by Lilly Platts, photos by the Grant Company
Missouri’s contribution to the beef industry and Simmental breed is immense and was the focus of a day-long showcase hosted by the Missouri Simmental Association at Fall Focus 2025.
The American Simmental Association built on this momentum on day two of the event, hosting a daylong educational symposium featuring Missouri’s leading beef cattle researchers; the Association also recognized some of its most influential breeders and promoters. The ASA Board of Trustees met following the conclusion of the event. This is part two of ASA’s Fall Focus recap. Please see the October Register for part one.
Following an action-packed morning learning about beef production and agriculture at the University of Missouri’s Trowbridge Livestock Center, Fall Focus attendees got back on the buses to visit the Cattle Visions headquarters. Jared Royer, co-owner of the company, welcomed everyone to the facility, which plays a large role in the sale of SimGenetics semen. Attendees then split into several groups to participate in the educational portion of the afternoon. Dr. Jordan Thomas and Dr. Thiago Martins shared about Missouri’s Show-Me Select Heifer program, which is leading the way in heifer development.
Dr. Dave Patterson and Dr. Mike Smith were recognized for their work in heat synchronization protocols. Dr. Jamie Courter and Dr. Jordan Thomas joined Mike Siemens with Lucas Cattle, and Doug Frank with ABS, for a live heifer evaluation.
The Saturday educational session kicked off bright and early at 8AM with a welcome from ASA EVP Dr. Jon DeClerck, and ASA Board chairman, Victor Guerra.
Experts from Missouri and beyond explored the opposing pressures of cow efficiency and beef demand. ASA and IGS staff provided an update on International Genetic Solutions and new trait development. The day closed with a focus on tools for reproductive and genetic success.
Throughout the day, Dr. Charlie Martinez and his team of graduate students conducted their “Eyes Don’t Lie” interactive bull selection simulation. Participants were tasked with selecting the right bulls for a scenario. Using state-of-the-art eye tracking technology, the computers logged where each person’s eyes traveled as they selected bulls. Martinez later shared the results of the day-long study, exploring the bull buying behavior he has observed. This technology offers an unbiased perspective on which traits producers actually spend time considering, and whether they put more emphasis on phenotype or EPD. The technology has many future applications, including the evaluation of sale catalog layout.
The day concluded with a dinner, and recognition of the Golden Book and Lifetime Promoter award winners. Erroll and the late Gayle Cook, and Darrell Stiles each received the Golden Book Award. Terry Burks and Warren Garrett each received the Lifetime Promoter Award.
ASA Board of Trustees Meeting
The American Simmental Association Board of Trustees convened in Columbia, Missouri, August 24–26, following the Fall Focus event. Five committees met to conduct business on behalf of ASA membership. The following highlights some of the more notable directives and resolutions passed by the full board during the meeting, though this is not a complete list:
Activities & Events
• Approved the South Dakota/Minnesota Regional Classic application. The 2027 North Central Regional will be held in Huron, SD, June 11–16, 2027.
Breed Improvement
• Voted to provide an additional $28,500 to fund the UNL research proposal, continuing hydrops research. For more information about the current status of hydrops research, visit simmental.org.
Policy & Procedures
• Approved the Deceased Herdsire Policy, modeled after the existing Deceased Donor Policy. For more information, contact the DNA Department at
• This policy was set in place due to the new DNA rule for herdsires that was voted on by membership in January 2025. The rule requires a DNA test (highdensity genomic panel) on all herd bulls/natural service sires born on or after January 1, 2025.
• Passed two directives requesting staff to explore ways to allow prefix sharing and to revisit the current genetic hold policy.
For more information, contact ASA or a Trustee from your region. The Board of Trustees also held a Town Hall meeting on the first morning of the meeting, welcoming input and conversation from the ASA membership.
