Build the Herd You Believe In

After a summer hiatus, David Brown returns to Angus Underground with longtime friend and repeat guest Dave Mullins for a candid conversation about the current Angus business, the cattle market, and the opportunities facing breeders today. David opens with updates from Montana Ranch before diving into his thoughts on the American Angus Association’s Data Driven Herd recognition program, the importance of submitting real-world performance data, and recent changes surrounding genetic testing and AI certificate requirements. While never shy about sharing his frustrations, David’s larger message remains consistent: meaningful data collection matters, particularly as genomics continue to play a larger role in cattle evaluation. From there, David and Dave turn to what they describe as an unprecedented cattle market. Despite drought conditions, market volatility, and challenges such as New World screwworm concerns, demand for quality Angus genetics remains remarkably strong. They examine why traditional “sale seasons” are becoming less relevant, with successful production and frozen genetics sales happening throughout the year. Dave explains that today’s buyers are increasingly willing to invest whenever the right genetics become available—whether they’re looking for embryos for an upcoming IVF cycle, a donor cow to advance their program, or genetics that fit a very specific breeding philosophy. Ultimately, the conversation centers on intentionality. David and Dave encourage breeders to determine exactly what they want their program to accomplish, reverse engineer the path to get there, and resist being distracted by industry noise or someone else’s definition of success. Whether a breeder focuses on maternal cattle, performance genetics, carcass traits, show cattle, or another segment entirely, there is room within the Angus breed for different approaches. Their message to both established and young producers is simple: build a good product, communicate clearly why it matters, understand your customer, and become exceptionally good at serving your particular segment of the cattle business. Key Discussion Points The return of Angus Underground after a busy summer at Montana Ranch American Angus Association’s Data Driven Herd recognition program Why real-world performance data remains important alongside genomics Genetic defect testing and AI certificate requirements Current cattle inventory and historically strong market conditions New World screwworm concerns and cattle-market volatility Record demand for registered Angus cattle and genetics Why traditional spring and fall “sale seasons” are changing Growing opportunities for year-round embryo and semen sales How IVF has changed the timing of frozen-genetics purchases The diversity of today’s Angus breeders and buyers Finding the right customer instead of trying to appeal to everyone Building a breeding program around intentionality and consistency “Reverse engineering” your operation from the outcome you want Why breeders should learn from successful programs—even those with completely different philosophies Opportunities for young people looking to build careers in the cattle industry   🎧 Sponsor & Ad Mentions Creek Insurance Livestock producer David Yackley discusses the risks cattlemen face from weather, disease, injury, longhorn ticks, and New World screwworm. Livestock mortality coverage includes: Individual animals Entire herds Livestock losses resulting from covered risks Phone: 360-266-8000 Website: insuremybull.com Got Any Cows? Podcast Hosted by Seth Christensen of Christensen Genetics, the Got Any Cows? Podcast explores the realities of operating a cattle business and building a sustainable ranching operation. Topics include: Artificial insemination (AI) Embryo transfer IVF Production practices Finance Marketing Akaushi genetics and Wagyu-quality beef Angus cattle and breeding programs Available on YouTube, Apple Podcasts, and Spotify. Website: gotanycows.com Empower Ag Trading Empower Ag Trading helps cattle producers navigate market volatility and make more informed marketing and risk-management decisions. Services include: Cattle and grain marketing Futures and options trade execution Livestock Risk Protection (LRP) Market information and analysis Risk-management planning Website: empoweragtrading.com Futures and options involve significant risk and may not be suitable for everyone. Empower Ag Insure is an equal opportunity provider. 🔗 Links & Resources Mentioned Compass Livestock — Dave Mullins: compasslivestock247.com SaleRing.live — Online livestock sales platform: SaleRing.live Angus Underground Community Group on Facebook Got Any Cows Podcast: gotanycows.com Creek Insurance: insuremybull.com Empower Ag Trading: empoweragtrading.com Montana Ranch: montanaranchangus.com   Closing Takeaway This episode is ultimately a reminder that there may be more opportunity in the cattle business today than at any other point in recent memory. David and Dave encourage producers to stop chasing every industry trend, determine what they believe in, understand the customer they want to serve, and intentionally build toward that goal. Different breeding philosophies can—and do—succeed. The key is knowing your lane, communicating your value, and becoming exceptionally good at what you do. Learn more about our sponsor, Montana Ranch, by visiting MontanaRanchAngus.com.