The changes from new technologies like genomic and crossbreed performance tools how they might do away with – or at least change the role of – individual breeds, have been a long time coming.
The experts in genetics have long said ‘the other cattle breeds are not your main competitor – it’s other proteins’.
Initially that was just pork and chicken, but these days that could be a whole range of fake meat options, insect burgers, or other soy and protein focused alternatives.
With groups such as the American Simmental and Red Angus associations rolling out their multi-breed performance evaluation systems, it starts to really change the decision process around breed choice.
This will challenge the status quo, because our whole beef production chain psyche is based around the concept of breeds, from our marketing through the show ring, through breed societies and even by the big meat processors with branding.
Yet, there is as much variation within a breed now as there ever was. Several decades ago, not only was it about colour, but breed societies would provide specific measurements for things like the width of the girth, or the forehead, or the length in inches from shoulder to tail, to be an ideal type under that society’s description.
Those old, strict criteria are long gone, making way for a more productive pursuit of overall genetic potential.
Other old rules, like ‘the only free lunch is from hybrid vigour’, still apply.
But, will the threat that these technologies will bring the demise of breed societies eventuate?
People back breeds like they back footy teams, and this all ties into marketing and consumer loyalty.
If consumers keep getting a good experience from a particular brand, and that brand happens to represent a particular breed, then a market will persist for that breed/brand.
There are also the aspects of convenience and confidence. Sticking with a purebred herd means less shopping around, plus, if you know the background of a particular herd, and you’re happy with the results, why change?
From a genetics perspective, targeting the best genetics, irrespective of coat colour makes sense for fastest gain.
However, factors such as convenience, tradition, loyalty and familiarity will likely see breeds hang around for a while yet.
