Genetic progress is only as valuable as the profitability it creates, and few people understand that connection better than Marty Ropp, founder and executive officer of Allied Genetic Resources. In this episode of The Future of Beef Show, Marty joins hosts Jim Johnson, Dr. Jessica Sperber and Ian Wheal to discuss how data, genomics, and collaboration are reshaping the business of beef genetics. From lessons learned in the pork and dairy industries to the future of service-driven breeding programs, Marty shares what it takes to help producers capture more value across the entire supply chain. What You’ll Learn:

• How Allied Genetic Resources built a network to support genetic improvement across the beef industry
• Why connecting genomic data to real-world profitability is the next frontier •
• What the beef sector can learn from pork and dairy’s approach to efficiency and consistency
• The importance of collaboration and feedback between breeders, feeders, and packers
• How service, education, and transparency drive long-term genetic success

Links: Future of Beef Show: www.futureofbeef.com Follow us on Facebook - Instagram - TikTok Connect with Marty Ropp: www.alliedgeneticresources.com Read more from Drovers: www.drovers.com Learn more about Breedr: www.breedr.co Learn more about Corteva Agriscience: www.rangeandpasture.com

13. Beef on Dairy with Lorna Marshall

Beef-on-dairy is transforming how we think about efficiency, genetics, and profitability in cattle production—and few people have influenced that evolution more than Lorna Marshall, Vice President of Beef Genetics at Select Sires.

In this episode of The Future of Beef Show, Lorna shares how she’s bridging the worlds of dairy precision and beef performance to drive genetic progress across the industry. From genomic testing to smarter sire selection, she lays out how technology and collaboration can help producers raise more consistent, high-value cattle—whether they’re working with commercial herds or crossbreeding programs.

What You’ll Learn:

How genomic testing is reshaping replacement heifer selection Why beef-on-dairy is redefining efficiency for both sectors Key genetic trends driving profitability in modern herds How data and technology are changing breeding decisions Lessons from Select Sires’ approach to innovation and industry collaboration

Links: Future of Beef Show: www.futureofbeef.com Follow us on Facebook , Instagram , TikTok

Connect with Lorna Marshall: www.selectsires.com Read more from Drovers: www.drovers.com Learn more about Breedr: www.breedr.co Learn more about Corteva Agriscience: www.rangeandpasture.com

12. Ranching Advocacy with Tucker Brown

Ranching isn’t just about raising cattle—it’s about telling the story of where beef comes from and why it matters. Few do that better than Tucker Brown of R.A. Brown Ranch in Texas.

In this episode of The Future of Beef Show, Tucker shares how he’s using humor, transparency, and digital storytelling to connect consumers with the people behind their food. As a sixth-generation rancher, he’s bringing fresh energy to ranching advocacy while still grounded in the values that built his family’s operation.

What You’ll Learn:

- Why advocacy matters for the next generation of ranchers

- How Tucker uses storytelling to connect with consumers and urban audiences

- The role of humor and authenticity in building trust

- Ways producers can amplify their own voices to support the beef industry

- Why transparency and openness are powerful tools for ranching’s future

Links:

Future of Beef Show: www.futureofbeef.com

Follow us on Facebook - Instagram - TikTok

Connect with Tucker Brown: instagram.com/tuckerbrownrab/

Learn more about R.A. Brown Ranch: https://www.rabrownranch.com/

Breedr: www.breedr.co

Farm Journal: www.farmjournal.com

Corteva Agriscience: www.rangeandpasture.com