Herefords Australia had a deep dive interview with American Hereford Association chief operating officer and director of breed improvement Shane Bedwell during his recent visit to Australia on how AHA is creating supply chain demand for whiteface genetics.
A veritable battery of tools from junior programs, education, and branded beef through to genetic research is allowing the American Hereford Association to engage with producers of all ages and boost end product merit for Hereford and Hereford influenced cattle.
AHA chief operating officer and director of breed improvement Shane Bedwell was on his first trip to Australia and experienced one of the largest beef expositions in the world at Beef Australia in Rockhampton, as well as judging the Herefords Australia National Show at Wodonga.
He oversees a membership of 8500 junior and adult members, with that membership continuing to increase year-on-year.
“It is our job to provide them with the tools to make them successful and that is good data entry, ease of registration access, a great customer service team, and we continue to provide the latest technology and information so they can evaluate their cattle better,” Mr Bedwell said.
“Our branded beef program continues to give them an outlet to market Hereford influenced cattle and our junior program gets them excited. We encourage our team every day to keep delivering that customer service and coming up with new ideas.
“Our communications team has been able to tell a great story through the lens of those various departments to get the commercial producer excited about the breed.
“We like to call our office staff, staff in the field and our membership Team Hereford.”
Designed for both junior and adult members, the Hereford Feedout program provides Hereford breeders and commercial users of Hereford genetics with access to the feeding and beef packing sectors while collecting performance data on their animals.
This year the program involves 2379 Hereford and Hereford influenced steers and heifers contributed by 103 participants from 20 states. Participants benefit from an annual Feedout field day with educational sessions from industry leaders on packer cattle procurement, feedlot rations and beef eating quality.
“The Hereford Feedout program was started for our junior members to gain more industry knowledge to better develop their portfolio. There are webinars, learning modules and they receive the carcase data on individual animals plus that information goes into the genetic evaluation to improve accuracy.”
Mr Bedwell said youth could not only make better breeding decisions within their cow herd but benefit from scholarships.
“It opens their eyes as to what’s out there as far as job opportunities in the feeding cattle industry. The carcase performance can see how that impacts their herd and EPD (Expected Progeny Difference) profile so they know what traits to work on.”
“We are trying to build that pipeline where our Hereford breeders are more well connected with the feeding sector because ultimately that’s what will drive more Hereford demand.”
Mr Bedwell said demand continued to increase for Hereford bulls going into commercial cow herds.
“In the past year we have sold more bulls in the US production sales for a higher average than last year, with the majority going over black cows and that’s a good sign. About 40 per cent of the bull clientele are new customers using a Hereford bull for the first time,” he said.
“Our commercial cow herd has become so single focused on black, losing hybrid vigour, fertility, soundness and docility. Frame size has moderated, and the cattle are stout but the Angus female is a big cow requiring a lot of inputs and Herefords fit that (feed efficient) market really well.”
Recent heterosis analysis by the University of Tennessee has revealed Hereford bulls increase a commercial operation’s net worth per cow (on current input prices) by $90 per year and average income generated per cow over time.
“This is due to the direct weaning weight advantage with more pounds to sell, a healthier calf to take through the feed yard, longevity, and the maternal heterosis of the cow enabling a better body condition score, less feed and increased fertility.”
The AHA backed branded program Certified Hereford Beef creates market pull through for the regular Hereford and Hereford influenced calf and feeder sales. More than 10,000 head sold in 20 Hereford and Hereford influenced sales during AHA’s fiscal year.
“Now there is another Hereford brand offered by Greater Omaha Packing, Nebraska, called Greater Omaha Classic Hereford Beef (USDA graded) and Greater Omaha 1881 Hereford Beef (USDA top choice). There are premiums available for whiteface cattle and there is great demand in the central part of the US where those plants are located,” Mr Bedwell said.
“We want to continue to amp that up and take our Certified Hereford Beef brand to more packers to keep driving demand for whiteface cattle.”
A hallmark program in the US Hereford breed has been the National Reference Sire Program with the latest data from the 2022 born group of 300 calves grading 50 per cent Prime and 100 per cent Choice.
Herefords Australia Super Sire Wirruna Matty M288 was included as an AI sire and is progeny performed well on growth and carcase traits. His sire group topped the carcase test and finished in the top five in the growth test, while his progeny was among the heaviest at every weight period and they graded 57 per cent Prime.
“That program has allowed us to measure and track Hereford genetic gain we have been able to accomplish by pursuing more focus. When that program was started in 1999, marbling was at High Select, Low Choice while the average quality grade of the 2022 born calves was Low Prime,” Mr Bedwell said.
“They have really been able to move the needle and prove end product merit – producers have used the tools (EPDs) to help get that done. They are highly heritable traits and if you put discipline and focus on those traits they will manifest into good results.”
The AHA uses its Hereford Advantage Program to add value to the Hereford influenced (minimum of 50 per cent Hereford genetics) feeder cattle with superior genetics (bull battery ranking in top 50 per cent of the breed in the Certified Hereford Beef dollar index), health and management.
It is a terminal sire index built on a production system where Hereford bulls are used on British cross cows with a focus on gain and end product merit.
“There are a lot of whiteface cattle through the commercial herds, and we wanted to allow those feeder buyers, feedlots and packers more information when they wanted to source high end Hereford influenced cattle.
“Not only do we have some extra genetic parameters relative to Hereford Certified Beef dollar index but also a health component and quality assurance agreement.”
AHA’s Maternal Advantage Program is designed to take advantage of hybrid vigour by capitalising on Hereford genetics, and targets heifers only to generate females with added longevity, docility, fertile and more profit per year. It can be used by producers using Hereford bulls on British or Brahman based cows in their breeding program.
“The baldy female, Tiger striped female, Super Baldy or Five Star (Santa Gertrudis cross) are all popular in the US. We wanted to add more genetic backing to that baldy female so the Maternal Advantage program looks at our female indexes and lets the producer know they have extra fertility, longevity and docility,” Mr Bedwell said.
He was a guest speaker at the Hereford and Braford combined “Whiteface Welcome” function at Beef Australia 2024 at Rockhampton on the Maternal Advantage Program.
“Those producers are doing a great job of promoting the whiteface in a composite way and we visited a commercial operation outside of Rockhampton to see the advantage of using Hereford bulls on the Santa Gertrudis cow. It’s working and more producers need to do it.
“If you want a cow herd to work, last and breed back, maternal heterosis is obvious. Our recent analysis showed the net worth of an F1 female compared to straight bred female is a $300 difference. The F1 female lasts longer, weans a bigger calf and she can breed back – everything a commercial producer wants.
“Not using heterosis in your cow herd is a real disservice to your bottom line and sustainability.
“I have really enjoyed looking at the Australian cattle. They are functional and Australians are sticklers on feet and legs, and that has been evident as we studied the Bos indicus based cattle in the north to the British bred cattle in the south.”
Shane Bedwell and Jack Ward, American Hereford Association, were guests of Herefords Australia during May for Beef Australia 2024 and the Wodonga National Show and Sale.
