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TABLE OF CONTENTS

NOVEMBER 2023

BOARD OF DIRECTORS PRESIDENT

Purebred Issue

Kim Burton Brackett.... (Kimberly) 208-308-1952 PRESIDENT-ELECT Jerry Wroten....................(Wilder) 208-831-7339 VICE PRESIDENT Spencer Black................... (Almo) 208-647-8130 PAST PRESIDENT Mark Pratt..................(Blackfoot) 208-681-6597 TREASURER Cody Hendrix................... (Rigby) 208-360-9693 FEEDER COUNCIL CHAIR Shawna Gill.............. (Grandview) 208-850-9076 PUREBRED COUNCIL CHAIR Val Carter..................... (Pingree) 208-390-4811 COW-CALF COUNCIL CHAIR Brayden Eliason.......... (Holbrook) 208-705-2541 CATTLEWOMEN COUNCIL CHAIR Maggie Malson................ (Parma) 208-739-2265 DISTRICT 1 REPRESENTATIVES Eric Wittman..................(Lapwai) 208-790-5344 Casey Scott............... (Clarkston) 208-431-3024 DISTRICT 2 REPRESENTATIVES Lori Ireland.......(Mountain Home) 208-866-0112 Royce Schwenkfelder...(Cambridge) 208-550-2200 DISTRICT 3 REPRESENTATIVES Eugene Matthews............(Oakley) 208-431-3260 Jesse Human...................(Jerome) 208-358-1277 DISTRICT 4 REPRESENTATIVES Ryan Steele.............. (Idaho Falls) 208-390-5765 Chris Kirby.....................(Salmon) 208-223-2258 DISTRICT 5 REPRESENTATIVES Roscoe Lake..............(Blackfoot) 208-604-3650 Arnold Callison.......... (Blackfoot) 208-681-8441 ALLIED INDUSTRY REPRESENTATIVE Kody Dee Williams..... (Fruitland) 509-948-6430 DIRECTORS AT LARGE Robert Oxarango.......... (Emmett) 208-431-0777

DEPARTMENTS

Adrian Meyer.......... (Grand View) 208-509-1892

FEATURES

CATTLEWOMEN BOARD REPRESENTATIVE Tay Brackett...................... (Filer) 208-866-4967

Message from the President

Message from the EVP

Cover Story: Spring Cove Ranch: Blending Tradition with Modernization

U of I: Groundbreaking for Meat Sciences

Idaho Beef Council: Make Your Voice Count by Becoming a Beef Checkoff Leader!

U of I: Improvements in Beef Cattle Reproductive Efficiency Through Breeding and Selection

Marketing: From a Plywood Sign to SEO: The Changing Face of Marketing

Message from Natural Resources Policy Director Message from the Purebred Council

LINE RIDER NOVEMBER 2023

ADMINISTRATIVE STAFF 14

EXECUTIVE VICE PRESIDENT Cameron Mulrony........cameron@idahocattle.org NATURAL RESOURCES POLICY DIRECTOR

Karen Williams..................karen@idahocattle.org ADMINISTRATIVE ASSISTANT Michelle Johnson.......... michelle@idahocattle.org DIR. OF MEMBERSHIP & INDUSTRY ENGAGEMENT Morgan Lutgen............. morgan@idahocattle.org Contact Idaho Cattle Association: Mailing address: P.O. Box 15397, Boise, ID 83715 Location: 2120 Airport Way, Boise, ID 83705 Phone: 208-343-1615

For advertising sales, contact: idahocattlepublications@gmail.com The Line Rider is the official publication of the Idaho Cattle Association. It is published 10 times each year, in January, February, March, April/May, June, July/August, September, October, November and December.

www.idahocattle.org

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E W A PEYTON 642

44 BRAGGING RIGHTS 4372 Sire: VAR Discovery 2240 Dam’s Sire: Connealy Capitalist 028

BW WW YW MK MA RE $W -.6 70 127 7 1.04 .97 49

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BOYD DYNAMIC 6118

Sire: Musgrave 316 Stunner Dam’s Sire: V A R Discovery 2240

Sire: Quaker Hill Manning 4EX9 Dam’s Sire: G A R Progresse

Sire: Connealy Black Granite Dam’s Sire: EXAR Denver 2002B

BW WW YW MK MA RE $W $F $B $C 1.3 88 155 27 1.82 .67 77 108 218 334

BW WW YW MK MA RE $W $F $B $C 2.1 96 167 29 1.24 .80 84 131 215 341

BW WW YW MK MA RE $W $F $B $C 2.1 75 130 30 .77 .64 72 126 181 296

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SUGAR TOP ANGUS 1078 State Hwy. 25, Jerome, Idaho 83338 DOUG & JACKIE KOHNTOPP & FAMILY

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MESSAGE FROM THE PRESIDENT

What does it mean to step into the ‘war on beef’? Finding a spot in society to get into the battle

t’s hard to believe that my time as ICA President is nearly over. I have logged many miles visiting with folks at cattle association meetings, partner meetings, and speaking at various events. This year has underscored for me that this Association is all about people. Not only the people working in the cattle industry, it’s also about building relationships with the people who impact the cattle industry, particularly in the policy space. Reflecting on those discussions, debates, and disagreements over the course of the past year, I am equally encouraged and concerned about our future.

This year has underscored for me that the Idaho Cattle Association is all about people. Encouraged and inspired by all of you. I have seen many of you engaged in the nitty-gritty work that keeps our cattle industry strong and viable at each step in the supply chain. I have seen enthusiasm and excitement from young folks about their future in the cattle industry. I have seen gentle, humble pride in the eyes of folks passing their ranch to the next generation. I have listened to old-timers share stories of their youth and students share their ideas for the future. At the same time, I am concerned that the number of cattle producers is decreasing. Drought and inflation are taking a toll across the country as many smaller producers are forced to sell their operations. Fewer of our youth are returning to rural America to 6

LINE RIDER NOVEMBER 2023

BY KIM BURTON BRACKETT ICA President

work in agriculture. Currently, 1.3% of the US population is engaged in ranching and farming. The most recent data (2021) shows that there are around 8,000 cattle ranches in Idaho, roughly one percent of the 703,000 cattle ranches in the entire country. Here’s the bottom line: with fewer and fewer of us involved in livestock production, we need more and more people to step into the fray. The entire beef supply chain has become a target on many fronts. From schools teaching that the solution to GHG reduction is eliminating livestock to universities pushing an anti-meat agenda; from legislation that restricts how we operate our ranches to regulation that threatens our federal grazing permits. There are battles, large and small, waged every day and too many times we don’t have our troops on the front lines. Honestly, it feels like death by a thousand cuts. We must build a deeper bench of leaders willing to wade into these battles. A woman told me last week that I am an anomaly among cattle ranchers. She was referring to my public comments about how our flood irrigated meadows are an example of conservation due to the bird habitat they provide. I agreed in the sense that not all ranchers want to tell a roomful of people about their ranching practices, but by no means am I an anomaly in the fact that most ranchers understand the symbiotic relationship between their livestock and the wildlife on their ranch. However, her comment highlights how few of us are out there telling our story and fighting for our livelihood. I know that each of you are as passionate about the cattle industry as I am; if you weren’t, you would have found a new career by now. Why else would you continue to work 24/7/365 in heat and sleet, mud and muck? I hate to be the one to add to your workload, www.idahocattle.org

but I’m afraid if we don’t all take the time to step up and engage in a battle, we may lose the war for future generations. Look around and find a spot where you have an interest and could have an impact. School board? County boards? State legislature? Next, take a deep breath and throw your name in the hat. Unsure how to engage at that level? Concerned you don’t have the skillset to be effective? I understand those reservations because I struggle with them myself. Trust me when I tell you that the most important skills you possess are an understanding of the cattle industry and a willingness to work on behalf of it. To help navigate what may feel like uncharted territory, seek out a mentor. Skim through the list of past ICA presidents. Talk to your neighbor that retired from the school board. Visit with a current or retired legislator. Connect with people you admire for their accomplishments on behalf of the cattle industry. Tell them about your interest in leadership. Reach out to ICA; we are committed to helping each of you fight for Idaho’s cattle producers. Together we can build a deeper bench and a more robust team to carry on the fight. I started this year contemplating how I am walking in the footsteps of the many people before me who blazed a trail for ICA. I am ending this year with the realization that our future success depends upon each of us continuing that tradition of trailblazing.

