Future of Beef Show

How Data, Genomics and Collaboration Are Transforming Cattle Genetics and Herd Profitability

Tue, 18 Nov 2025 14:50:11 GMT

Avoiding the pitfalls of the past, Marty Ropp and his team at Allied Genetic Resources (AGR) integrate science, service and transparency to advance genetic potential across the beef supply chain.

Ropp was the featured guest in “ The Future of Beef Show ” podcast, episode 14 .

Ropp and the podcast hosts explore the evolution and future directions of genetic improvement in the beef industry. He shares his unique journey from swine to beef genetics, emphasizing the critical role that data, technology and customer collaboration play in driving progress and profitability for ranchers and the broader supply chain.

Raised in the pig genetics industry, his formative years included education at Bethel College, Kansas State University and the University of Missouri, where he earned a master’s in pig genetics. In 1998, a pivotal year for the pork industry when market collapse forced many out of business, Ropp transitioned into beef genetics, thanks in large part to Jerry Lipsey, former American Simmental Association (ASA) CEO. Ropp says his 12 years at ASA set the stage for his founding AGR in 2010.

Lessons Learned

The 1998 crisis in pork is a foundational lesson for Ropp. He describes how the industry’s failure to adopt technology, gather and apply data, and engage with customers led to widespread business failures. Many pig genetics providers focused on tradition and appearance, neglecting scientific data and market signals — ultimately opening the door for larger, technology-driven players who could deliver what the market needed.

He says this experience shaped his determination to avoid repeating those mistakes.

“This is not sustainable, and it won’t last, and then it didn’t,” Ropp explains. “And so, I’ve been trying to apply that thought process to what I do in the beef industry ever since.”

What is AGR?

AGR is a member-owned company designed to be a full-service genetic provider for the beef industry, offering services and products that help ranchers and cattle producers improve genetics, collect and apply data, and ultimately increase the profitability and value of their herds. The company combines seedstock, feeder calf marketing, genomics and data services under one umbrella, with an emphasis on actionable genetics, customer support and continuous innovation.

He explains he started AGR because he saw critical gaps in the genetics industry.

“The idea that genetics providers needed to do more than just what they were doing, which was making what they wanted to make, and marketing them as the best genetics in the world — they needed to build closer relationships with their customers, and ultimately become part of the food business, part of the supply chain,” Ropp says.

AGR’s core mission is to increase the total value across the beef industry through better genetics, rather than simply re-distributing existing value among producers and stakeholders.

“Our program is designed to add to that pie, take cost out and add income,” Ropp summarizes. “Anything like being more involved with systems farther down chain, try to get more value from the genetics that we’ve produced and our customers make — anything like that has to be in our future plan.”

Here are some key takeaways from the discussion:

1. Data and technology drive progress. The future of cattle breeding relies on rigorous genetic evaluations, genomic testing and using data to improve both profitability and sustainability for ranchers and producers.

“We 100% believe in the genetic and genetic evaluation of data and genomic evaluation — 100% use that data to prove sires move forward as fast as they can on the back end. Then the feedback has to come,” Ropp says. “That data-driven genetic improvement for the future is what we need, and that’s how we stay engaged.”

2. Customer relationships and service. AGR emphasizes close, long-term relationships with customers, helping them through customized genetic evaluation, actionable recommendations and support services extending beyond seedstock sales.

3. Value creation through data. Collecting and utilizing high-quality commercial and seedstock data is critical. However, data’s value depends on creating actionable insights that directly improve breeding decisions and market outcomes, rather than simply accumulating or selling raw data.

“The data is necessary and valuable,” Ropp says. “But again, if you can’t feed that into a system that pays for improvement down chain, then that data is only valuable from a cost reduction ... and not really from an industry participation standpoint.”

4. Genomics for all sectors. While genomics is standard among seedstock producers, new efforts like the Right Bull program are bringing actionable, simplified genomics solutions to commercial producers, even in group-managed operations.

“Investment in genomics by itself does not drive any profitability; those genomics have to be used in tools and actionable tools that you can take advantage of immediately,” he says.

For more about the Right Bull program: Avoid Costly Bull Mistakes: Genomic Solutions for Smarter Ranching

5. Feedback loops and incentives. Effective genetic improvement requires a feedback loop where improvements lead to measurable value for the commercial producer: higher calf prices better conception rates, incentivizing continued participation.

6. Industry collaboration and partnerships. AGR and its divisions actively work with both members and non-owners, as well as with technology companies, breed associations and other stakeholders to advance genetic progress across the beef industry.

