Fall 2025 Frontline Beef Producer by International Brangus Breeders Association

FRONTLINE BEEF PRODUCER

Data Bank 102H3:

A Legendary Herd Sire

Remembered

We are saddened to announce the passing of one of the great herd sires of his time, GACC Data Bank 102H3. No doubt one whose legacy will continue for years into the future, Data Bank has brought form and function back into focus in the Brangus and Ultrablack breed. A sire who has certainly had his share of 5 digit high sellers, more importantly though his calling card has been the tremendous consistency in his calf crops, lowering the cull rate through his balanced trait approach, making every cow a little better than she was on her own.

Built on a tremendous maternal base, his sons AND daughters are seeing success and we believe he will be a sire whose influence will be seen through his daughters and granddaughters for decades. Proof that a balanced breeding approach trumps all extremes and single trait selection in the long run, in the real world the cattle business is built on the backs of legendary herd sires like Data Bank. A great semen producer, and from a program who believes in sharing premium genetics, semen is still available on Data Bank. Take advantage while supplies last.

The Frontline Beef Producer (ISSN 0006-9132) is published by Brangus Publications, Inc. (BPI), as a segment of the Brangus Journal, 8870 US Highway 87 East, San Antonio, Texas, 78263, twice yearly in the spring and fall.

Periodicals postage paid at San Antonio, Texas and additional mailing offices.

POSTMASTER: send address changes to: Brangus Publications, Inc., P.O. Box 809, Adkins, Texas 78101.

BPI Officers and Board of Directors: Chairman: Grady Green

President: Rick Cozzitorto

Secretary/Treasurer: Jeremy Jackson

Subscriptions: Briley Richard, brichard@gobrangus.com, 210.696.8231

Subscription Rates: complimentary

Information appearing in this issue may be reprinted only with written permission of Brangus Publications, Inc.

Livestock Publications Council (LPC) Member

FRONTLINE BEEF PRODUCER

A News Source for Commercial Beef Producers

IBBA BOARD OF DIRECTORS

President Grady Green, Arkansas

1st Vice President Josh Walker, Ph.D, Arkansas

2nd Vice President Dr.Warren Young, Arkansas

IBBA STAFF

:: Executive Vice President :: Rick Cozzitorto :: rcozzitorto@gobrangus.com

:: Director of Field Services & Strategic Projects :: Kyle Caldwell :: kcaldwell@gobrangus.com

:: Director of Marketing & Communications :: Briley Richard :: brichard@gobrangus.com

:: Director of Events & Education :: Lori Edwards :: ledwards@gobrangus.com

:: Director of Genomics & Research :: Macee Wagner :: mwagner@gobrangus.com

:: Director of Registry & Member Services :: Callie DeLarm :: cdelarm@gobrangus.com

CONTACTS

Secretary/Treasurer Jeremy Jackson, Arkansas

EAST REGION

:: Trey Cuevas :: treycuevas3@yahoo.com Purvis, Mississippi

:: Director of Operations :: Abby Geye :: ageye@gobrangus.com

8870 U.S. Highway 87E, San Antonio, Texas 78263 • P.O. Box 809, Adkins, Texas 78101 210-696-8231 • Fax 210-696-8718 • info@gobrangus.com • gobrangus.com

BRANGUS PUBLICATIONS, INC. STAFF

:: Grady Green :: grady@dragginmranch.com El Dorado, Arkansas

IBBA BOARD OF DIRECTORS

President Jeremy Jackson, Gentry, Arkansas

IBBA STAFF

Executive Vice President

INTERNATIONAL BRANGUS

:: Editor-in-Chief :: Briley Richard :: brichard@gobrangus.com

AUXILIARY BOARD

1st Vice President Rob Singleton, Florida 2nd Vice President Shiloh Hall, Oklahoma

