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Industry professionals educate producers on capturing more value. Commercial and seedstock producers learned ways to earn more for their cattle. For commercial and seedstock producers, the Capturing Value panel held during the 2021 National Angus Convention and Trade Show was a successful addition to the education lineup. The panel included moderator, Troy Marshall, director of commercial industry relations, and four industry professionals: Clint Berry, a Superior Livestock Auction representative; Kelli Payne, Oklahoma City National Stockyards president; Doug Slattery, 44 Farms chief executive officer; Bruce Cobb, Certified Angus Beef® (CAB) executive vice president of production. The four panelists shared their different perspectives on ideas and recommendations to capture more value for feeder calves and purebred cattle.

Discussion started with a 30,000 foot view of the cattle market as Berry described the current demand drivers in the market. Berry said the industry sits at an all time high for beef demand thanks to programs like CAB, which aim to differentiate quality.

“I’ve probably never been as optimistic about the beef business as a fifth generation farmer who has worked my entire career in the beef industry,” Black said.

Even with processing challenges, high demand for beef puts producers in a good position, Berry said. Consumers recognize the eating quality of beef and are paying for it. Looking into the future, Berry said this demand will create a need for producers to differentiate. Implementing DNA technology into sorting and managing cattle will help get more upper ⅔ and prime product for consumers.

As technology helps differentiate the quality of feeder cattle, Marshall asked whether the marketplace can have too much quality product.

“If you look just 15 years ago, grid premium was near two to three dollars, and it continues to escalate because we’re doing what consumers want,” Cobb said. “We’re delivering to them what they want to share with their families. We’re delivering to restaurants what chefs expect to deliver to their customers. Retailers continue to grow in their demand level. And again, it goes back to producers selecting the right cattle, cattle being managed appropriately and then being fed correctly across the country.”

Slattery emphasized the importance of genetics seedstock producers provide to their customers. Slattery says all producers need to be willing to take steps that will help garner more value. They must start with a health program, a great nutritional program, and they need to have a seedstock producer that will help with their genetics.

Receiving carcass data back at the commercial cattlemen level can be helpful, Slattery said. “We talked to all the producers when they were making bull selections to try and help them with what they need. We are working all these angles with producers to help get them more profitable.”

Payne agreed. “The ones that are doing it right are going to be the ones who are rewarded.” Regardless of herd size, Payne emphasized that as challenges occur, producers must adapt if they want to differentiate their cattle on sale day. Oklahoma City National Stockyard has seen that contrast during the special AngusLink sale days.

Buyers never forget bad cattle, she said, and in the same way, they will remember the best. “You will remember the cattle you buy, put in the feedlot and just grow and grow. In other words, you remember when you lost money and when you made money.”

Focusing on demand drivers, differentiating quality, taking the extra steps, and adapting with the times were all big takeaways from the four panelists during the Capturing Value panel at the 2021 Angus Convention. For producers looking to capturing more value for their customers or their feeder calves, visit www.anguslink.com to learn more.

Producers and industry professionals discuss the power of genetic data. Maximizing the use of genetic data will pay dividends. The Angus University: Genetics workshop sponsored by Zoetis at the 2021 National Angus Convention and Trade Show served as an educational session to inform breeders about the value of collecting genetic data and ways to use it in decision making. The panel included moderator, Kelli Retallick-Riley, president of Angus Genetics Inc. (AGI), and four panelists – Justin Sexten, vice president of strategy and product development for Performance Livestock Analytics; Jim Moore of Moore Cattle Company, a commercial Angus operation; James Henderson of Bradley 3 Ranch, an Angus seedstock operation; Troy Marshall, director of commercial industry relations for the American Angus Association.

Understanding and valuing genetic data can present as a daunting task to seedstock and commercial producers alike. Retallick-Riley asked panelists to describe how they use genetic data to navigate breeding decisions and market cattle to the next industry segment.

“From a technology perspective, we think about it as how do I take the notes you take on a cow that’s locked up in text messages, snapshots on your phone, and notes on a piece of paper that’s thrown up on the dash and convey that up and down the supply chain in a way that the association can make predictions from it,” Sexten said. “I think technology provides us the ability to convey information across all of these segments. So that’s how we think about how can we convey information, not just gather more and more data.”

Marshall encouraged the use of programs like AngusLinkSM, which provides commercial producers the opportunity to maximize data collection efforts and, more importantly, maximize profits.

