, backgrounds and finishes composite cattle. After completing a Bachelor of Rural Science at University of New England Armidale she went on to join Meat and Livestock Australia in a variety of roles, most notably as an analyst in the Market Information team and as a Project Officer in Integrity Systems Company, managing the LPA program.
As a result of their involvement in the family business, Jen and her husband have taken the opportunity to move home to their family property to play a more active role in the beef production enterprise. Stemming from this background, Jen believes that performance speaks for itself. “I am excited to be working to further build on opportunities to benefit the Northern beef supply chain through the use of Angus genetics. I think Angus and Angus influenced genetics has a lot to offer Northern production systems, particularly in term of fertility and market flexibility.” “I am particularly passionate about producer profitability and delivering research and extension of value. I’m eager to work with producers in northern Australia on the opportunities of using Angus and Angus-influenced genetics, coupled with the vast array of objective data, within their beef enterprises.” Christian Duff, Angus Australia’s Strategic Projects Manager, adds “Jen will be a great addition to the team at Angus Australia and will focus her efforts on delivering benefits for Angus Australia members and the wider northern beef industry”. To contact Jen, please email jen.peart@angusaustralia. com.au or call 0417 219 405. For further information on Angus Australia’s Northern Development program, visit the Northern Focus website location.
SUGARLOAF ANGUS
ANNUAL BULL SALE · SAT 1ST AUGUST 1PM
50 registered, performance recorded, heavy made easy doing bulls and 40 commercial females Jim Tickle - 0439 518 113 or AH: 02 4992 1980 · On property, Sugarloaf Creek, Dungog NSW · www.sugarloafangus.com.au
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Around the Saleyards
A: 633c/kg or $935 - top price steers under 200kg, 24 Angus steers, 7 months, 148kg and 606c/kg or $1,320 - top price steers 200 - 280kgs, 80 Angus steers 7-8 months old, 218kg offered by ‘Bridgewater Group Holdings Pty Ltd’, Black Mountain, NSW, AuctionsPlus 15/05/20. Image AuctionsPlus, B: Neale Lavis, Braidwood NSW, offered 150 Angus and Angus cross 10-12 month old mixed-sex Angus calves, with 21 steers, 360kg, topping the market at $1610. Braidwood Annual Weaner Sale NSW 12/06/20. Image – AuctionsPlus & The Land, C: 570c/kg or $1,020 for 32 Angus influenced backgrounder steers, 179kgs, 4-8 months old, offered by MG & TJ Wales Meandarra, QLD, AuctionsPlus 5/06/20. Image: AuctionsPlus, D: Fairfield Park, Greta South, Vic offered 340 Angus calves, top pen of 60 steers, 255kg made $1290 or 506c/g, 90 steers, 226kg made $1165 or 515c/kg, 66 steers, 195kg, made $1050, close to 540c/kg and top 120 heifers, 215kg made $1090. Wodonga VIC 9/04/20. Image: The Land, E: 442c/kg or $1,060 for 29 Angus steers offered by Whitemark, Flinders Island Tas. Tas Cattle Sale, AuctionsPlus 29/05/20. Image:AuctionsPlus, F: 430c/kg 12 Angus steers 272kg, offered by MJ & VJ Neill, Nutrien Boyanup Store Cattle Sale WA, 12/06/20. Image: AuctionsPlus
Commercial Supply Chain
NVDs – Accepted Breed Descriptions Liz Pearson, Commercial Supply Chain Manager
The National Vendor Declaration (NVD) is a key control point for the verification of any black Angus programs by Angus Australia. For cattle to be eligible and meet market requirements of beef supplied into any Verified Black Angus Beef program, their breed description and physical attributes must comply with all requirements of the Black Angus Cattle Assessment Guidelines.
BLACK ANGUS CATTLE ASSESSMENT GUIDELINES NVD Breed Description options Angus x Angus · AA x AA
Compliance with all below standards required Straight black and representing Angus phenotype Small amount of white underline (underline defined as no white visible from the front of the animal) No white legs and feet · No horns Scurs are acceptable, however they must not be fixed to the skull No bos indicus or dairy characteristics such as loose sheath, bos indicus ears or hump
Angus x Angus AA x AA
Example of ACCEPTABLE Breed Description
These brands are included in the Verified Black Angus Beef program and more information can be found on the Angus Australia website.
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The National Vendor Declaration (NVD) is a key control point for the verification of any Angus programs by Angus Australia. For cattle to be eligible and meet market requirements of beef supplied into the McDonalds Angus burger range, their breed description and physical attributes must be compliant with all requirements of the Angus Cattle Assessment Guidelines.
ANGUS CATTLE ASSESSMENT GUIDELINES NVD Breed Description options Angus x Angus · AA x AA Angus x Angus cross Angus x Angus X · AA x AX
Compliance with all below standards required Representing Angus phenotype Approx. 90% black or red hide Small amount of white underline (underline defined as no white visible from the front of the animal) Whole or broken white face No white legs and feet · No horns Scurs are acceptable, however they must not be fixed to the skull No bos indicus or dairy characteristics such as loose sheath, bos indicus ears or hump Contain a minimum of 75% Angus breed content
Angus x Angus AA x AA Angus x Angus cross Angus x Angus X AA x AX
Angus x Angus x AA ExampleAA of ACCEPTABLE Breed Description
The Angus Bulletin - Winter 2020
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Commercial Supply Chain
? How do you really know it’s angus
ANGUS BRAND VERIFICATION The Angus Society of Australia Limited 20
Grabben Gullen producers get in the fast lane by selling their heifers Olivia Calver, The Land
David and Roy Reeves of Bia-Grab Pastoral Company, Grabben Gullen NSW picked up ribbons for the best presented steers and best presented heifers during the Yass Autumn weaner sales this year, despite doing minimal hand-feeding during a tough season.
The brothers, who are fourth generation farmers, run 170 Angus breeders, but they haven’t held onto the heifers they produce for the last 10 years. Instead they buy in cows and calves or pregnancy-tested-in -calf (PTIC) females, usually guaranteeing a quality progeny and fast-tracking their program. “We sell an eighth-month-old heifer and then buy cows with a calf at foot or first calvers preg tested, so you’re saving 12-months basically,” David said. The calves bought in (either with cows or progeny of PTIC females) make up 10 to 20 per cent of their total calf numbers each year. “It also allows us to replace older stock, anything that scans dry is gone and anything that’s a little long in the tooth,” Roy said. Roy said they joined their cows to bulls, which they liked for their fast growth rates and good temperaments. While, they looked for known bloodlines, length and thickness, in the cows they bought in. “They’ve got to be good livestock, we’re not just trying to pick up something cheap to make money on, it’s got to be something that will be here and be productive for its lifespan,” Roy said. “We’re constantly scanning AuctionsPlus for the right article. “It’s better when we have the calf on the ground because then we can match re-joining them with the others, whereas if you buy something preg-tested it might not suit your timing.” The Reeves’ said their low-stocking rates, recent pasture improvement and winter cropping program enables them to have cattle in good condition to sell throughout the year. “The stock are primed and are ready for sale whenever the markets are up, instead of feeding them up, getting them fat and the market’s not there,” David said. They started their winter cropping program around 20 years ago, sowing mostly black bud oats, with triticale and wheat also in the mix.
“Some cattle will come off the crops in September so the crops can be harvested, others will stay on to chew them out, right up until Christmas,” Roy said. In the past five years they have had a focus on pasture improvement, putting out 800 tonnes of lime a year across 160 hectares to correct the soil’s aluminum and acidic levels. “We’re also moving from predominantly cocksfoot to rye grass and clover, in order to give us more quality feed during winter,” David said.
Running less stock to increase productivity
He said their operation ran on the philosophy of running less stock to increase productivity. “We tried it the other way, we were running more stock, but we made about the same amount of money.” They have now reduced their numbers, despite buying more farmland, and said they are producing better quality, healthier cattle. They said they aim to buy and sell in the same market but said swings in prices during the season didn’t panic them. “If we can’t get what we want we just run less stock, we’re not relying on keeping our numbers up,” David said. “We like to keep dropping the age of the older cows by buying in more but if it doesn’t happen we run the older ones for another season.” Roy said it also helped that cattle wasn’t their only operation, the family also runs 3500 Merinos. “We can hold or we can sell, we can lose a few dollars here and there on cows because the fat lamb market or wool market can prop us up.” The Reeves said their main aim was to improve their country and business for the next generation. “Ninety per cent of what we do is for the next generation, so they’re not walking into a run down farm they can’t make a living from,” David said.
Roy and David Reeves, Bia-Grab Pastoral Co, Grabben Gullen offered the Best Presented Steers with a pen of 15, 9-10-month-old Angus steers, weighing 361kg, which sold for the sale top of $1590/head. Pictured with agent Greg Anderson, MD and JJ Anderson.
The Angus Bulletin - Winter 2020
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Commercial Supply Chain
Woodard family chases top performance Kylie Nicholls, The Land
The versatility of the Angus breed has allowed South Australian producers, the Woodard family, to better respond to seasonal conditions and provide increased marketing flexibility.
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We are not focused on one market and that’s the beauty of the Angus breed, it is such a flexible product.
“Generally we’ll run our steers out to a feeder weight, about the 400 kilogram mark, and if we have a good year, we’ll grow some steers out to bullocks to sell direct over the hooks. “But if we have a failed spring, they could be sold as weaners straight off their mums.” Peel Pastoral has been sourcing bulls, with a focus on structural soundness and maternal traits, such as scrotal circumference and fertility. Growth rates including 200-, 400- and 600-day weight are also important. “We are focused on a balance of traits, and we don’t want anything too extreme in any one trait,” Mr Woodard said. “I try to match maternal, growth and carcase traits, including intramuscular fat depth and eye muscle area, and get as many of those traits that I’m interested in, above breed average. “In the past 10 years we have also made sure we are not buying a big bull that is going to throw 700kg cows. “I don’t want the mature cow size too big because their maintenance is huge. “Even with the bulls I think if you can keep them a bit more compact, they tend to be more robust and athletic for longer.” The cows are joined for six weeks from the start of September to calve from mid-June onwards. The tight joining period ensures all the calves are on the ground before August 1, which is a key date for the Woodards, when pasture growth starts to take off. “The six week joining period also ensures our herd is always being selected for fertility and produces an even line of calves,” Mr Woodard said. 22
In the lead-up to joining, the bulls are capacity-tested and will be rotated three weeks after mating begins to minimise the risk of any serving issues. Conception rates are consistently averaging 92 per cent scanned in calf cows, per cows mated, which Mr Woodard is pleased with. According to Mr Woodard, a successful weaning program is a key driver of productivity. They aim to ensure the calves continue to gain weight during the weaning process. All the calves are yard-weaned on hay for two days in midto late January. They are handled extensively during their time in the yards and after weaning.
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Trading as Peel Pastoral, Todd and Anne Woodard, their son Tom and long-time employee Bob Howieson take care of their family’s 2700-hectare mixed farming operation at Wrattonbully in the state’s South East, currently running 1000 Angus breeders and 4200 composite ewes. Since moving to their property, Walnamere, about 22 years ago, they have always run Angus cattle due to market demand and the premiums available. “We are not focused on one market and that’s the beauty of the Angus breed, it is such a flexible product,” Mr Woodard said. “It suits our system, which is dictated by the season and how much grass we have in front of us.
“If they are in the yards for more than a couple of days, their rumen starts to switch to hay and once they are back out in the paddock, they will have a set back. “It’s about quietening the calf down but not damaging the rumen, so it can be a compromise between the two.” As a measure of success, the calves are weighed at the start of weaning, with an average weight of 280 to 300kg targeted, and then weighed two weeks post-weaning.
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A: CONSISTENT QUALITY: The Woodard family, Wrattonbully, SA, are focused on producing quality Angus steers and heifers, which are suitable
Mr Woodard said selecting for robust, easy-care females has bred resilience within the cow herd with the assisted calving rate for heifers now less than 1pc.
A “If we don’t achieve 1kg/day weight gain through that fortnight after weaning, that tells us we haven’t done something right in the weaning process,” he said. “But we have been achieving consistently positive growth rates within that first fortnight post-weaning and when you start measuring it over 900 calves, we estimate we can make or lose $40,000 in that time. “It’s just one way to monitor their progress and if necessary, what changes we need to make during weaning.” The weaners are drafted into their sexes, with the steers sent to the family’s lease block to be finished. Depending on the season, most of the steers are sold through AuctionsPlus or privately at about 18 months of age, averaging 400kg-plus. Heifer selection is based on maturity, structural soundness and frame size, and those retained for breeding are placed onto better quality pasture paddocks to be grown out. The Woodard family generally mate about 200 heifers each year, depending on available feed. “We like animals that grow on and mature early, a joining weight of more than 350kg is good. “Our heifers should be our best genetics so I’m happy to cull the older cows more heavily.”