:: Jeremy Jackson :: jjackson101@gmail.com Gentry, Arkansas

Darrell Wilkes, Ph.D., dwilkes@gobrangus.com

Controller

Secretary/Treasurer Allen Goode, Texas

:: Rob Singleton :: singletons2002@yahoo.com Seville, Florida

East Region

Trey Cuevas, Purvis, Mississippi treycuevas3@yahoo.com

TEXAS REGION

Grady Green, El Dorado, Arkansas grady@dragginmranch.com

President Brenda Brull, Atchison, Kansas

Brian Sadovsky, bsadovsky@gobrangus.com

Director of Registry

:: Advertising Sales :: Kyle Caldwell :: kcaldwell@gobrangus.com

Jessie England, jengland@gobrangus.com

Registry and Records Assistant Callie DeLarm, cdelarm@gobrangus.com

:: Mary Douglass :: twoheartsbrangus@yahoo.com Seguin, Texas

Director of Genomics and Research Macee Prause, mprause@gobrangus.com

Jeremy Jackson, Gentry, Arkansas jjackson101@gmail.com

:: Joe Fuller :: jw.fuller@yahoo.com Willow City, Texas

Rob Singleton, Seville, Florida singletons2002@yahoo.com

1st Vice President Tina Gardner, China Spring, Texas

2nd Vice President Ginger Pritchard, McLoud, Oklahoma

Secretary Mary Beth Farris, Tuscola, Texas

Treasurer Janet Greuel, Brooks, Georgia

Historian Jodi Jackson, Waco, Texas

Social Media Coordinator Jennifer Walker, Ben Lomond, Arkansas

IBBA COMMITTEE CHAIRMEN

Director of Shows & Youth Activities

Lori Edwards, ledwards@gobrangus.com

Member Services

Mandie Sadovsky, msadovsky@gobrangus.com

:: Jodi Jackson :: jodibjackson1990@gmail.com Waco, Texas

Texas Region

Mary Douglass, Seguin, Texas twoheartsbrangus@yahoo.com

INTERNATIONAL BRANGUS

FOUNDATION BOARD

:: Breed Improvement :: Dr. Randy Scmidt, doctorrand@me.com

Product Manager

Andrew Sicotte Jr., asicotte@goregstr.com

Senior Software Developer

:: Gary Adamek :: gary@fayettecountryhomes.com Schulenburg, Texas

Allen Goode, Mabank, Texas allen@triocattle.com

WEST REGION

Andrew Scamardo, Bryan, Texas scamardobrangus@gmail.com

President Brandon Belt, Gatesville, Texas

Secretary/Treasurer Darrell Wilkes, Ph.D. Allen Goode, Mabank, Texas

:: IJBBA Advisory :: Michael Allen DVM, allencattleco@yahoo.com

Chris Heptinstall, Marianna, Florida

Tracy Holbert, College Station, Texas

Marcel Vieira, mvieira@goregstr.com

Software Developer Raul Ramos, rramos@goregstr.com

Traci Middleton, Puryear, Tennessee

Cindy Blazek, Leona, Texas

:: Finance :: Jeremy Jackson, jjackson101@gmail.com

BRANGUS PUBLICATIONS, INC. STAFF

David Wood, Magnolia, Mississippi

Nic Cornelison, Flat Rock, Alabama

INTERNATIONAL JUNIOR BRANGUS BOARD

Gary Adamek, Schulenburg, Texas gary@fayettecountryhomes.com

:: Sharee Sankey :: sankeys6nranch@yahoo.com Council Grove, Kansas

West Region

:: International :: Garrett Thomas, garrett.r.thomas@gmail.com

Advertising Sales, Melanie Fuller mfuller@gobrangus.com, 979-255-3343

Brangus Journal Publications, Inc. Editor

:: Matt Barton :: rangeroptics@gmail.com Stillwater, Oklahoma

Jessie England | editor@gobrangus.com

:: Long Range Planning :: Joe Fuller, jw.fuller@yahoo.com

2021-2022 IJBBA Board of Directors

President April Villarreal, Brookshire, Texas

Ex-Officio Jacob Jones, Stillwater, Oklahoma

Shiloh Hall, Okmulgee, Oklahoma shiloh518@yahoo.com

IBBA COMMITTEE CHAIRMEN

:: Warren Young, DVM :: wbydvm@hotmail.com Blanchard, Oklahoma

Awards Shiloh Hall, Okmulgee, Oklahoma

Queen Payge Dupre, Florida

Greg Romans, Vale, Oregon romansbrangus@yahoo.com

AT-LARGE

Vern Suhn, Eureka, Kansas vern@geneplusbrangus.com

At-Large

Randy Schmidt, M.D., Texarkana, Texas doctorrand@me.com

Breed Improvement Randy Schmidt, M.D., Texarkana, Texas

Commercial Marketing Cody Glenn, West Point, Mississippi

:: Randy Schmidt, M.D. :: doctorrand@me.com Texarkana, Texas

Josh Walker, Ph.D., Ben Lomond, Arkansas | josh@redbudfarms.net

Finance Allen Goode, Mabank, Texas

:: Josh Walker, Ph.D. :: josh@redbudfarms.net Ben Lomond,Arkansas

:: Membership & Education :: Karen Adamek, yeehaw1966@yahoo.com

Director Briana Hicks, Danbury, Texas

Director Jaxon Allen, Haworth, Oklahoma

Director Samuel Belt, Gatesville, Texas

:: Promotions :: Megan Greenwood, megan@greenwoodcattleco.com

International Garrett Thomas, Waxahachie, Texas

Long Range Plan Joe Fuller, Willow City, Texas

Director Tyler Towns, Bryan, Texas

Director Jayden Pinkston, Shefner, Florida

Director Kaily Warren, Lufkin, Texas

:: Show :: Mark Perry, mark@mpelectric.net

Membership Marty Lavender, Melrose, New Mexico

Promotion Lisa Neal, Morganza, Lousiana

Brangus

:: IBBF :: Brandon Belt, brandonbelt@aol.com

Show Gina Gill, Beckville, Texas

IJBBA Advisory, Brandon Belt, Gatesville, Texas

:: Commercial Marketing :: Cody Glenn cody@towncreekfarm.com

Cover photo by Kelsey Gibson, Town Creek Inside photos by Sarah Tisdel, Triangle K Ranch, Kelsey Gibson, Town Creek and Matt Roppolo

POWERHOUSE

GENETICS

Fall ‘25

FEATURED

Welcome Briley Richard

IBBA’s new Director of Marketing and Communications shares passion for the industry, southern roots and vision to strengthen how the Brangus story is told.

Branding Your Operation

Smart, consistent marketing paired with strong genetics helps producers connect with the right buyers, build reputation, and drive higher profits.

EPD Crash Course

This guide breaks down EPDs, explains how to use accuracies and percentile ranks to select the right bull for your goals, and highlights IBBA’s free Genetic Merit Audit to improve herd performance.

Bland Farms

From sweet onions to award-winning Brangus cattle, Bland Farms continues to grow through innovation, hard work, and a commitment to family values.

Digital Marketing

Learn key strategies for Brangus breeders to use social media effectively, from showcasing cattle and promoting sales to building trust and strengthening brand visibility.

Looking Under the Hide of Live Cattle

A combination of EPDs, ultrasound data, genetic testing, visual appraisal, and retaining ownership creates a data-driven selection program that helps producers improve carcass quality, maximize profitability, and meet rising demand for high-quality beef. 62

FRONTLINE BEEF PRODUCER

Preparing for Fall Bull Sales

As summer fades into fall, cattle producers across the country begin preparing for one of the most critical events of the year: fall bull sales. For progressive breeders and commercial cattlemen alike, these sales represent not only an investment in the genetic future of their herds but also a strategic opportunity to adapt to evolving industry demands. In recent years, the emphasis placed on Expected Progeny Differences (EPDs) has become increasingly prominent, signaling a shift in focus from visual appraisal alone to databacked selection criteria that prioritize profitability, efficiency, and sustainability.

EPDs are no longer just tools for the seedstock producer, they have become indispensable for the commercial cattleman as well. With advances in genomic testing and the increased accuracy of EPDs at younger ages, breeders are able to provide more reliable predictions of a bull’s genetic potential. Traits such as calving ease, weaning weight, yearling weight, carcass quality, and even maternal traits like milk production and stayability are being closely scrutinized by buyers aiming to maximize returns. For those in the market this fall, selecting bulls with superior EPD profiles can make a measurable impact on herd performance and long-term profitability.

Progressive breeders have responded to this demand by offering bulls with not only robust EPDs but also comprehensive genetic data. Many are investing heavily in genomic-enhanced EPDs (GE-EPDs), which

by Grady Green, IBBA President

combine DNA testing with performance and pedigree information to give buyers a clearer picture of a bull’s true breeding potential. Buyers are now accustomed to studying data sheets, indexes, and percentile rankings alongside phenotype and conformation. This datadriven approach has become even more essential in the current market environment, where the stakes, as well as the prices, are higher than ever. Historic cattle prices are reshaping the economics of the beef industry in 2025, offering both challenges and significant opportunities for producers who are prepared to respond.

Following multiple years of drought, widespread herd liquidation, and rising input costs, the national beef cow inventory has reached historic lows. According to recent USDA reports, the cow herd is at its smallest level since the early 1960s, creating a classic supply-and-demand scenario that is fueling recordhigh cattle prices across all segments of the industry. Feeder cattle, stocker calves, and finished cattle are bringing premium prices, and replacement females are commanding strong bids as producers look to rebuild herds and capitalize on the bullish market.

These elevated prices are a welcome reprieve for many in the industry who have endured several tough years. But with opportunity comes risk, and decisions made during this rebuilding phase will have long-term consequences. For commercial operators, selecting the right bulls this fall isn’t just about keeping up with the market, it’s about staying ahead of it. Investing in high-quality genetics now can yield significant returns

Genetics, EPDs, and Market Momentum

in future calf crops, especially as feedlot buyers and packers place greater emphasis on value-added traits like feed efficiency, carcass quality, and grid premiums.

Moreover, the reduced national herd means that producers who are able to maintain or expand their cow numbers during this time are well-positioned to benefit from continued price strength over the next several years. Industry analysts predict that cattle prices will remain high through at least 2026, as herd rebuilding takes time and weather patterns remain unpredictable in many cattle-producing regions. This extended window of opportunity places even greater importance on genetic selection and herd management decisions being made today.

