by Lilly Platts
This issue of the Register is being assembled as the ASA team is putting the final touches on our 2026 Fall Focus event. To say the team has been busy would be an understatement. Whether it’s a big event like Fall Focus or a regular board meeting, staff throughout ASA’s departments help put all of the pieces together. I know I would not be able to do any of my work without the help of these awesome teammates. They all deserve a huge thank you!
This October issue of the Register is focused on the Simbrah breed. You will see several features focused on the breed, as well as advertisements from a group of seedstock providers. The primary feature in this issue is about the Estes Ranch, located on the Texas/Oklahoma border. Ben Estes and his family have harnessed the power of data collection to refine their genetics, and have made huge strides in improving the carcass quality of their cattle. They are on a mission to share about the positive things Simbrah brings to the table, and I really enjoyed learning about their operation.
Additionally, I spoke to Tim Smith about the SimbrahSimmental Superbowl, which is one of the premier youth beef events in the South. The Simbrah focus is rounded out with a by Lilly Platts, managing editor short history piece about Simbrah. My main source for this was Dr. Bob Hough’s Simmental’s American Journey book, which is always fun to crack open. If you’ve ever wondered how the Simmental-Brahman cross went from a crossbred animal to an official composite in the ASA registry, check this article out.
I have had the pleasure of learning more about the Simbrah breed and southern producers through the ASA Board of Trustees. I am also a transplanted Texan, which has given me firsthand experience living in the same environment that Simbrah thrives in. Everything here is tougher, and I have grown to appreciate the hardiness and adaptability required to survive and thrive in a climate like this. Simbrah cattle exemplify that hardiness, with all of the positive traits of Simmental as a bonus. I hope you will check out the stories about Simbrah, and the advertisements featured in this issue.
This issue also features a piece by ASA EVP Dr. Jon DeClerck and ASA’s economic indexes $API and $TI. We will be sharing a lot more about this update in the coming months through all of our print and digital channels, so please keep an eye out!