Minimal supplementary feeding is carried out with Mr Woodard preferring to adjust stock numbers to match the feed on offer. They aim to have about 1500kg of dry matter/ha coming into calving and lambing. “We aim to run all our cows and ewes through until May on paddock feed and to do that we have to run some of our Dry Sheep Equivalents (DSEs) in animals such as steers so we can offload them if necessary,” he said. “For example, last year, our autumn was a bit tighter than we anticipated so we opted to release a couple of B-doubles of feeder steers a bit early, which took the pressure off.” A flexible grazing rotation is employed with the pastures monitored regularly and the cattle moved as required. As a general rule, a stocking rate of about 250DSE/ha is maintained in a 20 paddock rotation. The paddock size averages about 20ha. During the growing season, pastures will be grazed for two to three days followed by 30 to 40 days of rest. In spring when growth is at its peak, the grazing period is one to two days, and in summer this lengthens to a seven to nine day grazing period with 90 to 120 days rest. Regular applications of compost and foliar sprays, along with the introduction of dung beetles, is also boosting soil health and biology.
for a range of markets. B: FEMALE FOCUS: Todd Woodard has fertility and growth a priority for his cow herd.
The Angus Bulletin - Winter 2020
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Commercial Supply Chain
Mill Creek Angus builds highly regarded commercial herd Hannah Powe, The Land
A relatively new Angus cattle operation in Stroud on the mid-north coast has been making big strides over the past four years, all of which they put down to their focus on reliable genetics, quiet/positive cattle handling, premium seasonal pastures and cropping programs.
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“This gives our weaners the exposure and knowledge they need when entering our paddocks which reduces stress and increases immediate performance. “They then move into larger paddocks near high traffic areas for continued monitoring and to assist with them becoming comfortable around a variety of farming equipment before they move out onto pastures. “It is a long process, but the performance results and ease of handling are worth the effort. “I like to get our weaners to 485 kilograms on average and then we move them on.” From their latest joining, the pregnancy rate across the herd was 96% utilising a selection of performance bulls. “Going through the drought and to still be able to achieve such high conception rates was really pleasing.
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Purely a commercial operation at this point, Mill Creek Angus has sourced bloodlines from local producers. “Our focus has been establishing a highly regarded commercial operation with key supply chains for our product and a long-term plan of establishing our Angus Stud,” Mill Creek Angus operations and livestock manager Ben Pritchard said. Running around 160 breeders plus finishing weaners across 283 hectares (700 acres), they recently sold 23 pregnancytested-in-calf (PTIC) cows for $2650 a head, to top the 18,000 head sale on AuctionsPlus that day. “We do a lot with our weaners to ensure we maintain quiet, yet high performing cattle that are familiar with standard feeding and farming operations. As a result demand for our cattle continues to increase,” Mr Pritchard said. “The weaners are yard weaned for 10 days and quietly handled through the pens, yards, race and crush twice a day. They then enter into a five acre development pasture paddock that includes troughs, dams, hay feeders, selffeeders, bunk feeders and lick feeders for approximately four weeks.
It is a long process, but the performance results and ease of handling are worth the effort
Bottom right image: Mill Creek Angus operations and livestock manager Ben Pritchard with company owner Trent Ottawa
Keep warm this winter with
When selecting bulls Mr Pritchard said they look for wellmuscled, powerful animals with good feet and structure, and high 200- and 400-day weights to ensure they have the ability to get to weight quicker, for a quick turnaround.
Angus Merchandise
“We also look at IMF (intramuscular fat) and EMA (eye muscle area), birth weight and calving ease etc,” he said. Mill Creek Angus are continually looking for ways to future proof their operation and improve operational efficiency. “The cost of land and raising cattle is expensive, so in order to keep expanding our breeding herd, we are always looking at ways to improve the performance of our pastures and reducing wastage in the paddock,” he said. “We drill down around 350 acres of winter and summer forage crops annually, cut and retain enough silage to store and feed our cows as part of their balanced dietary requirements. It’s a combination of controlled grazing and feeding programs so they perform without the wastage.” “We try to grow as much premium feed as possible and keep everything in-house/on-farm to ensure quality and consistency. “If we control what our cattle are eating we can better estimate their performance to ensure we provide a consistent finished product.”
Shop online at www.angusaustralia.com.au The Angus Bulletin - Winter 2020
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Around the Female Sales A: $3,020 equal top price for 23 mixed age Angus cows & calves, offered by ‘Jacaranda Park’ Maitland NSW, AuctionsPlus 8/05/20. Image: AuctionsPlus, B: $3,420 for 28 Angus cows with calves offered by Callandoon, Strath Creek Vic, Nutrien Livestock Twilight “Hume Highway Herd Builder Sale” AuctionsPlus 15/05/20. Image: AuctionsPlus, C: $2,900 was the top price in the Ray White Livestock Tenterfield & Warwick Feature Weaner & Breeder Sale on AuctionsPlus 1/05/20, for 44 PTIC Angus cows, 3 years old, 541kgs, offered by A/c ‘BJ Berridge’ from Tenterfield, NSW. Image: AuctionsPlus, D: SBC Farms, Mickleham, VIC offered two lines of station mated Angus cows & calves which made $3,500 and $3,460, AuctionsPlus 3/04/20, the two top prices of the category. The top priced lot comprised of 15 cows, 6-7 years old, with 5-6 months old calves at foot. Image: AuctionsPlus, E: $3,210 top price for 11 Angus heifers with calves, offered by ‘5 Mile Enterprises’ Northwood, VIC on AuctionsPlus 5/06/20. Image: AuctionsPlus
EBVs and phenotype provide MSA winning balance Hannah Powe, The Land
Meeting market specifications and providing a consistent product has allowed the Campbell family of Woodlands at Merriwa to stand out in the MSA world.
Operating a mixed farming enterprise across 2590 hectares (6400 acres), the Campbell’s family farm is operated by Peter Campbell and his wife Wendy, his parents, Ron and Betty, and brother and sister-in-law, Mark and Karen Campbell. In 1995, they made the move into Angus after seeing the greater market acceptance and demand for black cattle. Running around 220 breeders, the Campbells are focused on getting as many calves on the ground as possible following the drought to rebuild numbers. “With the price of cattle at the moment we aren’t able to purchase, so we are focused on breeding as many calves as we can ... we will have a split calving this year, 120 spring calves and 100 late autumn calves,” Peter said. The cattle run alongside 2500 ewes, and 1000 lambs that are on feed and contracted to go in June and July. Aiming to breed soft cattle in a moderate to larger framed package, that will open them up to a larger market, Peter said they continue to monitor frame, milk and temperament. “We focus on growth rates (400- and 600-day weights) and fats ... to get something to eat well, they have to have reasonable fat cover,” Peter said. “We use EBVs (estimated breeding values), but you have to appraise the phenotype - you can’t look at one without the other. “Temperament is important especially to MSA as it effects pH and eating quality.”
During the 2017 to 2019 period, the Campbell’s cattle achieved an average MSA Index of 62.51 and a 99.7 per cent compliance to MSA requirements. It saw them win the 2019 MSA Excellence in Eating Quality Award for most outstanding MSA producer, band one in NSW. Peter said the high performance of their stock is not attributable to rocket science, but rather just continually making sure they are doing right by the animal and their business. “We use feedback and data to make sure we are continually meeting the market in terms of meat colour, fat cover, pH, MSA Index, and weights, while ensuring we are feeding right and supplying shade and water,” he said. “We handle them appropriately before they are sent off and while loading ... it all augers into how well stock perform for you in the MSA system.” The Campbells first became involved in the MSA program over 20 years ago, after looking for an option to move away from the fluctuating saleyard system. “We wanted to move away from the saleyard system, and go into direct selling where we were marketing our particular beef product to an outlet, which would then allow us to be able to produce finished stock in large numbers, and obtain feedback,” Ron Campbell said. They have since been selling direct to Woolworths, and focus on getting stock to the 520 to 550 kilogram mark, with 10 to 12 millimetres of fat. Peter said under normal circumstances they finish their cattle in oat paddocks with grain bins, however with the drought they haven’t had the capcity to do so. “They are running in a feedlot/drought lot situation and we mix our own feed, that we try and grow all on-farm,” he said. “When the feedlot is full, we were feeding 5.5 tonne per day, so under normal circumstances with them running in paddocks it helps reduce the volume of grain being fed.”
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Breed Development
Understanding the Genetics of Coat Colour Andrew Byrne, Breed Development & Extension Manager
Coat colour is an easily recognisable trait and for many breeds a defining characteristic, so much so that many breeders include coat colour as an important part of their animal selection criteria. Coat colour shows a clear distinction between phenotypes and is a qualitative trait, controlled by only a few genes. While a few different genes influence coat colour, all animals have one base coat colour, being either black or red. Other colours such as Spotting, Dilution, Roan and Brindle are caused by other genes acting on this base coat colour.
The Genetics of Coat Colour
A gene called the melanocartin 1 receptor is involved in the production of red/black coat colour in cattle. The melanocartin 1 receptor controls the levels of an enzyme called tyrosinase in skin cells. High levels of tyrosinase in the skin cells cause a dark colour (brown or black) while low levels of tyrosinase result in a light coat colour (red or yellow). The two main alleles (or alternative forms) for the melanocartin 1 receptor gene are Black (ED) or, Red (e), while another allele, Wild Type (E+) is also present in a very small percentage of animals, including Angus cattle. Each animal inherits two alleles for coat colour, one from each parent, with the Black allele being dominant over both the Red and Wild Type alleles. An animal can consequently be phenotypically, or visually Black but still carry one copy of either the Red or Wild Type allele, which can then be inherited and expressed by progeny. The Wild Type allele (E+) is considered to be neutral and can produce either a red or black coat colour depending on its interaction with other genes. The Red allele (e) is recessive and an animal must carry two copies of the Red allele to have red coat colour. All the possible genotypes and their corresponding phenotypic expressions of coat colour are shown in Table 1. Genotype
Coat Colour (Phenotype)
ED ED
Black, or black & white
ED E+
Black, or black & white
E+ E+
Various
ED e
Black, or black & white
E+ e
Red, or red/black
ee
Red, or red & white
Table 1. Possible genotypes for coat colour and corresponding phenotypes
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Breeding for Coat Colour – The Theory
Because animals inherit two alleles for the base coat colour, it is possible that their phenotype, or visual appearance, does not reflect their underlying genotype. For example a phenotypically black animal may be either “homozygous” Black, meaning they have two copies of the Black allele (ie. ED ED), or “heterozygous” Black, meaning they have one copy of the Black allele and one copy of either the red or wild type allele (i.e. ED e or ED E+). Consider the four mating combinations shown in Figure 1 where only phenotypically black sires are used in a breeding program. In the first scenario, homozygous black dams (ED ED) are joined to a homozygous black sire (ED ED) with 100% of the resulting offspring being homozygous black (ED ED). In the second scenario, heterozygous black dams carrying the Red allele (ED e), are joined to a homozygous black sire (ED ED). The resulting offspring will all be phenotypically black, but 50% will be heterozygous (ED e) and will carry one copy of the Red allele. In the third scenario, heterozygous dams (ED e) are joined to a heterozygous sire (ED e), with 25% of the resulting offspring being homozygous black (ED ED), 50% being heterozygous black (ED e) and 25% being homozygous red (e e). In the final scenario, homozygous red dams are joined to a heterozygous black sire. The resulting offspring will be 50% heterozygous black carriers and carrying one copy of the Red allele, while the remaining 50% would be homozygous red. The above scenarios not only apply to straight-bred Angus breeding programs, but also to crossbreeding programs where Angus animals may be joined to animals from another breed. For example, if a heterozygous black Angus sire is joined to Hereford cows, who are homozygous red, 50% of progeny would be black Baldies, while 50% would be red Baldies, as per the final scenario.
DNA Tests for Coat Colour
A number of DNA tests are available that enable breeders to determine whether a phenotypically black animal is carrying one copy of the Red allele, and therefore has the potential to produce a proportion of phenotypically red offspring if joined to other animals who also possess a Red allele.
Figure 1. Four mating combinations where phenotypically black sires are used in a breeding program. DNA testing can be carried out as part of Angus Australia’s DNA services as either a stand-alone test, as an individual add-on to the HD50K for Angus or Angus GS genomic products, or as part of the full genetic test add-on panel to the HD50K for Angus or Angus GS genomic products. Testing as a stand-alone test is available for $25.85 via both Zoetis and Neogen, whereas the cost if conducted as an individual add-on to HD50K for Angus or Angus GS is $8.25 or $11.00 respectively. The full genetic test add-on panel to both HD50K for Angus GS is available for $41.25 and includes all 8 genetic conditions recognised by Angus Australia, plus coat colour, myostatin and homozygous poll. DNA test results for animals which have been tested for the Red allele are displayed on the “Genetic Tests” tab within the Angus Database Search and Angus SELECT facilities on the Angus Australia website. A list of the genetic test codes displayed are shown in Table 2. In addition, a suffix of (RED) is displayed at the end of the name for any animals recorded with Angus Australia that are red in colour.