One notable trend is the increasing interest in maternal traits and fertility indicators among bull buyers. With fewer cows available and more pressure on every calf to perform, breeders are seeking bulls that can sire daughters with strong maternal ability and longevity. Traits like heifer pregnancy rate, stayability, and mature cow size are gaining traction as commercial operators look to build efficient, productive cow herds that can thrive in variable conditions, which is exactly what the Brangus Breed is known for doing.

At the same time, terminal traits have not taken a back seat. Marbling, ribeye area, and carcass weight EPDs remain a focal point for producers marketing feeder calves and aiming to hit highend beef programs. With packers paying premiums for carcasses that grade Choice and Prime, there’s real money on the table for those who align their genetics with downstream market demands.

In this high-stakes environment, fall bull sales are becoming more than just routine events, they are strategic milestones. For producers who have weathered the challenges of recent years and are now preparing to rebuild or expand, the bulls selected this fall will help shape the genetic foundation of their herds for years to come.

In short, as cattle prices soar and the national herd begins a slow, uncertain recovery, progressive breeders and buyers alike are turning to EPDs and data-backed selection as a compass in an evolving landscape. The right genetic investments made today will not only drive profitability in the short term but also position operations to thrive in a leaner, more competitive beef industry. This fall’s bull sales offer more than just bulls— they offer the blueprint for the future of the American cow herd.

Grady Green IBBA President

How Long Will It Last ?

by Rick Cozzitorto, IBBA Executive Vice President

Every day I get asked: “How long will this market last at recordbreaking prices?”

Here’s the truth, the market will last as long as we keep producing and marketing a great product. Instead of asking when it ends, we ought to be asking: Why did it take so long for cattlemen to finally get paid for the superior beef we’ve been producing for decades?

The facts are clear. The U.S. cow herd is at its lowest level in 60 years. Supply is tight. Demand is strong. Consumers are rediscovering what we’ve always known: beef is the ultimate health food. Packed with protein, vitamins, and nutrients, nothing fuels the body better. And the taste is second to none.

“Pounds Pay.” That’s the bottom line. As a cow-calf producer selling at weaning or yearling, the fastest way to capture more dollars is through bull selection. More pounds on the scale = more profit in your pocket.

This fall, as you market your calves, it’s also time to go bull shopping. The choices you make today will determine how much of this market you own tomorrow.

“Brangus is a no-brainer.” Built-in heterosis, outstanding females, and adaptability in any environment make Brangus bulls the perfect fit for commercial cattlemen. They add pounds, deliver premiums, and put more money back into your operation.

Buy quality. Buy genetics that improve your herd. When you invest in the right bulls, you don’t just sell calves, you build long-term value. Brangus Built for Business

Never forget, the cow is one of God’s greatest designs. She takes grass, something humans can’t digest, and turns it into high-quality protein that feeds the world. And nothing goes to waste—beef, leather, medical supplies, industrial products—the cow keeps America moving forward.

So, how long will this market last? As long as we do our job: producing the best beef in the world, telling our story, and marketing smarter than ever before.

Until next month— God bless our farmers and ranchers. God bless our military. And God bless America.

Last 3-5 years longer than other breeds

20-25% WW boost with Brangus cross

93% grade choice or higher

Circle F Farms Annual Production Sale

Circle F Farms has grown its offering and is proud to have a variety of breeds available during this year’s 2025 Production Sale! This TWO DAY event will feature some of the best pedigrees and bloodlines in the industry. Females will be sold Friday, October 10th at 2:00 pm and all Bulls will be sold on Saturday, October 11th at Noon. We invite you to come sort through these animals and enjoy a weekend in God’s Country!

Registered Brahman • Registered Charolais

Registered Brangus • Registered Black AND Registered Red Angus F1s and the highly sought after 1/8 bloods

CIRCLE F PAPILLON 7L33 ET

Reg #10561313 | DOB: 12-20-2023

Sire: BWCC PAPILLON 458G

Dam: BWCC MS DOC 7D6

CIRCLE F PAPILLON 30L53 ET

Reg #10561292 | DOB: 12-31-2023

Sire: BWCC PAPILLON 458G

Dam: HF MS NEVER SURRENDER 30J ET

CIRCLE F BIG LAKE 10L2 ET

Reg #10551309 | DOB: 11-24-2023

Sire: BWCC BIG LAKE 111F4

Dam: HF MS PAPILLON 10J3 ET

CIRCLE F SANTIAGO 99M6

Reg #10556633 | DOB: 1-24-2024

Sire: MC SANTIAGO 541H30

Dam: PRB MS EMPIRE 99J30

CIRCLE F PAPILLON 30L50 ET

Reg #10561278 | DOB: 12-18-2023

Sire: BWCC PAPILLON 458G

Dam: HF MS NEVER SURRENDER 30J ET

Sire: GACC DATA BANK 102H3

Dam: T3 MS THREE D 30D

CIRCLE F DATA BANK 30L9 ET

Reg #10551320 | DOB: 9-14-2023

October 10

Greetings from the Kansas Flint Hills!

WELCOME BRILEY RICHARD TO THE IBBA TEAM

I’m Briley Richard and I am honored to serve as the new Director of Marketing and Communications for the International Brangus Breeders Association (IBBA). Although I now call the Midwest home, my roots run deep into the South. Growing up on a small, registered Brahman operation in Louisiana shaped much of who I am today. The junior programs available to me during those years gave me a passion for the industry and an early understanding of how a breed association can influence the future of its members.

With that background, stepping into the role of Director of Marketing and Communications feels like a natural fit. Brangus reflects a blending of traditions that mirror my own journey in cattle and communications. I am excited to join Team Brangus and to begin working alongside breeders who share such dedication and vision for the future.

My focus in this role is to strengthen how we tell the Brangus story. From the pages of the Brangus Journal to our website and social media, I want every interaction you have with IBBA to provide value. That may mean sharing information you can apply directly

to your operation, highlighting breeder success stories or offering timely updates to help you make decisions with confidence. In a world that moves quickly, my goal is to make sure Brangus information remains relevant, accessible and impactful.

No matter your connection—whether you manage a show barn, run a pasture full of mama cows or simply admire the qualities this breed brings to the beef industry—there is a place for you within Brangus. I am grateful to now have a place at that table as well. Together, I believe we can continue advancing the breed, supporting its breeders and sharing its story to a broader audience.

I look forward to meeting many of you in the months ahead and working together to strengthen Brangus for generations to come.

