Common Ground
Focusing on you.
I suspect most of you don’t really like being the center of attention. You like managing your cow herd without a lot of fanfare. You enjoy the peaceful time horseback or sitting in your truck or ATV.
Like it or not, you were top of mind for the American Angus Association as we developed our long-range objectives for the next few years. Many of the objectives, along with their supporting strategies, focus on the commercial producer — and rightly so. You raise the beef our consumers enjoy. What matters to you should matter to us. Your priorities should be ours. When you win, so does the beef industry.
The complete list of our long-range objectives and supporting strategies is available at www.angus.org/Pub/longrangeobjectives.pdf, but here’s a quick overview:
Foster Profitability of Commercial Cattle Producers. It goes without saying that if you succeed, Angus breeders will succeed. Ultimately, our goal as seedstock producers is to provide genetics that drive your business and profitability. The Angus breed can help by solving problems and adding value.
In particular, offering marketing programs like AngusLinkSM gives cattlemen who purchase registered Angus genetics a leg up. Unlocking those premiums helps you separate your calves from the commodity mix and will verify the genetic merit in your herd.
We believe that management and marketing systems of the future will be dependent on data and, specifically, genetic information that will direct management and marketing decisions.
We also strive to foster data-sharing throughout the production system to help improve your success. When information is shared through the supply chain, we are able to connect genetic information with management and marketing priorities, enabling you to make the best decisions for you and the profitability of your herd.
Drive Breed Improvement. The Angus breed has been a longtime leader in data collection, and that focus continues. With those data, the breed has developed several tools designed to help you better evaluate seedstock purchases.
But we also know that “the most” isn’t always what you need. We plan to work to develop tools that have “optimum” production levels for your environment and management in mind.
Enhance Member Experience and Success. The diversity of our membership serves the diversity of your needs. We will continue to support our members, providing them with tools that have the commercial cattleman in mind.
Serve as a Trusted Industry Resource. It will continue to be a priority to be a resource for you and the entire beef industry. We will strive to provide you with educational programming and tools that help you continually improve.
Grow Consumer Trust and Loyalty. We are all aware that without strong consumer confidence in our end product, as cattlemen we cannot be successful. Certified Angus Beef® (CAB®) brand products are in high demand around the world, and the brand gives us a great vehicle to better connect with consumers.
We know that setting strategy for long-term success is important. With these objectives, I hope The Business Breed will continue to serve as your partner for years to come.