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MESSAGE FROM THE EVP

Timing is everything Evaluating when to make a move in a changing environment

s we continue to roll through fall, the market is holding up (Disclaimer: these articles are written a month before print!) and we are looking at a trend of good demand with limited supply of cattle to fill the gap. This in turn can create a positive return for many of the sectors in our industry. Demand is key to sustaining a margin in each sector. Where things go from here is the question of the day. I have had many people visit with me that ask, “Do you think I should buy some cows?” It’s the good times that will get a guy in trouble, overextending himself on high margins and unable to take care of business when things get lean. I am not immune to this and even though I am aware of the issue, we can all probably think of a purchase or investment that maybe was improperly timed and resulted in a poor long term return. Now let’s look back at the cattle industry. The time to stay disciplined in our selections and long term planning is now. If we speak specifically of genetics, think ahead to next spring or possibly this winter when we are making our selections of replacements or purchasing our next sire. We may have to look at increasing our budget to keep our genetic goals and the goals of our herd moving forward. This is an oversight we don’t want to make in our operations as sire selection can have an effect for many generations. My anecdotal assessment of markets at bull sales and horse sales is when things are good, the middle blends together and elevates the less desirable animals; when things are tough, the top stay at the top and the middle slides toward the bottom. This leads me to the thought that in the upcoming bull buying season or calf buying season or even yearling’s next spring, buy the best that you can afford! The difference of $1000 at this year’s bull sale may have been a difference of genetic potential of $2000 last year. Maybe spending $2000 on bulls

LINE RIDER NOVEMBER 2023

BY CAMERON MULRONY ICA Executive Vice President

would be out of reach, but maybe $1000 is attainable with the current and potential margin. The pay off could be tremendous. I try to look at the base value, and then add to my budget to achieve my selection goals. Can the gap give me a larger long term return, and can I get this done this year? If there were a machine that gave me $2 for every $1 I put in, but I had to wait 1 year to reap my return, I would put in as many dollars as I could afford each day. If you recall the movie Conagher with Sam Elliot, there is a moment when a cowboy has been shot and is recognized by the ranch owner (Mr. Tay) as one that used to ride for his brand. He had since taken to riding for the Ladder Five, an outfit that was rolling in and gathering up ranches and neighboring cattle. Mr. Tay questions “What do you reckon it is that makes a man go to hell that way?” Young Cowhand Johnny replies, “It’s the money, Mr. Tay.” Conagher’s response, “The money, Lord help us if that’s all it is.” I recall this quote from time to time, and recently when people ask, “Should I buy some cows?” I contemplate, why do they think now is the time to buy some cows? It then pops into my recall, “The money, Lord help us if that’s all it is.” That being said, we will see individuals getting into the business, some for the money, over the coming seasons as the margins look good. They will come with good ideas and with poor ideas, and we have to juggle our dollars in order to preserve our operations and provide a future promoting our industry and our way of life. We may see some “outside” money coming in and that is ok too. My point here in today’s ramblings is stay disciplined on both ends of the pendulum swing for the continuation of your operation is key. Some will jump on and some will jump off, but those that continue in our industry know that if you stay the course and ride in the middle, you can catch them going both ways on the swings of the pendulum! www.idahocattle.org

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MESSAGE FROM NATURAL RESOURCES POLICY DIRECTOR

Natural resource issue briefs A quick overview of hot topics in the natural resources realm SAGE GROUSE

The release of the Bureau of Land Management’s (BLM) revisions to their land use plans for sage grouse habitat conservation continues to be delayed. The plan, which we had been told to expect this fall, will now likely be released for public review in early 2024. ICA remains engaged in the issue and has participated in meetings with the state and other stakeholders to shore up our state plan. State leaders have received assurances from BLM that they will incorporate our state plan into their efforts, but it remains uncertain how that will look in a draft plan. Stay tuned to this issue as it develops. When the plan is released, we will need active industry participation during the comment period to ensure that livestock grazing is not unnecessarily regulated or diminished in the name of sage grouse management.

BLM GRAZING REGULATIONS

The long anticipated and promised updates to BLM’s grazing regulations have now been put on hold. BLM has notified stakeholders and cooperating agencies that they do not intend to proceed with regulatory changes to the BLM grazing regulations at this time. Instead, BLM intends to implement changes through policy and guidance. While federal law does still require a certain level of public notification and engagement, changes made through policy and guidance often undergo a different level of federal process. We will be watching for these potential policy changes and will stay engaged to continue to push for increased flexibility in the management of livestock on BLM lands. 10 LINE RIDER NOVEMBER 2023

BY KAREN WILLIAMS ICA Natural Resources Policy Director

BLM CONSERVATION AND LANDSCAPE HEALTH RULE

The comment period on the BLM’s concerning Conservation and Landscape Health rule closed this summer and we continue to express our concerns regarding the rule’s direction to establish a conservation leasing system and expand Areas of Critical Environmental Concern (ACEC) designations. ICA submitted detailed comments outlining our long list of concerns with the rule. In addition, the Public Lands Council (PLC) led a grassroots commenting effort by collecting more than 800 signatures on a comment letter, and also submitted additional substantive comments, with 55 organizations as signatories, including ICA. The agency is currently conducting a review of all comments submitted. We remain prepared to fight against the rule’s implementation.

ESA RULES CHANGES

This summer, the Biden Administration announced three proposed rules under the Endangered Species Act (ESA) that would roll back key improvements made under the previous administration. If finalized, these revisions would add significantly to the regulatory burden cattle producers face under the ESA by disregarding the economic impact of listing and habitat decisions, expanding the federal nexus by widening the window of opportunity for critical habitat designations, and reinstating the blanket 4(d) rule. In aggregate, they threaten the efficient operation of farms and ranches and impede durable voluntary conservation on working lands. ICA joined on PLC’s detailed comments enumerating these concerns. www.idahocattle.org

FOREST SERVICE CONSIDERS CLIMATE CHANGE

In a comment period that closed in July, ICA submitted comments regarding the U.S. Forest Service’s advance notice of proposed rulemaking (ANPRM) regarding climate change “to provide for ecological integrity and support social and economic sustainability over time.” Our comments emphasized that Forest Service lands have been both undermanaged and mismanaged for the past few decades. Preservationist philosophies have limited active land management, which in turn have created unsustainably dense forests with dying trees that carry dangerously high fuel loads and result in catastrophic fires. We stated that the Forest Service already has at its disposal an invaluable tool in managing the landscape for better resilience. Livestock grazing plays a vital role in maintaining sustainable ecosystems on public lands. Livestock grazing is a valuable tool for management that contributes to a healthy community, as well as wildfire mitigation. We will continue to express the value of a strong livestock grazing program as this effort moves forward.

