Photos + Story by: Robin Kleine
Cattle Visions Providing the Tools of the AI Trade Think of Cattle Visions as the Amazon of the cattle genetics industry – reasonable pricing, fast delivery and a wide assortment of products – similar to the Internet giant, but with a personal touch. A distinct focus on customer service has been essential to the Cattle Visions business model, a company supplying semen and artificial insemination (AI) supplies to cattle producers from coast to coast, in all spheres of the cow-calf sector. “We want to be remembered as the best service provider in the genetics business. We’ve seen tremendous success and we appreciate that; we hope it continues,” OCTOBER 2021 16
Lance Ellsworth says. “It’s more than that, I would assume most people want to aspire to be the best in their field, however I also want Cattle Visions to be remembered as a company that helped positively impact peoples’ lives.” A Business Was Born Since Cattle Visions was founded in 2002, millions of units of semen have been shipped in and out of the facility on Highway 63 in Clark, Missouri, just north of Columbia. In the nearly 20 year history of the business, thousands of delivery trucks have been in and out of the yard and
hundreds of cattlemen and cattlewomen have attended AI schools put on by the small staff. Lance Ellsworth, co-founder and coowner of Cattle Visions, grew up in Elkhorn, Wisconsin, where he still lives today on the family farm. He was active in 4-H and FFA and showed cattle with his family. He attended the University of Wisconsin – Madison, where he was active on the livestock judging team. Out of college, Ellsworth began his career in the cattle genetics business, first with Western Breeders Service, an AI company in Madison, Wisconsin, and later
