Genex Beef...
Combining Cow Sense... with Science
Part 2

"My grandfather had herd inventory, phenotype, maybe a scale and a bunch of nurse cows, and that's how he made his choices. I bet he would be blown away at what tools are in our hands today."
- Tom Field, professor, Beef Cattle Management Systems, Colorado State University

When we step back and look at the tools available to today's cattlemen, it's unbelievable to see how far we've come. Innovations in DNA technology and the use of ultrasound and color analysis systems in packing plants have lead to a very dynamic world in which to make choices. Looking further down the road, it's exciting to think of where we're headed.

Making Good Decisions
The ability to make meaningful comparisons across herds, environments and even continents changes our ability to make good decisions. Today, we have access to artificial insemination and embryo transfer allowing producers to access genetics they previously couldn't afford. These innovations have made it possible for small and mid-size breeders to compete with large breeders on a product quality scale. They have access to genetics and tools on a smaller scale, yet have the ability to ramp up progress and make significant changes in a population.

If you look at the top 10 sires in any breed, you'll find they don't all come from the same place or big herds. Even the 100-head cow/calf seedstock herd has the chance to produce bulls recognized by Genex.

There is more motivation to use the tools available because producers can create a very successful program regardless of their herd size.

The Future of Science
It wasn't that long ago the use of a scale and adjusted weight formulas were quantum leaps in genetic improvement. Today we have access to a wide array of expected progeny differences available through national animal evaluation programs. The single most important asset of the breed associations is the performance database. Collectively, these databases hold the industry's future ability to create cattle that are in harmony with their physical environments while producing products that not only satisfy the palates of consumers, but potentially provide significant health enhancements. The challenge for producers is to deal with the volume of EPDs and data available.

However, as decision support technology software evolves, the tools will seem less overwhelming. We will begin to see customized selection strategies and tools that meet the goals of breeders and their customers.

Customization and decision support software will allow us to input specific data points such as weather patterns, pathogen loads, and other information pertinent to the herd, its specific challenges and limitations. Software packages will interface with genetic databases on a global scale to generate sires and mating systems best suited to specific ranches. The solution for a ranch in central Nevada won't be the same as a farm in southwestern Iowa. It's exciting to think about having choices best suited for the situation instead of a "one size fits all" industry.

With this system, a seedstock producer should be able to provide a list of specific bulls that fit their customer's needs. A producer may find a customer's needs can't be met from his or her own herd. However, by being networked, a seedstock producer will be able to send that customer to a partner firm that is better suited for the client's unique needs. We will get to a point where true customization will focus on the needs and goals of the customer.

Communication
As an industry, the best opportunity we have to be more profitable and better at what we do is to enhance the conversation between sectors of business. The most important conversations are between the seedstock producer and cow/calf customer. "What do you need? Why do you need it? What combination of traits do you need?" As a result, we will be able to deliver genetics and information customized to the client's needs. Currently most of these conversations occur on sale day, and that's a little too late, especially as the industry moves to supply chain strategies.

Retailers and food services are moving their businesses from the notion of providing nourishment to creating memorable and fantastic experiences. Ingredient providers, especially "center of the plate" players such as the beef industry, will have to provide a great tasting product and back that product with effective communication on how the steak was produced.

We have more tools available today than ever before - video imaging analysis, cameras in packing houses, DNA tests, tenderness data coupled with ultrasound and data communication systems are just some of the innovations. While we need to reduce inconsistencies in beef, to date we haven't had the tools to do this. In the future we will be able to reduce inconsistencies specific to desired supply chain outcomes. It's not a one size fits all market, beef is a flexible, adaptable product for many consumer markets. We have the opportunity to create a communication system up and down the beef production chain that allows continuous improvements while more effectively engaging consumers in the amazing story of the farm and ranch families who provide for the rest of society.

The Big Picture
As an industry, if we could break out of the commodity mindset because profits are driven by pride of ownership, value added management, engagement with consumers and brand loyalty, then producers would be in control of their own destiny. At the end of the day, life is about the pursuit of our dreams. For all of the challenges we face, there are wonderful opportunities for this industry if we have the conviction and courage to make real the future we envision.

Since 1989 Tom Field has worked at Colorado State University, holding positions of assistant professor, associate professor and currently a professor of Beef Cattle Management Systems. In this position, he has served on many boards and committees. He was a member of the research team that developed the standards for Certified Hereford Beef, facilitated the development of a strategic plan for the American Shorthorn Association, co-authored the best-selling beef cattle production reference - Beef Production & Management Decision, and co-authored the animal sciences text - Scientific Farm Animal Production.