HIGHLIGHTING
COMMERCIAL SUCCESS from the American Hereford Association Annual Report In 2024, the American Hereford Association broadened its growing focus on sharing how commercial producers across the U.S. add profit potential to their operations with Hereford genetics. Team Hereford visited commercial users of Hereford genetics in nine states during Fiscal Year 2024 (FY24), gathering photo and video assets at each stop, while documenting individual stories shared in its publication, Baldy Advantage, news releases and other Association promotions. These are examples of the comments: “They’re (F1 baldy) an overall commercial mother cow that generates money year after year. We have a lot more luck with an F1 cow — weaning weights, breed-backs, efficiency; and they’re easy fleshing as far as maintaining them.” — Daniel Shuler, Shuler Farms, Trenton, Mo.
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“She has all of the maternal heterosis that you would want going into a cow herd. She has the ability to cross with any type of bull somebody would want to use. Going from a Bos Indicus to a Bos Taurus, even a Continental, all of them will work and will complement well.” — Alan Kelley, Kenansville Cattle Co., Kenansville, Fla. “I really believe in the Hereford breed. I love the maternal instincts, their conformation and disposition, but, more than anything, I’m after pounds.” — Kody Woodward, Dupree, S.D. “We found those cattle to be fertile under these conditions, to milk well, raise their calves and maintain their condition for us. In this area, breedback is always about the most important thing that occurs with our cattle, and if they don’t breed back, they’re gone.” — Bill Wilhelm, 21 Ranch, Sundance, Wyo. The team also captured stories of Certified Hereford Beef® customers and consumers at a range of events, highlighting the importance of putting individual producer faces and names with the product. Spreading the word With the launch of the new website in 2024, all of this information became easier for AHA members and others to find. For instance, current and potential users of commercial genetics can find comprehensive breed research, programs and related resources with a single click of the “Commercial” tab. AHA members can click the “Media” tab and find a gateway to media assets created for them to use — photography and videography, artwork, publication inserts and more — all supporting the breed’s cohesive message. AHA communications also continued to harness the power of social media in FY24 to magnify the breed’s message. Through content the Hereford message reached 1.8 million accounts through Facebook and Instagram, nearly double from FY22. The message continues to focus on the value of Hereford genetics in the commercial industry.