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Archive for Alta Genetics

With each new proof round comes new sires, new rankings and, frankly, new headaches.  Wanting to do more than just pump out the same old lists that really do not mean anything to anyone but the semen marketers, or just promote the bulls from the studs who pay us the most money, the Bullvine took a look at the recent December 2013 Genetic Evaluations to find not only the list toppers, but a deeper look to find those unique sires that will address your key breeding challenges.

Overall Performance Improvement

When looking for the sire that  will help improve your herd across the board, we looked for sires that have a balance of production and longevity, and most importantly a proven pedigree that ensures that their performance  will last. We also wanted great health and fertility traits that will deliver a low maintenance cow (Read more – Fact vs. Fantasy: A realistic approach to sire selection). Here are our top four:

  • ROYLANE SOCRA ROBUST
    Socrates x O Man x Manat
    Proven Sire –  Select Sires
    +1464 lbs. Milk +0.12 %F  +87 lbs. F +0.04 %P +53 lbs P 5.5 PL 2.95 SCS +1.95 PTAT +2248TPI
    +1946 kgs Milk +0.41F +116 kgs. F +0.15 %P +79 kgs P +110 HL 3.00 SCS +5 Conf. +3188 LPI
    Long a popular high genomic sire, with his high debut in August and sustained numbers as he adds more daughters, Robust has proven to be a great performance improver. He  is a high NM$ (+765) Velvet-View-KJ SOCRATES-ET (EX-94-GM) son from Seagull-Bay Oman Mirror (VG-86-DOM). He transmits exceptional components (+.12% Fat, +87 Fat, +.04% Protein, +53 Protein) and outstanding longevity (+5.5 Productive Life).  A Calving Ease and relative outcross sire, ROBUST moderates stature and adds height and width to the rear udder.   Robust will work best on tall deep cattle that need feet and leg improvement.
  • KINGS-RANSOM B RUBLE
    Bolton x Boliver x Bombay
    Proven Sire –  ABS Global
    +2534 lbs Milk  -0.07 %F  +73 lbs. F -0.01 %P +72 lbs P 0.7 PL 2.95 SCS +1.84 PTAT +2067TPI
    +2978 kgs. Milk -0.25F +85 kgs. F -0.05 %P +90 kgs P +102 HL 2.99 SCS +7 Conf. +2953 LPI
    With so many O Man, Planet, Goldwyn, Shottle, and Freddie sons dominating the lists, it nice to see a sire like RUBLE ranking among them.  The cow family behind RUBLE features five consecutive generations of AI bull mothers. RUBLE’s five closest dams all produced milk records in excess of 32,000 lbs. RUBLE’s grand dam, Bombay Rale was a tremendous brood cow leaving 6-VG & 4-EX daughters in the herd by seven different sires.  RUBLE daughters are moderate stature and dairy. Protect for strength as they can be narrow through the chest. Udders are everything  you would  expect from the two popular pedigrees. High, wide rear udders, smooth blending fore udders, and a deep seam to carry their high production through many lactations. Daughters track straight with a correct foot, though you need to protect for a slight set to rear legs and protect rumps for pin width.
  • SILVERRIDGE V WICKHAM
    Mogul x Snowman x Planet
    Genomic Sire – Semex
    +1964 lbs Milk  +0.04 %F  +81 lbs. F +0.01 %P +61 lbs P 4.3 PL 2.68 SCS +3.31 PTAT +2446 TPI
    +2516 kgs. Milk +0.07F +100 kgs. F +0.01 %P +82 kgs P +113 HL 2.69 SCS +18 Conf. +3483 LPI
    Wickham’s high genomic numbers should not surprise anyone.  Coming from the same family that has produced genomic giants, Epic, Emmet and many others.  Wickham is an early Mogul son from the Whittier-Farms Lead Mae family.  Look for Wickham to sire tall angular daughters with average depth.  Expect great mammary systems and feet and legs though he should be protected on straightness of leg and chest width.
  • DE-SU 11236 BALISTO
    Bookem x Watson x O Man
    Genomic Sire – ABS Global
    +1725 lbs Milk  +0.12 %F  +96 lbs. F +0.01 %P +78 lbs P 4.3 PL 2.71 SCS +2.72 PTAT +2424 TPI
    +1923 kgs. Milk +0.31F +104 kgs. F +0.30 %P +94 kgs P +111 HL 2.54 SCS +10 Conf. +3409 LPI
    For those of you looking for a high genomic outcross sire, Balisto can certainly do the trick.  Balisto is the Bookem brother to the #1 gLPI sire in the world De-Su Mg Davinci 11288.  Their dam is the outcross Watson daughter of Pine-Tree Missy Miranda (Full sister to De-Su 199 Chart Topper), then of course Wesswood-HC Rudy Missy herself.   Look for Balisto to sire outstanding components, with solid type and health traits.  Balisto will need to be protected on rumps as he  will tend to have a high rump angle and will be a touch weaker in the loins.