“Those buyers up and down the chain need information, they need market flexibility, market access, and they’re looking to mitigate their risk, and these programs give them that,” Marshall said. As a result, AngusLink has helped to capture more premiums. “This last year, the people enrolled in the AngusLink program had an average return of about $84 over the market. Over the last three years, we’ve returned almost $12.5 million in premiums to commercial producers. I think this information flow is just going to continue to grow.”

In addition to the AngusLink program, the GeneMax Advantage test allows commercial cattlemen to receive genetic information on unregistered females to make strategic decisions when

“Being able to have some prediction of what those cattle are really worth and being able to get that kind of value out of them and they perform accordingly makes it better for all of us,” Henderson said. “We can sit down with an individual customer and say, ‘Here’s where you are today, here’s where you want to be, and here’s what it’s going to take to do that.’”

Sometimes the primary struggle with data stems from the collection process. Sexten emphasized how modern technology provides breeders with the tools to efficiently collect data, document it, and convey the information to each sector of the supply chain. selecting replacements.

“I think one of the underutilized things about [GeneMax Advantage] is if you know what you’re replacing, you also know what bulls to select, so you get a double advantage,” Moore said. “I think that GeneMax Advantage just gives you the opportunity to differentiate yourself in the marketplace and objectively describe the cattle so you can capture the value they deserve.”

The role genetic data plays in

any operation will likely continuously increase over time. Henderson said if you haven’t already, the time to start using genetic data to enhance your decision making is now.

“I think if you’re not looking at genetic information today in your herd, whether you’re a commercial or a seedstock operation, you’re probably falling behind very quickly,” Henderson said. “It’s time to get into the education process and figure out where you are from a genetic standpoint.”

Panelists ignite passion in Angus Convention attendees. Angus breeders discuss family values, adversity, and educating youth. Passion. It’s what drives people to chase big dreams, to push through the nitty gritty, to accept the lows of defeat, and savor the highs of achieving success. It’s the reason why cattlemen do what they do.

In every sector of the beef business, there are people with passion for their way of life. As a part of the 2021 National Angus Convention and Trade Show, a panel of those professionals shared stories of dedication, hardships, and celebratory moments in their lives. Speakers included moderator Mark McCully, American Angus Association chief executive officer, and five panelists – Debbie Lyons-Blythe, owner of Blythe Family Farms; Bodey Langford, owner of Langford Cattle Company; Shane Tiffany, co-owner of Tiffany Cattle Company; Curtis Osmond, president of III Forks Prime Steakhouse and Silver Fox Steakhouse; and Josh Jasper, foundation director of the National Junior Angus Board.

Jasper spoke about his auctioneer dreams, made possible by his involvement in the junior program and life lessons learned from continuous trips to sale barns with his grandparents.

“I remember just sitting down and watching those guys just sing their chants on sale day, just being like, wow, I wish I could wear that silver belly hat up there, hit that gavel down, and be the voice of the sale,” said Jasper. “So going from watching those guys to eventually working with them. Just a couple months ago, I got the chance to finally say, ‘Sold it your way, A-rod,’ and that was one of the coolest moments I’ve had. I’ll forever cherish that moment.”

Osmond said he values the relationship between the producer and consumer, respects the dedication poured into the product he serves, and aims to relay that message to his customers.

“I think it’s really important for you to understand that we understand what your passion is,” said Osmond. “We know that what we’re representing each and every night is the fruit of your passion, of your hard work. We want to represent that in the best light possible.”

Any path taken will surely include obstacles, and Osmond said those challenges force people to band together and persevere.

“See, when family faces adversity, you know what they do,” said Osmond. “They rally, they get together, they pick themselves up and they continue to push forward, knowing it’s the passion for what we do that keeps us going.”

Lyons-Blythe described the challenge her family faced when her youngest son needed a liver transplant, then battled lymphoma a few years later. She fought back tears as she expressed how the Angus family showed up for her family.

“My son, Tyler, had a major health crisis seven years ago, and our Angus family sent messages, phone calls, prayers, and you helped us raise money for our charity to increase awareness for organ donation,” said Lyons-Blythe. “Then a year ago, Tyler got lymphoma and you did it again. You helped us feel God with us that whole time. It’s family, it’s you all, you mean so much to me.”

Langford told attendees about a childhood memory at his grandfather’s Alabama home. Surrounded by Angus herd bulls, he recalled how they would line up, single file, and low as they paraded around the pasture. Like his grandfather, Langford built his home in Texas in the middle of his bull pasture and replicates those memories with his family.