Breeding for Coat Colour – The Practical
While the majority of black Angus animals are homozygous black, a proportion are heterozygous black, and if joined to other heterozygous black or homozygous red animals, can produce a proportion of calves that are red in colour. Breeders wishing to minimise the incidence of calves that are red in colour should carefully consider and develop a management strategy that is suitable for their breeding program. This is particularly important in herds where there is a higher likelihood of breeding females carrying
Code Description RGF
Indicates that the sample submitted for this animal has been tested and found not to be carrying any copies of the Red allele
RGC
Indicates that the sample submitted for this animal has been tested and found to be carrying one copy of the Red allele
RGA
Indicates that the sample submitted for this animal has been tested and found to be carrying two copies of the Red allele
Table 2. Genetic test codes displayed within the Angus Database Search and Angus SELECT facilities the Red allele, such as in straight-bred Angus herds that have a history of producing the occasional red animal, or commercial herds that have other breed content in their background, such as Hereford or Shorthorn. In simple terms, animals that are red in colour can be prevented by avoiding mating a Red allele carrier sire to a Red allele carrier dam. Only using sires that have been found not to be carrying the Red allele via DNA testing, or sires who are not expected to be carrying the Red allele from analysis of their pedigree, is sufficient in most circumstances. Breeding for coat colour should of course always be balanced with selection for other traits of economic and functional importance within the breeding objective. Simply selecting for coat colour without consideration for other economically important traits may potentially compromise the genetics of animals for these other traits. The Angus Bulletin - Winter 2020
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Genomics
Understanding Angus Australia’s DNA Services Angus Australia, in collaboration with our partners, Neogen Australasia and Zoetis Animal Genetics, offer members a comprehensive range of DNA services for utilisation within their Angus breeding enterprise. The provision of DNA services is part of Angus Australia’s commitment to ensure members and their commercial customers have access to world leading genetic evaluation technologies, and associated tools for genetic improvement, which will ultimately enhance the value and profitability of Angus genetics throughout the beef supply chain. The DNA services that are available have a wide range of applications, such as the verification of parentage information, the identification of carriers for recessive genetic conditions, improved accuracy of Estimated Breeding Values (EBVs) for Angus seedstock animals, and
more accurate selection of replacement Angus females in commercial breeding programs. Developing a strategy for utilising the DNA services that are available within your breeding program can be daunting, but a number of staff at Angus Australia are available to provide assistance, along with staff at Neogen and Zoetis. Contact staff at Angus Australia today on (02) 6773 4600 to discuss your DNA service requirements. Information is also available by contacting staff at Zoetis on 1300 768 400, or Neogen on (07) 3736 2134.
Angus Australia – DNA Services - Zoetis Animal Genetics
Genomic Tests
Genetic Conditions
Zoetis HD50K for Angus
$51.45
Arthrogryposis Multiplex (AM)
$25.85
Add Parentage Verification
Included
Contractural Arachnodactyly (CA)
$25.85
1
Add Core Genetic Test Panel
$24.75
Developmental Duplications (DD)
$25.85
Add Full Genetic Test Panel
2
$41.25
Dwarfism (DW)
$25.85
Add Arthrogryposis Multiplex (AM)
$8.25
Alpha-Mannosidosis (MA)
$25.85
Add Contractural Arachnodactyly (CA)
$8.25
Add Developmental Duplications (DD)
$8.25
Neuropathic Hydrocephalus (NH)
$25.85
Add Neuropathic Hydrocephalus (NH)
$8.25
Oculocutaneous Hypopigmentation (OH)
$25.85
Add Coat Colour (RG)
$8.25
Osteopetrosis (OS)
$25.85
Add BVDV (PI)2
$9.90
¹ Includes AM, CA, DD & NH 2 Includes AM, CA, DD, NH, DW, OH, OS, MA, RG, Myostatin (NT821) and Homozygous Poll 3 TSU samples only
Angus HeiferSELECTTM
$42.65
Add BVDV (PI)
$9.90
4
4
Genetic Traits Coat Colour (RG)
$25.85
Myostatin (NT821)
$25.85
DNA Sample Types
TSU samples only
Hair
No charge
Parentage Verification
Semen
No charge
$29.15
Tissue
No charge
Included
Tissue (TSU)
No charge
Base Panel (280 SNPs) Add Parentage Verification
Use AngusSELECT to find Angus animals and tap into the unlimited potential of Angus genetics 30
Angus Australia – DNA Services – Neogen Australasia
Genomic Tests
Genetic Conditions
Angus GSTM
$48.15
Arthrogryposis Multiplex (AM)
$25.85
Add Parentage Verification
Included
Contractural Arachnodactyly (CA)
$25.85
Add Core Genetic Test Panel 1
$24.75
Developmental Duplications (DD)
$25.85
Add Full Genetic Test Panel 2
$41.25
Dwarfism (DW)
$25.85
Add Developmental Duplications (DD)
$8.25
Alpha-Mannosidosis (MA)
$25.85
Add Coat Colour (RG)
$11.00
Neuropathic Hydrocephalus (NH)
$25.85
Add BVDV (PI)
$9.90
Oculocutaneous Hypopigmentation (OH)
$25.85
Osteopetrosis (OS)
$25.85
Includes AM, CA, DD & NH 2 Includes AM, CA, DD, NH, DW, OH, OS, MA, RG, Myostatin (NT821 only), and Homozygous Poll 1
Angus HeiferSELECTTM
$40.45
Coat Colour (RG)
$25.85
Add BVDV (PI)
$9.90
Myostatin (6 variants) 5
$25.85
Homozygous Poll
$25.85
5
Parentage Verification Base Panel (543 SNPs)
$30.25
Add Parentage Verification
Included
Build SNP Profile 4 4
Genetic Traits
$220.00
Involves building an animal’s SNP profile from the genotypes of their progeny. Requires availability of genotypes for a minimum of 10 progeny, plus genotypes of the progeny’s other parent/s.
Includes NT821, C313Y, E226X, F94L, NT419 and Q204X variants
DNA Sample Types Hair
$3.30
Semen
$11.00
Tissue
$11.00
Tissue (TSU)
No charge
Angus Australia – DNA Services – Miscellaneous
Miscellaneous Fees Angus Australia DNA Hair Collectors (10 pack)
$12.00
Angus Australia DNA Hair Collectors (100 pack)
$120.00
Transfer DNA profile to another DNA lab
$5.50
Parentage Discovery
$66.00 p/hr
Base Animal Surcharge
Incorrect Hair Collector Kit Surcharge 1 2
$27.50
1 2
$2.20
Surcharge covers access to the Angus Australian genomic reference population in th TransTasman Angus Cattle Evaluation Applied to hair samples not provided in an Angus Australia Zoetis hair collector kit
• View & search individual catalogues • Search across multiple catalogues • View upcoming sales • Find suppliers of Angus genetics • See how Angus Australia can help you To access AngusSELECT visit the Angus Australia website: www.angusaustralia.com.au The Angus Bulletin - Winter 2020
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Genomics
Selection in the genomics era Matt Reynolds, Breed Development Officer
Breeding and selection decisions are not simple, breeders balance the past, future and potential needs of their breeding program and that of their clients with the animals available for selection. With genomics now established as a part of modern cattle breeding programs, has the way we select animals changed, as a result of the technology? Selection is a balance, because the ‘perfect’ bull or cow doesn’t exist and so in every selection decision we make, we are weighing up the strengths of an animal with the needs of our breeding program. This balance is not limited to the breeding values, but instead encapsulates their physical appearance, how related they are to our herd, the price to access the genetics and the inter-relationships between these and many more factors. The reality though is despite all that goes into a selection decision, with the introduction of genomics, breeders now have access to more accurate breeding values on which to base their selection decisions. Although genomics doesn’t impact the traits important to the breeding objective or any of the other criteria we have around selection, it should impact when we make those decisions because making a decision prior to having all available information included in the breeding values, could mean we miss the opportunity of selecting the best available option.
Table 1 - Ranking top 15 bulls for each trait, with and without the inclusion of genomic information (Red=dropped outside top 15 with genomic inclusion, Yellow= changed rank order but remained in the top 15, Green=moved into the top 15 with genomic inclusion)
Movement in breeding values with genomics
Genomics looks at the DNA an animal carries and how the DNA they carry performed in other animals and this offers two key benefits; 1) We know what DNA the animal actually inherited from its parents 2) We better describe the relationship between the animal and animals to which it is related in the reference population, meaning more data can feed into the animal’s breeding values, from animals in the reference population that share DNA in common. A case study which analysed the impact of genomics on the breeding values of a group of 138 bulls demonstrated the potential impact of making selection decisions before the inclusion of genomics into the breeding value. The case study found that across the examined traits, on average 5 new bulls entered the top 15 for each of the examined traits after genomics was included (Refer to Table 1).
Take Home Messages
32
· Genomics increases the accuracy and spread of breeding values · Average breeding value doesn’t change for the tested group · Genomics enables a more informed selection decision to be made earlier in an animal’s life
This re-ranking of individuals within the group was significant and table 1 highlights the degree of movement that was observed in just the top 15. Those individuals highlighted in yellow moved in their ranking as a result of the inclusion of genomics. Importantly the change in ranking doesn’t mean an individual’s breeding value moved. For example, the bull M223 was the highest EBV bull for 200 day weight without genomics. Despite the inclusion of genomics resulting in no change to his breeding value, his ranking moved to 6th with genomics included (Figure 1). This was the result of the movement of the other bulls’ EBVs. As the selection decision around a particular animal is the result of balancing a large range of factors, it is important that this is done after the inclusion of genomics to ensure the decisions reflects the goals of the breeding program and to ensure the movement hasn’t meant that in relation to other factors another bull isn’t better suited. The influence genomics has on the breeding values of animals can be significant and therefore our selection decisions can be affected by whether the animal has or hasn’t been genomically tested. Using genomics to ensure we make the most informed decisions means we can ensure we make the best selection decision from the animals available. For further information contact staff at Angus Australia on (02) 6773 4600 or office@angusaustralia.com.au
Zoetis Invests in the Angus Genomic Reference Population Andrew Byrne, Breed Development & Extension Manager
Zoetis Animal Genetics and Angus Australia have entered into a partnership that will assist Australian Angus seedstock and commercial breeders extract additional benefit from genomic, or DNA-based technology.
Through the partnership, Zoetis have made a considerable investment in the expansion of the Angus genomic reference population through the provision of genotyping services and sponsorship. Zoetis’ Genetics Manager for Australia and New Zealand, Mr Daniel Abernethy, highlighted how the partnership continues the long-term productive relationship Zoetis has held with Angus Australia for many years. “Zoetis is proud to partner with Angus Australia in delivering products like HD50K for Angus and Angus HeiferSELECT, and this partnership is a further demonstration of Zoetis’ commitment to provide Angus Australia members with the latest DNA testing technology, and to maximise the value members derive from the Angus reference population”, Mr Abernethy said. The Angus breed is leading the utilisation of genomic technologies in the Australian beef industry, with over 26,000 Angus animals being genomically tested during 2019. “The value that Angus breeders obtain from genomic technology is largely determined by the value of the genomic reference population that is available”, Angus Australia’s Breed Development & Extension Manager Andrew Byrne said. The genomic reference population refers to a reference population of animals that have both DNA profiles and performance information, with the value obtained from genomic technologies influenced by factors such as the size of the reference population, how closely related the animals in the reference population are to the animals being genomically tested, and the relevance of the production system in which the performance information has been collected.
“Angus Australia is committed to facilitating the availability of large, well-recorded, relevant genomic reference population of Australian Angus animals with performance measurements in Australian production systems, particularly for hard-to-measure traits, so that Angus Australia members can get the most value from genomic technologies”, said Mr Byrne. While efforts to-date have focussed on the development of the Australian Angus genomic reference population via the Angus Sire Benchmarking Program, now in its eleventh year of operation, a priority of the new partnership with Zoetis will be to explore how performance information collected on non-seedstock animals can be harnessed within the genomic reference population. “A particular focus will be on the feasibility of utilising performance measurements collected in the feedlot and abattoir sector”, said Mr Byrne. The investment by Zoetis in the Angus genomic reference population through this partnership with Angus Australia will improve the genomic technologies that are available to Australian Angus breeders, which in turn will further accelerate the considerable genetic improvement that is already being achieved within the Angus breed.
The Angus Bulletin - Winter 2020
| 33
Genomics
Angus HeiferSELECT Now Available Via Neogen Genotyping services for Angus HeiferSELECT are now also available from Neogen Australasia, in addition to Zoetis Animal Genetics. Angus HeiferSELECT is a genomic selection tool to help inform the selection of Angus replacement in a commercial beef breeding operation. Available exclusively to members of Angus Australia, Angus HeiferSELECT provides an assessment of the genetic merit for commercial heifers for nine important maternal, growth and carcase traits, along with total breeding value and individual sire assignment. Neogen’s Sales and Marketing Manager, Ms Sarah Buttsworth, said partnering with Angus Australia in the delivery of the Angus HeiferSELECT enabled Neogen to link commercial producers to the genetic selection support available from its Australian laboratory. “The provision of genotyping services for Angus HeiferSELECT continues the long-term productive relationship Neogen has held with Angus Australia for many years, and is a further demonstration of Neogen’s commitment to provide Angus Australia members with modern, affordable DNA testing services”, Ms Buttsworth said. Powered by the Angus uLD genotyping platform, Angus HeiferSELECT is available via Neogen for a price of $40.45 per heifer (inc GST). The availability of Angus HeiferSELECT is consistent with the expansion of Angus Australia’s genetic evaluation services into the commercial beef breeding sector. By comparison to similar products available in the marketplace, Angus HeiferSELECT has been developed in Australia, by Australians, for use in Australian Angus cattle.