NEPA REFORMS

Since June 2021, the White House’s Council on Environmental Quality (CEQ) has been pursuing a multi-phased rulemaking to review – and in many areas, repeal – the positive reforms that were made in 2020 to regulations

under the National Environmental Policy Act (NEPA). The comment period on the second phase of revisions closed in September and ICA submitted comments expressing our frustrations with the way NEPA has become bloated through excessive litigation and resulting regulatory overreaction. This most recent proposed rule does not adequately respond to the direction CEQ has received from Congress, and flies in the face of bipartisan congressional intent to increase efficiency, reduce the regulatory burden on stakeholders, and avoid obstructionist litigation. It is likely that the proposed rule, if implemented, would hinder rather than advance NEPA’s original goal of ensuring more informed, timely agency decisions, to the detriment of a broad array of federal and nonfederal projects and activities. As the process develops, ICA will continue to seek for, among other things: enhancing the use of Categorical Exclusions (CEs) so that grazing permits can be renewed more efficiently; better defining the role of affected parties, including those with long-term contractual agreements or preference grazing rights, and adjacent landowners; enhancing and centering the role of state and local governments in the NEPA process, ensuring they are brought in early to assist with determining the issues to be addressed and are allowed adequate time to prepare substantive comments during the administrative review period; and ensuring that socioeconomic analysis is given equal weight to environmental analysis.

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MESSAGE FROM THE PUREBRED COUNCIL

Angels in cowboy hats The ambassadors for our industry

he year 2023 marked our 31st year in the purebred business. As most purebred breeders will tell you, marketing purebred cattle successfully is often more about image and reputation, than cattle. Reputation is the product of how we treat people. Image is the product of how we say we treat people. Hopefully we never let image oversell reputation. Allow me to share an experience from last summer that illustrates how image may have more influence on our cattle industry than we know.

As most purebred breeders will tell you, marketing purebred cattle successfully is often more about image and reputation, than cattle. Late one afternoon this summer while returning from moving cattle on the Pass Creek allotment north of Mackay, we rounded the corner to the scene of a back country traffic jam. There were vehicles and camp trailers backed up from both directions on a hillside with no way to pass. The area is a popular destination for campers and ATV enthusiasts so it wasn’t an uncommon sight, but our encounters are usually on the move. By the time we pulled in, word had gotten to the back of the line that someone had lost a wheel and dropped a trailer in the middle of the road. We all piled out to see if we could help. My son, Colter, grabbed an impact wrench, (an essential item if you spend much time on shale rock roads), and a few other tools. When we got to the Epicenter of the traffic jam, they had located all 12 LINE RIDER NOVEMBER 2023

BY VAL CARTER

Purebred Council Chair the lug nuts and about had the tire back on their Suburban. They just needed a lug wrench and a couple strong backs to help them hook up the trailer. Before long the crowd dispersed and everyone was on their way. One of the campers that day was a neighbor from back at home. They were camping with friends and family from out of state. I happened to see the mother of that family a week later, who thanked me for helping them. She then commented that her sister in-law, who grew up in the city, referred to us as “Angels in Cowboy hats” and was in disbelief that there were actually still cowboys, who wore hats and cared for cattle as their real job. You and I both know that what resides beneath a cowboy hat may be less than angelic at times , but for that day I didn’t tell her any different. I was surprised to think someone with family in a rural area wouldn’t be more acquainted with our industry and I came away from that conversation with two thoughts in mind: 1. We are ambassadors for the cattle business every day and have the opportunity to create a good or bad image to our potential customers, and 2. Most of our end product customers have no idea what we do every day, and are intrigued when they learn about our families, lifestyle, and our work that includes the care and keeping of the livestock that ends up on their table. It would serve us all well to take time to share who we are and what we do in person and through the media at every opportunity that presents itself. At present, the beef industry seems to have a pretty healthy image of us as honest hard working folks, producing a healthy nutritional product from the land we love; however, there are plenty of activist groups who continually attempt to paint those of us in animal agriculture as being abusive www.idahocattle.org

to animals and poor stewards of the land. It is up to us to help balance the scales by speaking the truth and connecting wherever possible with those who might be misinformed and give them another image of who we really are. Every time we load up in a pickup and trailer, wear a cowboy hat into a restaurant, or just head to town in a flatbed pickup with a roll of wire on the back, there are people forming an image of who we are. When I was younger, we ran cows on the Fort Hall Reservation and trailed our cows on public roads 14 miles to and from summer pasture. As many of you have experienced, some drivers were impatient and at times our encounters were not cordial. At first my attitude was that we had a legal right to trail cows on the road so the traffic could just deal with it. After some time, it occurred to me that we were among a handful of people who trailed cows on the highway and that if the practice of trailing cattle on public roads were ever brought to a vote, we would essentially be voted off the island. After that, we began offering to ride ahead of them on our horse to move the cows aside, allowing them to pass easier. The results were friendly conversations, happier motorists and hopefully a better image of us and who we are. So on those days we all have occasionally, when you’re not being very “angelic”, wear flip flops and shorts and drive the Tesla.

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February 9, 2024 Doug & Janice Burgess (208) 337-4094 2725 Mule Springs Road Homedale, ID 83628 www.burgessangusranch.com

RANCHING IS NOTHING SHORT OF A FAMILY AFFAIR AT

COVER STORY BY MORGAN LUTGEN Director of Membership & Industry Engagement

SPRING COVE, WHERE THE FAMILY HAS BEEN OPERATING THE RANCH FOR 104 YEARS.

SPRING COVE RANCH: Blending Tradition with Modernization

n the heart of the picturesque Bliss, Idaho, lies the Spring Cove Cattle Ranch, a place that embodies the enduring charm of American ranching. The ranch is not only renowned for its rugged, breathtaking landscapes and rich history but also for the stewardship of its land and traditions by Art and Stacy Butler, a couple deeply committed to preserving the ranch’s heritage and embracing genetic improvement in cattle over the years. Photos provided by Stacy Butler 16 LINE RIDER NOVEMBER 2023

www.idahocattle.org

A LOVE STORY ROOTED IN RANCHING

The story of Art and Stacy Butler is clearly intertwined with Spring Cove Ranch. Both Art and Stacy hail from generations of ranching families, and their love for the land and cattle is a passion that brought them together. Art’s family had long managed the ranch, and Stacy’s upbringing on a neighboring ranch led her to share Art’s deep connection to the ranching way of life. Spring Cove Ranch was a dream of Arthur H Butler, Art’s grandfather. In fact, Arthur’s bride, Effie, named the ranch ‘Spring Cove’ as a nod to the natural spring that emerges from a cove above the ranch. In 1916, Arthur & Effie started their family amongst the sagebrush and initially purchased Percheron horses, followed by registered Aberdeen Angus cattle in 1919. Over 104 years later, Angus cattle & the Butler family name are still synonymous with quality. While the Butler family history has been well publicized, it’s important to note that Stacy, too, was raised deep in the trenches of livestock. Her family owned a ranch in O’Neil Basin, Nevada, as well as a farm/feedlot in Eden, Idaho. Stacy told me that ‘as with most ranching/farming operations, the kids are a big part of the labor force and I grew up riding drag behind the commercial cowherd and holding herd as we trailed them to the forest allotment. I counted them through the gate and learned to cook for a haying crew in northern Nevada, along with other jobs including picking rock, burning ditch and pitching bean end rows at the family farm in Eden.’ Stacy was well acquainted with the rigors of ranch life by the time she and Art met at the University of Idaho in 1976. Upon their marriage in 1985, Art and Stacy became the caretakers of Spring Cove Ranch. While the operation has evolved, as many do over www.idahocattle.org

(TOP) SPRING COVE RANCH TRAILER, CIRCA 1940. (BOTTOM) ‘WHITEY’ THE ANGUS SIRE ONCE CALLED ‘THE BEST QUARTERED BULL IN THE WEST’, GRAZING THE FRONT LAWN OF ARTHUR & EFFIE IN 1950S.

the years, Art & Stacy continue to hold true to the ‘core values’ of Spring Cove & its operations Present day operations are a lovely blend of family. Art & Stacy, along with their son Josh and his wife Denise, plus grandsons Wyatt, Will & Harvey, as

well as the Butlers’ daughter Sarah and her husband Chad, plus their children Helen, Isabelle & Seth all participate in the day to day operations. You can find each of them in a role crafted to perfection during the annual March production sale, lending a feeling of welcoming

THE BUTLER FAMILY RECEIVING SPRING COVE RANCH’S CENTURY HERD AWARD IN 2019.