Production Improvement

It might be easy to just take the top milk lists or combine the fat plus protein and say those sires are the best for overall production. We here at the Bullvine would not want to totally forgo type as well as health and fertility, so we are looking for the sires that give you the maximum production gain, without sacrificing everything to get it.  In addition to Robust, Ruble and  Balisto mentioned above, some other production improvement sires to consider include:

  • FLEVO GENETICS SNOWMAN
    O Man x BW Marshall x Aaron
    Proven Sire
    +2075 lbs Milk  -0.03 %F  +67 lbs. F -0.01 %P +61 lbs P 1.9 PL 2.79 SCS +2.43 PTAT +2109 TPI
    +3059 kgs. Milk -0.15 F +98 kgs. F -0.03 %P +94 kgs P +104 HL 2.67 SCS +11 Conf. +3112 LPI
    When it comes to production improvement it is hard to argue with  Snowman.  While many people are mixed on Snowman daughters, there is no question that they know how to milk.  Snowman is your classic milk bull. He has extreme component yields with average type.  However,  as history teaches us, extreme sires are exactly  the ones that we need to use most in order to accelerate genetic advancement.  While  not high type, Snowman daughters are surprising many by being solid VG  milk cows.  He certainly needs to be protected for fat percentage and straight rear legs and most definitely DPR.  But if you have the high fat percent heifer or cow that needs an instant production hit, Snowman is the man.  Since semen is in limited supply maybe consider a couple of his sons, full brothers SEAGULL-BAY PLATINUM or DIAMOND or maybe S-S-I SNOWMAN MAYFLOWER.
  • MARS ALTAFIXMAN
    Fibrax x O Man x Sinatra
    Proven Sire – Alta Genetics
    +911 lbs Milk  +0.19 %F  +84 lbs. F +0.12 %P +60 lbs P 0.3 PL 3.13 SCS +0.91 PTAT +1986 TPI
    +1246 kgs. Milk +0.52F +100 kgs. F +0.36 %P +78 kgs P +104 HL 3.22 SCS +3 Conf. +2918 LPI
    With the exception of O Man,  most breeders would probably never have heard of many of the sires in AltaFixman’s pedigree.  That’s mostly a result of the international genetics marketplace these days, as his sire, Fibrax is from Italy and his dam, FROUKJE 375 is from the Mars herd in The Netherlands.  But don’t let this relatively unknown pedigree scare you.  It is actually based on generation after generation of strong type and production. Although his overall Milk numbers may seem average,  his components are out of this world.  At +.19%F +84 lbs of Fat and +.12%P +60lbs of Protein, AltaFixman is certainly a strong component punch whenever you need it. Type wise look for AltaFixman to sire good all around solid cows that could be protected on median suspensory ligament and body depth. As an added bonus, since AltaFixman is such a non North American pedigree, he is certainly an outcross to most North American cattle.
  • SEAGULL-BAY SUPERSIRE
    Robust x Planet x Shottle
    Genomic Sire – Select Sires
    +2342 lbs Milk  +0.08 %F  +107 lbs. F +0.02 %P +75 lbs P 5.4 PL 2.80 SCS +2.38 PTAT +2413 TPI
    +2586 kgs. Milk +0.25F +122 kgs. F +0.06 %P +91 kgs P +111 HL 2.85 SCS +9 Conf. +3395 LPI
    Of course it’s hard to mention any  production improvement without including Supersire.   This Robust son from AMMON-PEACHEY SHAUNA VG-87-2YR-USA, really is a genomic wonder. Not only does he have the highest genomic values in the breed for production but he also has great functional type and health traits to go with it. Here you have a sire that is 2342 lbs. for milk, with positive component deviations, 2.38 for type, and over +5 for productive life.  Supersire daughters and sons are already topping many of the lists.  While Supersire daughters will not be winning many shows, his no holes type linear has resulted in his widespread  use and so far he has delivered on all expectations.
  • BUSH-BROS ALTABGOOD
    Robust x Massey x Boliver
    Genomic Sire – Alta Genetics
    +1603 lbs Milk  +0.13 %F  +93 lbs. F +0.09 %P +71 lbs P 4.5 PL 2.85 SCS +2.41 PTAT +2373 TPI
    +858 kgs. Milk +0.41F +113 kgs. F +0.28 %P +89 kgs P +110 HL 2.89 SCS +7 Conf. +3256 LPI
    Another Robust son that should certainly get your attention is AltaBgood.  While not an international pedigree like AltaFixman, AltaBgood’s pedigree will not spark instant recognition for most breeders.  What you do get is generation after generation of genomic performance that is higher than their parent averages.  While those wanting pedigree power to go with the genomic test may not want to use AltaBgood, those that have confidence in the genomic system should  certainly take a look.  Like AltaFixman, AltaBgood will also sire extreme component improvement (+.13%F +93lbs F +.09%P +71 lbs P).  He combines these outstanding components with a strong type linear and average health traits.  AltaBgood will need to be protected for high pins and dairy strength.