The tag

BRangus vigor components

BRangus vigor - a process verified program to differentiate genuine brangus sired feeder cattle from generic indicus crossbreds brangus vigor will drive value for brangus sired feeder calves and build buyer confidence in the growyard and feedyard sectors.

sired by registered brangus or ultrablack bull source and age verified

weaned 60 days

bqa certified

2 rounds of 5-way respiratory vaccination

2 rounds of 7, 8, or 9-way clostridial vaccination

brangus vigor 840 eid tag *provided with program*

last day to wean: september 12th

$5/head enrollment fee for help placing eligible cattle contact kyle caldwell: kcaldwell@gobrangus.com (214)794-3625

Last 3-5 years longer than other breeds

20-25% WW boost with Brangus cross 93% grade choice or higher

ISN'T ROCKET SCIENCE

THE BRANGUS brief

by Kyle Caldwell, IBBA Director of Field Services & Strategic Projects

Market Volatility

Since the cattle market started to recover a couple of years ago, we have all speculated to some degree about when we will see the top of this thing, how much more the market can take, and what could cause the market to fall. Not to be the pessimist here, but the higher the ticker climbs, the harder the fall is on the eventual backside. The board took about a $6 hit on August 8 (last week at the time of writing this article). Not due to any singular issue, but a combination of general nervousness, another false screwworm report, additional tariffs on imported Brazilian beef, or maybe because the groundhog saw his shadow; it is impossible to know for sure.

We depend very heavily on imported beef from countries like Brazil, not for their ribeyes, strips or tenderloins, but for lean trim to supply our ground beef market. The U.S. feeds and slaughters the highest quality beef on the planet; and with that comes an excess of fat that needs to be utilized to capture the full value of a carcass. That extra fat needs to be mixed

with lean trim (that we don’t have enough of, thus the need to import it from somewhere else), to make the most popular beef cut: ground beef. This “fat problem” of course is further complicated by a soft corn market, which means cheap feedlot gains, cattle being kept on feed for longer, which leads to fatter carcasses. A very vicious cycle indeed.

Look for these decreases in imported product to put even more pressure on an already tight slaughter cow market and drive it higher. “How high?” is the milliondollar question. Fed calf slaughter numbers are also down, likely a symptom of packer margins being too tight for too long and looking to create some artificial scarcity on the backside to recoup some of their losses. The board will, and is, recovering from the brief scare, but what has continued to amaze me throughout this entire crazy cattle cycle is the resiliency of U.S. beef demand. Live cattle and retail beef prices have continued to climb higher, but beef demand has remained high despite these increases. In my mind, this speaks volumes on the improvement we as an industry have made to our product: higher quality

beef. In the last 40 years we have gone from grading 50-60% Choice to nearly 90% Choice, making huge strides in improving quality grades, beef tenderness, and consumer satisfaction. Without those investments 30-40 years ago, there is no way we would have been able to sustain a market like this for as long as we have. Consumers want our product and have proven they are willing to pay for it even if it is significantly more expensive. As the saying goes, “Nobody ever celebrated a special event with a chicken breast.”

Screwworm… Are You Sick of Hearing About It Yet?

There has not been much movement on the New World Screwworm (NWS) issue from last month to this month. The fly is still stuck in Southern Mexico (despite some rumors circulating on social media). Again, not to be the pessimist here, but at this point we are looking at a “when” the screwworm gets here, not an “if,” and poses a significant economic and animal welfare risk to not just cattle, but all livestock, wildlife, pets, and humans. The most effective way to control the spread is the Sterile Fly Technique used in the 1960’s, whereby sterile males breed with a fertile female. The female fly dies after mating and laying her eggs, and if mated with a sterile male, the eggs never hatch.

Funding for improving the U.S.’s capability to crete more sterile flies in addition to the facilities in Panama and Mexico has come slow, and more funding is needed. Not much has been said yet about Texas Animal Health Commissions strategy for when the NWS arrives, but in conversations I have had and through presentations at some recent events, it has been clearly communicated that nobody, at any level, wants a complete statewide shutdown of cattle movement, which is encouraging. Likely, the mitigation strategy will be more focused on regionalized treatments and quarantines, along with cattle inspections at state lines, much like brand

inspectors in other states. More to come on this, so stay tuned.

Time For a Trade In?

The cull cow and cull bull markets are astronomically high and the opportunity cost to salvage these animals has never been more favorable. According to CattleFax the Cutter/Canner Cow price as of August 8th was $152.08/cwt. For a 1,300-pound cow, that comes out to $1,976; and I have lost count of how many stories I have heard of old cull bulls bringing upward of $4,000-$4,500/head. Crazy! Suddenly, that cow that came open one too many times that may have been given another chance a few years ago, and that bull that’s starting to show his age a little too much are worth a ton of money. There has never been a better time to upgrade your bull battery or restock with some quality replacement females at any of the sales you see in this magazine.

Brangus Vigor

Lastly, keep an eye out for the First Ever Brangus Vigor Sale at East Texas Livestock in Crockett, Texas on November 11th. Brangus Vigor is a value-added program for Brangus and Ultra-influenced feeder calves designed to help add value to your Brangus calves and differentiate them from generic eared crossbred cattle. Eligible calves will be age and source verified, sired by a registered Brangus or Ultrablack/ Ultrared bull, weaned at least 60 days at sale time with 2 rounds of modified live 5-way respiratory, and 2 rounds of 7,8,or 9-way clostridial vaccinations, and carry the official Brangus Vigor EID tag (provided with the program). This program purposefully has a lot of teeth in it and is designed to help you get the most value out of your calf crop. No matter if you have 5 head or 500 head, I want to help you place your calves in this sale!

HIGH ACCURACY ASSETS

G+ is the home of the top THREE leading AI sires in IBBA in 2024, Masterpiece, Triple Crown and Data Bank.

Emphasising structure, sheath design and balance, G+ sells more semen into more herds across the globe than any other Brangus program in the U.S.

for productivity AND profitability, G+ bulls are priced competitevely, allowing EVERYONE to improve and move the needle forward.

Cattlemen that understand the real-world cattle business, not the fluff and puff of the seedstock industry.

market smart. sell strong.

Branding your operation and marketing that sells.

by Lori Edwards-Dunkerley, IBBA Director of Events and Education

In the cattle business, genetics, herd health, and sound management are the foundation for success, but marketing is the bridge between premium cattle and high prices. You can raise the best cattle in the country, but if no one knows about them, then you may never be reaching the correct buyer to maximize profit. For producers, a thoughtful, consistent marketing plan is just as vital as the mineral program or breeding schedule.

It all starts with knowing your product. Brangus cattle have a well-earned reputation for heat tolerance, hybrid vigor, and carcass quality, but buyers want more than generalities, they want proof. Documenting and reporting weaning weights, carcass data, and fertility records can turn a casual conversation into a confident sale. When your marketing includes facts and figures alongside good photos, you are not just telling people your cattle are good but you’re showing them. Equally important is knowing your customer. A cattle buyer has different priorities than a cattleman searching for quality replacements or their next herd sire. The more you understand your target market’s needs, the better you can tailor your cattle and your message to fit those expectations.

Reputation also plays a role that no advertisement can buy. In this industry, trust is built over time. Delivering a consistent type and quality year after year, standing behind your cattle, and being visible in the industry and Brangus community all strengthen your credibility. Many of the most successful cattlemen are not chasing one-time buyers but they have cultivated repeat customers who know exactly what to expect when they pull into the welcome gate at the front of the ranch.