IDAHO CATTLE ASSOCIATION

herd with solid maternal traits. While this vision may seem daunting to some, the Butler family has been incredibly diligent in honing their operation. Arthur & Effie’s choice in 1919 to begin their herd with Angus cattle is one that has served the ranch well – it’s Art & Stacy’s belief that Angus inherently carry the pillars of form, function & fertility. Art has carried on his family’s traditional style of incorporating current technology & production tools to enhance the genetics & management of the ranch through his present day use of AI (which was first used on the ranch back in the 70s!), as well as incorporating ultrasound scans for carcass traits and DNA testing of every calf to confirm genomic traits. Art states, “We’ve kept the birth weights moderate, the weaning weights heavy & our cows maternal – never following breed fads.”

CONNECTIONS IN THE BEEF CHAIN

(TOP) ART & STACY ARE ALL SMILES AT THEIR ANNUAL SPRING PRODUCTION SALE. (BOTTOM) RECEIVING THE CERTIFIED ANGUS BEEF SEEDSTOCK COMMITMENT TO EXCELLENCE AWARD IN 2019.

and familiarity for the many years of customers in attendance.

ENHANCEMENT OF CATTLE GENETICS

If you had to name a main goal or supreme focus of Spring Cove’s, it would be 18 LINE RIDER NOVEMBER 2023

genetics. The philosophy is multi-fold: generate progeny that can not only survive, but truly exceed expectations on Western rangeland, and in turn have carcass traits & growth merits that generate premiums for commercial cattlemen – all while keeping in balance a cow

Idaho is a state with deep roots in cattle – so it doesn’t take long before you cross paths with someone sharing a passion for good cattle. One such instance was just what occurred when Art was hunting in the hills above the ranch – here he encountered Randy Lancaster, along with his son Brennon. A chance introduction marked the start of a friendship between the 2 men, which then blossomed between the families after Randy purchased some Spring Cove cows. While Triple L Angus & Spring Cove Ranch operate independent of each other, Stacy manages the record keeping for both ranch’s nearly 800 head of registered cows and Triple L includes herd sires for sale in Spring Cove’s annual March production sale. This small connection is just one of the places you’ll find the visible links between Spring Cove and Idaho’s beef chain. Art & Stacy are extremely committed to producing high quality cattle – from prestigious herd sires to top notch feeder cattle. Spring Cove’s success in achieving www.idahocattle.org

quality cattle has been tle industry, the reply supported through Art’s was swift and rang true involvement with the as ever : continuing conAmerican Angus Associsumer outreach to tell ation & related programs. the story of beef, along While Spring Cove cattle with reinforcing the are registered, Art still wholesome, safe, susencourages their customtainable product producer is paramount. As Art ers to utilize enrollment and Stacy Butler continin the breed association’s ue their work at Spring programs including AnCove Ranch, they inspire gusSource & AngusLink, not only those who visit to continue providing the ranch but also ranchvalue within their own ers across the country. programs. Art was electThe mark they’ve made ed to serve as a board on the beef industry bemember for the Amercame just a little more ican Angus Association visible this past Sumin 2022, and this po- SPRING COVE RANCH IS IDAHO’S FIRST BARN TO DISPLAY THE 22FT TALL mer when Spring Cove sition, along with his CERTIFIED ANGUS BEEF LOGO ON THEIR BARN, AS OF SUMMER 2023. became the first barn in role as a rep for Western Video Market, is a place where he that make moderate, efficient cows who the state of Idaho to be painted with the connects these ‘links in the chain’ in can survive in the rangeland feed con- 22 foot tall Certified Angus Beef logo. the pursuit of an end product irresist- ditions of the West and raise a calf that Farming & ranching is at the heart of ible to the consumer. will meet the carcass specs of CAB: Ma- the CAB program, so each barn that is ternal, Marbling and Longevity. To be painted is a representation of ‘gate to honored by CAB for that commitment plate’ and how the community of the COMMITMENT was a pinnacle for us.” How does one location is connected to both beef and TO QUALITY These commitments to improvement in the industry find the key to such suc- the CAB program. Only 70 barns in has gained Spring Cove a vast customer cess? It goes back to the beginning and the country have had the logo painted base, but also forged a legacy through the goal setting for your herd. As Stacy on them and the Spring Cove Ranch the like of top tier programs such as the says, “You must have a genetic plan to barn is the most recent. To celebrate this remarkable milestone, the Butler Certified Angus Beed (CAB) program. In reach the market you target.” family will be holding a ‘Barn Bash’ 2019, Spring Cove Ranch was awarded during the November 27th Spring the CAB Seedstock Commitment to Ex- THE BUTLER FAMILY Cove Ranch female sale to celebrate cellence Award. This award recognizes LEGACY & THE FUTURE with customers and neighbors. producers raising the bar and hitting OF IDAHO BEEF Art and Stacy Butler have not only the mark, which for CAB standards is They have managed to balance the an achievement to shout from the roof- demands of modern ranching with upheld the ranch’s rich history and gentops. Stacy told me, “Our proudest mo- the preservation of time-honored tra- erated a sustainable model for ranchment, from a business standpoint, was ditions, but the story is far from over. ing on the Butler family homeplace, the 2019 Certified Angus Beef Seedstock While the ranch operates on a combi- but have also demonstrated an unwavCommitment to Excellent Award. We nation of private grounds, combined ering commitment to supplying Idaho were honored to receive it and the Cen- with BLM permits, it’s Art & Stacy’s producers with cattle meeting needs tennial Herd Award in the same year philosophy that conservation doesn’t in all corners of the marketplace. The (1919-2019). Ranching is a generational have to be hard – avoiding overgrazing, Butlers’ story is an inspiring reminder business for both Art and I and in the protecting riparian areas and making that, in the heart of the American West, last 40 years since we’ve been at the thoughtful improvements to the land- there are individuals who are not only helm of Spring Cove Ranch, we’ve fo- has served them well. When I asked preserving the past but also nurturing cused our breeding program on genetics them about hurdles facing Idaho’s cat- the future of ranching. www.idahocattle.org

IDAHO CATTLE ASSOCIATION

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Upcoming Sale Max Olvera 2000 World Champion Livestock Auctioneer

Tuesday, December 5 Silver Legacy | Reno, NV Consignment Deadline: November 16

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UNIVERSITY OF IDAHO

Groundbreaking for Meat Sciences PICTURED LEFT TO RIGHT : DR. MATT DOUMIT, CALS DEAN MICHAEL PARELLA, U OF I PRESIDENT C. SCOTT GREEN, LAURIE LICKLEY, DR. MICHAEL COLLE, JAMES NASADOS, DR. PHIL BASS

niversity of Idaho has celebrated the ceremonial groundbreaking of a 12,750-square-foot abbattoir that will accommodate larger classes of students, greater research and training opportunities and expanded production, thereby elevating the status of meat science at the university and its Vandal Brand Meats program. More than 300 supporters attended an Oct. 14 event hosted prior to U of I’s Homecoming game, commemorating the start of construction of the estimated $14.1 million Meat Science and Innovation Center Honoring Ron Richard. The late Ron Richard was a longtime manager of Vandal Brand Meats who helped build the brand’s stellar reputation. Vandal Brand Meats generates more than $325,000 in annual sales. Space is limited in the current facility, which was built in the 1960s. The new center will be far more efficient, with dedicated spaces for conducting a host of different tasks simultaneously. Work is expected to be completed by the fall of 2025.

