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