Building cowherds for long-term profitability

Posted June 29, 2012

Red Angus and Simmental breeders will evaluate beef cattle form and function during Beef Profit Alliance

Red Angus and Simmental producers will gather in Manhattan, Kan., July 22-24, for Beef Profit Alliance – a dual-breed seminar featuring some of the beef industry’s most influential leaders.

As the name implies, “profit” will be a re-occurring topic as stakeholders focus on the dynamics of their respective breed, how the two breeds are working together, and the direction of beef industry. Both form and function of beef cattle will be discussed as attendees determine what lends profitability to their operations.

One of the featured speakers is Lorna Marshall of Burlington, Colo., the North American Beef Account Manager for Genex/CRI. She will challenge Beef Profit Alliance attendees with the question, “Should we database conformation traits?”

Marshall will explore the economic relevance of conformation, accurate data collection of conformation traits and if – or how – structure should be incorporated into EPDs.

“It’s important to have a systems approach on how all the traits work together for profitability instead of focusing on single-trait selection,” said Marshall. “That relevance to the entire industry will determine survivability.”

Dr. Scott Greiner of Virginia Tech will address the benefits of incorporating genetic predictions – EPDs – into both Simmental’s and Red Angus’ featured cattle shows, and how this practice can increase the value and function of the animals exhibited. Greiner, who was fundamental in incorporating ultrasound as a genetic improvement tool in the beef industry, is nationally recognized as an educator and livestock evaluator.

For a complete Beef Profit Alliance agenda, log on to and download the brochure from the home page. Registration is $85 per person and can be completed online at or by calling the Red Angus Association of America at (940) 387-3502.


For more information, contact:
Jennifer Noble, RAAA Director of Communications
(970) 270-4019 •


Beef Profit Alliance is a dual-breed seminar designed to help stakeholders add profit to their operations.


NOTE TO EDITORS: To download the high-resolution image, click on the image once to open it in a new window, then right click on the image and select “Save Image As.” Use the “Back” tab to return to the press release.