“The timing couldn’t be any better. There is a severe need for continual training in the industry now of food production workers,” said Phil Bass, an associate professor of meat science. “This is going to allow us to really fulfill that land-grant mission – teaching, research and service in the form of Extension and outreach to the community.” The new center will continue filling a niche as one of the few USDA-inspected plants where smallscale northern Idaho ranchers can process their beef. It will also train skilled workers to staff several large meat processing facilities that have opened throughout Idaho in recent Cameron Mulrony years, including Intermountain Packing in Idaho Falls, True West Beef in Jerome and CS Beef Packers in Kuna. College of Agricultural and Life Sciences (CALS) Dean Michael Parrella said the facility will be transformational for a premier meat science program in the Pacific Northwest. “There’s a real demand by the industry for more students, and they’re really handcuffed with that existing facility both

This is a good way to show we’re doing the will of our membership.

LINE RIDER NOVEMBER 2023

www.idahocattle.org

from an educational and from a research perspective. Then there’s that connection to local producers who need a USDA certified abattoir,” Parrella said. “This project is coming on at the right time and really meeting a demand in the state.” The project has benefited from incredible stakeholder support, including investments by the cattle industry and the state’s Permanent Building Fund. Last year, U of I received a $9 million lump sum from the Permanent Building Fund and allocated $3 million toward the center. The university has requested $2 million in additional revenue from the Permanent Building Fund this year, and the center will be the university’s top funding priority for state dollars moving forward. The Idaho Cattle Association (ICA) has agreed to match members’ donations up to $50,000 toward the center and is already halfway toward meeting the goal.

www.idahocattle.org

“We feel it’s important that we are supporting what our membership supports. This is a good way to show we’re doing the will of our membership,” said ICA Executive Vice President Cameron Mulrony. Mulrony believes the new center will help “train Idaho kids to fill Idaho jobs.” He emphasized that the cattle industry is vitally important in a state that has more cows than people, and any effort to expand the state’s processing capacity reduces transportations costs and helps producers improve their bottom lines. “More capacity means more students,” Mulrony added. “We can use this program to put U of I on the map in this area and say we have one of the best programs in the nation and a brand new facility to support meat science.” To learn more about the project or make a gift, visit: uidaho.edu/cals/vandal-brand-meats/support

IDAHO CATTLE ASSOCIATION

ADVANCED RANCH MANAGEMENT SCHOOL DEC. 4-8 TWIN FALLS The University of Idaho Advanced Ranch Management School is designed for mid-career to experienced ranchers. This school will enhance business and management skills and decision making to improve economic and resource sustainability of ranches. • Monday, Dec. 4 - Kickoff Day

• Tour a feedlot and discuss retained ownership; improve your personnel management and learn your management style; listen to an industry leader discuss the future of the beef industry.

• Tuesday, Dec. 5 - Meats Day

• Tour the True West Beef plant; learn about beef grading, certification and value; see carcass fabrication from start to finish.

• Wednesday, Dec. 6 - The Business Essentials

• Learn about financial essentials, planning and tools; gain insight into obtaining business capital; examine risk management options; get the latest beef market outlook information.

• Thursday, Dec. 7 - Grazing and Forest Management

• Understand and evaluate stocking rates; examine alternative forages and grazing systems; learn strategic supplementation for improved performance; discuss forage related animal health problems; gain a better understanding of adaptive management and outcome-based management.

• Friday, Dec. 8 - Advances in Nutrition, Reproduction and Genetics

• Overcome barriers to using technology in beef production; learn how to use body condition scoring to manage nutrition; use a basic computer program to evaluate cattle diet and feeding options; troubleshoot reproductive problems using new information on reproductive management; hands-on examination of technology in ranching; gain a greater understanding and improve utilizing genetic resources in beef herds.

Cost: $500/person or $800/couple. Individual days $150 each. Contact Dr. John B. Hall, jbhall@uidaho.edu or 208-756-2749 for more information and registration forms.

Idaho Cattle Association Membership Match for the Meat Science & Innovation Center Honoring Ron Richard - 2023 The College of Agricultural and Life Sciences is grateful for its longtime partnership with the Idaho Cattle Association. In November 2019, ICA generously agreed to match contributions from its membership up to $10,000 a year for five years in support of the Meat Science and Innovation Center Honoring Ron Richard. The 3rd installment is scheduled to be paid prior to December 31, 2023. As of September 2023, the Idaho Cattle Association membership giving total equals $24,875, partially meeting the match of $10,000 for year three. ICA members who have contributed: Michael D. Roach Denise Matthews Michael A. Guerry Robert E. Rider Margaret G. Chipman Laurie and Bill Lickley John Nalivka Cynthia Kinder Terry Reynolds Lanting Enterprises Thank you to ICA and its generous members for supporting this important project! Fundraising for the Meat Science Center is moving forward and the groundbreaking will occur on October 14, 2023. Overall fundraising progress for the project can be seen to the right:

For questions, contact Eric Billings at 208.310.1200 or ebillings@uidaho.edu. Checks can be sent to: U of I Foundation, 875 Perimeter Dr, MS 3143, Moscow, ID 83844 It is U of I policy to prohibit and eliminate discrimination on the basis of race, color, national origin, religion, sex, sexual orientation and gender identity/expression, age, disability, or status as a Vietnam-era veteran. This policy applies to all programs, services, and facilities, and includes, but is not limited to, applications, admissions, access to programs and services, and employment.

IDAHO BEEF COUNCIL

Make Your Voice Count by Becoming a Beef Checkoff Leader! Join the Idaho Beef Council Board of Directors, driving strategic direction to maximize return on Idaho beef checkoff investments.

oday we present you with the opportunity to have a leadership voice in decisions that the Idaho and national beef industry make on your behalf. If you are looking for an opportunity to make a difference in the Idaho beef industry, this is your chance to have a bigger say about the strategic direction of beef promotion, education, and research in Idaho, nationally, and internationally. The clock is ticking as nominations are typically submitted to the Idaho Governor’s office for consideration and appointment during the first quarter of the new year. Notify the Idaho Beef Council about your interest and/or recommend another suitable candidate for appointment to the Idaho Beef Council Board of Directors! Let’s take a few minutes to learn what that means and what you can do to make it count. The Idaho Beef Council (IBC) is a state agency, created in 1967 by the Idaho legislature to serve as a marketing organization for Idaho’s beef industry. It is a consumer-focused, producer-directed organization with a mission to expand global and domestic consumer demand for beef. The IBC is funded by the beef checkoff program – a $1.50 per head assessment on the sale of cattle in Idaho. The IBC implements strategies identified by the Idaho beef industry and voted upon by the eight IBC board members. The Board of Directors represents all segments of the Idaho beef industry, including cow/calf producers, cattle feeders, cattle women, dairy, and auction markets and can serve up to six years, comprising two, three-year terms.

LEADERSHIP IBC Board sets the direction and core strategies.

MANAGEMENT AND STAFF IBC CEO, Marketing and Communications (MarCom) Manager, and B2B/B2C Marketing Specialists develop and implement tactics to accomplish strategic plan. Finance and Operations Director and supporting staff provide budget accountability for operations.

LINE RIDER NOVEMBER 2023

On top of all of that, a position as an Idaho Beef Council Board member opens other opportunities, such as building qualifications for a Cattlemen’s Beef Board (CBB) seat to influence the national strategies and decisions of the beef industry at a higher level. Idaho qualifies to fill three positions in this decision-making capacity. Bill Lickley, former IBC Chairman and Board member, mentioned, “Having Idaho folks on national boards provides a voice for you and your neighbor when decisions are made on that bigger stage. I have always felt that the volunteers on CBB and Federation of State Beef Councils had the best interest of all producers at heart, but no other state can provide the perspective of an Idaho beef producer like an Idaho beef producer.”

THIS COULD INCLUDE YOU!

