Welcome back to the American Cattlemen Podcast. Just ahead, we have Gale McKinney, he's the owner of American Cattlemen Media, and he sits down with Larry Gran and Jamie Wolf with Jorgensen Land & Cattle. In this episode, they will dive into Jorgensen’s data-driven Angus program, the role of genomics in commercial cow herds, succession planning, and the broader state of the beef industry. 

Gran explains his responsibilities for cattle procurement, DNA program oversight, and managing relationships with Jorgensen’s genetic partners. Wolf describes his work in marketing, genetic sales, and customer consulting, emphasizing the operation’s commitment to telling its story through video, social media, and educational content about technology in use on the ranch.

The conversation highlights Jorgensen’s long-term data collection, dating back to handwritten cow cards from the 1950s, which underpins their Ideal Beef Evaluation (IBE) developed in partnership with Zoetis. Gran and Wolf stress that genomic testing is particularly powerful for smaller producers who cannot afford to keep the wrong replacement heifers. By identifying top and bottom performers early, producers can cull unproductive females sooner and design complementary matings that accelerate herd improvement, regardless of herd size.

The pair also discuss tools like Ag Boost, which simplifies EPD interpretation into a one-to-ten scoring system, making genetic decisions more accessible for time-pressed producers. They emphasize that Jorgensen’s team routinely works with customers to analyze data, align bull selection with herd goals, and ultimately improve sale-day checks.

On the industry outlook, Gran notes historically strong cattle prices but urges caution due to high interest rates, limited grass availability, and inevitable market corrections. Both guests underscore the importance of having the best cows in place before a downturn and of using technology and planning—rather than emotion—to guide culling and investment decisions. Wolf adds concerns about generational transition and describes Jorgensen’s structured succession planning and robust internship program as models for bringing capable young people into the industry.

They close by stressing that beef demand remains strong, and that sustained success depends on producing a high-quality product while continuing to tell the beef industry’s story and its multi-generational, land-based heritage.

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