Longevity Improvement

While some would try to tell you that high type equals longevity, that is not necessarily the case.    When it comes to longevity, it’s  hard to argue with actual performance indices like Herd Life and Productive Life.  In order to give a more balanced approach to longevity, we looked at both and came up with the following top sires:

  • COYNE-FARMS DORCY
    Bolton x Bret x Rudolph
    Proven Sire – ABS Global
    +1603 lbs Milk  -0.04 %F  +46 lbs. F -0.01 %P +46 lbs P 4.9 PL 2.70 SCS +3.00 PTAT +2267 TPI
    +1721 kgs. Milk -0.16F +48 kgs. F -0.02 %P +53 kgs P +114 HL 2.67 SCS +13 Conf. +2971 LPI
    Another popular genomic sire that has become a mainstay on the proven sire lists is Dorcy.  DORCY offers breeders a little different pedigree with no O Man, Planet, Goldwyn or Shottle  in it. The impressive combination of type and production from his cow family and daughters are readily evident in DORCY’s proof with +1603M +46F +46P +623NM 2.70SCS +4.90PL and +3.00T +3.22UDC +3.07FLC. He has good ratings for all functional traits except for calving ease. Breeders interested in a Bolton son from an outcross pedigree, top notch udders, very good feet & legs and functional traits may consider Dorcy. Dairy Strength and Rump are only slightly above breed norms.  Look for Dorcy to sire balanced dairy cattle that have great udders and very good feet & legs, though he will need to be protected for  fat percent and dairy strength, specifically his body depth and chest width.
  • KINGS-RANSOM ERDMAN CRI
    Planet x Ramos x Bullet
    Proven Sire – Cooperative Resources International (CRI)
    +1156 lbs Milk  +0.11 %F  +71 lbs. F +0.02 %P +39 lbs P 7.7 PL 2.76 SCS +0.93 PTAT +2157 TPI
    +1386 kgs. Milk +0.36 F +90 kgs. F +0.06 %P +50 kgs P +112 HL 2.70 SCS +2 Conf. +2853 LPI
    While Erdman is a Planet son, the rest of his pedigree Ramos x Bullet x Brandon actually makes Erdman a relative outcross sire.  His pedigree also demonstrates one high productive life sire after another.  A product of the Genesis program by CRI, he has been built to sire highly profitable (+803NM$) cattle.  While many type breeders will not love his +0.93 PTAT, his 7.7 for productive life (112 herd life), his 2.76 SCS and 110 daughter fertility (+1.9 DPR) will certainly catch the eye of many producers. Expect Erdman daughters to have strong mammary systems and sound legs. He will need protected on foot angle, pin width and dairy strength.
  • JEANLU FIX
    Mogul x Observer x Shottle
    Genomic Sire – Semex
    +908 lbs Milk  +0.09 %F  +56 lbs. F +0.03 %P +36 lbs P 7.4 PL 2.49 SCS +3.01 PTAT +2417 TPI
    +1375 kgs. Milk +0.21F +73 kgs. F +0.08 %P +53 kgs P +119 HL 2.43 SCS +14 Conf. +3243 LPI
    Fix’s dam SPEEK-NJ OBSERV FANDANGO VG-86-2yr has the rare combination of being high index and from 8 generations of EX behind her (Read more: FERME J.P. POULIN: YOU’RE ALWAYS WELCOME! TOUJOURS BIENVENU!) a testament to the longevity of his maternal lines Combine that with the high productive life sire Mogul and you certainly have an unbeatable longevity package.  Look for him to sire great udders with  strong feet and legs though he may need to be protected on stature for some breeders preferences.
  • LONE-OAK-ACRES ALTAROBLE
    Mogul x Observer x Shottle
    Genomic Sire – Alta Genetics
    +1282 lbs Milk  +0.03 %F  +45 lbs. F +0.02 %P +50 lbs P 6.7 PL 2.64 SCS +3.12 PTAT +2426 TPI
    +1666 kgs. Milk +0.05 F +66 kgs. F +0.09 %P +63 kgs P +118 HL 2.63 SCS +14 Conf. +3273 LPI
    This seems to be the magic sire stack for longevity improvement.  With a linear that is off the charts and strong production numbers and health and fertility traits, AltaRoble certainly deserves your attention.  A +6.7 productive life, +2.4 Daughter Pregnancy Rate and +2.64 SCS certainly shows that AltaRoble not only has the type numbers, he actually has the longevity numbers to back it up.  Breeders may want to protect him on body depth and teat length.