First, you will need to know a few things about being an IBC Board member and the process to get there. All Board members are involved in several opportunities, which are outlined here: ● The Board decides the big picture: the Board is responsible for an ongoing review and maintaining the IBC Mission, Vision, and Guiding Principles. This helps to narrow focus for the effective use of checkoff funds. ● The Board builds and approves a Strategic Plan that provides direction for the IBC management and staff to follow-through in developing and implementing programs and tactics to achieve the overall goal. o The Strategic Plan includes a set of core strategies. For 2021-2025 the plan identified the need to grow consumer trust in Idaho beef production, promote and drive demand for Idaho beef, and expand the market for Idaho and Pacific Northwest beef through developing export markets. ● Board members attend quarterly meetings for updates and for opportunities to further develop Board member skills. ● Board members may serve in several capacities, including: www.idahocattle.org

o Directors for the Federation of State Beef Councils o Delegates to the U.S. Meat Export Federation o Special topic committee members as appointed by the Chair Are you Board member material? Compare yourself with this checklist to find out. Board member candidates should have: ● Industry experience and a commitment to beef industry stakeholders. ● Interest in and an affinity for cultivating relationships and persuading, convening, facilitating, and building consensus among diverse individuals. ● Integrity, credibility, and a passion for improving the livelihoods of Idaho’s beef industry stakeholders.

THE SECRETARY-TREASURER

● Oversees management and maintenance of Board records by the IBC Finance & Operations Director. ● Ensures sound fiscal policies and procedures are followed and oversees all financial statements, agreements, and other financial activities of the IBC. ● Participates in annual audits. ● Serves as a Director on the Federation of State Beef Councils to provide feedback on where national beef checkoff dollars are utilized.

NOW, HOW TO GET NOMINATED – READ ON!

The Board members are charged with identifying new Board member candidates each year. One new position will be open for appointment as of July 1, Each year, Board members elect the Exec2024. Candidate recommendations and utive Committee, including the Chair, Vice nominations received by the Board are IRA BRACKETT Chair, and Secretary-Treasurer. Read on for a forwarded to the Idaho Cattle Association CHAIRMAN snapshot of the roles that each position plays: (ICA) for consideration and nomination to Idaho’s Governor. The Governor apTHE CHAIR points Board members to the IBC annu● Leads the Board of Directors, includally before each fiscal year begins in July. ing facilitating meetings, serving as Ideally, new Board members are appointthe primary contact point for Board ed prior to the May meeting so they may members, and guides/mediates orgaattend and start learning more about Idanization priorities and governance. ho checkoff programs. ● Supports the IBC CEO and staff, partBefore you get started, take a look at the content on the IBC website at IDners with industry organizations, and Beef.org to familiarize yourself with represents the IBC as an ambassador STEVEN TAYLOR background information on the IBC, for the IBC’s mission at events and VICE CHAIR current Board members, and the various other activities. programs and activities implemented by ● Serves as a Director on the Federation IBC management and staff. of State Beef Councils to provide feedBoard member candidates are now beback on where national beef checkoff ing considered for positions in the FY25 dollars are utilized. Board (from July 1, 2024, through June ● Monitors financial planning and reports. 30, 2025). Now is the time to get started by contacting the IBC and/or an IBC THE VICE CHAIR Board member to throw your hat into the ● Works closely with the Chair, Board ring. If you have any questions or would members, and IBC management and like more information on this process, staff on Board-related activities. JW WOOD please contact the Idaho Beef Council at ● Serves as a Director on the Federation SECRETARY/TREASURER BeefCouncil@IDBeef.org or by calling of State Beef Councils to provide feed208-376-6004. back on where national beef checkoff Being a member of the IBC Board of Directors is an dollars are utilized. extraordinary opportunity for individuals who are pas● Assists in developing and implementing the Executive sionate about the future of the Idaho beef industry. If Officer transition plans. that is you, we look forward to talking with you! ● Assists with other Chair duties.

www.idahocattle.org

IDAHO CATTLE ASSOCIATION

MAKE YOUR VOICE COUNT

by Becoming a Beef Checkoff Leader!

Join the Idaho Beef Council Board of Directors, driving strategic direction to maximize return on Idaho beef checkoff investments. Take it from Jeff Johnson, Past IBC Chair and Board member who says, “Becoming a Board member helped me to better understand how the checkoff works and how to use my voice to make a difference.” Jeff tells us that it is important to have informed stakeholders in the beef industry. As a member of the Idaho Beef Council (IBC) Board, he was able to participate in decision making at local and national levels, “with a goal to benefit the Idaho beef industry through improving beef demand and ultimately the bottom line of our producers.” Both Jeff and fellow past IBC Chair and Board member, Bill Lickley, especially appreciated the privilege to influence national decisions and learn about the expansion of opportunities into export markets. Bill said that, “IBC Board members have the opportunity to travel to key export markets on behalf of the Pacific Northwest producers, such as Japan, South Korea, and even China to see how broad and promising these export markets really are.”

“IBC Board members have the opportunity to travel to key export markets on behalf of the Pacific Northwest producers, such as Japan, South Korea, and even China to see how broad and promising these export markets really are.” Jeff Johnson, Past IBC Chair

Jeff and Bill specifically noted how valuable it was “to work with different end users of beef, including consumers, chefs, retail and wholesale distributors, and beef processors” to make better recommendations and Board decisions. Jeff added that being a Board member “is truly a great opportunity to learn and help to shape the direction of beef promotion and ultimately the demand.”

Nominations are now requested to fill an opening for a cow/calf representative Board member starting July 1, 2024. The clock is ticking! Nominations will be submitted during the first quarter of the new year. Current Board Members left to right: Bruce Kerner (Feeder), Don Gaalswyk (Dairy), Jodie Mink (Cow/Calf/CattleWomen), Steven Taylor (Auction), Lynn Bachman (Cow/Calf), Ira Brackett (Cow/Calf), Willie Bokma (Dairy), not pictured J.W. Wood (Feeder)

If you, or someone you know, are ready to represent Idaho beef producers and make an impact for the Idaho Beef industry, please contact the Idaho Beef Council at BeefCouncil@IDBeef.org or 208-376-6004 for more information. idbeef.org | beefitsWhatsfordinner.com

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Keith (208) 521-1774 Layne (208) 681-0765 Eric (208) 881-4014

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Annual Bull Sale February 2, 2024

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Dutch Flat Angus

This intern will potentially be compiling research regarding the benefits of grazing, particularly as it relates to sage grouse. The individual will also work in-depth with ICA and IPLC in publication production, meeting planning & facilitation of ICA’s summer meeting, performing a variety of office tasks and membership recruitment projects.

Annual Production Sale February 9, 2024 @ Lewiston Livestock Market Nick Waldher 509-751-7482 Joe Waldher 509-566-7207

Visit www.idahocattle.org for full posting & application.

257 Dutch Flat Road, Pomeroy, WA 99347 ndwaldher@q.com www.idahocattle.org

IDAHO CATTLE ASSOCIATION

UNIVERSITY OF IDAHO

Improvements in Beef Cattle Reproductive Efficiency Through Breeding and Selection Exploring variables through expected progeny differences BY J. BENTON GLAZE, JR., PH.D.