“I had my little 2½-year-old grandson

at the house just a month or two ago,” said Langford. “We were sitting in the living room and he said, ‘Grandpa, what’s that sound?’ I said, ‘Son, that’s just those little Angus bull’s lowing around, walking and doing their thing.’ So maybe that’s the first sound he’ll ever remember and record just like I did when I was his age.” Tiffany explained the unique way he and his brother got their start in the feedlot business. After he accepted a corporate position and his brother as a ranch manager, an unsuspected source approached them with a unique opportunity.

“The man that owned the feedlot our dad managed had, unbeknownst to us, been following our careers and keeping tabs on us and how we were conducting ourselves and things like that,” said Tiffany. “Out of the blue in 2007, we got a call that went something like this, ‘Would you guys consider coming home, buying the feedlot, and being part of my legacy.’”

The brothers, unsure of their futures if they accepted, had a decision to make.

“We said ‘Man, we’d love to, but we don’t have any money,’” said Tiffany. “He said, ‘That’s fine, I’ll finance you.’ So we came back and we ended up with the opportunity to buy in.”

With this opportunity, Tiffany not only received the chance to live out his dream but now passes on his knowledge to the next generation and watches them carve their own path.

“I love giving them opportunities to take ownership in their own different divisions, teaching them what I was taught, and then to empower them to go on and do great things in this industry,” said Tiffany. “I’m passionate about producing the best protein source in the world.”

At the root, Angus cattle serve as more than means to make a living or just a hobby, said Lyons-Blythe. Passion for the industry, for raising beef, and for black hided cattle is embedded in core values.

“Foundationally, it’s all about our kids,” said Lyons-Blythe. “It’s the legacy of ranching and farming. It’s passing it on to the next generation. It’s learning more about ourselves, about the land, the animals, and the people.”

American Angus Auxiliary hosts annual Convention events. Organization acknowledges leadership, award winners, and camaraderie. The American Angus Auxiliary provides educational, promotional, and social programs and activities to benefit Angus juniors and has since its inception in 1952. Each year, the Auxiliary uses the Angus Convention as a channel to educate members, discuss promotional ideas, and raise funds for future Angus generations. The Auxiliary held numerous events, including their Annual Meeting, Miss American Angus competition, Auxiliary Breakfast, and 70th Anniversary Kickoff Reception in conjunction with the 2021 National Angus Convention and Trade Show.

During the annual meeting, members elected new directors, officers and voted on changes to by-laws, said Pam Velisek, American Angus Auxiliary outgoing president.

A complete list of newly elected directors and officers follows: • Region 2 – Rebecca Knott, Ind. • Region 4 – Christy Perdue, N.C. • Region 6 – Valerie Trowbridge, Penn. • President – Deanna Hofing, Ind. • President Elect – Julie Conover, Mo. • Secretary/Treasurer – Karla Knapp, Iowa • Advisor – Pam Velisek, Md.

The Miss American Angus competition consisted of five young ladies who underwent a written quiz, an interview, and presented a speech to a panel of judges. This year’s contestants included Jonwyn Ayres of Oregon, Amelia Miller of Illinois, Elizabeth Ron of Mississippi, Rachel Smith of Nebraska, and Mary Wood of North Carolina. The 2021 Miss American Angus, Ellie Kidwell, concluded her reign by crowning Mary Wood as her successor.

“Miss American Angus serves as our ambassador in the public eye to promote the Angus breed at shows, sales, schools, and conferences throughout her reign,” Velisek said. “These young ladies never cease to amaze me with their knowledge of Angus and agriculture in general.”

Though selecting the new Miss American Angus typically serves as the highlight event, the Auxiliary’s 70th anniversary provided the women with a new celebration. Surrounded by western glitz and glamour, five live auction items sold at the reception by female auctioneer Wendy Lambert.

“The other highlight this year was the 70th Anniversary Kickoff Reception that the Auxiliary hosted at the National Cowgirl Museum & Hall of Fame in Fort Worth,” Velisek said. “It was a great venue to celebrate women who work

North Carolina Angus Association

ANGUS MEANS BUSINESS

Backed by the world’s largest and most reliable genetic evaluation program. Registered Angus genetics deliver better calving ease, more growth, and superior marbling.