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“Angus HeiferSELECT genetic predictions are calculated based on Angus Australia’s extensive genomic and phenotypic database”, said Angus Australia’s Breed Development & Extension Manager, Mr Andrew Byrne. Collated over many years, this database combines the DNA profiles of Australian Angus animals with comprehensive performance measurements collected in Australian beef production systems. “Utilisation of the Angus Australia’s extensive database enables Angus HeiferSELECT to provide the most accurate genetic predictions possible for the selection of commercial Australian Angus females”, Mr Byrne said. For further information, or to order Angus HeiferSELECT tests, visit www.angusustralia.com.au.
Top image: Neogen’s Sales and Marketing Manager, Sarah Buttsworth with Angus Australia’s Breed Development and Extension Manager, Andrew Byrne
Additional DNA Requirements for Animal Registration When Parents are Born After January 1st, 2018 Angus Australia members are reminded of the additional DNA requirements when registering calves with Angus Australia when the sire and/or dam is born after 1/1/2018.
1. If the sire of the animal being registered is born after 1/1/2018, a DNA profile must be recorded with Angus Australia for the sire with > 5000 SNPs (i.e. the sire must have been genotyped with HD50K for Angus or Angus GS, or the predecessors of these products). 2. If the sire of the animal being registered is born after 1/1/2018, and the animal being registered was bred by artificial insemination (AI) or embryo transfer (ET), the sire must also be tested for the 8 genetic conditions monitored by Angus Australia. 3. If the animal being registered was bred by ET, and the donor dam is born after 1/1/2018, a DNA profile must be recorded with Angus Australia for the donor dam with > 5000 SNPs (i.e. the donor dam must have been genotyped with HD50K for Angus or Angus GS, or the predecessors of these products). A full list of the DNA requirements when registering calves with Angus Australia in the Herd Book Register (HBR), Angus Performance Register (APR), Angus Commercial Register (ACR) or Multibreed Register (MBR) is provided below.
· If the animal being registered was bred by ET, and the donor dam is born after 1/1/2018, a DNA profile must be recorded with Angus Australia for the donor dam with > 5000 SNPs (i.e. the donor dam must have been genotyped with HD50K for Angus or Angus GS, or the predecessors of these products). · If either the sire or dam of the animal being registered was under 11 months of age at the time of conception, the animal must be DNA sire verified. · The application to record a “Base” male must be accompanied by DNA sire verification (APR, ACR and MBR only).
New Registrations
Registration of Animals Recorded with Other Breed Associations
· If the sire of the animal being registered is born after 1/1/2004, a DNA profile must be recorded with Angus Australia for the sire · If the sire of the animal being registered is born after 1/1/2018, a DNA profile must be recorded with Angus Australia for the sire with > 5000 SNPs (i.e. the sire must have been genotyped with HD50K for Angus or Angus GS, or the predecessors of these products). · If the animal being registered was bred by artificial insemination (AI) or embryo transfer (ET), and the sire of the animal being registered is born after 1/1/2018, the sire must be tested for the 8 genetic conditions monitored by Angus Australia. · If the animal being registered was bred by ET, and the donor dam is born after 1/1/2004, a DNA profile must be recorded with Angus Australia for the donor dam.
Modifications to Existing Registrations · · ·
The sire of an animal can only be amended if the animal is DNA sire verified to the new sire. The dam of an animal can only be amended if the animal is DNA parent verified to both its sire and new dam. The sex of an animal that is more than 24 months of age can only be amended if the animal is DNA sire verified.
· An application for registration of an animal recorded with another breed association must be accompanied by either a DNA parentage profile from an Angus Australia approved laboratory, or a DNA sample for testing at an Angus Australia approved laboratory. To further discuss the DNA requirements when registering calves with Angus Australia, please contact staff at Angus Australia.
The Angus Bulletin - Winter 2020
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Sire Benchmarking
Behind the Beef - The Angus Sire Benchmarking Program Cheyne Twist, Communications Officer
The Angus Sire Benchmarking Program (ASBP) is the flagship research initiative for Angus Australia, supported by Meat & Livestock Australia (MLA) and industry partners such as Vetoquinol, Rangers Valley Feedlot and John Dee Abattoir. The Angus Sire Benchmarking Program is governed by a number of objectives, in place for the guidance of the program. The objectives of the ASBP are to generate progeny test data on modern Angus bulls, particularly for hard to measure traits such as feed efficiency, abattoir carcase measurement, meat quality attributes and female reproduction, generate data for the validation & refinement of the TransTasman Angus Cattle Evaluation (TACE) and to build a comprehensive phenotype and genotype reference population on Australian Angus for genetic evaluation and associated research and development.
What the ASBP does
To get to the cusp of it, the Angus Sire Benchmarking Program works to ensure the development of the Angus reference population through joining 30 to 40 sires a year to approximately 2,000 to 2,500 Angus cows using fixed time Artificial Insemination (AI). The progeny are comprehensively performance recorded for calving ease, growth, temperament, heifer reproduction, structure, feed efficiency, abattoir carcase and beef quality attributes, and are completely genotyped. This relevant data is fed directly into TACE, for the use of Angus producers to access higher accuracy Estimated Breeding Values (EBVs) for bull and dam selections.
How members are involved in the Angus Sire Benchmarking Program
Angus Australia members are involved in the Angus Sire Benchmarking Program in several ways. On a macro level, Angus Australia members utilising the TACE EBVs and Indexes are inadvertently using data from the ASBP within their breeding operations. As ASBP data feeds into TACE, it provides a valuable boost in EBV accuracy for producers in their breeding decisions. Furthermore, by utilising sires from the program it allows for producers to have a strong relationship with Angus reference population meaning genomic based EBVS and selection tools will be highly meaningful for selection purposes. On a micro level, a number of Angus producers have a much more involved relationship with ASBP through contributing sires to the program. Throughout the 11 years of the program there has been over 300 bulls selected, from Angus members herds, to produce progeny over the 10 cohorts. In an interview on the Angus Australia Behind the Beef podcast, Strategic Projects Manager Christian Duff, who through his role at Angus Australia leads up the ASBP, acknowledged the large role of Angus Australia members in the program. “Primarily our members get involved by putting bulls into the program or utilising information coming out of the 36
program which obviously feeds into our genetic evaluation and new research,” Mr Duff said. “Members are crucial to the ASBP, because we need new bulls entering into the program each year,” said Mr Duff. “Each year we put out an open call for nominations of new bulls to enter the ASBP. What we do then is select bulls on their value to the Angus reference population based on a balance between genetic suitability to the supply chain and diversity both within and across cohorts.” There are a number of personal benefits through entering bulls in the program, including close genetic linkage to the Angus Australia genomics reference population ensures research outcomes will be highly relevance to their herd, receiving high accuracy EBVs, particularly for hard to measure traits such as feed intake, abattoir carcase data and female reproduction and receive progeny average values and sire rankings from within the ASBP, including traits such as MSA Index and MSA Marble Score. Essentially the producers are getting an in-depth profile of their sires within the program and valuable genetic benchmarking data. Producer Mandy Wales of Alloura Angus, NSW, whom has been involved in the ASBP for a number of years, gave insight into the perspective of a bull owner within the program, and benefit it provides them personally and the wider breed perspective. “We have been involved in the ASBP over a number of years, we have had half a dozen bulls participate in the program and it’s been an incredible opportunity to have the progeny of some of our bulls to be assessed and analysed on a huge range of different traits. This includes some of those hardto-measure traits, and for the progeny to be compared to
some of the best in the breed in a whole range of different environments across Australia. For us it’s been brilliant to be able to compare sires through their progeny and obviously to also have animals in the Angus reference population.”
The supply chain and industry influence
The ASBP not only focuses on assisting on farm breeding decisions, but it also add value and positive experiences further down the supply chain right through to the consumer. The work of the ASBP focuses on making sure that Angus breeders produce genetics that are more commercially valuable for the supply chain. A large amount of work is completed in the program focusing on measuring attributes such as marbling score, retail beef yield and feed efficiency to best have the means to affect the profitability and value of the product at the end of the supply chain. “Some may argue that many of the outcomes may not have much direct impact on the direct profitability for the Angus breeder, depending on how they sell their cattle, but we should always consider further up the supply chain, to make sure we are adding value along the whole chain,” said Mr Duff. “That is why we dedicate resources to measuring the eating quality attributes, MSA grading, measuring a range of meat science attributes in laboratories, while all the time remembering that in the end the breeding decisions to start the process are made on farm.” The ASBP also assists a range of organisations to further research and development across the industry. For example, in a collaborative effort with Commonwealth Scientific and Industrial Research Organisation (CSIRO) through research completed on across several cohorts of the ASBP, the ImmuneDEX research breeding values was launched in 2019, which is a genetic description of an animal’s ability to react to an immune system challenge (i.e. disease).
Dr Brad Hine of CSIRO was integral in the development of ImmuneDEX and credited the ASBP for being able to provide such a valuable reference population. “The benchmarking program is really critical to the work we do, and it’s a very valuable resource for research scientists like myself and that’s for several reasons,” said Dr Hine. “One is the animals are genetically current which is really important for us to be working with industry relevant animals.” “The benchmarking calves are very well phenotyped, which allows us to look at the things we measure and how they correlate with lots of other measures and importantly genotypes. We certainly couldn’t produce or access data on this scale, so I have to say it’s very valuable as a research resource.”
And what’s left to come?
The next order of business for the Angus Sire Benchmarking Program will see the commencement of the Cohort 11 joining program in September 2020 and is expected to involve over 2,250 Angus cows across five co-operator herds. The combination of the more recent developments of Cohort 9 (2019 born calves), Cohort 10 (2020 born calves) and Cohort 11 (2021 born calves), combined with previous Cohorts (1 to 8), will produce a reference population of over 12,000 Angus animals from 400 Angus sires.
Piqued your interest? Sire nominations are now open to produce Cohort 11 of the Angus Sire Benchmarking Program. If you are interested in nominating a sire in the ASBP, please visit www.angusaustralia.com.au The Behind the Beef Podcast gives a behind the scenes look into the beef industry. Episode two of Behind the Beef focuses on the Angus Sire Benchmarking Program. To listen to it, please visit the QR link.
The Angus Bulletin - Winter 2020
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Sire Benchmarking
Do you have a Bull to Benchmark? Christian Duff, Strategic Projects Manager
It’s time to nominate sires for the next round of the Angus Sire Benchmarking program (ASBP) to produce the Cohort 11 progeny. The joining program will commence in late August 2020, and will involve over 2,500 Angus cows across five co-operator herds. The benefits of bulls entering the ASBP include: · Close genetic linkage to the Angus Australia genomics reference population ensures genetic evaluation and research outcomes will be highly relevance to your herd. · Be involved in world leading research in areas such as development of genomic tools and breeding values for immune competence. · Receive high accuracy EBVs, particularly for hard to measure traits such as feed intake, abattoir carcase data and female reproduction. · Benchmark your bull with progeny average values and sire rankings from within the ASBP, including traits such as MSA Index and MSA Marble Score. · Be involved in Australia’s largest and longest running co operative beef cattle progeny test program including large contemporary groups. Over 30 bulls will be selected for the 2020 joining program with the aim to join each bull to at least 50 cows by fixed time AI. The bull selection criteria will be based on genetic diversity, breeding values, selection indexes and their relationship to sires already used in the ASBP. Nominations for over 20 bulls have been received, however further nominations are required and welcomed before Monday August 3rd 2020. For further details on the ASBP and to nominate bulls for Cohort 11 visit the Angus Australia website www. angusaustralia.com.au For all questions in relation to the nomination process or the ASBP in general please contact Christian Duff, Angus Australia Strategic Projects Manager M: 0457 457 141 or email: christian@angusaustralia.com.au
ANGUS
ASBP Cohort 11
for Northern Australia 38
Time to nominate your next
SUPER SIRE
ASBP Cohort 10 Calving Commences Christian Duff, Strategic Projects Manager
Calving has commenced for Cohort 10 of the Angus Sire Benchmarking Program (ASBP). Across five co-operator herds, this cohort is set to produce 984 calves, with calving to be completed by late August 2020. The first calf was born on the 13th May 2020 at Burindi Station, Barraba, NSW. The calf is a from sire Hazeldean M586. It was born unassisted from a 2-year-old Angus heifer, with a birth weight of 24 kg kg and a gestation length of 261 days. The program to breed the calves was based on advice, protocols and products from Vetoquinol, including Cue-mate® devices. For further information visit www. repro360.com.au There are 33 new bulls included in the Cohort 10 program (Table 1.)
