website, was directly responsible for nearly 4,000 new visits. This time of the year, it’s a foregone conclusion most producers would rather have a root canal than deal with advertising, ad salesmen or publication representatives! Calving, feeding and breeding tend to be allconsuming this time of year. Getting the catalog information (and all things related) organized is necessary—just not a priority for most ranchers. Consequently, advertising, while necessary, is done without much expectation, other than to promote a sale. A wise marketer once said, “Doing business without advertising is like winking in the dark. You know what your are doing, but nobody else does.” Before the Internet, as far as a typical beef producer is concerned, print forecast. It is important now, more than anytime in recent history, to promote your brand and your product. The new national AICA ads are available for AICA members to use in their own promotional efforts. The ads can be customized and resized for state or regional affiliates and designated to your choice of publications. You now have multiple digital options through AICA and an array of publications. Producers can promote through banner ads on websites by the day or month. Your promotional message can now reach thousands through email blasts that link to your website or the destination of your choice. The sale catalog is a great genetic reference tool. Now, your finished sale catalog can be available online with a link to the digital version on your website. Some producers are likely overwhelmed and still do not feel confident with new media opportunities. Seek out marketing professionals that can better explain the media as well as the cost effective advantages. At the end of the day, you have a product that is industry relevant, in demand and you have a brand to promote. This year, 2014, may define the beef industry for the next generation. You may not have a better, more favorable marketing environment for many years to come. For more information on the Charolais breed, visit www.CharolaisUSA.com.
Charolais News
The AICA 50K Genotype Project The American-International Charolais Association has been working to build a research database of 50K genotypes. This database will serve as the research base to help make the incorporation of DNA into genomically-enhanced EPD (GE-EPD) for AICA. AICA already has available to them 50K (and High Density, HD) genotypes on some animals through various research projects including the Weight Traits Project and the Bull 2000 Project with the Meat Animal Research Center (MARC). The initial recommendation for AICA to move forward is to establish a research database on 1,000 progeny proven sires. This should allow AICA to develop an effective panel with the ability to predict GE-EPD and improve accuracy of selection, especially on younger bulls and females. Research projects of this size require a breed-wide effort and the cooperation of Charolais breeders is needed to help build the discovery population. The AICA Board of Directors is asking for membership support to submit DNA samples (50K SNP test) on their herd sires as well as those high accuracy sires they’ve owned in the past. The results of this project will be of benefit to every member of AICA and those commercial producers using Charolais genetics through GE-EPD that have higher accuracy values for animals at younger ages. AICA has worked to build a list of animals already known to have 50K genotype available so that as few animals as possible are genotyped more than once. Please see the lists of specific animals that have already been tested in addition to the list of those animals which are of high accuracy and for which 50K’s are desired. This list of desired sires was made available through the Animal Breeding faculty at Iowa State University based on informative accuracy in the current AICA genetic evaluation. Genotypes through this project in the discovery population will be owned by the AICA to be used for research and genetic prediction. While the AICA Board of Directors appreciates that many breeders will cover the cost to 50K genotype those sires listed on the “Desired” list AICA has directed funds to help get AICA to the targeted number of 1,000 informative sires. Please check these lists periodically as they will be updated as more animals are genotyped. When possible AICA will add more animals to the “Desired” list as funds permit. For more information regarding sample collection, sample handling and submission of samples please contact the AICA office. April 2014 California Cattleman 23