That said, strategic advertising still has its place. Placing ads in breed-specific publications like the Brangus Journal and the Frontline Magazine along with your state or regional cattlemen’s magazines keeps your program in front of the right audience and reinforces the reputation you have worked hard to build. Additionally, using breed-specific marketing outlets like the Brangus Vigor tag and the inaugural Brangus Vigor Sale, set for November 11th in Crockett, Texas, can add tremendous value. The Brangus Vigor program is designed to drive value for Brangus-sired feeder calves and build buyer confidence throughout the grow yard and feed yard segments. Contact IBBA’s Director of Field Services and Strategic Projects, Kyle

Caldwell, at kcaldwell@gobrangus.com for more information or assistance in placing eligible cattle into the November sale.

Investing in advertising is paramount, not optional. When creating an operational budget, this line item should never be overlooked. A good rule of thumb is to allocate around 10% of gross sales toward marketing and promotion, but in today’s market, that percentage may need to rise. With cattle prices climbing, fewer cows on the market, and more competition for quality replacements and feeder calves, now is the time to adjust your marketing budget to reflect the true value of your cattle. Well-placed, strategic advertising, both print and digital, can more than pay for itself by bringing in serious buyers willing to pay premium prices.

When it comes to getting the word out in today’s world, you have more tools than ever. Video auctions, annual sales, private treaty deals, and online platforms can each serve a role. But one tool that often gets underestimated is social media. While it might feel like a younger generation’s game or the message that is pushed over and again, platforms like Facebook and

MARKETING MUSTS FOR BRANGUS CATTLEMEN

1. Identify your target buyers.

2. Know and promote the unique benefits of Brangus Cattle.

3. Build uniform, consistent, high-quality calf crops.

4. Keep accurate records.

5. Use high-quality photos and videos in marketing and promotions.

6. Stay visible year-round.

7. Be involved. Attend breed and industry events.

8. Follow up with buyers after the sale.

9. Invest in advertising.

10. Be honest and stand behind your product.

Instagram have become a powerful, low-cost way to market cattle and your operation. The key to making social media work isn’t simply posting when you have something for sale. It is about building a steady presence and an audience that will engage with your page. Share updates during calving season, showing your operation outside of sale day, introducing new herd bulls, or highlighting a returning customer’s success. These small glimpses into your operation help buyers feel like they know you, and in turn, trust you.

Marketing is not a one-and-done task. It is an ongoing process that evolves with the market and with your herd. Track your results, listen to feedback, and be willing to adjust. The best marketers are not necessarily the loudest, but they are the most consistent, the most credible, and the most intentional.

For Brangus cattlemen, the formula is simple but powerful: produce high quality cattle, tell your story well, and get that story in front of the right people as often as you can. When you pair strong genetics with smart marketing, you are not just selling cattle but most importantly you are building a profitable, sustainable business.

Kindergarten Explanations and Practical Applications

by Kyle Caldwell, IBBA DIRECTOR OF FIELD SERVICES & STRATEGIC PROJECTS

I field many calls and questions from commercial and registered producers alike about Expected Progeny Differences (EPDs), especially when it comes to selecting the next generation of bulls. These questions range from “What do any of these numbers actually mean?,” “How reliable are they?,” to “So I only need to look at this piece of paper to find my next bull?.” The answer to that last question, for the record, is “Absolutely not.”

Whenever I came back to live cattle from the meat industry, it had been a hot minute since my freshman animal science course at Texas Tech, and I was desperately looking for a refresher on EPDs to get back in the saddle; but I found that a simple explanation of our EPDs was hard to come by. My hope is that through this article, if you are on the fence about using EPDs as a tool for cattle selection, that you come away with a better understanding about how to use them to fit your specific operational goals, especially as we get into the fall bull buying season. The goal of EPDs is to predict the performance of one animal’s progeny with environmental effects removed from the equations. Apples to apples, oranges to oranges.

Each EPD as it is displayed online or in a sale catalog will be made up of three numbers, the actual EPD value (A), the accuracy (B) which is the likelihood of that trait being

AN EPD CRASH COURSE

expressed as intended (more proven bulls will have higher accuracies), and finally the percentile rank (C) which is where that animal ranks within the breed for that particular trait. My first piece of advice would be if trying to keep the EPD numbers straight gets too confusing, just look at the percentile rank and it will point you in the right direction. When in doubt, percent rank it out!

General Interpretation

The actual EPD values, such as a Birthweight (BW) EPD of +3, means nothing by itself. These numbers only mean something when they are held up to another animal’s same EPD and compared. For example, if Bull A has a BW EPD of +3, +3 does not correlate to a specific birthweight of 75 or 80 pounds. Rather, it just means that Bull A with BW EPD of +3 and Bull B has a BW EPD of +1, then on average, you should expect calves from Bull A to be ON AVERAGE about 2 pounds heavier at birth than calves from Bull B, if both sets of cows bred to those bulls were managed under the same conditions in the same environment.

The same logic we used on the BW EPD also extends to every other EPD as well, even though the units of measurement may change. Looking at chart A, some of the easier traits to understand are the birth and growth traits like

EPD Name Category Expressed In…

Birthweight (BW)

Weaning Weight (WW)

Yearling Weight (YW)

Calving Ease Direct

Calving Ease Maternal

Ribeye Area (REA)

Birth pounds

Growth pounds

Calving Ease %Probability

Carcass sq. inches

Intramuscular Fat (IMF; Marbling) Carcass %IMF

Fat Thickness (FT)

Milk

Carcass/Fertility inches

Fertility pounds of calf weaning weight due to milk production

Total Maternal (TM) Fertility 1/2 WW EPD + Milk EPD

Scrotal Circumference

Hefier Pregnancy

Stayability

Mature Cow Weight

Breed Back

Number of Calves

Terminal Index

Fertility Index

Fertility cm

Fertility %Probability

Fertility pounds

Fertility %Probability

Fertility number of calves at 7.5 years of age

Fertility standard deviations

birthweight, weaning weight and yearling weight as they are in pounds. The carcass traits are likewise fairly easy to grasp as the ribeye area (REA) EPD is expressed in square inches. The larger the ribeye, generally the more overall muscle that animal will have. The intramuscular fat (IMF) EPD is expressed as a difference in percentage of IMF, or how much of the ribeye is taken up by marbling, as a percentage. Low Choice starts around 5%, while Average Choice (the minimum marbling requirement for most premium programs) starts around 6.7%. So, if Bull A has an IMF EPD of 0.70 and Bull B has an IMF EPD of 0.2, then calves from Bull A should have about 0.5% more IMF than calves sired by Bull B, which could mean the difference in hitting those premiums or not.

Calving Ease

The birth, growth, and carcass traits are fairly easy to grasp for most people, but in my experience, confusion starts to set in on some of the calving ease traits (and later, fertility traits). Calving Ease Direct (CED) and Calving Ease Maternal (CEM) are both measured as percentages of heifers calving unassisted, but both traits measure different things. Calving Ease Direct measures the calving difficulty that a sire DIRECTLY has when bred to first calf heifers, and how easy those babies are born. While Calving Ease Maternal looks at the DAUGHTERS of a particular bull and how easy or hard of a time they will have calving as first calf heifers.