Table 1 – ASBP Cohort 10 Involves 33 New Bulls. Name
ID
ABI ($)
ARDROSSAN HOLBROOK N329
NAQN329
+156
ARDROSSAN MAGISTRATE M101
NAQM101
+146
BALD BLAIR NELSON N47
NBBN47
+152
BANNABY REALITY N187
ECMN187
+150
BOONAROO KASBAH N20
HCAN20
+126
BOOROOMOOKA JACKPOT N418
NGMN418
+179
BOOROOMOOKA NORMANDY N213
NGMN213
+146
BROOKLANA GENESIS N9
AMQN9
+154
CHILTERN PARK PICASSO P9
GTNP9
+167
CLUNES CROSSING DUSTY M13
QMUM13
+182
DULVERTON NEW APPROACH N208
NGCN208
+137
GLENOCH KALLANGUR K112
QBGK112
+153
GVA NEWSWORTHY N1
EETN1
+138
HARDHAT K522 NEBRASKA F143 N43
DKKN43
+164
HAZELDEAN M586
NHZM586
+169
INGLEBRAE FARMS NOBLEMAN N6
DYFN6
+135
KOOJAN HILLS PATRIOT N33
WKHN33
+155
LAWSONS CHARLIE N131
VLYN131
+159
MERRIBROOK PROGRESSION OF KYAH PARK
VRTP6
+132
MILLAH MURRAH MILESTONE M308
NMMM308
+125
MURDEDUKE BLACK PEARL P036
CSWP036
+157
MURRAY KODAK N70
NURN70
+159
MURRAY TWINHEARTS P54
NURP54
+177
PATHFINDER NUCLEUS N56
SMPN56
+178
RENNYLEA L508
NORL508
+144
RENNYLEA M1078
NORM1078
+149
STELLAR NEUTRON N4
JCAN4
+144
STONEY POINT NOLTE N340
SYAN340
+150
TE MANIA NEBO N424
VTMN424
+145
TE MANIA NERO N181
VTMN181
+162
TEXAS MT KAPUTAR M100
DXTM100
+137
V A R LEGEND 5019
USA18066037
+159
WARRAWEE PATROL P29
QKBP29
+163
Breed Average
+118
Are you looking for information about utilising Angus genetics in the Northern parts of Australia? The Northern Focus location of the Angus Australia website is dossier of material focused on using Angus in the north. For information resources, case studies, support materials and much more regarding the use of Angus genetics in the northern most areas of Australia, check in with the Northern Focus location now!
· Improved fertility · Hybrid vigour · Polledness · Market flexibility · All round balance The Angus Bulletin - Winter 2020
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International Symposium Highlights Angus Australia’s Collaborative R&D Christian Duff, Strategic Projects Manager
The 2020 Beef Improvement Federation (BIF) Research Symposium was held as an online event in the week of June 8th, 2020.
Founded in 1968 in the USA, the Beef Improvement Federation (BIF) is an organization dedicated to advancing and coordinating all segments of the beef industry. The BIF endeavours to connect science and industry to improve beef cattle genetics. They hold an annual convention (usually in face-to-face format in the USA), bringing together industry professionals, producers and researchers to discuss current issues facing the beef industry. Angus Australia’s Strategic Projects Manager, Christian Duff, explained “it was a privilege that this symposium included collaborative research involving Angus Australia and members such as immune competence R&D with CSIRO and fertility R&D with AGBU.” “The BIF symposium is a great event to showcase R&D outcomes relevant to Angus cattle both domestically and internationally. It also highlights Australia’s capacity to undertake cutting edge research while punching-aboveour-weight”, added Mr Duff.
All the presentations delivered at the 2020 BIF Research Symposium are available from https://beefimprovement. org/symposium/schedule The presentation titled “ImmuneDEX: Measuring and Selecting for Immune Competence in Angus” delivered by Dr Brad Hine (CSIRO) and Christian Duff can be accessed from Angus Australia’s YouTube channel (https://www. youtube.com/user/AngusAustralia) or by reading this QR code on a smartphone or tablet.
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repro360.com.au | vetoquinol.com.au
Are you prepared for your Spring AI programs? Dr Sophia Edwards, Vetoquinol Australia
It is estimated that at least 60% of breeding activities occur during the Spring season. So it is very important that your herd is prepared in advance, as this is the greatest time to make an impact on your calf crop. Management of your females forward to the time of joining is one of the most important aspects of ensuring an optimal result, be it natural mating, AI or embryo transfer. The planning and management for your Spring AI or embryo transfer program, should begin at weaning. There are three classes of females to consider; Multiparous cows, primiparous cows, and maiden heifers. For all cows, planning and management starts with the weaning of their previous calf. For maiden heifers this begins at the time they are weaned. The focus is then on utilising the winter period to ensure pre-breeding activities such as vaccinations and genetic selection are conducted and that a focus on nutrition is paramount. For those that reside in a winter dominant rainfall area with winter dominant pastures this is a little easier than those breeders that reside in summer dominant rainfall areas. Managing multiparous cows through the winter period for a Spring AI program is a reasonably simple approach. The aim is to ensure that cows are in at least a body condition score (BCS) 3 and ideally up to 3.5 (i.e. moderate to forward condition) at the time of calving. An assessment of the cows’ BCS when their calves are weaned is a good time to understand what is required during the winter period to ensure cows reach these BCS targets. Generally primiparous cows that have just weaned their first calf are going to be your highest priority and the ones that will need the most attention. They tend to be lower in condition than multiparous cows given much of their nutritional intake is required for growth as well as lactation. For these reasons, they require a rising plane of nutrition sufficiently high in both protein and energy to ensure they are gaining weight rather than losing it. In summer dominant rainfall areas, winter pastures tend to have low
For more information on BCS scan here
digestibility levels and livestock will often require protein supplementation i.e. a lick, block or liquid supplement to prevent them going backwards or into negative production. The maiden heifer, during the pre- and post- calving period, is the most challenging female to manage to ensure optimal fertility. The single biggest influence of the ability of these females to re-conceive once they have their first calf, is BCS at the time of joining. Evidence of this is clear through the FTAI results generated from the Angus Sire Benchmarking Project. A wide variation in AI pregnancy rates are observed when trying to re-join these heifers once they have had their first calf. This is almost always explained by BCS at time of joining, whereby higher BCS is usually associated with higher pregnancy rates. Heifers that have a good BCS post calving are more likely to return to cycling sooner than those in a poorer BCS. The biggest nutritional challenge in a beef breeding female’s life occurs during the post-partum period after her first calf. The ability of cattle breeders to manage this period will determine the success of re-joining conception rates and subsequent longevity of the female in the herd. Historical management of the maiden heifer emphasised reducing the plane of nutrition pre-calving to manage dystocia. Reducing the plane of nutrition prior to calving has a negative effect on the subsequent ability of that female to produce a live calf, and also to maintain her BCS post-calving to ensure optimal fertility results for her to re-conceive. Studies by Micke et al. (2010) have in fact demonstrated that high dietary protein and energy fed during the second trimester are attributed to increased calf weight, which was correlated to a higher incidence of dystocia in cross-bred 3yo beef heifers. This highlights the importance of utilising the postweaning period and the first trimester to reach appropriate BCS to ensure they can be maintained through to calving. Considering strategies of good genetic selection for calving ease traits and maintenance of a good BCS of the maiden heifer at calving are better strategies. This will lead to a more profitable outcome of increasing re-conception rates during their first lactation, reducing dystocia and thereby increasing the longevity of the female in the herd. The nutritional management during the period between weaning and Spring breeding is a fundamental management tool for maximising fertility. Engaging in assisted reproduction is an investment in the genetic progression of a herd, so it is important to ensure that fundamental management procedures are optimised. Winter is therefore a good time to consider your plan for your spring assisted reproduction breeding activities. If you are considering an AI or ET program this spring and want to discuss your plan, the Repro360 team is available to assist Angus Australia members, Call 1300 163056 or email 360australiaexpert@vetoquinol.com.
G.C. Micke, T.M. Sullivan, P.J. Rolls, B. Hasell, R.M. Greer, S.T. Norman, V.E.A. Perry, Dystocia in 3-year-old beef heifers; Relationship to maternal nutrient intake during early- and mid-gestation, pelvic area and hormonal indicators of placental function, Animal Reproduction Science, Volume 118, Issues 2–4, 2010, Pages 163-170,
The Angus Bulletin - Winter 2020
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Sire Benchmarking
Sire MUSGRAVE 316 STUNNER
On Property Bull Sale
24/09/20
Sire LD CAPITALIST 316
“Wandaloo” Miles Qld
80 Bulls to build your herd
Sire MILLAH MURRAH JUPITER J194
Including 15 sons of Musgrave 316 Stunner, plus bulls sired by LD Capitalist 316, Baldridge Beast Mode B074, Bushs Windchill 982, PA Powertool 9108, Basin Payweight 1682, Sydgen Fate 2800, LT Drifter 4073, Texas Mount K002, Millah Murrah Jupiter J194 & Bulliac Minotaur M103.
Sire BALDRIDGE BEAST MODE B074
Bulliac Bulls ......tough as nails
Ben Hill 0418 250 932 benhill5@bigpond.com www.bulliacangus.com
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Selling Agent
Identifying Animals with Structural Score Information Andrew Byrne, Breed Development & Extension Manager
Traits observed and progeny count information is now displayed in the Angus Database Search to indicate whether animals have structural score information recorded for foot angle, claw set, and rear leg hind and side view. Animals for which structural score information is recorded will have traits observed information displayed as Structure(FA,RA,FC,RH,RS). An example is provided in the image below.
Likewise, information is displayed indicating the number of an animal’s progeny that have structural score information recorded. An example is provided in the image on the right.
It is important to note that the traits observed and progeny count information for the structural traits represents the structural score information that is recorded on the Angus Australia database. It differs to the equivalent information that is displayed for other traits which represents the information analysed in the TransTasman Angus Cattle Evaluation. The structural score information displayed may consequently differ to the structural score information analysed in the TransTasman Angus Cattle Evaluation as it does not account for structural score information recorded in New Zealand, or structural score information that is removed from the evaluation due to insufficient variation between scores and/or the absence of a prior 400 day weight.
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TACE
TransTasman Angus Cattle Evaluation Have You Updated Your Marketing Materials? As announced in December 2019, the title of the genetic evaluation conducted by Angus Australia and Angus New Zealand is now referred to as the “TransTasman Angus Cattle Evaluation”, rather than “Angus BREEDPLAN”. It is important to note that the change in title does not reflect any change to the analytical software. The EBVs that are published will still be calculated using BREEDPLAN analytical software. With the change in title, members are reminded to update any marketing materials that may have referred to Angus BREEDPLAN.
A copy of the new logo can be downloaded from the Angus Australia website.
Websites/Advertisements
Presentation of EBVs
Any reference to “Angus BREEDPLAN” should now be replaced with “TransTasman Angus Cattle Evaluation” or “TACE”, and the previous “Angus BREEDPLAN” logo should be replaced with the new TransTasman Angus Cattle Evaluation logo.
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Sale Catalogues
All introductory notes should be updated to reflect the change in analysis title and logo. Example explanatory notes can be downloaded from the Angus Australia website. It is important that the correct analysis title is used when presenting EBVs. For example, February 2020 TransTasman Angus Cattle Evaluation. An example presentation of EBVs in a sale catalogue utilising the new title and logo is presented below:
TransTasman Angus Cattle Evaluation Analysis Dates 2020 The submission deadlines for inclusion of performance data in TransTasman Angus Cattle Evaluation analyses for the remainder of 2020 are as follows.
Table 1 – 2020 Submission Deadlines for TACE Description Analysis
Submission Deadline
Results Available (Indicative)
Mid July
July 1
July 17
August
July 15
July 31
Mid August
August 1
August 18
September
August 15
August 31
Mid September
September 1
September 18
October
September 15
September 30
Mid October
October 1
October 16
November
October 15
October 31
Mid November
November 1
November 16
December
November 12
November 30
Mid December
November 25
December 11
January
December 9
December 24
Angus Australia members participating in the TransTasman Angus Cattle Evaluation are encouraged to make sure that all of their registration details, DNA and performance data is submitted well ahead of the submission deadlines to guarantee that updated EBVs are available when they are needed.
D S K 27
th Annual Bull Sale
13
th Aug
1 pm on farm + APlus
Big Tex - Texas Earnan L612 (top price 2017 sale) » Just Exceptional. After a long search , the progeny justify this high priced selection. » His sons have strong commercial focus with great skin & hair type, strong muscling, excellent structure & scrotal size, good legs & feet combined with high performance. » His daughters are exciting to watch develop, displaying plenty of length with depth of side & plenty of dimension in high performing & feminine units.
18 sons sell
P104
Q1
P91
Other Sires: Remitall H Rachis, Young Dale Xcaliber, Monterey Lucky, DSK HR Magic Man,Timber Trail Gridlock
Chris Knox - 0427 600 278
Borah Station, Coonabarabran
dskangusandcharolais@westnet.com.au The Angus Bulletin - Winter 2020
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angus.tech
Angus ONLINE Now Available Angus Australia recently announced the availability of Angus ONLINE. Angus ONLINE enables Angus Australia members to interact directly with Angus Australia’s breed registry database and complete many of the tasks that are currently undertaken by Angus Australia’s Member Services team. Using Angus ONLINE, members can now request and manage DNA orders, and generate registration certificates for their animals, while development is underway to facilitate the completion of tasks such as the registration of animals, uploading of performance measurements, and creation of online sale catalogues. Angus ONLINE enables members to complete tasks from the comfort of their home in real time, rather than having to send information for processing by the Member Services team. The development of Angus ONLINE follows the implementation of Angus Database Search and Angus SELECT, and is the next stage of Angus Australia’s software development initiative. Referred to as Angus.Tech, this software development initiative involves transitioning the software that is utilised to manage Angus Australia’s extensive pedigree, performance and genomic database, from generic software available from 3rd party service providers, to in-house software that is specifically tailored to the needs of Angus Australia and our members.