Ropp sees a need for more comprehensive commercial data, better feedback loops and systems that translate genetic progress into tangible rewards for producers. He advocates continuous innovation — using new technologies, transparent service models and collaborative partnerships to ensure that genetic improvements benefit the entire industry, not just a select few.

Check out the podcast to learn more about Ropp’s strategy of fusing technology, data and expert service to deliver actionable solutions helping ranchers achieve sustainable profitability and industry resilience.

Connecting the Dots: Feedlot Success Starts With Calf Health

Wed, 13 Aug 2025 13:19:58 GMT

Today we have robust capabilities to ingest and provide intelligence from animal health data.Through machine learning and artificial intelligence, we will be able to use data to predict in calf health which will allow targeted interventions to manage cattle better from birth to slaughter.

“Diagnostics need to be used more in beef cattle medicine. We need to quit guessing,” says Dr. Dan Thomson. “So many times we just guess why we have a swollen joint or why the calves broke with BRD. A 200-head pen of cattle today, it’s a half a million bucks. Investing slightly in better understanding the cause of disease will allow us to improve vaccine protocols and treatment outcomes for our cattle.”

Thomson, a PhD nutritionist, DVM and managing partner of Production and Animal Consultation (PAC), was the featured guest in “ The Future of Beef Show ” podcast episode 10.

“Many times we miss more by not looking than we do by not knowing,” he says. “Good stockmanship is about taking the time to find sick cattle, pulling them to the chute for a good clinical exam which includes lung auscultation, body temperature and recording clinical signs.Good early diagnosis of disease improves our treatment success rates tremendously.Treating the right animal, with the right dose, at the right time.”

According to Thomson, “redundancy is our friend,” highlighting the importance of consistent, repeated good animal health practices. He also stresses how veterinarians are critical partners in animal health, offering more than just treatment; they provide ongoing guidance, preventative strategies and a holistic approach to animal care.

Five key takeaways from the podcast are:

1. Animal welfare is critical: Proper animal health involves more than just treatment; it’s about preventing disease through vaccination, nutrition, shelter and low-stress cattle handling.

“We must build trust in cattle with caregivers. Cattle that don’t trust people hide their clinical signs until much later in the disease process, which decreases treatment success. Acclimating cattle builds trust and allows us to visualize cattle illness or disease sooner,” Thomson explains.

He emphasizes the importance of understanding cattle from birth, particularly highlighting the critical nature of colostrum intake.

“By six hours of age, we could tell if that calf was going to be failure of passive transfer,” he says, underscoring the importance of early health interventions.

2. Diagnostic testing is essential: Veterinarians should focus on understanding the root causes of health issues through comprehensive testing, rather than just guessing or treating symptoms.

3. Antibiotic stewardship matters: The goal is to use antibiotics judiciously — getting the right antibiotic to the right animal at the right time, while understanding the broader context of animal health.

“Antibiotics are incredible, essential tools for human and animal health. We need more antibiotics,” he says. “Antibiotic stewardship is getting the right antibiotic in the right animal at the right time. The core to antibiotic stewardship is a veterinary client patient relationship.”

4. Technology and human interaction must work together: New technologies like active tags and artificial intelligence can help improve animal health, but they cannot replace the importance of hands-on care and veterinarian-producer relationships.

“Just because you have a baby monitor doesn’t mean you don’t need a mother,” he says.

Thomson sees technology as a tool to enhance, not replace, human care. Active tags and wearables can help identify sick animals earlier, but they require skilled interpretation.

5. Holistic approach to animal health: Success comes from understanding the entire life cycle of cattle — from cow-calf operations through feedlots — and addressing health challenges at each stage through communication, proper management and continuous learning.

Thomson says it all starts with breeding the cow herd with a tight calving window. He says this results in more calves the same age at branding and weaning that are the proper stage to receive vaccines.

Colostrum is key to calf health throughout its life. He stresses the importance of newborn calves getting colostrum in the first six to 12 hours. Past that time there is little passive immunity absorption.

“I’m talking about improved health of that calf throughout its life, that’s where it all starts,” he adds. “The industry continues to do a better job of vaccinating and preconditioning and preparing cattle for the feedlot.”

To decrease stress and morbidity at the feedlot, Thomson suggests preconditioning. This includes getting calves bunk broke and used to the water tank before sending them to the feedlot.

“There’s two reasons why animals get sick,” he says. “One, an overwhelming dose of a pathogen, that they’re naive to or, two, suppressed immune system.”

In summary, Thomson sees tremendous potential in integrating data, improving diagnostic capabilities and developing more targeted health interventions. However, he cautions progress requires patience, collaboration and a willingness to challenge existing practices.

He is optimistic about the future of the beef industry, particularly its ability to produce a versatile food product.