FOR EXAMPLE: If Bull A and Bull B were bred to heifers and Bull A has a CED EPD of 13 and Bull B has a CED of 8, then Bull A’s calves should have about 5% better chance to come unassisted than calves sired by Bull B.

Fertility Traits

These are the traits where I get the most questions, and are also some of the hardest, and simultaneously most profitable traits to predict. If breeding cattle were easy, everyone would be good at it.

The Milk EPD is the most common ones I get questions about. We do not hand milk these Brangus every day, so how are we able to predict milk production? The Milk EPD predicts the difference of calf weaning weight that

can be attributed to milk production and taking out other environmental effects.

Traits like Heifer Pregnancy (HP), Breed Back (BB), and Stayability (STAY) are all expressed in probability percentages and are important traits to consider when selecting bulls to make replacement females. The HP EPD measures how likely a bull’s daughters will get pregnant in their first breeding season compared to daughters of another sire. The BB EPD measures how likely a sire’s daughters are to re-cycle, breed back, and calve as a three-year-old assuming that she had her first calf at two years old. Finally, the STAY EPD measures the expected productivity of a sire’s daughters in the probability that his daughters will have five consecutive calves compared to the daughters of other sires.

The last few fertility EPDs to cover are Scrotal Circumference (SC), Mature Cow Weight (MCW), and Number of Calves (NC). Scrotal Circumference is an important trait to watch as scrotal circumference, its SC EPD (measured in centimeters) and thus, testicular size, has traditionally been a good indicator of bull fertility, as well as being linked to a bull’s daughter’s reproductive performance. The MCW EPD is a tool intended to help producers select for more moderate mature cow sizes and is expressed in pounds. More moderate cow sizes mean more animal units to the acre, and in the current market where a weaned calf can bring upwards of $2500/head, more cows and more live calves is the goal.

Indices

The Index EPDs: Terminal Index (TI) and Fertility Index (FI), are bioeconomic indexes designed to help producers select for multiple traits at once and discourage single trait selection. TI and FI each combine six economically relevant traits; each weighted a little differently depending on each trait’s heritability and economic importance. The index EPDs are expressed in standard deviations. The easiest thing to do here would be to consult the percentile rankings and select from there. Just like the Olympics, with the percentile ranks we want to be closer to 1.

Which EPDs Matter to You?

This is the million-dollar question, and the answer

CHART A

CHART B

will depend on what your operational goals are and what expectations you have for your bulls. If your goal is to sell every calf you have, or retain ownership and take cattle to the rail, then your primary focus is going to be on growth and carcass traits like WW, YW, REA, IMF, and Terminal Index.

If your focus will primarily be making those good Brangus-influenced replacement females, then you may focus more on the fertility traits like HP, STAY, MCW, BB, NC, SC, MILK, and Fertility Index.

For most of us, we don’t need a bull to fit one specific role, but rather to fill an all-around role. A balanced trait selection is the best approach here, and shooting for a balanced EPD profile across the board will keep you on the road and out of the ditch.

New Tools to Select the Right Bull

A challenge for some commercial producers is not knowing what type of bull they need to select for to balance out the performance of their cowherd. Do you need to put more fertility and calving ease back into the herd, or can

you stand to inject a bit more growth? The new Genetic Merit Audit tool (Chart C) offered through IBBA can help you take the guess work out of bull selection. Reach out to me, and I can pull a current EPD profile on all the Brangus and Ultra bulls that have been used in your operation over the last 5 to 8 years to get a good idea of where the current cowherd ranks for each EPD trait, and can even help identify any numerically lower performing bulls that may be putting a drag on your herd’s performance. From there, you can use your cowherd’s scores to sort through a sale catalog and find the bulls that fit both your cowherd’s EPD deficiencies and your discerning eye test. The bulls in your herd not only sire the next generation’s replacement heifers, but over his lifetime will have a profound impact on your program for the next 20 years or so. Making the right investment is crucial, and so is making data driven, informed decisions.

For a FREE Genetic Merit Audit of your cowherd, reach out to Kyle Caldwell at kcaldwell@gobrangus.com

CHART C

Last 3-5 years longer than other breeds

20-25% WW boost with Brangus cross 93% grade choice or higher

3Report

BLAND FARMS A Legacy Rooted in Sweetness

by Lindsay L. Allen

Tucked in southeast Georgia, Bland Farms has long been a name synonymous with sweet onions. Known nationwide for their Vidalia® onions and rooted in over 75 years of family farming tradition, the Bland Family has steadily grown from a modest 50-acre start to a fourth-generation agricultural operation with a national reach. What began with tobacco, corn, and tomatoes eventually evolved into a full-blown produce powerhouse, thanks in part to a small mail-order ad in Southern Living that helped propel their onions into American kitchens coast-to-coast.

But in between onion harvests, another story has taken root. Originally brought in to help manage agricultural byproducts like onion and sweet potato waste, the cattle roaming Bland Farms’ pastures since 1998 have become more than just clean-up crew. The now predominately Brangus herd is suited perfectly for the heat and humidity of Georgia’s climate and these resilient, high-performing cattle have grown into a valuable and admired part of the operation. Today, as much as the soil grows sweet onions

and sweet potatoes, the land also supports a thriving Brangus herd, which is proof that innovation and tradition continue to work side-by-side on the Bland family farm.

David Faircloth, livestock ranch manager for 16 years, said, “Cattle have been part of Bland Farms since the 90s; however, the herd was primarily commercial Angus cattle. In 2020, we expanded the herd with three truckloads of commercial Brangus females from the Cavender Ranches commercial spring female sale, with many carrying AI sired calves. In a short time, the herd has grown from 100 to 900 momma cows, and we are close to meeting our goal of having an all-Brangus herd.”

The Brangus cattle have come primarily from Cavender Ranches, but also includes some from Phillip’s Ranch before they dispersed. In 2024, Bland Farms purchased their first registered Brangus female, CB MS Big Town 1373K20, from Cavender Ranches. They are building their registered herd upon that foundation and are diving into that segment of the industry with the same energy they had for the commercial Brangus segment. They use consultants

and lean on Cavender Ranches when it comes to genetic matings to help reach their goals.

Faircloth said when the operation was running roughly 100 head of Angus cattle, you could always find the herd at the water holes and they knew they needed cattle that could handle the heat and perform well. The goal is to continue to increase the herd to 2,000 Brangus cows and it won’t be long before they can achieve this as the land is already acquired.

“The diverse system we have with crops and cattle allows us to grow all our own feed for the winter and summer months,” Faircloth said. It is their stewardship, along with quality cattle, that led Bland Farms to being named the 2025 recipient of the International Brangus Breeder’s Association’s Commercial Breeder of the Year award.

“It was a very big honor for us to win this award, especially since we have been in the Brangus business for a short period of time. We are doing our best with the feed sources we use, the bulls we select and using AI as well,” Faircloth continued, “We would love for people think of Bland Farms when they think of Brangus cattle, like they do when they think of onions.”

