Reflection on mindset

As we all prepare for the Christmas season and the beginnings of a new year, it is often a time to reflect and revisit lessons learned over the past year. I had an inspiring conversation with Joe Fischer of the Bruin Ranch in Auburn, Calif. 

We discussed the launch of the three research expected progeny differences (EPDs) for teat score, udder score and functional longevity, which the Bruin Ranch helped provide a lot of data to aid in the development of, and the overall value of maternal genetics. 

He and the Bruin Ranch have built a reputation for producing highly functional cattle that can adapt to the rugged foothill grazing environments in California. They are consistently applauded for their transparency and data-driven breeding decisions by their clientele. This has been key to the Bruin Ranch’s involvement as one of several training populations for the research EPDs of teat scores, udder scores and functional longevity. This focus on maternal genetics has been a hallmark of the program. 

Fischer and I had a great discussion about building relationships in the industry. He consistently pushes himself to think outside the box and constantly questions how he can supply genetics that will fit his buyers’ needs. Fischer’s conviction for transparency was evident with some interesting discussion questions, “What problem do my genetics solve for someone? Are we quantifying this problem? What makes our product different?” 

He fully believes this mindset can be instrumental in developing a foundation for success. Fischer further illustrated his commitment to considering the challenges of commercial producers by stating, “Transparency is super important. This relationship is more critical than trying to be bigger and better by fudging data. We want our customers to have confidence in our germplasm. We always encourage our buyers to upload data to continue strengthening the database. I want our sale cattle to reflect the herd out on the rangeland. They need to be able to work and deliver with realistic inputs to stay in the herd.” 

This mindset has been critical to developing customer relationships and implementing very focused and intentional breeding decisions. He and I reflected on two very interesting questions that he posed, “Are we seedstock suppliers or purebred breeders? How do we get out of the mindset where we fudge data to be bigger and better?” 

One of the discussion points we kept getting back to is that sustainability stands on a strong economic foundation. We often focus on generating outputs without considering inputs. Many of our producers want to sell a bigger calf, and rightfully so when the majority of producers sell calves at weaning. But do you consider how much it cost to generate those higher weaning weights? 

One of the last discussions we had was about holistic mindsets as it relates to breeding, genetics and production in general. I would argue understanding how your decisions influence the entire production chain is relevant, but what is your context? Can your environment support the cows and calves that you are producing? What do the cows and bulls look like in their “working clothes,” and do they deliver? Does you cowherd check all your boxes and work for you in your environment? 

That is the key to functional longevity. To make progress we have to focus on genetic diversity and breeding decisions that allow cattle to be more adaptable and flexible in periods of challenging environment and production conditions. 

I asked Fischer about lessons he has learned during the past year and what he wishes he could go back and do if he had more time. We discussed the fact that marketing is so crucial, whether you are a commercial producer or seedstock producer. Showcasing how your product differs from others and developing relationships is something that is often learned the hard way. 

The Bruin Ranch has focused a lot of their marketing efforts on story branding. Fischer wants people to know him and understand and invest in the Bruin Ranch. He can tell you the story about every cow and calf on the ranch, and I know there are many producers that can do the same. We talked about the stories of his time at Cal Poly working on the ranch and the cows that are still in our university herd. He wrapped up our phone call with a quote for many of our collegiate producers, “10 years from now, you will never regret taking a marketing class!”

I hope you all have a wonderful Christmas and New Years with friends and family. For many, the winter provides no shortage of work, but also a time to slow down and reflect on mindset. 

No matter what’s going on in your neck of the woods, I wish you all success in your endeavors on the ranch. As always, be well and God bless the American rancher.