Ordering DNA Services Using Angus ONLINE Angus Australia members can now manage their DNA testing using Angus ONLINE. Using Angus ONLINE, Angus Australia members can now: · order new DNA services, removing the need to complete a DNA Services Order Form · track the progress of current DNA orders · view the results of past DNA orders Angus Australia members wishing to manage their DNA testing using Angus ONLINE need to click on the “Angus ONLINE” option in the menu at the top of the homepage on the Angus Australia website, and sign in to angus.tech as normal. Once signed in, the DNA Services menu will appear at the top of the page to either create a new DNA order, or view existing DNA orders. Comprehensive tutorials on how to use Angus ONLINE to manage your DNA testing are available from the Angus Education Centre (www.angusaustralia.com.au/education). Assistance on using Angus ONLINE is also available by contacting the Member Services team at Angus Australia on (02) 6773 4600 or via email regos@angusaustralia.com.au. Members who do not wish to utilise Angus ONLINE can still request DNA services from Angus Australia using the DNA Services Order Form that is available from the Angus Australia website. 46
Using the Mating Predictor across the herd Matt Reynolds, Breed Development Officer
With spring fast approaching breeders will be considering their breeding decisions for the season ahead, reviewing past decisions and the potential of new bulls into the breeding program. With Angus.Tech and the mating predictor breeders can now examine the impact of a bull across their whole herd, offering a powerful glimpse into a breeding decision. The mating predictor is limited to 250 results at a time, which can be achieved a number of ways from 5 bulls over 50 cows (5 x 50 = 250) or 1 bull over 250 cows (1 x 250 = 250 250).
To examine a breeding decision across the herd;
1. From the Angus Australia homepage www.angusaustralia com.au, select Mating Predictor from the Tools menu at the top of the page. Users will need to be registered users of Angus.Tech to access the Mating Predictor. Within Angus.Tech the mating predictor can also be found under the Tools tab.
Place a comma between Animal IDs to use multiple sires in the prediction (e.g. MSOB15, MSOK17, MSOX1). 3. To examine the whole cow herd users can either upload a list of dam IDs or alternatively use the dam selection criteria to identify the cows based on the selection criteria provided. This may include females within your ownership or animals on your female inventory, with the dam calving year (s) available to refine the list to particular year drops.
4. Select ‘Search’ once all animals have been identified. 5. The mating predictor will generate a mating prediction for each of the possible matings you proposed and display the inbreeding coefficient and expect average progeny EBVs. The results can be printed using the report centre in the same way as Angus Database Search results.
2. Enter the Animal ID of the sires you wish to use in the mating prediction in the box beside Sire Identifier(s).
• Refer to Printing Results from Angus.Tech for further information on using the report centre. Members of Angus Australia wanting to examine mating allocations in further detail are encouraged to consider MateSel. MateSel is a tool that enables breeders to optimise breeding outcomes by creating a suggested mating list based on a group of candidate sires and dams. For further information contact staff at Angus Australia on (02) 6773 4600 or office@angusaustralia.com.au
The Angus Bulletin - Winter 2020
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Around the virtual shows A: Killain Madame Pride M9, B: Killain Rainman P1, C: Devanah Velvet Q2
A
B
C Five Star Creative Promotions, the Covid-19 2020 Virtual Online Show Champion Angus Bull & Champion Interbreed Male: Killain Rainman P1, exhibited by Killain Angus Champion Angus Female – Devanah Velvet Q2, exhibited by Devanah Moonlight Angus
The Land Beef Battle Grand Champion Bos Taurus Bull: Killain Rainman P1, exhibited by Killain Angus Reserve Senior Champion Bos Taurus Female: Killain Madame Pride 3 M9, exhibited by Killain Angus
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Pictured above left to right: EF Complement, Te Mania Emperor, Lawsons Momentous, LD Capitalist, Baldridge Beast Mode
Angus: Australia’s carcase breed Diana Wood, Marketing & Communications Manager
Angus and Angus influenced steers have again shown their market acceptability in competitions that operated under changed circumstances.
On top at Wingham Beef Week
Grand Champion carcase was awarded to an Angus influenced steer exhibited by Lachlan and Kate James’s, Wallawong Premium Beef. The 602kg liveweight steer scored an incredible 95.97 points. Having taken out the heavyweight section, the steer received 19.5/20 for market specifications, 34.7/35 for saleable meat yield and 41.743 out of 45 for MSA eating quality. He had a hot standard carcase weight (HSCW) of 322kg, P8 measurement of 12mm and rib fat of 8mm, eye muscle area (EMA) of 102 square cm and an AusMeat marble score of 4. Wallawong Premium Beef also exhibited an Angus steer that was awarded the Reserve Grand Champion carcase and placed second in the heavyweight section. The steer had a liveweight of 582kg, a HSCW of 317kg, 15mm P8 fat and 10mm rib fat, a 98 sq cm EMA and an AusMeat marble score of 5. Second place in the lightweight section went to another entry from Lachlan and Kate James of Wallawong in partnership with client David Schouten of Gravesend who bred the Angus cross steer that scored 80.143 points. Wingham High School placed second in the light middleweight section with an Angus cross steer.
In the heavy middleweight section an Angus Influenced steer exhibited by Quirindi High School came first, with Wingham High School in second with another Angus cross steer.
Carcase success
Steers destined for the cancelled Sydney Royal Easter Show were diverted to the Colin Say and Co Pty Ltd carcase competition. The Champion Trade carcase award went to an Angus cross Shorthorn steer, exhibited by Calrossy Anglican school and bred by Sprys. With a liveweight of 493kg, weight gain of 1.87kg per day, the champion carcase had optimum specifications for carcase weight (HSCW 272.4kg) and fat (P8 – 13 mm and rib 6mm). He also had a marble score of 2, an EMA of 75 sq cm and calculated meat yield of 67.5%. Excelling in eating quality with full points, the champion trade carcase also was awarded champion virtual taste test trade carcase with an MSA Index of 64.41. In the purebred section, Heavyweight virtual taste test champion carcase went to Frensham with their Angus steer with a HSCW of 330.5kg that had a virtual taste test score of 63.20.
Wingham Beef Week Reserve Grand Champion carcase steer exhibited by Wallawong Premium Beef. Image: Wingham Beef Week, Right: Colin Say and Co Pty Ltd carcase competition Champion trade carcase and Champion virtual taste test carcase steer
Look for these sires and more Angus Database Search – www.angusaustralia.com.au https://angus.tech/enquiry/animal
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Member Services
Member Services Matters Scott Wright, Member Services Manager
The Angus Australia Member Services staff are responsible for enabling Members to conduct all transactions with Angus Australia in a manner that is as streamlined and as efficient as possible.
Covid-19
When I last wrote this column, I don’t think any of us had any idea what a dramatic and strange series of events were about to unfold. As a result of Government restrictions our Member Services team largely moved to “working from home”. This coincided with an increase in work coming from members perhaps due to the drought breaking in many areas, buoyant cattle prices and a return to optimism after two very hard years. I’m glad to report that after a few very hectic weeks, our MSO team adapted and has largely been handling the increased volume of members work in isolation. From where I sit it has been quite a success. During the Covid-19 isolation Angus Australia has adopted a new phone system and this is assisting in members having calls answered in a timelier manner. Also please just be aware of additional time for DNA results to be returned due to additional Covid-19 protocols being adopted. Autumn Calf Recording Forms and the Spring Inventory Forms have both been delivered electronically via email. This is a large change from the past however most communication from members has been extremely positive with this change. Please remember to check your email. If your email address has changed please contact the MSO team and request that your email be updated, and forms resent.
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As always, if you do not have the ability to receive email and print forms please contact our Member Services team and we will have your documents printed and posted to you.
Spring Inventory
As mentioned previously, Spring Inventory forms have been emailed to all members. You will need to check this list carefully and fate all females you do not wish to pay Female inventory on. This list should be returned to the Angus Australia office before the 17th July 2020. The Society will then calculate your invoice based on the number of active females you have remaining in each Angus Register and will send you the invoice on the 24th July 2020. You will be given 60 days to pay that invoice in full by the 30th September 2020. No credits will be provided for females that have not been fated by 17th July 2020. Please be careful to return your Spring Inventory before the due date to avoid females being charged unnecessarily.
Calving Books
This year no Calving Books were sent to members due to Inventory Forms being sent by email. If members require Calving Books please email regos@angusaustralia.com.au including your Herd ID and number of Calving Books that you require and one of our Member Services Officers will post them out straight away.
Export heifers
While the numbers of heifers being exported have slowed slightly from record levels in 2019, the market is still very strong with excellent demand from China during the first half of the year. Issues resulting from Covid-19 do not seem to have slowed demand. Member Services Staff work with Exporters daily and all indications from exporters is that they expect a busy second half of 2020. Angus Australia provides the verification service to exporters seeking to supply these markets. A couple of tips if you are selling angus heifers for live export: 1. Ensure well before your sale that you are a current financial member of Angus Australia; and 2. Angus heifers that are exported need to be verified to their sire. If you are a commercial producer purchasing bulls, please ensure that the vendor whom you have purchased animals from requests that the bulls be transferred into your ownership on the Angus Australia Database.
Genomic and DNA Services
Recently at the Angus CONNECT Autumn Update, Andrew Byrne outlined the range of Genomic products available to both seedstock and commercial producers. In addition, Angus Australia offers a comprehensive range of DNA Parentage and Genetic Condition tests. If any members are seeking any guidance with regards to which test or service is required, please do not hesitate to contact the Member Services team.
To make sure the process is as smooth as possible there’s a couple of helpful things to be aware of: · Firstly, before sending DNA samples please make sure the animal is registered – even if it is just pending. If we don’t have an animal ID, we can’t submit a sample for testing; and · Secondly, please use the correct Order Form and complete the form to the best of your ability - if you’re unsure please call. You can find the form on our website or call and ask an MSO to email or post it to you. If there is no Order Form, we can’t process the DNA test;
Contact
If you have an issue regarding anything affecting your Membership, Registrations, Transfers, Performance Recording, DNA or any other Member Services matter please call and speak to one of our Member Service Officers or myself. If you have any particularly difficult matters or grievances please don’t hesitate to contact me directly, either by email of phone 02 6773 4636.
Scott Wright, Member Services Manager Would you like any aspect of Member Services covered in more detail in future bulletins? Please email scott.wright@angustralia.com.au.
To get involved talk to us today: 02 6773 4600 | office@angusaustralia.com.au | www.angusaustralia.com.au
Angus australia Supporting youth development, education and research to benefit the Australian beef industry
The Angus Bulletin - Winter 2020
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Advertorial
Help protect your livelihood with our Business Interruption cover Achmea Australia
Mark Vlaminckx, Chief Financial and Operations Officer at Achmea Australia explains how our business interruption cover can help get Angus farmers back on track if something unexpected happens.
Achmea is proud to be a partner of Angus Australia and we believe Angus farmers cannot afford to be over or underinsured. Insurance is one of the most important aspects of a business, yet under-insurance is one of the biggest risks. As a farmer, there are many types of insurance covers to consider. When it comes to safeguarding the business continuity of your Angus farm, Business Interruption cover is key. When something happens, you want peace of mind and certainty that you can continue with your business. Recently, we have seen several significant catastrophic weather events and what we often see is that for various reasons, it can take longer than expected to rebuild. Someone could have insured their assets adequately, but if they have not protected their business continuity, and taken into consideration the time it takes to rebuild and resume normal operations, it could be detrimental for a business. With all insurance covers, there is an additional premium involved for this optional cover, but if something happens and the physical rebuild is going to take several months and you don’t have an income during this time, your Business Interruption cover can not only provide extra peace of mind - it can help protect your livelihood. Having worked for the Achmea Group in the Netherlands for the last two decades and now in Australia for the last two years, I have seen first-hand the devastating impacts of catastrophic events and other unexpected losses. Several years ago, in June 2016, the Netherlands experienced one of the biggest hailstorm events with hailstones the size of tennis balls. What we saw was major destruction, causing 600 million euros damage to the sector. With a hailstorm this big, there is only so much you can do to prepare as a farmer. The lesson learnt from this hailstorm, and other recent damaging events in Australia, including the catastrophic bushfires, is that it takes both time and effort to rebuild. 52
When there is a catastrophic event, building equipment and labour are often in high demand. These factors can delay the rebuild of your house and/or farm for example. During this time, you may be unable to operate your business as you otherwise would, and you may not receive any or your full income. Business Interruption cover can help to cover the cost of these losses. We speak regularly with Angus farmers about the challenges and often the time delays associated with getting farms back up and running after a loss event. Farmers are always keen to understand how quickly they could get back into business. In our experience, it pays to take a long-term approach to this. This is important to consider if you also have people working for you. Irrespective if this is 5 or 30 people, if something happens to the business, you will still have your fixed costs to pay, this includes paying those employed by you. Insurance exists to protect you should something unexpected occur, reducing risk related to your income and protecting your livelihood and those who work for you, and it should form a central part of your business continuity considerations. If you cannot afford to be out of business for an extended period of time, please contact your Achmea Risk Specialist to discuss your requirements. To insure your farm with Achmea, call 1800 724 214, email info@achmea.com.au, or visit www.achmea.com.au
Top Image: Achmea were instrumental in bringing the GenAngus Future Leaders Program to fruition. Here is Allan Deacon, Achmea Australia with the 2019 GenAngus Future Leaders
Where are they now? Cheyne Twist, Communications Officer
Featured in this edition of “Where are they Now” is Ben Grubb.
