by Callie Cooley, ASA Publication Business Manager
Greetings from Montana! I hope this update finds you well and enjoying the holiday season. As we look ahead to the New Year, I’ve found myself reflecting on 2025—a year that has given us much to recognize and appreciate at the American Simmental Association (ASA).
It’s safe to say 2025 was one for the record books. The beef industry saw remarkable momentum, with record cattle prices and what was likely record sale averages for many of our members. Amid all the progress and change, I feel fortunate to work for an organization that keeps the commercial beef industry at the forefront of its mission, ensuring that our goals support the success of producers and strengthen the industry as a whole.
This year, ASA’s Communications Team welcomed a new teammate, Ben Crites, who brings a wealth of knowledge and experience to our efforts. We’re excited to have Ben on board and look forward to the fresh ideas and energy he will bring to the team. Along with this addition, the team has been working to create and implement a strategic communications plan designed to strengthen our reach and impact in the years ahead. The plan focuses on several key priorities:
1. Developing and implementing an emotionally compelling advertising and messaging strategy for the ASA and International Genetic Solutions (IGS)
2. Strengthening ASA’s commitment to data education
3. Broadening ASA and IGS’s outreach and message distribution
4. Enhancing communication and engagement with adult members, junior members, and state associations
We’re excited for members to begin seeing the fruits of this work as we move through 2026. From new messaging efforts to expanded educational resources and improved communication tools, our goal is to ensure that the value of SimGenetics is more visible and impactful than ever.
The ASA Publication Team also experienced some important changes in 2025. While a few difficult decisions were necessary to ensure financial sustainability, there were also exciting steps forward. Most notably, expanding the Sire Source distribution fivefold to more than 40,000 members, commercial producers, universities, and industry professionals, and introducing new advertising opportunities. If you haven’t already, I encourage you to reach out to Nancy Chesterfield to learn more about our updated digital offerings and print/digital combination advertising packages. Whether your focus is on print advertising or growing your digital presence, I think you’ll find an option that meets your needs.
As we close the year, I wish you all the best in the New Year. Here’s to carrying that same energy and optimism into 2026!
