Beef Buzz News
2020 Taught Beef Producers a Valuable Lesson, Says American Angus Assoc. CEO Mark McCully
Wed, 13 Jan 2021 10:37:09 CST
The leader of the nation's largest cattle breed association believes this past year taught beef producers a valuable lesson.
During an interview with Radio Oklahoma Ag Network Farm Director Ron Hays, Mark McCully, CEO of the American Angus Association offered his vision for the future but first a quick glance in the rear-view mirror.
If anything, 2020 taught us to be planners but we also have to be nimble, McCully said.
I am bullish on beef demand and I think our commercial and seedstock breeders have some really good years in front of us, he said.
Our business will be less commodity and more program (based) and that's why programs like our Angus Link (value added programs) are positioning users of registered Angus genetics to be able to take advantage of those premiums in the marketplace, McCully said.
Consumers want to know that this product was raised in a correct way and I think we need to tell our story a little differently, McCully said.
I am starting to see more separation as cattle feeders know different breeds of cattle but were not paying much attention to genetic lines within a breed, McCully said. That's changing as we are seeing more differences being expressed on those top end cattle in the feedlot, he said.
Genomic EPD's give us more information about what's under the skin but live evaluation remains important.
I am an old livestock judging team member and coach, so I truly believe there are phenotypic things that are important to the cattleman, he said.
Sometimes our eyeballs will fool us but let the data guide our decisions, McCully said.
The American Angus Association leader said their main challenge now is avoiding complacency.
One of the challenges for us because we are a market leader, we might get the mindset of relaxing, but we've got to stay current and relevant to our members and the commercial industry, McCully said.
Click on the LISTEN BAR below to hear more of Ron's interview with Mark McCully.
The Beef buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR below for today's show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
Ron Hays Beef Buzzes With Mark McCully
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