Commerce City, CO – The Red Angus Association of America (RAAA) has made the addition of two Co-Directors of Beef Supply & Market Development, Troy Marshall and Ashley McCoy, to join and lead the Marketing Department at RAAA.

The Co-Directors are responsible for serving the Red Angus breed and it’s stakeholders through the beef cattle production and processing cycle. From aiding efforts with commercial program tools such as Angus Access, to supporting Red Angus beef in the retail market, Marshall and McCoy will continue to integrate demand for Red Angus genetics into the supply chain.

“Long known for its maternal strengths, the Red Angus breed is also a significant contributor to high-quality beef which under-pins the strong demand cycle shaping beef prices today,” said          Executive Vice President, Greg Ruehle. “These individuals will simultaneously direct this program from the supply and demand sides, creating the greatest opportunity for developing a successful Red Angus beef program in the shortest time frame.”

During the selection process, Marshall and McCoy were named as the two best candidates from the final round. Marshall’s background in seedstock and commercial production, and McCoy’s experience developing demand-focused retail programs brings complimentary strengths that support two key organizational objectives; Increase market demand to achieve 20 percent of U.S. beef. inventory to have a Red Angus influence, and expand on adding high profile talent to the association staff.

As a result, the search committee proposed a co-leader role to the Board of Directors. Marshall and McCoy will continue to provide leadership and develop Red Angus Premium Beef and Value-Added programs for producers across the country.

“Producers should expect a refreshing view of how a cattle breed association can lead development of a producer-run, consumer-focused beef program that delivers high quality beef products through programs such as Angus Access, supporting claims including breed integrity, animal age and farm or ranch of origin.” Ruehle said.

Troy Marshall
Troy Marshall comes to the RAAA with a strong agricultural background through beef cattle production. Currently, Marshall holds a bachelor's degree in Animal Science and master’s degree specializing in Equine Science both from Colorado State University.

Marshall raised registered seedstock cattle for 30 years in Eastern Colorado, while broadening his career working with seedstock operations, commercial cattlemen, feeders, packers and marketers across the industry. He also has been involved with many organizations such as the Beef Improvement Federation to ensure continued success for producers.

Prior to his role at RAAA, Marshall worked as the Director of Commercial Industry Relations at the American Angus Association. During his tenure he focused on connecting genetics, marketing and consumer demand to create value for producers through the Angus Link program.

“I think one of the frustrating things about our business is that below average cattle tend to be subsidized by the better than average cattle in our commodity system. I’ve always been passionate about trying to line genetics and genetic merit with actual prices that cattlemen receive,” Marshall said.

In this Co-Director role, Marshall explains that he will help “serve as the intersection to help seedstock and commercial producers tie the product of what they’re creating into what the consumer is demanding.”

Marshall looks forward to the opportunity to work with every segment of the beef supply chain – helping align interests to create more value for Red Angus feeder cattle and building relationships with producers.

"I see a real opportunity to help tell that story a little more effectively and to help create additional demand and value for Red Angus influenced feeder cattle,” Marshall said. “That challenge was exciting to me and I felt like it was an opportunity to make a meaningful impact.”

Ashley McCoy
A Nebraska native, Ashley McCoy is no stranger to the beef industry. Growing up on her family’s farm in Southwest Nebraska led her to a career focused in animal agriculture. McCoy attended the University of Nebraska-Lincoln where she completed her bachelor’s degree in Animal Science, followed by her master’s degree in Meat Science.

McCoy has held roles throughout her career focused on product solutions. Her specialties have transitioned from meat traceability at IdentiGEN, to product strategy in her recent role as a Business Transformation Analyst at PetIQ.

Her interest in the role at the RAAA comes from her years of experience with all members of the value chain, from producers, to feedlots and retailers.

“There’s a lot of parallels that you can draw through my past experiences about bringing people together and getting them to align with a common goal,” McCoy said. “We want to have a program that showcases the value of Red Angus beef and aligns our producers to that goal.”

McCoy will continue to develop programs that are geared towards incorporating Red Angus genetics in the retail beef marketplace by managing programs focussing on consumer demand.

"I'm really looking forward to the people. I cannot wait to get out there and meet the rest of the Red Angus staff and get to have time with the producers and then build that into a way to get to the rest of the value chain,” McCoy said.

For more information about RAAA or value-added programs for Red Angus-influenced cattle, visit RedAngus.org.

The Red Angus Association of America serves the beef industry by enhancing and promoting the measurable advantages of Red Angus and Red Angus-influenced cattle. RAAA provides commercial producers with objectively described cattle by implementing new technologies and using scientifically sound principles that quantify traits of economic importance to beef producers in all segments of the beef industry. For more information, visit www.RedAngus.org.