455 GORE FAMILY ANGUS Mark & Lori Gore Tabor City 702-401-8005 455goreangus@gmail.com www.455farms.com

4K FARMS/TARHEEL ANGUS Richard D. Kirkman, DVM Siler City 919-742-5500 rdk.cefa@gmail.com

BACK CREEK Joe & Robin Hampton Mt. Ulla 704-880-2488 (Joe); 704-880-3572 (Robin) robinbackcreek@att.net Facebook: Back Creek Angus

BILTMORE ESTATE Kyle Mayberry - Manager Asheville 828-768-1956 livestock@biltmore.com www.biltmorelivestock.com

FOUR S FARMS Kim & Connie and Jason & Robin Starnes Luther Lyerly - Manager Salisbury 704-640-5875 kim-4sfarms@carolina.rr.com

GENTRY HOMEPLACE ANGUS Howard & Donna Gentry King 336-413-6698 whgentry@windstream.net

GRAGG FARMS Paul, Chris, & David Gragg Boone 828-268-4136 (Paul); 828-268-4137 (Chris) 828-268-4135 (David)

H&H FARMS Buddy & Jennifer Hamrick - Owners Bly Hamrick - Manager Boiling Springs 704-472-1912 jennham@bellsouth.net

HARWARD SISTERS Brooke, Marcie, & Mattie Harward Richfield 704-322-9770 (Brooke) 704-322-5201 (Marcie); 704-322-0831 (Mattie) harwardsisters@gmail.com www.harwardsisters.com

HILL ANGUS FARM Dr. Gary M. Hill Hendersonville 229-848-3695 gmhill@uga.edu

JACK KNOB FARMS Karl, Janet, & Logan Gillespie Franklin 828-371-2220 karl@jackknobfarms.com www.jackknobfarms.com

LANE ANGUS Roger & Bundy Lane Bundy Lane - Manager Gates 252-398-7705 (Bundy); 252-398-7719 (Miranda) 252-357-1279 (Office)

bundylane@hughes.net laneangusbeef@gmail.com www.laneangusbeef.com

PANTHER CREEK FARMS John C. Smith, Jr. Pink Hill 252-526-1929 JohnSmith3982@embarqmail.com

S&J Farms Steven & Julie Lung Nathan Lung - Manager Carthage 910-947-3414 sandjfarms2013@gmail.com

SMITH CREEK ANGUS FARM Marty & Lynne Rooker Norlina 252-213-1553 mrooker@mrookerlaw.com

SPRINGFIELD ANGUS Phil Goodson Alex Askew Louisburg 919-880-9062 (Phil) 910-260-2899 (Alex) philgoodson2@gmail.com www.springfieldangus.com

TRIPLE LLL ANGUS Greg Little Monroe 704-219-1294 greg.little@ATImetals.com

VANDEMARK ANGUS Keaton & Janie Vandemark Spring Hope 252-885-0210 keaton@vandemarkfarms.com

WINDY HILL FARMS, LLC Michael A. Moss Will Moss - Manager Ramseur 336-549-0070 (Mike); 336-460-7451 (Will) michaelmoss@rtmc.net

WINSLOW GENETICS Ben & Kathleen Winslow Halifax 252-578-5487 bensbulls@gmail.com

WOOD ANGUS FARM, LLC Russell Wood Willow Spring 919-275-4397 rwood4400@gmail.com www.woodangus.com

Sharon Rogers

NCAA Executive Secretary

336-583-9630 Email: ncaa.sec@gmail.com Website: www.ncangus.org

so hard for the Auxiliary. We had a live auction to benefit our Scholarship and Education endowments and met our goal of $20,000.”

The mark of the Auxiliary reaching its 70th year acknowledges the organization’s tenacity and devotion to Angus youth.

“The fact that this organization has been supporting and educating juniors for 70 years is truly an accomplishment,” Velisek said. “In 1957 we gave out one $300 scholarship, this year we awarded 10 scholarships totaling $18,000. The Auxiliary is always working to promote our junior members and looking for ways to support the breed we love so much.”

The American Angus Auxiliary Breakfast capped off the weekend full of events where they announced the Distinguished Woman of the Year. This year’s honor proved to be particularly special by awarding not just one woman but a family of women. Sandy Trosper and her three past Miss American Angus daughters, Lindsey Trosper DeWitte, Whitney Trosper Renfro, and Mallory Trosper, received the award for their long established dedication to the breed and service to the Auxiliary.

Looking forward, the Auxiliary plans to prepare for their Angus Women’s Connected Conference and incorporate new ideas and projects during the year.

“Our incoming president Deanna Hofing has a lot of exciting ideas up her sleeve, and I am looking forward to some fun activities in the coming year,” Velisek said. “There will be an Angus Women’s Connected Conference in March of 2022 and that is always an amazing event. We are very honored the Foundation continues to support us and make that activity possible for the Auxiliary.”

Velisek said she enjoyed networking with fellow Angus women through the Auxiliary.

