Industry experts discuss how genetics, management, marketing drive profitability at NWSS

At the 2026 National Western Stock Show, industry leaders and cattle producers gathered to discuss how breeding, management and market decisions can create value buyers recognize and reward.

Sponsored by the Colorado Angus Association, the session focused on connecting production fundamentals to market success.

Presentations by Troy Marshall, director of commercial industry relations for the American Angus Association; Dr. Clay Burson, associate beef technical specialist at Zinpro and Dr. Ryan Rathmann of Texas Tech University set the stage for a panel moderated by Kevin Ochsner, host of  “Cattlemen to Cattlemen” on RFD-TV, with panelists Jason Hoffman of Hoffman Ranch; Western Video Market Auctioneer Rick Machado; Steve Gabel, owner of Magnum Feedyard and Marshall.

Proving genetic merit

Even in strong markets, high demand doesn’t ensure higher premiums. 

Marshall explained how producing high-quality cattle is only part of the equation. 

“If the market can’t see it, they can’t pay for it,” he said, citing verification tools such as AngusLink to quantify genetic merit.

He emphasized how market value increases when production decisions are aligned with downstream demand.

“We’ve done a really great job of producing pounds and being efficient, low-cost producers in this industry,” Marshall said. “Now we’ve got to continue to connect to our marketplace and consumer demand to make sure our management decisions are connected to real-world economic decisions.”  

Nutrition as a value multiplier

Nutrition remains one of the most influential factors of profitability. Burson highlighted how every sector of the industry feels the effects of a good nutrition program.

“Virtually every biological process at some point is going to require a mineral or vitamin,” Burson said. “We’re asking cows to breed early, we’re trying to keep the calf healthy and we’re trying to keep feedlot steers performing efficiently – minerals play a critical role in all of those functions.”

Rathmann linked nutrition to efficiency and feed costs, noting matching cow size and milk production to resources prevents unnecessary expenses. 

“The most efficient cows are those which produce the most with the least,” Rathmann said.

He noted how variations in feed intake presents selection opportunity. 

“If we can identify cows that are genetic outliers for eating less and still being able to sustain their maintenance needs, there’s a lot of opportunity,” Rathmann said.  

Beyond the scale

While pounds remain important to commercial value, panelists stressed relationships, reputation and consistent performance also affect profitability.

“Now you have the tools available where you can accurately and objectively describe the genetic merit of feeder cattle,” Marshall said. “This is the people business and it always will be, but if we can document this information to give buyers confidence, I think it’s the key to driving value.”

Gabel noted efficiency of growth and carcass quality matter, but reliability and trust influence market outcomes.

Machado described it by saying, “What you have to sell is your name if you’re not retaining ownership all the way through.”

Hoffman echoed this, adding balancing risk versus reward as another key factor to a successful operation.

“You’ve got to stick your neck out where you can be a leader,” he said about taking chances. “But you’ve got to be grounded enough to stick to the basics too and produce good cattle they know they can count on.”

Down the road

Finding a competitive edge requires foresight. 

As Ochsner noted, “Your genetic decisions today have big ramifications years down the road.”

Producers who thoughtfully combine genetics, management and marketing can turn these decisions into a win for their bottom line.

“Genetics, management and marketing are really risk management tools along the way,” Marshall said. “If you’re doing those things right, you’re going to reduce your risk in this marketplace.”

Briley Richard is the director of communications for the American Angus Association. This article was originally published by the association on Feb. 16.