President Outlook

John Sonderman ASA president

Some of you are surely familiar with the books by Simon Sinek “Start with Why” and “Find your Why”. If you haven’t read or listened to them, I recommend you do. The whole premise is to understand why we do what we do. According to Sinek, “The Why is the compelling higher purpose that inspires us and acts as the source of all we do!” The “Why” might exist in your chosen work/career, sports, faith, family, hobbies, or lifestyle. It also impacts how you lead and affect change in an organization, business, or family. It’s not what we do. It’s not how we do it. It’s the very cause or belief and it’s the reason your organization exists. I hope this article helps you clarify the “Why” of the Shorthorn breed and your operation.

With the 150th celebration of the American Shorthorn Association and 200 years since the breed was established behind us, the cattle industry and the Shorthorn breed find itself at another set of crossroads. What genetic selection will we need to make to earn the ecofriendly label with our customers? Can we re-brand cattle as the ultimate up cycler, taking low value forages and feedstuffs and turning them into high quality sources of protein, vitamins, and minerals? Can we show that it has a low carbon footprint? Can we further improve the number of consumers that have quality eating experiences to keep beef at the center of a celebration meal? Can we continue to grow the influence of the Shorthorn breed in the commercial industry and the show ring?

As I watched the pen show the last 2 years in OKC, listened to the judge’s comments, and saw the interest from non-Shorthorn breeders, I thought Shorthorn breeders are making better cattle. Look at the interest and recordbreaking prices being paid for Shorthorn bulls and replacement heifers at the myriad of production sales, state sales, national sales, etc. We are selling more cattle to commercial breeders at higher prices. The Summit Sale at OKC is also setting new records. At the same time, Junior Nationals continues to be a summer destination for families. And the desire to be competitive has made the interest and prices in those cattle continue to set new highs.

Why have you chosen the Shorthorn breed? There are certainly more popular breeds, as evidenced by breed registration numbers. There are certainly breeds with more recognizable branded beef programs. There are certainly hide colors that get less discriminated against. Again, “Why” are you here?

Maybe it’s passed down through family generations. A breed, that helped settle the United States, served as seedstock to the world, and established other breeds back in the day. A breed that multiple generations of your family derived not only income, but lasting friendships. Is it because of the people you get to meet and develop friendships with?

Or maybe you’re new to the breed, but “Why”. Was it a docile 4-H heifer or steer? A great experience at Junior Nationals or someone else telling you about Junior Nationals? A breeder that took you under their wing to help you get started. Maybe it’s the History of the Shorthorn breed, people like a story behind their meal to feel good about. Or was it a Shorthorn freezer beef purchase that you felt was the best beef you ever had?

Why do you continue to breed Shorthorn cattle? I like the docility and maternal ability. I have found that if I breed good cattle, they are in demand. I have the opportunity to compete, that may not exist in a larger breed organization. Every year I get to pore over data, EPDs, pedigrees, videos, pictures, visits with other operations, all to find that animal that will have a positive impact in my herd. In essence, I get a chance to create an animal that may change the breed.

But it is more than that. I get to interact with and develop great friendships with other breeders that are passionate about Red, White, & Roan! I can participate in setting the strategic direction, by becoming involved with standing committees at the National Level and attending annual meetings. I have been able to see the breed improve. It’s the desire to be part of something bigger and better than any one breeder or member and taking pride! Now that is definitely a “Why”.