How Missouri is Turning to Genetics and Technology to Boost Cattle Profits

Tue, 14 Oct 2025 13:46:21 GMT

Missouri’s cattle industry is experiencing a wave of optimism. Prices are soaring, herds are rebuilding and innovations in genetics and technology are transforming the business. At the center of it all is a homegrown initiative that’s quietly reshaping the future of beef production: the Show-Me Select Replacement Heifer Program .

Since 1997, this University of Missouri Extension program has become the gold standard for replacement heifer development, bringing cutting-edge science and data to pastures across the state.

Boom for Beef Producers

Cattle prices are climbing to levels not seen in years — and for longtime producers, the rewards have been hard-earned.

“It’s hard not to be in a good mood if you’re a cattle producer right now,” says Zac Erwin, regional livestock specialist with University of Missouri Extension. “This is the moment we’ve been waiting for for about the last decade.”

Erwin has worked with cattle producers for nearly 20 years, helping them navigate the ups and downs of a notoriously cyclical business. After the market peaked in 2013 and 2014, it plummeted in 2015 and stayed low for nearly a decade. Those who held on through lean years are now seeing the payoff.

“Those that were able to maintain inventory are certainly getting paid for their efforts,” Erwin says. “We’re also seeing new money coming into the business because of the profitability we’re currently experiencing.”

Grassroots Effort Becomes a National Model

The Show-Me Select Replacement Heifer Program was born out of a simple idea: add value to what was once considered an undervalued commodity — the heifer calf. It began as a grassroots initiative and has since grown into a model replicated across the U.S.

“This is really the gold standard for heifer replacement in the country,” Erwin says. “It started to raise the value of an undervalued commodity — and over the years, it’s snowballed.”

At its core, the program is about technology transfer: taking the latest university research — whether in breeding, pregnancy detection or genetics — and putting it directly into the hands of Missouri cattle producers.

Breeding Smarter with Technology

In the early days, the program focused on artificial insemination (AI) and ultrasound pregnancy diagnosis. Today, it’s moving into genomics and advanced reproductive tools that could revolutionize herd-building.

One of the newest developments is Doppler ultrasonography, championed by Thiago Martins, beef production state specialist at the University of Missouri. This technology allows producers to check a cow or heifer just 20 days after AI — a significant improvement over the traditional 28-day window.

“By exposing cows to two rounds of AI in 24 days, we got 85% of those animals pregnant,” Martins says. “If you compare that to natural service over 60 to 90 days, which gets you around 9% bred, the difference is huge.”

For producers looking to rebuild their herds with better genetics, this technology could be a game-changer.

Genomics: Peeling Back the Hide

The future of replacement heifer selection isn’t just about breeding more animals — it’s about breeding better animals.

“Genomic testing, especially on the commercial side, is relatively new to the beef industry,” explains Jamie Courter, state beef genetics Extension specialist. “With Show-Me Plus, producers can use DNA samples to unlock deeper insights into their heifers’ genetic potential.”

By understanding traits that can’t be seen — like longevity, calving ease and heifer pregnancy — producers can make more informed decisions. And while some are initially hesitant due to testing costs, Courter says the return on investment is clear.

“If you can show up at the sale barn with calves out of high genetic merit for traits like carcass weight, marbling and ribeye, buyers notice,” she says. “They love having that risk management — knowing what to expect when those cattle enter the feedyard.”

Proven Premiums and Long-Term Payoffs

The numbers speak for themselves. According to Erwin, Show-Me Select heifers routinely bring $200 to $300 more per head than comparable animals not in the program.

“Most sales this fall will be in the $4,000 range — and even above,” he says. “Over time, you build a reputation. Repeat buyers come back, and that puts more money in producers’ pockets. Those who stick with the program through good times and bad see the biggest rewards.”

Beyond the dollars, the program has had a transformative impact on rural communities, improving operations and livelihoods across Missouri.

Looking Ahead

The next Show-Me Select Replacement Heifer sale is set for Nov. 21 at the Joplin Regional Stockyards in Carthage, Mo., featuring around 275 spring-calving heifers. It’s more than just a sale; it’s a showcase of how genetics, technology and trusted branding can add real value to Missouri’s beef industry.

As Erwin puts it, “This program changes people’s lives.” And in today’s high-stakes cattle market, it may just shape the next decade of beef production.

Farm Journal Launches Trust In Beef to Accelerate Beef Industry’s Sustainability Work

Thu, 09 Sep 2021 13:37:46 GMT

Trust In BeefTM is a new effort to empower beef producers on their sustainability journey and provide consumers with real-life proof of the continuously improving environmental performance of American beef. The program is led by Farm Journal ‘s social purpose initiative, Trust In Food , and its industry-leading beef brand, Drovers .

“This program will work in harmony with our other industry stakeholder efforts,” says Amy Skoczlas Cole, executive vice president of Trust in Food. “The goal is to simplify the process for cattle producers to meet the challenges of a changing world. It will also influence consumer sentiments by highlighting the important role that beef has historically played, and will continue to play, in delivering economic, social and environmental benefits.”

Trust In Beef is working across two program streams to secure a sustainable future for beef:

Empowering producers on their journey
- Trust In Beef will connect producers with education, tools and resources to start or accelerate their continuous improvement journey.
- At the same time, the program will capture stories and data, documenting the depth of beef producers’ sustainability-related work – both past and present – at a scale never done before.
Connecting consumers to beef’s sustainability story
- Trust In Beef will provide partners with a steady stream of consumer outreach and engagement materials in the form of these producer case studies. This will enable consumer-facing brands to expand and improve their efforts to ensure consumers understand beef’s story by shining a light on environmentally-conscious beef producers.
- The program will also undertake its own consumer outreach through media initiatives on streaming platforms.

Earlier this year, Trust In Beef undertook a first-of-its-kind research effort to understand the perspectives, beliefs and actions of American beef producers regarding sustainability. More than 900 producers from more than 40 states shared viewpoints.

Key findings indicate many producers know the beef industry is changing and needs more change but are unsure about how to do this.

Key findings include:

Producers recognize change is needed…
- 79% say producers should change production practices to meet consumer demands.
- 56% recognize that the average US beef operation is not entirely environmentally sound
Some are already taking steps forward…
- 58% already have a formal grazing plan in place.
- 51% already have a plan in place to improve animal productivity.
Many are unsure about their role…
- 39% are unsure if beef producers will have to implement sustainability-related practices in the next decade to stay in business.
Plenty have not made necessary changes…
- 64% don’t think that setting year end goals is related to sustainable production.
- 42% do not have a formal grazing plan in place.
- 49% do not have a formal plan in place to improve animal productivity.

“Trust in Beef will provide the megaphone and activation mechanism for many of the current sustainability strategies being offered to the nation’s beef producers,” said Cliff Becker, Farm Journal senior vice president and publishing director of Drovers. “Producers want to do the right thing, and our research shows they are committed to improvement. Providing examples of success stories that improving can also align with profitability will help adoption of sustainability practices and enhance the overall longevity and profitability of today’s beef operations.”

For more information about Trust In Beef, go to www.trustinbeef.com .