『Episode 18 | Building Beef Demand and the CAB Success Story, with Mark McCully from American Angus』のカバーアート

Episode 18 | Building Beef Demand and the CAB Success Story, with Mark McCully from American Angus

Episode 18 | Building Beef Demand and the CAB Success Story, with Mark McCully from American Angus

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概要

 In this episode of The Angus Table, host Scott Wright sits down with Mark McCully, CEO of the American Angus Association, for a comprehensive conversation about leading one of the world's largest breed organisations.Mark shares insights from managing 22,000 members across five wholly-owned subsidiaries (Association, Certified Angus Beef, Angus Media, Angus Genetics Inc, Foundation), the remarkable success of CAB brand with 27% of US fed cattle qualifying and $50+ premiums per head, the historic shift from 50% select grading to more prime than select today, developing functional longevity and udder EPDs, navigating methane research controversy with transparency, and the power of servant leadership.They discuss some of the similarities and differences between US and Australian industries, the evolution from "where's my premium" to value-based marketing dominance, beef-on-dairy integration, and why keeping independent breeders independent through strong associations matters globally.So pull up a chair at the Angus Table for insights from one of the breed's most accomplished international leaders.Key topics covered:How the American Angus Association evolved from 1883 herd registry to five wholly-owned subsidiaries with 300 staffThe scale of CAB brand: 27% of US fed cattle qualify today, creating $50+ premium per head at packing plantWhy CAB gave producers a target aligned with consumer value rather than producer value perspectivesThe historic shift from 50% select grading (when Mark started) to more prime than select produced todayHow value-based marketing evolution transformed premium signal flow to producersThe development of functional longevity EBV and teat/udder suspension EBVs incorporated into maternal weaning valueThe importance of phenotypic data as genomics foundation "only as good as phenotypic data breeders turn in"How non-traditional data (health traits, BRD, congestive heart failure, fatty acids) requires downstream collaborationWhy beef-on-dairy integration (60% of 9.4M dairy cows bred to Angus) accelerates data capture in integrated systemsThe challenge of staying innovative as breed associations when private companies characterise economically important traitsHow World Angus Evaluation provides a common currency for breeders globally and helps prevent gene pool narrowingWhy strong member-owned associations hedge against integrated systems taking genetic decisions from independent breedersThe methane research controversy: objectives around efficiency in cows on grass, navigating funding source concerns, factual information challenges in social media eraThe importance of servant leadership principles shaped by "The Servant" by James HunterWhy focusing on consumer eating satisfaction rather than cattle producer value perspectives drives sustainable demandRelevant links mentioned in the episode:American Angus Association: www.angus.orgCertified Angus Beef brand: https://www.certifiedangusbeef.com/enBook: "The Servant" by James HunterContact details:This podcast is proudly brought to you by Angus Australia https://www.angusaustralia.com.au/+Follow Angus Australia on + Facebook + Instagram + X + LinkedIn ++Follow Angus Youth Australia on + Facebook + Instagram + X +CREDITS:Host: Scott Wright, CEO. Get in touch via email ceo@angusaustralia.com.auProducer: Mel Strasburg mel.strasburg@angusaustralia.com.auAudio editing and post-production: Ellen Ronalds Keene at https://perkdigital.com.au
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