Mark Cowan, sales and customer service for Cavender Ranches, said, “Bland Farms quickly saw the value of AI and has continued to use it as they have built and expanded a

quality herd of Brangus cattle. In addition, they have bought high performing and high carcass bulls, like CB Dialed In, to complement their females.”

In addition to CB Dialed In, the farm is also using 2150 K13 and building their purebred herd with these two bulls. The farm retains all their females, with the exception of roughly 50 head sold in consignment sales. The steers are sold via video sales and ship all over the country. Knowing they aren’t successful without customers, Bland Farms is focused on feedback and follow ups with their customer base to make sure every sell goes to a satisfied customer. This customer service aligns with the company’s values and the feelings of those who are Bland Farms employees. Faircloth said, “This is a 100% family-oriented operation and the Bland family is great to work for. They know you and your family by name and value everyone on the team.”

From a humble start in row crops to national recognition in both produce and cattle, Bland Farms has never strayed from its core values of hard work, innovation, and integrity. As their Brangus herd continues to expand and earn respect across the industry, the same dedication that made their onions a household name, is now driving success in the cattle business. With deep roots in the land and an eye toward the future, Bland Farms is proving that a legacy can grow even stronger when it’s backed by purpose, people, and a passion for doing things the right way.

Meet the Bland Family

Bland Farms’ story is one of vision, perseverance, and innovation. In 1982, Delbert Bland and his father, Raymond, planted just five acres of Vidalia onions, marking the humble beginnings of a transformation that would ultimately redefine the category. Delbert’s passion and business savvy quickly expanded Bland Farms’ reach, turning a regional delicacy into a year-round national staple.

From pioneering price look-up (PLU) labeling (a quick reference method for cashiers) to launching one of the first produce mail-order services, Bland Farms became instrumental in putting Vidalia’s on the map. Technological investments followed, including controlled-atmosphere storage that extended shelf life and a foray into frozen onion products. In 2008, they expanded operations further with a distribution hub in Texas, bolstering their coast-to-coast logistics network.

Today, Bland Farms spans multiple states and countries, with growing operations in Texas, California, Peru, and Mexico, ensuring a steady supply of sweet onions throughout the year. Still family-run, the farm’s future is in the capable hands of Delbert’s sons, Troy and Landis, who carry forward the same commitment to quality, family, and community.

Beyond the fields, Bland Farms supports local and national causes, offering scholarships, supporting food banks, and championing health and faith-based initiatives. Through it all, the Bland family continues to honor its roots while growing toward the future, which includes their increasing herd of Brangus cattle.

Ellie Mae Faircloth

From Pasture to Platform

How to Market Your Cattle Digitally

by Jacy Rose, Sierra Cargill Marketing + Creative

In today’s cattle market, visibility is as important as genetics. You can raise the right kind, feed them right, and manage them right, but if the right buyers never see your program, you’re leaving money on the table. That’s where social media steps in.

For Brangus cattlemen, social platforms like Facebook, YouTube, and even X (Twitter) have become powerful, lowcost tools to connect with buyers, build relationships, and showcase the quality of your cattle long before sale day. But success on social media isn’t about flooding your page with sale posts. It’s about building trust and brand recognition year-round.

Start With Your Story

Buyers want more than numbers; they want a connection. Use your social platforms to show who you are and why you do what you do:

• Share updates during calving season and highlight new herd sires.

• Post behind-the-scenes looks at daily ranch work.

• Celebrate customer success stories with their Brangus calves.

• Include your operation’s history and vision to strengthen your brand identity.

These glimpses make buyers feel like they know you personally, and that familiarity builds confidence when it’s time to buy.

Make Your Cattle Stand Out

High-quality visuals are no longer optional, they’re expected. Invest time in photos and videos that showcase your cattle’s strengths:

• Shoot clear, well-lit photos with minimal distractions in the background.

• Capture short videos walking around sale lots or highlighting cattle on pasture.

• Include captions with details buyers care about: genetics, weights, and performance data.

• Use digital sale catalogs to make browsing easy and accessible. Link them directly to your social posts so buyers can learn more without leaving the platform. Remember, your social media page is an extension of your sale. The better your cattle look online, the stronger your brand presence becomes.

Educate and Engage

Not every post needs to be a sales pitch. Building an engaged audience means sharing valuable information

buyers want to see:

• Tips on herd management and marketing feeder calves.

• Updates on Brangus industry events and sales.

• Insights into programs like the Brangus Vigor tag and how they add value to calves.

• Follow the “2 months, 2 weeks, 2 days” rule for promoting upcoming sales:

2 months out: Introduce the sale and highlight featured lots.

2 weeks out: Share reminders, customer success stories, and sneak peeks.

2 days out: Create urgency with final pushes and key details.

By positioning yourself as a resource, you keep followers coming back, so when you do have cattle for sale, they’re already paying attention.

Consistency Builds Credibility

The biggest mistake cattlemen make on social media is showing up only when they’re selling something. Algorithms reward consistent posting, and buyers trust brands they see regularly. Aim to:

• Post at least once or twice per week.

• Use a mix of updates, behind-the-scenes content, customer features, and sale announcements.

• Keep your colors and fonts the same to make your brand recognizable

• Remember it takes 7 to 10 touchpoints on average before a buyer feels ready to make a purchase.

Consistency ensures you stay top of mind through each

step of that decision process.

A steady, authentic presence establishes your program as one buyers can depend on, both in cattle quality and communication.

Leverage Paid Advertising

Just like print ads in the Brangus Journal or Frontline Magazine, social platforms offer paid promotion tools to target the right audience. For a relatively small investment, you can reach:

• Cattlemen searching for replacements.

• Buyers looking for feeder calves.

• Regional prospects who may never see your print ads.

• Potential new customers who are exploring upcoming sales through targeted catalog ads.

Combining targeted digital ads with traditional marketing creates a multi-channel strategy that keeps your program front and center.

The Bottom Line

Social media isn’t replacing word-of-mouth marketing; it’s amplifying it. When buyers see your name, your cattle, and your story consistently online, they’re more likely to remember you when it counts.

For Brangus breeders, the formula is simple: Produce quality cattle. Tell your story well. Stay visible. Do that, and you’ll build not just better sales but a stronger, more profitable brand.

Bulls that help your bottom line.

Town Creek Farm bulls hold up, out-work, out-last and out-perform their peers. Fewer bulls to replace. Thirty years of developing proven bulls. They work!

√ Select your bulls from proven Brangus (selection of 1st gen 3/8-5/8 bulls) Ultrablacks, Vigor Max™ (Brahman x Angus half-blood), 3/4 Blood and Brahman Bulls.

√ Opportunity to buy bulls from a program that culls EVERY open female and EVERY female that doesn’t bring a calf to weaning pens.

√ Cattle fit the commercial world, based on good cows behind our bull offering.

√ Maternal bulls develop superior replacement heifers that are fertile, long-lasting and have good udders.

√ Offering full two-year-old bulls.

√ Large selection of calving ease heifer bulls.

√ User-Friendly bulls.

