PRESIDENT’S PERSPECTIVE

A PREMIUMDemand

by Allen Goode, International Brangus Breeders Association (IBBA) president

Breed Brangus. Own the vigor. Demand a premium. By now, we hope that each of you has had the opportunity to have seen the new IBBA ad campaign, “Breed Brangus. Own the vigor. Demand a premium.” The ad campaign, featuring slick black and white photos was pioneered last year by the IBBA Promotions Committee. Our new promotion campaign can be seen in commercial magazines across the United States as a way to attract the attention of producers who may not traditionally select Brangus seedstock genetics. The slogan is simple – but the breakdown of each statement has real world dollars tied to it.

“Breed Brangus.” This statement isn’t limited to either females or bulls, simply because Brangus succeed on both sides of the mating matrix. I think back to the old school days when there were some breeds know as dual-purpose cattle. I recall the big Simmental cattle that would be used for both dairy and meat purposes, or Shorthorns that were identified in Animal Science 101 as dual purpose. However, these breeds and many others, only have use on one side of the mating equation. Either they are used as terminal sires or used as the base of a cow herd. The fact is that the Brangus cattle of today are the dual-purpose breed of the West, Midwest, and Southeast. Our breed is dual purpose because we have both the females and bulls that cattlemen need and want. Take for example a Brangus, Red Brangus, or Ultra female dropped in the wetlands of Louisiana. She’ll need the survivability, milking ability, and heat tolerance to wean pounds. There’s no question, the Brangus female is the maternal machine for the job. But, also consider a breeder in the desert mountains of Arizona. That herd would need a bull capable of walking miles to water through cactus and still be willing to breed cows at the end of the day. The Brangus bull is the genetic marvel for the job. Prospering with both bulls and females, Brangus cattle hit the mark every time.

“Own the vigor.” The definition of heterosis itself tells us Brangus cattle perform. Heterosis is the tendency of a crossbred animal to outperform the average of its purebred parents. Certainly, Brangus is a purebred breed, and we should and need to identify as such. But the hybrid vigor of the Brahman and Angus strengths is still optimized in the proven breeding combinations. The vigor of Brangus, Red Brangus, and Ultra cattle to withstand the heat and cold elements, range of environments, and still grade on the rail should say everything to our commercial buyers.

“Demand a premium.” As seedstock producers, it’s our job to take into account every tool and aspect of animal husbandry, from EPDs to pedigrees to phenotype to location when breeding the next generation of seedstock. And, it takes a balanced approach to succeed. Breeding cattle on phenotype alone doesn’t offer enough predictability; while breeding cattle on genomics alone doesn’t paint a full picture. As breeders at the top side of the beef genetic value chain, we must step up to the responsibility and take into account the entire genetic makeup of an animal. I encourage you to pull DNA for genomically enhanced EPDs and parentage. I encourage you to study the cow families of your next bull purchase, as they are a major factor in the total generational contribution he will make. I encourage you to evaluate the feet and udders of your heifer replacements, as the longevity of our breed is a hallmark. When you’ve put together a quality product that combines genetics, genomics, and phenotype it’s fair to demand a premium. As I write this letter, I am looking at a calendar of endless opportunity of Brangus, Red Brangus and Ultra cattle sales from coast to coast in the coming months. Brangus is the dual (or should I say triple!) purpose breed producing functionally superior females, genetically superior bulls, and feeder cattle as good as any of today. Take advantage, and more importantly, encourage your fellow cattlemen and women, customers, and partners to take advantage of the Brangus opportunity in front of you.

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