Bringing Relevance and Value to the Beef Industry


By Holly Martin, Drovers 

March 30, 2021


Beef industry organizations will need to evolve in order to continue to bring value in the future. That philosophy is particularly true for breed associations, said Mark McCully, chief executive officer of the American Angus Association.


McCully spoke recently during the Dr. Harlan Ritchie Symposium for the American Society of Animal Science.


“I think it comes down, very simply, to relevance,” he said. “We all understand that you have to maintain relevancy. You have to continue to bring value.”


Fostering profitability of commercial cattle producers is what brings value to breed associations like the American Angus Association.


Part of that strategy is...