There is probably no word to better describe the current state of the cattle industry than momentum. Prices are moving higher, moisture is adequate in most areas of the country and overall beef demand remains extremely strong. Momentum is hard to define, but it’s easy to sense the Angus breed is experiencing just that. The Certified Angus Beef^® (CAB^®) brand continues to enjoy phenomenal success, while all the metrics for the breed are moving in the right direction.

Angus market share continues to grow, demand for Angus bulls and females is rising, and as the industry prepares to go into an expansion phase, Angus is well-positioned to continue that growth. In fact, every new supply chain I am aware of has staked its success on Angus, with Angus genetics being the centerpiece of its programs.

Added premiums create a stir

The AngusLink^SM program is experiencing tremendous momentum, as well. The announcement that National Beef is adding premiums to its U.S. Premium Beef (USPB) grids based on genetic merit and the Genetic Merit Scorecard^SM (GMS) really highlights the growth and momentum the AngusLink program is experiencing. We continue to set new records nearly every month for enrollments. The number of first-time enrollees into the program is at an all-time high.

One of the things that makes the AngusLink program truly unique is its value increase with increased acceptance.

The momentum is fairly easy to explain: Premiums for the scorecard and AngusVerified^SM continue to be significant.

One of the things that makes the AngusLink program truly unique is its value increase with increased acceptance. It is not based on scarcity; in fact, its value only grows as more cattle are objectively described in the marketplace.

Increased demand encourages participation

Cattle feeders are beginning to look for cattle, and they prefer cattle that have the GMS or are AngusVerified. Increasing premiums are a very good indicator that we continue to have more demand than we have supply when it comes to AngusLink-enrolled cattle. Having large supply chains like Prime Pursuits and National Beef putting their well-earned reputations behind the program have played a big role in the momentum of the program.

Of course, a transformation in the way we market feeder cattle is a major positive for the Angus breed and for the industry as a whole. Timing is always important. With the value of Angus genetics never being higher, the value of having an objective, reliable, and cost-effective means of describing the genetic merit of feeder cattle has never been higher.

In summary

We are excited about the momentum both AngusLink and the Angus breed are experiencing, but we are even more excited about the opportunities that are being created. In the end, the AngusLink program won’t be measured by the numbers of cattle enrolled or by the premiums earned, but rather by the difference we make in individual ranchers’ lives and their long-term sustainability. We make a difference through relationships, and the AngusLink program is ultimately about being a conduit to building lasting relationships.

Editor’s note: Troy Marshall is director of commercial industry relations for the American Angus Association.