√ Bulls are hard, ripped and toned; ready for breeding pastures.

√ Managed to be disease-free. ALL bulls are out of Johnes-free cows.

√ Environmentally adapted and acclimated bulls that withstand heat and humidity.

√ Longevity – of breeding bulls and of their daughters.

√ Fertility is our top priority. All other traits follow fertility.

√ Genetics developed and proven for more than 30 years.

Town Creek Farm Sale

Saturday, October 18, 2025 • 12 noon at the ranch near West Point, Mississippi 130 Brangus, Ultrablack, First Gen Brangus and VigorMax™ Half-Blood Bulls, 175 Commercial Brangus Bred Heifers

Go to www.TownCreekFarm.com to request a sale catalog.

TOWN CREEK FARM A Fenco Farms Company

32476 Hwy. 50 East, West Point, Mississippi 39773-5207

Cody Glenn (601)508-8689 Cody@TownCreekFarm.com

Joy Reznicek Sundbeck (205)399-0221

Joy@TownCreekFarm.com

Clay Cooper (352)302-2734 Clay.Cooper@FencoFarms.com www.TownCreekFarm.com

8163L - VIGORMAX™ BULL SELLS!

HE SELLS! FIRST GENERATION 3/8-5/8 BRANGUS – 268L2. HOMO BLACK AND POLLED.

HE SELLS! FIRST GENERATION 3/8-5/8 BRANGUS – 470L3

X-Ray Specs

Looking Under the Hide of Live Cattle

by Kyle Caldwell, IBBA DIRECTOR OF FIELD SERVICES & STRATEGIC PROJECTS

A valuable end-product is the ultimate destination of every bovine on hoof- whether they be “terminal” or “maternal” focused, they’ll all hang on the rail at some point. Terminal traits are some of the most highly heritable traits we have in the wide world of genetics, and science has come a long way in being able to “see under the hide.” As the saying goes, “You can’t manage what you don’t measure,” and every seedstock producer should be looking at one, or even better, multiple, of these carcass quality measuring tools to get a better look at the performance of their herd.

Expected Progeny Differences

The first and most obvious tool to use is EPDs. The carcass trait EPDs that IBBA provides-IMF (intramuscular fat, or marbling), REA (ribeye area), and FAT (backfat thickness). I spend a significant amount of time out in the field talking one-on-one with seedstock and commercial producers alike, and one of the more frequent questions I get is how to interpret the numerical values of EPDs. While traits like Weaning Weight and Yearling Weight are fairly simple to understand, when decimals start going to two and three places with carcass traits, people’s eyes start to glaze over. I usually have to remind people that EPDs themselves are not necessarily indicative of a single animal’s performance, but rather a comparison of one sire to another within the same contemporary group.

For a trait like IMF, which is expressed as a percentage difference in IMF from one sire to another.

So, if a sire with an IMF EPD of 0 would have sons or daughters that, on average, scanned a 3% on ultrasound day, then we should expect another sire with an IMF EPD of +0.5 to sire sons and daughters that, on average, scan around 3.5%, as long as both sire’s progeny are in the same contemporary group and scanned on the same day, under the same conditions.

Variances from that average are what cause an EPD value to increase or decrease. The same logic applies to REA, which is expressed in square inches of ribeye muscle (traditionally used to predict total carcass muscling), and FAT, which is expressed in inches of backfat.

Ultrasound Scanning

The Brangus breed was the first breed on record to use carcass ultrasound in significant volume and to incorporate the data gathered from these scans to create carcass EPDs like IMF, REA, and FAT. To have accurate predictions, current ultrasound scans are needed to keep a genetic evaluation honest. Looking at data from the Brangus Value Project, we can see that the individual steer’s marbling scores are highly correlated to their respective sires.

To aid in scheduling, if you only have a few head to scan, try to find a central location for multiple breeders in the area to congregate to scan a bigger group at a time. By scanning and *TURNING IN* data to IBBA, we can build out a solid database on a particular sire’s progeny and increase the accuracy of his EPDs.

Visual Appraisal

This is the most accessible option for every breeder. A thorough and honest phenotypic evaluation of every animal goes a long way in making the right kind of cattle that fit the environment and the beef industry. We are not going to be able to “see under the hide” per say to get an IMF measurement, but we can evaluate other crucial factors like muscle confirmation and approximate fat cover.

One issue that has been living rent-free in my head and many others across the beef industry, particularly in the meat industry, is TOTAL RED MEAT YIELD. The current yield grade equation, the one we all get paid on, used to evaluate beef carcasses since the 1960’s is woefully inaccurate for today’s beef cattle. This is due to several competing factors: everincreasing carcass weights, increased populations of beef x dairy cross feeder cattle, and perhaps a more radical, unintended consequence —single trait selection for ribeye area with lesser attention paid to the round (butt) or chuck (shoulder) muscling. All these issues are causing the relationship between ribeye area and total carcass muscling to become increasingly disconnected. While I do not know exactly what a new prediction equation will look like, a change is on the horizon; mark my words.

All this proves is that while EPDs are extremely valuable tool in making high performance animals, numbers on a piece of paper alone are not gospel. Breeding cattle is both science and art, the balance between the two is what keeps us on the straight and narrow and out of the ditch.

for maternal traits like calving ease, stayability, and heifer pregnancy (also reported as EPDs with IBBA), performance traits like average daily gain, weaning weight and yearling weight, and carcass traits like marbling, ribeye area, fat thickness, carcass weight and tenderness. As IBBA members, you have access to the Igenity Beef test through REGSTR which comes as a standalone test for commercial cattle, or as an optional add-on when you order the genomic-enhanced GGP100K test.

Genetic testing is an emerging tool to help better predict future performance of replacement heifers and feeder cattle alike, but hard performance data collected from ultrasounds, breeding records, and actual carcass phenotypes need to be fed in to ensure accuracy of the tests over time.

Retaining Ownership

The final piece of the puzzle requires us to put our money where our mouth is and retain ownership through the feedyard on feeder cattle. For producers capable of putting together a pot load of calves, this is an excellent way to get hard data on your calf crop to use for selection and marketing purposes.

Genetic Testing

Several different companies offer genetic tests for seedstock and commercial cattle that aid in predicting carcass characteristics. The Igenity Beef test offered through Neogen provides scores and rankings

Finding a good, honest feedyard to work with will make or break this experience. Feeding cattle can be a great amount of risk to take on, but if you are interested in retaining ownership with a lowered risk level, ask your feedyard to partner on your cattle with you. You are giving up a bit of upside in exchange for decreased risk and giving the feedyard some skin in the game to get you both the best marketing opportunity for the both of you. Retaining ownership and selling your cattle on a value-based grid is a way for you to get paid for what your cattle are worth.

Wrapping Up

No single tool tells the whole story, but the combined effort of EPDs backed by ultrasound data and genomic testing, visual appraisal, and if you can, retaining ownership, can create a robust data-driven selection program. Demand for high quality beef has continually risen throughout the decades, and leveraging tools like these are essential to producing genetics that are BUILT FOR PROFIT in the pasture and on the plate.