When it comes to the cattle industry, there are specific tactics a producer can use to improve their herd. Purchase new genetics, adopt different breeding technologies, select fresh matings during breeding season — the opportunities feel nearly endless.

But what about when it comes to marketing? While there are just as many options available to cattlemen, decisions likely hinge on the advice of an expert or marketing specialist. The team at Angus Media aims to fill that role for members of the American Angus Association, but they still share the goal of never falling behind the times.

That was the driving thought behind the Growing Angus program offered to staff at the Saint Joseph, Mo., office. Four team members from Angus Media — Courtney Bartenslager, digital marketing manager; Rachel Hunter, senior print services coordinator; Ryann Kats, graphic artist/advertising coordinator; and Megan Silveira, managing editor of the Angus Journal — joined the inaugural class of the program, exploring every segment of the beef industry and learning new leadership skills to better harness their ability to serve Angus membership.  

The Beef Industry Immersion Tour was one of the first to-dos for program members. A two-day event, the experience was designed to take staff through the entire production chain, from calves hitting the ground all the way to the packer. 

“It is so valuable that Angus Media staff fully understands the vital and diverse roles that those are dedicated to the success of the breed and beef industry play,” Bartenslager explains. “I believe it’s important that Angus Media staff keep our customers in mind with everything we do; our job is to serve Angus cattle producers, and the best way to achieve that is by understanding their needs, wants and the issues that matter most to them.” 
As Association staff, Hunter says it’s the job of herself and her peers to connect the sectors of the beef industry. 

“It is imperative that, while we don’t necessarily have to be experts in all parts and processes from farm to fork, we — a representative of our Angus breeders — understand the who, what, when, where and why of the industry, so that we can best serve our breeders and customers.” 

Growing in Angus

While Kats’ childhood centered around the production of cattle in Kansas, she says the Growing Angus program was the perfect chance to give that knowledge a much larger spread. 

“In my role with a nationwide association, it’s crucial for me to understand the key issues and trends across different segments and regions,” she explains. “This knowledge helps me tailor ads more effectively to meet the needs and interests of breeders in various parts of the country.”
The first stop on the tour stands out the most to Bartenslager. At Blythe Angus, she says the operation pulled back the curtain on management decisions. 

“It was easy to see the passion this family has for their cattle and for the Angus breed — it was contagious,” she admits. “I enjoyed learning more about how they complement their genetic base with quality grass, creating an environment for the cattle to thrive.” 

Kats says her favorite stop was Kansas Artificial Breeding Service Unit (KABSU), as it reminded her of a higher-level version of days spent checking bulls on the family operation. The semen and bull segment of the beef industry is one that she notes as continuously growing and improving. 

To see it firsthand was eye-opening for the designer. 

“Many operations have diverse income streams, which means that promoting a bull sale is just one part of what we can do for them,” she explains. “Our goal is to find comprehensive ways to support every facet of their operation. Whether it’s addressing diverse audiences, marketing a variety of products or building industry relationships, we aim to develop a tailored marketing plan that meets their needs throughout the entire year.”

Though the staff came face to face with a variety of people, there was one major similarity. 

“Across the board, my take-home with each segment of the industry that we visited was the ever-increasing desire and demand for quality,” Hunter says. “It starts where the product of our industry ends, on the fork of the consumer, thus trickling down through every sector to ensure that our ultimate end user continues to confidently choose beef as their Number 1 source of the protein.”

While it might end with the consumer, the Angus Media team knows it starts with the breeder.