Ben Grubb What is your earliest memory participating in Angus Youth activities? Our family were not cattle showing people and growing up in Tasmania I wasn’t really exposed to the Angus Youth Roundups as a junior. The travel distance, cost and time away from farm for my parents were probably main reasons for this. After moving to Victoria in search of employment in 1998 I did however attend Roundups in Wodonga, Hamilton and Armidale from 1998-2001. I remember being really bad at clipping and washing heifers and in awe of the Angus Youth members competing in the judging competition and always listened to the comments/reasons they placed heifers comparing to my own assessments. What activity/event stands out to you the most (eg Roundup, leadership clinic, scholarships etc)? Without a doubt, the event that stands out for me was attending the 1997 World Angus Forum held at the Darling Harbour Convention Centre, Sydney. I was fortunate to win one of two Angus Youth scholarships to attend the twoday forum plus an 11-day post forum tour that travelled through the heart of Angus country in New South Wales and Victoria. Just being part of a conference with some 780 Angus enthusiasts from 16 countries, along with the fine foods and banquets was amazing and quite an experience for a 24-year-old from Tasmania! I was able to catch up with some American Angus Breeders from the US that I had met the year before while working on an Angus Stud outside Ellensburg, in Washington State. It highlighted for me that when you share a common interest of breeding Angus cattle you are part of a family that will make you welcome wherever you may be travelling. The post forum tour provided me the opportunity to see some amazing parts of South-East Australia and visit and gain insight into some of the leading Angus breeders in the country. A highlight of the tour was joining the South African and Scottish tour participants on their bus. I knew when the Scots pulled out the Scotch Whiskey at 9.00am I was in for a big day! I was also proud to be the organiser of the inaugural event, the Young Beef Breeders Information Day (YBBID), held the day before the Angus Youth Roundup in Armidale, NSW in 1999. The event was attended by some 300 people and designed to attract more 20-30 y/o participants in Angus Youth. In terms of opportunities that you received for being part of Angus Youth, how did your involvement positively influence your development in the beef cattle industry? After the opportunity Angus Youth provided me to attend the World Angus Forum I joined the Angus Youth Committee. Part of the reason was wanting to give back to an organisation that gave me an amazing opportunity… but the main reason was I knew that the experience obtained,
A
B
and the people I crossed paths with would ultimately make me a better person and possibly guide my career choices. Erica Halliday (nee Steel) was Angus Youth Co-ordinator when I joined Angus Youth committee. She was (and still is) a ball of energy with incredible enthusiasm about all things Angus. Erica (Or “Hap” as most people called her) was an incredible support & mentor for me during my year term as Angus Youth Chairman in 1999. I am strongly of the view that my position in Angus Youth greatly assisted me gain a position at Elders, initially based in Albury, which resulted in a successful and enjoyable career of nearly thirteen years, including State Manager- Tasmania. What were the key learnings you developed as a member of Angus Youth, through the program and then the additional scholarship experiences that you had? I learned the importance of networking and participating… even if it is outside your comfort zone. I also gained a great deal of self- confidence and public speaking skills during my time with Angus Youth. Ultimately, the experiences harnessed my desire to be involved in the beef industry and continue breeding Angus cattle! How are you involved in the beef cattle industry now/ where are you now? I currently manage the family business Strathroy Pastoral, which is a mixed farming operation spread across two properties in Northern Tasmania. The enterprises focus on Superfine Merinos, Primeline Composites, Australian Stock Horses, Irrigated cropping (Potatoes, Poppies, cereals, carrot seed and fodder) and commercial Angus. Why would you encourage others to become involved in the Angus Youth Program? Becoming involved in the Angus Youth Program (no matter what age) will provide participants with a wealth of knowledge about breeding and showing Angus cattle, becoming a confident public speaker and forming lifelong friendships. Involvement will also expose you to a number of local and international scholarships which if successful, will open your eyes to the world and provide you with experiences and contacts that will definitely have an influence on your career path.
A: Ben with sons James and Beau, B: Ben Grubb at the Angus Australia office during his time on the Angus Youth Management Committee, 2000
The Angus Bulletin - Winter 2020
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Angus Youth
Get competitive stud stock rates Find out why more farmers are choosing Achmea A critical part of risk management can be taking out adequate stud stock insurance to cover loss of use, which can come from accidental causes, sickness, disease, mortality or transporting the bull home from the sale. Along with tailored farm insurance, Achmea offers Stud Stock insurance, designed to protect the stud bull from the moment the hammer falls. With our Stud Stock insurance cover, you
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decide what you need, when you need it and how you need it. And for each option, you decide whether you need 3, 6 or 12 months coverage, giving you greater control over what you need. You can contact us on 1800 724 214 or email angus@achmea.com.au To find out more about our new competitive rates for stud stock insurance and our All-inOne Farm Pack, call us now on 1800 724 214 or email angus@achmea.com.au
General advice warning: this information is general advice only and does not take into account your individual objectives, financial situation or personal circumstances. Before using this information to decide whether to purchase the insurance policy, you should consider your personal circumstances and the relevant PDS available from the ‘Downloads’ section of achmea.com.au. Achmea Schadeverzekeringen N.V. ABN 86 158 237 702 AFSL 433984
Welcome aboard to the new Angus Youth Consultative Committee Cheyne Twist, Communications Officer
Angus Youth Australia is pleased to announce the appointment of the revised Angus Youth Consultative Committee. The committee, consisting of Monique Estrada, Ruby Canning, Jack Laurie, Samuel Finlayson and Rebecca George, will work alongside the Angus Australia Youth Development Officer to provide consultation and representation on behalf of Angus Youth members, and assist in providing ideas for youth focused educational and extension activities for consideration within the Angus Australia Marketing, Communications & Youth Operational Plan. Working with current committee chair Murk Schoen, the newly instated committee will continue the hard work of the outgoing committee of Laura Grubb, Hannah Powe and James Knight. Angus Australia Youth Development Officer Candice Liddle looks forward to collaborating with the new committee in order to continue to progress the Angus Youth program with their guidance and support. “The most important part of the Angus Youth program is ensuring that the young members of the beef industry are afforded the best resources and opportunities to broaden their knowledge and understanding within the industry,” Mrs Liddle said. “Through their roles as members of the Angus Youth Consultative Committee, each new committee member will work as a representative for the wider Angus Youth community to ensure that decisions made are within the best interest and for the development of each person involved in the program. “I really look forward to working with Monique, Ruby, Jack, Sam and Becca to continue the work of their predecessors, and also greatly acknowledge the hard work and dedication of the outgoing committee whom I had the pleasure of working with.”
A
B: Jack Laurie C: Ruby Canning D: Monique Estrada E: Rebecca George
D
Monique is the most recent Angus Australia University of Illinois Scholar, after winning the 2019 Angus Youth National Judging Competition and has just recently returned from the US. Monique wants to see Angus Youth continue to be the benchmark for youth development across the World and would like to see it continue to nurture and foster a love and passion for the beef industry and Angus breed among young beef breeders.
Ruby Canning
Ruby has been involved with the Angus Youth program for many years and was fortunate to attend the inaugural GenAngus Future Leaders Program in 2019. Ruby believes that Angus Australia have by far the most developed and engaging youth program in Australia and would love to see this expanded to working with international organisations through online platforms to expand the education opportunities for young cattle breeders.
Jack Laurie
Jack has a long history with the Angus breed and has attended 11 Angus Youth National Roundups. Jack believes that further programs in the northern parts of Australia should be a key aspect of the Angus Youth Program moving forward, along with more programs for the 18+ age group in commercial settings for livestock breeding schools would add value.
Samuel Finlayson
B A: Sam Finlayson
C
Learn more about the Angus Youth Consultative Committee members: Monique Estrada
E
Sam was awarded one of the LiveExchange scholarships in 2019 and was due to attend the 2020 GenAngus Future Leaders Program. With a background in Verified Black Angus branded beef and through working with importers predominantly in Asia, Sam has a vision to bridge the gap between to allow Angus Youth members to experience the reach and scope of the Angus breed both domestically and abroad.
Rebecca George
Becca is the most recent recipient of the Kansas State University Scholarship. Becca believes that by giving Angus Youth members opportunities & resources to further their understanding of technology & current production systems, they can encourage independent thinking that can help the beef industry grow into the future. The Angus Bulletin - Winter 2020
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Commercial Supply Chain
SAVE THE DATE
ANNUAL ON PROPERTY BULL SALE
22nd July 2020 @ “Brooksby” Bundarra and Auctions Plus
Br. Andy P337 & Br. Kennard P328
Br. Capitalist
Br. Andy
INSPECTION PRIOR TO SALE DAY
Contact - Stephen & Leanne Collins 0428 680 814 56
www.glenwarrah.com.au
Annie Pumpa takes on the 2021 Roundup Cheyne Twist, Communications Officer
Angus Youth Australia is pleased to announce that the Coordinator for the 2021 Angus Youth National Roundup will be Annie Pumpa. Annie resides in Tabletop, NSW where she works for ABS Australia as a sales representative for both beef and dairy. Annie has a long history within the beef industry, having grown up in Culcairn NSW in the Riverina on a family run mixed enterprise operation. “I have always been involved with cattle since I can remember on a commercial basis,” she said. “I delved into the seedstock sector over the last 10 years through the agriculture program at Billabong High School in 2011.” Annie looks forward to stepping up to the Coordinator role and working with her committee and Youth Development Officer Candice Liddle in presenting an excellent and informative event. Provided the Roundup is able to take place it is likely to be not only the first youth event to kick off in 2021 but, possibly the first event since the cancellation of most shows and youth events across Australia since the COVID-19 pandemic. “The possibility of bringing together and reuniting the youth and showing community across Australia will make it an event I believe will be memorable and one not to be missed,” said Annie. “I believe that youth events are an exceptional way to expose educational resources and networking avenues for the next generation. “I believe it is the responsibility of experienced industry individuals of all sections of our industry to collaborate and blend together so that accurate information can be given and in return we know that the future of the industry
will not only be in good hands but it will thrive. I hope this is something that the Angus Roundup committee can achieve.” Angus Youth Development Officer Candice Liddle looks forward to working with Annie and her committee to host an excellent event for Angus Youth. “I congratulate Annie for her appointment in the role as 2021 Roundup Coordinator. Annie has great enthusiasm in regards to ensuring educational and informative opportunities are available to youth in the industry, and with her committee I believe will host an excellent event in 2021.” “I look forward to working with Annie and her committee in the upcoming months in preparation for Roundup 2021 in Wodonga.” The Angus Youth National Roundup will take place in Wodonga, VIC on January 14-17, 2021. To keep up to date with the latest Roundup news, visit the Roundup location on the Angus Australia website.
Introducing Kate Reynolds Angus Australia is pleased to welcome Kate Reynolds in her new appointment in the role of Graphics and Multimedia Officer. Kate has been working in video production, marketing and digital business consulting for the past 13 years. She comes to us from her most recent post at the New England Conservatorium of Music where she oversaw the marketing department and event coordination. She holds a Bachelor of Media and Communications from UNE and specialises in corporate, event and documentary video production and graphic design for marketing. Kate is enthusiastic about bringing her skills to Angus Australia and developing some exciting new content across all of the channels of the organisation.
To contact Kate, please email design@angusaustralia.com.au.
View Kate’s Intro
The Angus Bulletin - Winter 2020
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Marketing
Angus Producer Marketing Crash Course Part 1: What is marketing?
Kate Reynolds, Graphic Design & Multi Media Officer and Ebonie Sadler-Small You’re an Angus producer, you’ve developed your animals, and your business is in a pretty good place, but is that enough? How can you go bigger and better? Angus Australia has developed a series of marketing basics; practical ideas that you can start doing today to help you get more out of your business and the Angus brand. This series will cover the basics that you need to get your business out there. The series will include: · What is marketing and why you should make use of it · Being seen on Google · Setting up social media · What to share and when to share it. · How to video
So what is marketing?
Marketing is the process of guiding consumers to engage with your products instead of your competitors. It is everything that the consumer encounters when interacting with your business. This involves everything from advertising and editorials to customer service and even word of mouth interactions. That might sound a bit complicated but what it really comes down to is being seen and reaching people. Whether that be when they do a search online, through a search engine like Google or social media, or when you appear in publications like newspapers/industry publications or at events. As well as promoting your business, marketing can also help you gain a greater insight into who your target audience is and how best to reach them. Ask yourself what the main purpose of your business is? If your aim is to sell cattle, you can make use of marketing tools to get your name out there and to show customers why they should buy your animals and not the competition’s. Does it mean you need to run out and spend thousands on a brand new website with all the bells and whistles? Not necessarily – there are plenty of things you can do today, with the myriad of online tools that are free and easy and will put you on the right path. These are the step we’re going to look into.