“I love that I have had the opportunity to meet so many talented women who share the same interests I do,” Velisek said. “I love that the Auxiliary has such a strong foundation of tradition. It is important that we evolve and keep up with the times but in doing so we can’t forget where we came from. I think keeping that foundation strong is what makes us so successful.”

To learn more information about the American Angus Auxiliary, visit www. angusauxiliary.com.

STgenetics® focuses on the next generation of Angus breeders. STgenetics makes donation to the Angus Foundation at the 2021 Angus Convention. During the awards dinner at the 2021 National Angus Convention and Trade Show, team members representing STgenetics presented the National Junior Angus Association (NJAA) a generous donation of $10,000.

Aaron Arnett, director of beef genetics for STgenetics, reached out to the American Angus Association about an idea to support Angus juniors during the National Junior Angus Show (NJAS). STgenetics founder and chief executive officer Juan Moreno wanted an avenue to donate to juniors while giving their sales team and customers the opportunity to take ownership in the magnitude of the gift. By donating a portion of STgenetics’ Angus semen sales the entire week of the NJAS, it challenged everyone to reach higher sales goals, Arnett said.

“At STgenetics, we recognize that the success of the future relies on investing in our young people and teaching them to be ambassadors for the beef industry,” Arnett said. “We felt that a donation to the NJAA was a perfect way to help create opportunities for young people who are passionate about Angus cattle.”

All funds donated to the NJAA go through the Angus Foundation. Thomas Marten, executive director of the Angus Foundation, felt extremely appreciative of the support and commitment STgenetics made to the future of the Angus breed.

“The generosity of STgenetics provides fuel for our junior Angus programs, equipping the next generation,” Marten said. “The impact of their gift will be a catalyst for building leaders in our breed and the livestock industry.”

Funds donated to the NJAA and Angus Foundation are used to support the Foundation’s mission of youth, education, and research in the Angus breed and agricultural industry. Throughout the year, the foundation supports events such as LEAD, Raising the Bar, Beef Leaders Institute, and more. All donations make significant impacts on leadership and development opportunities.

To learn more about the Angus Foundation or how you can help support the NJAA, visit www.angus.org/Foundation.

Gabriel Ranch hosts National Angus Tour. Angus enthusiasts visit ranch in Grand Saline, Tex., during 2021 National Angus Convention and Trade Show. Attendees of the 2021 National Angus Convention and Trade Show celebrated Angus passion, innovation, and achievement through a multitude of learning and networking opportunities. Traveling to Gabriel Ranch for the National Angus Tour was a highlight for many in attendance.

Gabriel Ranch sits an hour and a half outside the Dallas/Fort Worth area in Grand Saline, Tex., and is known for consistently producing high quality Angus genetics. The ranch hosts an annual production sale to market bulls and females to both seedstock and commercial cattlemen and recently started a new beef business venture. The Gabriel family places great emphasis on the difference between “good and great” and offered insight to tour attendees on the role this commitment to quality plays in their operation.

Attendees heard from the Gabriel Ranch team on a variety of topics while at the operation. Breakout session topics included the ranch’s history, family and staff involvement, sale, genetics and breeding strategies, and their meat business. The family was eager to share the ways they strive to improve their operation.

“Get involved in your business. Know what’s in your pasture,” Lana Gabriel said. “That also means your accounting, your records, your entire business. You don’t have to be an expert. Find an area you’re comfortable in.”

Attendees ate an authentic chuck wagon meal for lunch following the informational morning. They then viewed cattle on display from several Texas ranches and visited with American Angus Association staff during an educational session. Angus breeders enjoyed experiencing the operation, located in an unfamiliar region for many, and learning how Gabriel Ranch manages their cattle for optimal results.

“The part of Texas that I’m from is treeless and flat, so it’s just unreal to see a place this beautiful,” said Jim Bob Brown, Texas Angus breeder, and tour attendee. “Of the Angus Conventions we’ve been to, that’s the highlight of convention for us is to see the other places.”

The 2021 National Angus Convention and Trade Show was held November 6-8, 2021, in Fort Worth, Texas. For more news and information about NACTS, visit www.angusconvention.com.

Angus Means Business. The American Angus Association® is the nation’s largest beef breed organization, serving more than 25,000 members across the United States, Canada, and several other countries. It’s home to an extensive breed registry that grows by more than 300,000 animals each year. The Association also provides programs and services to farmers, ranchers, and others who rely on Angus to produce quality genetics for the beef industry and quality beef for consumers.

For more information about Angus cattle and the American Angus Association, visit www.angus.org.