Extension Beef Cattle Specialist Animal & Veterinary Science Department University of Idaho

eproductive efficiency (fertility) impacts the profitability of the beef cattle enterprise. There is no question the level of importance reproduction has when compared to other traits. Without live calves on the ground, there are no opportunities to measure other traits and market calves. In a study from a few years back, the relative economic importance of reproductive traits, growth traits, and product traits was estimated to be 4:2:1, respectively. Other studies have placed a much greater emphasis on reproduction. While it is clear that reproductive traits should receive the greatest emphasis in selection programs, producers should be diligent not to overlook reproduction and at least place it on an equal level with production and product traits in selection protocols. Beef producers have found it difficult to select for, and improve, reproductive efficiency. This is due, in part, to reproduction being comprised of a variety of traits and there being little agreement on how reproduction should be described,

LINE RIDER NOVEMBER 2023

defined, measured, or evaluated. One way to evaluate reproductive efficiency is to examine percent calf crop weaned. In an article from the October 3, 2023, edition of Oklahoma State University Extension’s Cow-Calf Corner, Dr. Mark Johnson presents a figure (shown below) compiled by Dr. Darrel Peel. The figure shows the percent of calf crop weaned over the past 36 years. From the information presented, it seems clear that the industry is not meeting the 90% calf crop weaned which is often targeted. While this may be due to a variety of management and environmental factors, it does provide some indication that reproductive efficiency should be considered in selection programs.

www.idahocattle.org

Breeding and selection tools such as crossbreeding and the use of expected progeny differences to make selection decisions provide producers with the ability to make improvements in reproductive efficiency. Results from an abundance of studies have shown that crossbreeding enhances virtually all aspects of reproductive performance. This is due to the effect of heterosis. Heterosis refers to the phenomenon (effects of gene combinations) that causes crossbred animals to have an increased level of performance for certain traits over and above the performance of their purebred parents. The superiority of crossbred females over straightbred females has been shown to exist in several traits including percentage of heifers reaching puberty at a given age, conception rates, pregnancy rates, calving rate, survival to weaning, weaning weight of progeny, and longevity. Results from a crossbreeding study at the USDA Meat Animal Research Center showed that two-breed rotational cross cows produced 20% more calves over their lifetime due to the favorable impacts of heterosis on female fertility and longevity and calf survivability. In addition, it was reported that when mated to a bull of another breed, the two-breed cross cows would wean 36% more weight over their lifetime than straightbred cows with straightbred calves. These increases come about from the positive influences heterosis has on reproduction and production in the cows and growth and survivability in the calves. Expected progeny differences (EPDs) represent the beef industry’s most powerful source of information for selection and genetic improvement. EPDs are the best estimates of an animal’s genetic worth for various traits including several associated with reproduction. EPDs are calculated by breed associations and presented in the breed associations’ sire summaries. Before implementing a selection protocol, producers should define their production goals, set minimum performance standards for each trait of interest, and evaluate their herd. After the directions are set, producers should select breeding animals that are superior for the traits of interest and animals that will allow production goals to be met. Following is a description, discussion, and example of how to interpret and use EPDs related to reproduction. Birth weight (BW) – birth weight EPDs are expressed in pounds and represent the sire’s ability to transmit birth weight to his offspring compared to other sires. Larger values indicate greater birth weights in a sire’s progeny. Birth weight EPDs may be used to keep birth weights in check in a breeding herd and alleviate calving difficulties. In the example presented in Table #1, Bull www.idahocattle.org

#1 has a BW EPD of -3.3 and Bull #2 has a BW EPD of +2.1. This suggests that Bull #1’s calves would weigh, on average, 5.4 pounds less than Bull #2’s calves. Calving ease direct (CED) – calving ease direct EPDs are expressed as a difference in percentage of unassisted births and predict the difference in ease with which a sire’s calves will be born when he is mated to first-calf heifers. Larger values indicate greater calving ease (larger percentage of unassisted births) in first-calf heifers. Calving ease (direct) EPDs may be used to assist in preventing and diminishing calving difficulties in a breeding herd. In the example presented in Table #1, Bull #1 has a CED EPD of +20.0 and Bull #2 has a CED EPD of +8.0. This suggests that Bull #1, when bred to first-calf heifers, would sire 12% more calves that are born unassisted than Bull #2. Calving ease maternal (CEM) – calving ease maternal EPDs are expressed as a difference in percentage of unassisted births and predict the difference in ease which a sire’s daughters will calve as first-calf heifers. Larger values indicate greater calving ease (larger percentage of unassisted births) in a sire’s daughters when they calve as first-calf CONTINUED, PAGE 32

Power of Angus. Quanah Gardiner, Regional Manager

Idaho Oregon Washington Hawaii

A reliable business partner is difficult to come by. Contact Quanah Gardiner to locate Angus genetics, select marketing options tailored to your needs, and to access American Angus Association® programs and services. Put the business breed to work for you.

Contact Regional Manager Quanah Gardiner: Cell: 620-635-0294 qgardiner@angus.org

IDAHO CATTLE ASSOCIATION

Table 1. Example Expected Progeny Differences (EPDs) for Various Beef Cattle Traits*

Bull

CED

CEM

PG30

-3.3

+20.0

+15.0

+2.0

+0.4

+9.0

+4.5

+2.1

+8.0

+10.0

+7.0

+1.2

-3.0

+1.5

Difference

5.4

12.0

5.0

0.8

12.0

3.0

*BW = birth weight; CED = calving ease direct; CEM = calving ease maternal; HP = heifer pregnancy; SC = scrotal circumference; ST = stayability; PG30 = 30-month pregnancy.

heifers. Calving ease maternal EPDs may be used to assist in preventing and diminishing calving difficulties in a breeding herd. In the example presented in Table 1, Bull #1 has a CEM EPD of +15.0 and Bull #2 has a CEM EPD of +10.0. This suggests that 5% more of Bull #1’s daughters would calve unassisted as first-calf heifers than Bull #2’s daughters. Heifer pregnancy (HP) – heifer pregnancy EPDs are expressed as a difference in percentage of a sire’s daughters conceiving to calve at two years of age. Larger values indicate greater numbers of pregnant heifers. Heifer pregnancy EPDs may be used to improve reproductive efficiency in a breeding herd. In the example presented in Table 1, Bull #1 has a HP EPD of +2.0 and Bull #2 has a HP EPD of +7.0. This suggests that 5% more of Bull #2’s daughters, on average, would end up pregnant as two-year olds than Bull #1’s daughters. Scrotal circumference (SC) – scrotal circumference EPDs are expressed in centimeters and represent the sire’s ability to transmit scrotal growth to his offspring compared to other sires. Larger values indicate greater scrotal circumferences. Scrotal circumference EPDs may be used to improve reproduction in breeding herds through improved semen traits (males) and decreased age of puberty (males and females). In the example presented in Table 1, Bull #1 has a SC EPD of +0.4 and Bull #2 has a SC EPD of +1.2. This suggests that Bull #2’s male calves would have scrotal measurements, on 32 LINE RIDER NOVEMBER 2023

average, 0.8 centimeters greater than Bull #1’s male calves at a year of age. Bull #2’s male calves would also have improved semen trait characteristics when compared to the male calves from Bull #1. Stayability (ST) – stayability EPDs are expressed as a difference in the percentage of a sire’s daughters remaining in the breeding herd until at least six years of age. Larger values indicate greater numbers of cows remaining in the breeding herd for longer periods. Stayability EPDs may be used to improve reproductive efficiency and longevity in a breeding herd. In the example presented in Table 1, Bull #1 has a ST EPD of +9.0 and Bull #2 has a ST EPD of -3.0. This suggests that 12% more of Bull #1’s daughters would remain in the herd until at least six years of age, on average, compared to Bull #2’s daughters. 30-month pregnancy (PG30) – 30-month pregnancy EPDs are expressed as a difference in the percentage of a sire’s daughters becoming pregnant and calving at three years of age, given they calved as first-calf heifers. Larger values indicate greater numbers of a sire’s daughters calving as three-year-olds given they calved as first-calf heifers. In the example presented in Table 1, Bull #1 has a PG30 EPD of +4.5 and Bull #2 has a PG30 EPD of +1.5. This suggests that 3% more of Bull #1’s daughters would become pregnant and calve at three years of age compared to Bull #2’s daughters. Due to the impact that reproductive efficiency (fertility) has on a beef cattle enterprise’s profitability, it war-

rants accurate evaluation and careful consideration in beef cattle selection. Given the evidence of the crossbred female’s superiority in reproductive efficiency and the level of importance reproduction has on the bottom line, all commercial cattle operations should consider using crossbreeding. Today, beef producers have excellent tools to estimate the genetic worth of animals for a number of economically important traits. Even though producers face challenges in selecting for improved reproduction, tools (EPD, etc.) are available to assist them along the way.

