Future of Beef Show

How Beef and Dairy Genetics Are Smarter and More Profitable

Fri, 10 Oct 2025 17:12:49 GMT

Understanding your customer’s needs, the power of data and the need for continuous innovation is key to the success of beef and dairy producers. Lorna Marshall, Select Sires vice president of beef genetics, emphasizes the critical role of technology, data and strategic breeding in creating value in the industry today.

Marshall was the featured guest in “ The Future of Beef Show ” podcast Episode 13 .

Her perspective highlights the beef industry’s evolution from traditional breeding methods to a more sophisticated, technology-driven approach.

Marshall’s journey in the artificial insemination (AI) industry spans decades. She explains the AI industry has seen significant consolidation during her career — from 15 cooperatives to now three to four major organizations. She says Select Sires remains the only cooperative AI organization in the U.S.

“Whatever I see happen in the dairy world, beef is going to follow it in five to seven years,” she explains.

Key takeaways from the podcast include:

1. Beef-on-Dairy Evolution: The beef on dairy market has transformed dramatically since 2018, creating more valuable cattle by crossing beef bulls with dairy cows.

She says AI companies are focusing on terminal traits for beef-on-dairy, creating bulls specifically designed for producing high-value feeder cattle.

The biggest challenge in the beef-on-dairy space is semen fertility. Marshall acknowledges male-sexed semen would be a good option for beef-on-dairy, but the conception level is not where it needs to be today.

“Fertility is three times more important than any other trait,” Marshall explains about working with dairy producers. “Sexed semen, while we have really improved that product a lot, it still does not have the same level of fertility and conception rate.”

She adds management and cow fertility play a role in the success of sexed semen conception so it is something that can be considered herd by herd, not something implemented across the entire dairy population.

“If I could figure out how to improve bull fertility,” she says. “That would be the No. 1 thing I could do to improve business for Select Sires, or really, any AI organization.”

Fertility is not highly heritable, and there can easily be a 20-percentage-point difference between high and low bulls.

“The thing I love most about beef-on-dairy is, I love data, and I, finally, for the first time in my career, have data to play with,” Marshall says.

2. Genomic Testing: There’s a growing potential for genomic testing in beef cattle, similar to what’s been done in the dairy industry, to improve genetic selection and herd performance.

“If I was a commercial beef producer, I’d be wanting to test my commercial females and figure out who are really the elite ones,” she explains. “And then let’s go build our replacement heifers out of those.”

3. Breed and Genetic Trends: Genetic selection is becoming increasingly precise and data driven. The future of beef genetics lies in comprehensive trait measurement and genomic understanding.

She also emphasizes the beef industry’s evolution from single-trait selection to a more comprehensive strategy.

“There is always a pendulum changing or swinging,” Marshall says. “You’re always going to have people that are more willing to go out on those pendulums farther than others. And that’s what I love about our commercial industry, they always kind of keep the seedstock industry a little bit grounded.”

She explains at Select Sires they strive to provide the customer what they really want.

“We need some of those extremes, honestly, to kind of move the industry forward in different areas,” she says. “Look what we’ve done on traits like marbling. We’ve totally changed the beef demand dynamic, because we’ve created a more palatable product that our consumers really like.”

Comparing the seedstock and commercial beef industries, she says seedstock producers generally select for extreme in traits trying to be breed leading.

“Our commercial customers have almost always selected more for balance,” she summarizes. “But really the secret sauce to getting bulls that are going to sell lots of semen would combine phenotype and genotype, and then their pedigree is always important.”

Marshall predicts the industry will continue to develop new traits that we don’t measure today.

“We may get rid of some of the traits that we have and measure things in a much more profitable way, like age to harvest,” she adds.

She also emphasizes the need for bulls that will produce the next generation of the nation’s cow herd.

“We better have some maternal bulls in our lineup, because beef producers are ready to start rebuilding the cow herd,” Marshall says.

4. Labor Barrier for AI : The labor needed for synchronization is a critical challenge in AI adoption.

Marshall identifies labor as the primary barrier to increasing AI adoption.

“Until we figure out how to synchronize that cow with less labor, it’s going to be really hard to move the needle in a significant way,” she says.

Marshall summarizes the future of the beef industry relies on these four strategies:

- Embracing technological innovation
- Maintaining genetic diversity
- Focusing on commercial producer needs
- Continuous learning and adaptation

Check out the podcast to learn more about how Marshall believes how data, genetics and innovation is shaping the future of beef cattle production.

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.”