What advantages does it have to the breeder?
Marketing for the beef breeder adds value to your own product. When it comes down to it, nobody will be knocking the door down to buy your cattle if nobody knows who you are or what is so great about your business. It is up to you as the producer to let prospective buyers know why you are here and why they need you. It’s about taking advantage of the opportunities at your disposal to make your brand stand out. Spending an hour setting up a free Google business account, even if you don’t have a website, can expose you to a large audience that may have seen you otherwise. 58
So where do you start?
Think about the following: · Give yourself a set of goals; what do you want to achieve through this? You might want to raise the profile of your business, show off your products, animals or any number of reasons. This will help you work out what content you will need to work on, you might start working on photos videos of your cattle to show how good they are, or you might start an e-newsletter or social media page to reach more people in your industry, just to name a couple of options. · Resources – this crash course will give you some pointers on how to create content for your business, whether that be videos/photos or written information, but another option is to outsource this, there are marketing businesses out there whose sole purpose is to help you do this. · Branding – what you put on your marketing material should correspond to any other advertising/content you’ve created. You want to create a brand recognisable as you. This will incorporate your logo and any brand colours you use across your resources. Even continuing to use a particular font in your logo and making use of it in other content can be seen as a continuation of your branding. · What to share: sharing content vs self-promotion – You can talk about the animals you have for sale until the cows come home (excuse the pun), but only talking about that gets boring fairly quickly. To really connect with people, rather than just being about your next cattle sale, you could have some fun with it and go into what makes
Hashtags for Angus breed marketing #AngusPremium
#GrowAngus
#Bullsaleseason
#InstaAngus
#AngusFamily
#Angusbulls
#Iuseangusbulls
#AngusAustralia
#AngusCattle
@angusaustralia
#Angusbullsale
#Saletime
Quick stats worth knowing...
On average, 5 to 7 brand impressions are necessary before someone will remember your brand - Pam Moore -
Building an audience is more valuable than direct sales for over 70% of brand managers - OnBrand -
your business unique, who you are, something interesting that’s happening right now, educational or informational content that relates to your business/product that others might get something out of.
Social media – Quick guide
· Quality control – Quantity is not better than quality. Don’t feel obliged to make a post every hour of the day, your followers will appreciate less frequent posts if your occasional post is of more worthy quality.
Twitter: Gives you short bursts of information. It’s a great way to get sale statistics and quick information like your ‘where and when’ for a sale out to a large audience of people. It promotes straight to the point information sharing and can be a powerful marketing tool if used well.
· Open your eyes and ears – Never stop learning or observing, follow anyone and everyone, they don’t even need to be in the same industry. This will help you get an idea of what they’re doing, how you can incorporate those ideas, what’s working for them, what they’re doing right, look at all of that content and think about what you could do and maybe how you could do it better. · Ask – ask for advice from people who are learning to or running a successful marketing campaign. · SOCIAL media – remember the key word in social media is “Social”. Follow other businesses and interact with them. I know it’s hard in a busy world to take a moment to do that, but it can be just as important as interacting with people at field days or industry events, and you don’t even need to leave the house to do it. · Insights – Google and social media platforms can provide excellent insights into the people who are looking at your content. This is incredibly useful information that can help you understand who you’re speaking to, but also the areas that are and aren’t gaining attention so you can understand what’s working for you, what’s popular and what might need more attention on your end.
Don’t forget to @mention your sale agent #Australiascow #Blackangus #Angusproducer #AustraliasBull
45% of consumers will unfollow a brand on social media if their platform is dominated by self promotion - Buzzstream -
#AustraliasFemale
64% of consumers cite shared values as the primary reason they have a relationship with the brand - Harvard Business Review Statistics from LucidPress, 19 November 2019
Have you ever wondered what social media platform suits you the best? Below is a brief outline of the core channels that may help you decide.
Instagram: A platform designed to share photos and videos. It is a good way to share your business with the world without the content writing aspect of Facebook and Twitter. Facebook: A social network where users engage with each other and businesses. Facebooks interactive chat component is great for businesses, as is the ability to share relevant news information easily with your following. YouTube: A video sharing site that you can create and upload your own content too, as well as viewing other peoples’ work. YouTube is great for uploading your video and then sharing through other social media channels.
What is a (#) hashtag?
You may have seen online that little symbol from the bottom of phone keypads, the # or hashtag. When you use a hashtag on social media, it makes any word or set of words that is preceded with a # symbol, into a searchable item. This may seem confusing at first but can prove helpful to organise your content or to help create a following for your business. You just click on the hashtag and see what everyone else in the world is saying about the same thing. Twitter, Facebook, Instagram and Pinterest are all platforms that use the Hashtag system. You can use current hashtags or make your own.
To market the Angus brand we use the following hashtags: #AngusPremium #GrowAngus #Iuseangusbulls #InstaAngus #AngusAustralia #AngusCattle #AngusFamily We encourage you to use these hashtags as well. It is important to know that even the smallest Angus breeder can make a difference in the brand reach for both themselves and for the breed as a whole. The Angus Bulletin - Winter 2020
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Moving Forward
Once you’ve got the basics of marketing in place, how does it all come together? You can think of it like a ladder with six levels: · Awareness · Consideration · Preference · Purchase · Loyalty · Advocacy Awareness: Now that you’re visible online and you’re building your brand, people will start to become aware of you. This might begin with you asking your friends and family to follow you on your social media and occasionally share some of your content. From there, friends of friends will start to see what you’re producing, and if they’re interested, they might share and the cycle will continue to build that awareness. To expedite this process you might also want to consider paid advertising, which if used correctly, can be used to reach people who are interested in the products and services you offer and will bypass those people who
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aren’t. But that’s a topic for another article in the future. Consideration: You’ve built up awareness and people are following you online. Now that you’ve got their attention, you’ll want to provide them with content to make their awareness of you worth their while. Show them what makes you different/special/unique, but also how that factors into their lives. What will happen if they choose your cattle over the competition’s? Illustrate what makes you’re a better product and why that’s good for them. You can also address a problem they might have and how your product will help them fix that problem. These points will then factor in when they actually go to make a purchase. Make a list of points that set you apart and use that as your basis for creating content that will garner you worthy of your audience’s awareness. Preference: You’ve got their attention, they’re looking at what you’re selling, but they might be looking at the same product from any number of other suppliers. What now? It comes down to you at this point. This is when it’s a good time to engage with people, open up discussions, be approachable and market yourself just as much as your product. It’s not enough to have just a good product, it’s an
entire marketing package. Quality products, quality service and a quality interaction will bring value to make your product more appealing and the customer more likely to prefer you. Purchase: If your business is already established, you should already have the whole purchase exchange part of things down pat, but one of the main points is to make the process of giving you their money as easy as possible. This of course may or may not be a factor depending on what your enterprise is, but if you’re in a situation where you make direct sales to people, don’t limit how your payments can be made. Don’t forget while you’re processing that transaction to maintain the interaction with the customer. The sale doesn’t stop once they’ve paid for your product, because if you’ve proved to them that it’s worthy of purchasing, this can be an ongoing relationship that will lead to future sales as well. Give your customers a way to keep in touch with you, you might take their email address and send them information when you’re next having a sale. Make sure to keep the lines of communication open. Loyalty: Your customer has ticked all the boxes so far, they’ve found you, they’ve agreed that your product is superior and have gone as far as purchasing from you. You’re interacting with them online and reminding them regularly that you’re there. Keep their interest by continuing
to give them value. A great way to do this is to connect with them on a personal level. A big part of this is not just posting sale posts. Continue to show those people what you’re doing with your business behind the scenes, show them how you’re adding value to your product, or what’s happening on a regular day, when it’s calving season, make use of all the cuteness, even if you’re just painting the shed, show it and keep the lines of communication open. This encourages your past customers to come back to you when they next decide to make a purchase because they haven’t forgotten about you from last time. Advocacy: You’ve worked hard and followed all the steps so far, and all going well, it’s working. And if that’s the case, the next marketing step will be done for you. Those people you’ve impressed with the quality of your product or service will go on to advocate for you out there in the world. If you’ve shown them that you love your business and they agree and love it too, they will share that information with people. The hard part is done at the beginning of the process, acquiring new customers is always going to be a challenge, but once you have them it’s always much easier to keep them coming back and hopefully when you repeat the cycle, the process will be that much easier next time because you have existing customers working to help you too. If you have any questions or have content suggestions please contact Kate Reynolds at design@angusaustralia. com.au
Peter Parnell
Ron Bower
Chief Executive Officer M: 0428 918 632 P: 02 6773 4605 E: peter@angusaustralia.com.au
Human Resource Manager
Human Resources
Chief Executive Officer
Staff Directory
P: 02 6773 4607 E: ron@angusaustralia.com.au
The Angus Bulletin - Winter 2020
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Staff Directory David Cameron
Joy Howe
Administration Manager/ Financial Controller
Accounts Officer
Strategic Projects
Finance & Administration
P: 02 6773 4624 E: david.cameron@angusaustralia.com.au
Carole Johns
Sue Webeck
Accounts Officer
Accounts Officer
P: 02 6773 4627 E: carole.johns@angusaustralia.com.au
P: 02 6773 4606 E: sue@angusaustralia.com.au
Amanda Wolfe Administration Officer P: 02 6773 4600 E: amanda@angusaustralia.com.au
Christian Duff
Nick Butcher
Strategic Projects Manager
Project Officer, ASBP
P: 02 6773 4620 M: 0457 457 141 E: christian@angusaustralia.com.au
M: 0427 701 236 E: nick@angusaustralia.com.au
Jen Peart Northern Development Officer P: 02 6773 4600 M: 0417 219 405 E: jen.peart@angusaustralia.com.au
Commercial Supply Chain
Liz Pearson
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P: 02 6773 4612 E: joy.howe@angusaustralia.com.au
Commercial Supply Chain Manager P: 02 6773 4608 M: 0488 758 360 E: liz.pearson@angusaustralia.com.au
Staff Directory Christopher de Crespigny Information Systems Manager
Michael Ainsworth Computer Programmer
P: 02 6773 4619 E: christopher@angusaustralia.com.au
P: 02 6773 4610 E: michael@angusaustralia.com.au
Dale Curtis
Gerard Hammond
Computer Programmer
Computer Programmer
E: dale.curtis@angusaustralia.com.au
P: 02 6773 4600 E: gerard.hammond@angusaustralia. com.au
Marketing, Communications & Youth
Software Development
Chris Nimmo Computer Programmer E: chris.nimmo@angusaustralia.com.au
Diana Wood
Robyn Brazier
Marketing & Communications Manager
Marketing Assistant
P: 02 6773 4601 M: 0411 242 001 E: diana@angusaustralia.com.au
P: 02 6773 4609 E: marketing@angusaustralia.com.au
Samantha Hamilton
Candice Liddle
Marketing Officer – Sale Catalogues
Events & Youth Development Officer
P: 02 6773 4613 E: sam@angusuaustralia.com.au
P: 02 6773 4622 M: 0437 873 220 E: youth@angusaustralia.com.au
Kate Reynolds
Cheyne Twist
Graphics & Multimedia Officer
Communications Officer
P: 02 6773 4600 E: design@angusaustralia.com.au
P: 02 6773 4635 M: 0408 799 279 E: communications @angusaustralia.com.au The Angus Bulletin - Winter 2020
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Member Services
Breed Development & Extension
Staff Directory Andrew Byrne
Matt Reynolds
Breed Development & Extension Manager
Breed Development Officer
P: 02 6773 4618 M: 0418 412 042 E: andrew@angusaustralia.com.au
P: 02 6773 4626 M: 0433 532 453 E: matthew.reynolds@angusaustralia. com.au
Scott Wright
Nicky Carey
Member Services Manager
Senior Member Services Officer
P: 02 6773 4614 E: scott.wright@angusaustralia.com.au
P: 02 6773 4616 E: nicky.carey@angusaustralia.com.au
Adam Allingham
Josh Gunther
Member Services Officer
Member Services Officer
P: 02 6773 4602 E: adam.allingham@angusaustralia. com.au
P: 02 6773 4611 E: josh.gunther@angusaustralia.com.au
Robyn Kelly
Tammy McLeod
Member Services Officer
Member Services Officer
P: 02 6773 4615 E: robyn@angusaustralia.com.au
P: 02 6773 4604 E: tammy.mcleod@angusaustralia.com.au
Henry Newell-Hutton
Heather Rocks
Member Services Officer
Member Services Officer
P: 02 6773 4614 E: henry.newell-hutton@angusaustralia. com.au
P: 02 6773 4621 E: heather.rocks@angusaustralia.com.au
Sarah Scott
Lou Wood
Member Services Officer
Member Services Officer
P: 02 6773 4611 E: sarah.scott@angusaustralia.com.au
P: 02 6773 4617 E: office@angusuaustralia.com.au
Angus Australia Locked Bag 11, Armidale NSW 2350 P: 02646773 4600 | F: 02 6772 3095 | E: office@angusaustralia.com.au Website: www.angusaustralia.com.au
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