“Beef feeds every socioeconomic strata,” he explains, from ground beef to the white tablecloth restaurant where consumers celebrate the biggest and greatest days of their lives.

Be sure to check out the podcast to learn more about what it really takes to build a connected, resilient health system from cow-calf to packer.

Success From The Start: Calf Health Starts Before Birth

Tue, 15 Jul 2025 13:11:35 GMT

If a calf struggles during its first 60 days of life, it’s going to carry that through all phases of production. Starting a calf, whether in a traditional beef or beef-on-dairy scenario, the right way is paramount to the lifetime health of that animal.

This is the message stressed by Dr. Taylor Engle, Four Star Veterinary Services, during episode eight of “ The Future of Beef Show ” podcast. He says success starts before a calf is born.

“There are a lot of really good genetics in the beef industry we can use. However, if you put that calf in an environment to fail, genetics does not play a factor,” he says. “We have to do everything right from an environmental piece to maximize the genetic potential.”

Check out the podcast to learn more about these five key messages discussed by Engle and the podcast’s hosts:

Environment matters more than genetics. Engle emphasizes if you put a calf in an environment to fail, genetics won’t save it. Management and early life conditions are critical to an animal’s success.
Calf health starts before birth. Proper care of the cow before calving, quality colostrum and a clean birthing environment are crucial for a calf’s lifetime health.

Engle encourages producers to think about the cow’s condition before, during and after breeding.

“Everyone gets really fired up — and rightfully so — about colostrum. Not all colostrum is created equal,” he says. “It’s what we are doing to set that cow up to have the best colostrum for that calf. Whether it’s beef-on-dairy or native, the right vaccines for the right diseases at the right time matters.”
Communication is key across the production chain. Sharing information about calf health, vaccination history and management practices between different stages of production can significantly improve overall animal performance.

Engle encourages producers to record vaccination and treatment information and then share it. Communicating with the feedyard is important to help the feeder decide on how to treat cattle.
Don’t be quick to treat — understand the root cause. Instead of immediately administering antibiotics, veterinarians should first investigate the underlying management or environmental issues causing health problems.

“We were trained to think it’s a disease, and more often times than not, there is a disease present. But there’s been something along the process where we have stressed that animal and caused disease,” he explains. “We’re always looking at it from an environmental standpoint and a management standpoint — the calf isn’t the culprit. What’s going on? Why did that calf break with respiratory disease? They don’t spontaneously get sick. Something happened. Was it a weather, feed or stressful event?”

He adds management strategies and mentality can be keys to determining the cause of a sickness.

“It’s a hard thing — whether you’re a nutritionist or vet — to have that hard conversation with a producer, be upfront with them and say, ‘It’s something we’ve done,’” he says. “A lot of times, there’s management practices that messed up along the way, and the result is a disease.”

In his practice, he works with the producer to help them understand and recognize the management strategies to improve the outcomes.

“In the beef industry, a lot of the mentality is, ‘We’ve never done it this way,’” he says.
“In comparison, in the poultry and pig industries, producers will say, ‘If it increases my production, I’ll do it.’ They have the mentality of being willing to give something a try to see if it increases health.”

Engle adds, “I always tell producers if you want A results, you got to give A effort,” he explains. “You can’t have a C -plus effort and expect A results.”
Stress management is more important than treatment protocols. Focus on reducing stress and creating optimal conditions for calves, rather than relying solely on medical interventions.

“The calves don’t lie,” Engle says.

He emphasizes the importance of careful observation, advising producers to “read calves every day” and make real-time adjustments.

Beef-on-Dairy Calf Health
Engle also has extensive experience with beef-on-dairy calf management and production and discussed how those animals compare to traditional beef calves, highlighting how multiple touch points and movements bring beef-on-dairy calves unique challenges — including different feeding systems and varied vaccine and management protocols at each location.

As a positive, he says, “In the beef-on-dairy space, we have all the data points, or we have the opportunity to collect all the data points. Then you can start making decisions.”

With this complex — but data-rich — production model, there is significant potential for improving calf health and performance.

Engle challenges producers to think holistically about animal health, management and production.

“It’s not the animal that’s usually causing the problems,” he says in summary. “It’s usually producer’s management or oversight. As farms have gotten bigger, the skill gap as we go higher actually closes. Everybody who has 10,000-head of cattle on feed, or more, probably knows a lot about feeding cattle. But what are you going to do for a competitive advantage that the next feedyard isn’t? I think a lot of that’s looking internally at your management strategies and your consulting team. It’s a team effort to get to where you want to be. Set those goals and look at what you need to do better to be where you want to be in the next five to 10 years.”