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MARKETING

Illustration by Corey Lewis

From a Plywood Sign to SEO: The Changing Face of Marketing

Reaping the highest rewards from a sale is vital, not only for short- and long-term profitability, but to establish credibility, brand and industry longevity. The ways to ensure this happens have changed drastically over the years. BY BRUCE DERKSON.

*This article was originally published by Progressive Publishing in the October 2023 issue of Progressive Cattle.

nlike in decades past, nailing a hand-painted plywood sign to a fencepost or running a small print ad in the local paper no longer fills out the itinerary of a cattle sale’s marketing campaign. Coffee shop or church pew whispers may flesh out some details of an upcoming cow sale, but today, this approach won’t create a successful event. We asked a few cattle marketing experts for their advice to producers.

ANGUS MEDIA

Clay Zwilling, president of Angus Media, believes cattle operations must first establish themselves by raising quality and consistent animals and then hold a strong desire to help their customers succeed. He admits marketing has changed substantially in efforts to portray these established attributes. “Technology is the most noticeable shift, followed by a seller’s ability to reach a greater audience through digital platwww.idahocattle.org

forms,” he says, “from how we communicate to potential buyers to providing live, real-time bidding and sale-viewing services.” Zwilling explains the digital space contains so much noise that being able to target a specific customer is key to creating awareness. Breeders need to appear where their customers are – on the right medium at the right time. “Although important, there isn’t a magic combination of search engine optimization (SEO) and keywords, but rather having a brand that resonates with established and potential customers,” he says. “Then when it’s brought to digital, it’s much more precise with who sees it.” When preparing for an upcoming sale, Zwilling says it’s critical their clients clearly define the goals for both the individual event and the future. Whether establishing their brand and credibility, setting new annual gross totals, sustaining their business or simply transitioning excess cattle, a balance must be maintained. “Goals vary based on size, scope, focus and philosophy, but cattle must work for customers,” he stresses. “While a ‘win is a win,’ highlighting even early results can be the catalyst for brand establishment.” IDAHO CATTLE ASSOCIATION

Not to be forgotten, Zwilling believes personal interaction is still vital to marketing. “It’s true some buyers prefer viewing, selecting and purchasing without a personal conversation, but ultimately, sellers should engage with their buyers to establish trust and loyalty,” he says. “Simple follow-ups and a ‘thank you’ can go a long way in promoting future business.”

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John Nelson, creative director at 9 Clouds Digital Marketing Agency, confirms the importance of personal interaction even though his agency offers strictly digital services to their clients. “While the bulk of relationship building happens online, interaction happens before and after a cattle sale,” he says. “Branding is Contact Steve Orr for more key. Having social proof of genetics and qualiinformation today! ty, knowing other producers count on them to Email: steveorr@scalesnw.com Phone: (503) 510-3540 source bulls, semen straws or embryos, provides the content and information the youngwww.scalesnw.com • (800) 451-0187 er demographic values.” Nelson says many ranchers are moving to digital platforms and asking questions AD_POWELL_LivestockTruckScale_4.5x5.indd 1 12/20/2017 4:34:34 PM about SEO, email and digital advertising. He recommends having a partnership for knowledge-sharing and monitoring the pulse of digital change. “When people look for services online, websites need to be easy to find,” Nelson says. “Strong SEO and having the right relevant keywords on their site help them show up locally.” He advises creating a specific landing page complete with a form to measure traffic and interest. “Top-of-funnel awareness with reaching new people holds value, but unless you hook them with a newsletter subscription or they fill out a contact form, it’s not going to be a long-term relationship.” These key performance indicators Now is the time to optimize nutrition (KPIs) of new contacts and conversions and performance. Your local CowBos Dealer along with their organization and tracking delivers cost-effective, labor-saving and high-quality solutions with professional service allow 9 Clouds to calculate returns on adto make the most of your investment. vertisements and dollars spent, ultimately . helping measure levels of success. 1.855.4CowBos | www.CowBos.com

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Karoline Rose, owner of KRose Company, provides cattle sale marketing for over 50 seedstock producers per year, covering catalog design, photos and videos, websites, social media, budgeting, buying bulls on order, clerking and running online video auctions. “We coined the phrase ‘one-stop shop’ and want to be the main call a seedstock producer makes,” says Rose. “We partner with the operation’s team, doing whatever it takes to streamline events and add success.” They take a unique approach with each customer, finding out exactly what sets them apart from their competitors. A plan is devised by assessing goals, whether they be dispersing a herd, creating volume buyers or achieving a higher bull price than ever before. KRose books sales earlier than most marketing firms, almost a year in advance. “What we post on social media or on the website now for an April sale matters,” Rose stresses. “We make sure they’re ahead of the game and leave no confusion with customers.” She explains that KRose pays special attention to numbers, tracking every catalog and email request, whether from a publication or their online platform, to funnel back and calculate the exact cost of gaining a new www.idahocattle.org

registered buyer. Budgets are refined through extensive tracking to match goals. “For longevity’s sake and to help operations make wiser decisions, we give everything a dollar value to establish the cost of conversion,” Rose says. “We pour gasoline on the marketing that’s working, and we put out the marketing that’s not.” Additionally, she believes personal interaction between sellers and buyers is still vital, citing examples of buyers switching seedstock dealers simply because they only heard from them at sale time. “Facebook pages and social media posting might disappear tomorrow, so we emphasize that even though they have a solid customer base now, they still need to continuously tell the who, when, where, what and why,” says Rose. She stresses that much of marketing, like printouts and catalogs, don’t carry longevity. Background information that helps stand the test of time, like herd, family and environment photos and videos is critical. Producers need to show why they use their genetics and display how they raise and feed their animals. “Agencies aren’t all the same, so don’t be afraid to interview them, and if it doesn’t feel like a right fit, whether it be mine or another, find someone else,” Rose says. “Make your marketing plan an active decision every single year, even if you hire the same company.” IDAHO CATTLE ASSOCIATION

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LEVEL: PREFERRED Sale Date & Location:

Don’t forget to get your bull sale ads scheduled call Morgan today at 208-343-1615!

Printed in Line Rider calendar (Jan/Feb issues) Promoted on ICA social media Listed in Executive Update for 2 weeks before sale date

plus

ICA staff or leadership in attendance

LEVEL: PREFERRED PLUS all benefits in preferred level, plus:

ICA staff will provide opportunity for attendees to join as ICA memebers onsite during your sale Preferred Plus program participant offers ICA members a $50 credit for purchases at their sale ...This drives attendance to your sale, increases sale net income and supports association membership base!

referre

ogra m

Inclusion in one of the levels listed is no charge to current ICA members! Let us know if you’d like to be included when we discuss your ad program. Ad packages for 2024 bull sales are available by contacting Morgan at morgan@idahocattle.org

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KODY DEE WILLIAMS Northweﬆ Regional Manager

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P.O. Box 612266 • 2805 Eaﬆ 14th Street Dallas/Ft. Worth Airport, Texas 75261-2266

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9351 Lake Shore Drive Nampa ID 83686 2 miles west of Hwy. 45

Dennis: (208) 989-1612

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48th Annual Production Sale Tuesday, March 14, 2023 Lunch at 11:30 • 1:00 MST pm • At Ranch in Ashton, Idaho 120 Yearling Red Angus Bulls and 85 Yearling Heifers

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