Health and Fertility Improvement

With the constant improvement in the accuracy of health and fertility  index calculations, more and more breeders are confidently including Health and Fertility traits in their breeding requirements.

  • DE-SU OBSERVER
    Planet x O Man x BW Marshall
    Proven Sire – Select Sires
    +1416 lbs Milk  +0.00 %F  +43 lbs. F -0.01 %P +49 lbs P 5.9 PL 2.84 SCS +2.64 PTAT +2186 TPI
    +1973 kgs. Milk -0.05 F +68 kgs. F +0.02 %P +66 kgs P +111 HL 2.83 SCS +12 Conf. +3072 LPI
    Carrying the flag and riding the wave of the health and fertility trend is  De-Su Observer.  This sire has been the poster child for high health and fertility since his early genomic numbers came back and catapulted him into international use.  With his daughter performance validating his early numbers, Observer has to be one of the quickest sires in history to get to 99% Reliability.  His daughters stamp out a pretty consistent pattern with strong production and solid type.  Type wise he has actually performed pretty well, with daughters exhibiting outstanding udders (watch out for short teats) and solid feet and legs.  One area you will also want to protect him on is his dairy strength, as his daughters are certainly not deep and could stand to have more chest width.
  • ZANI BOLTON MASCALESE
    Bolton x O Man x Adam
    Proven Sire – Semenzoo
    +1562 lbs Milk  +0.02 %F  +53 lbs. F +0.01 %P +59 lbs P -0.3 PL 2.75 SCS +2.79 PTAT +2072 TPI
    +2084 kgs. Milk -0.05 F +73 kgs. F +0.07 %P +75 kgs P +104 HL 2.76 SCS +14 Conf. +3091 LPI
    With such a push on health traits over the past few years, it’s actually almost impossible to find an outcross sire on the top lists.  If you are one of the few that didn’t go heavy on Mascalese as a genomic sire, you certainly can take advantage of that now by using him or one of his many sons.   Possessing greater conformation than his sire stack would indicate, MASACLESE sires strong dairy cattle that are durable and possess good health  traits.   For those looking for a more outcross sire that is high for health and fertility, try Erdman mentioned above.
  • MR LOOKOUT P ENFORCER
    Facebook x Shottle x O Man
    Genomic Sire – Semex
    +1628 lbs Milk  +0.05 %F  +62 lbs. F +0.03 %P +68 lbs P +4.7 PL 2.76 SCS +2.42 PTAT +2348 TPI
    +1955 kgs. Milk +0.05 F +78 kgs. F +0.13 %P +78 kgs P +114 HL 2.82 SCS +13 Conf. +3352 LPI
    This Marbri Facebook son has some of the highest DGVs in the breed. Look for him to sire extreme component yields from strong dairy cattle with great feet and legs. One area to be cautious about, when using him, is his body depth. Both his sire stack and his DGVs would say this area needs protecting.
  • CO-OP UPD HUNTER SALVINO
    Hunter x Massey x Ally
    Genomic Sire – Cooperative Resources International (CRI)
    +1265 lbs Milk  +0.21 %F  +101 lbs. F +0.08 %P +61 lbs P +3.9 PL 2.81 SCS +2.46 PTAT +2401 TPI
    +1474 kgs. Milk +0.51 F +107 kgs. F +0.22 %P +72 kgs P +112 HL 2.78 SCS +12 Conf. +3353 LPI
    If you’re looking for something a little different and an outcross pedigree, try Salvino.  Another product of the Genesis program at CRI, Salvino is a 2nd generation product of this program. His dam’s sire, Massey, was one of the early success stories of this program.  Look for Salvino to sire strong component improvement with a solid type linear.  In a market place flooded with many of the same bloodlines, finding a sire that is a little different and yet still able to deliver top progeny can be a challenge.  Salvino may be your best option for a relative outcross sire that still can compete with the other top genomic sires.

The Bullvine Bottom Line

We have stated it many times. In maximizing your genetic gain, you can’t just pick from the top of the TPI or LPI list.  You need to make sure that your matings are the best corrective cross.  Breeding great cattle is part art and part science. You need to have both parts.   It takes careful consideration and generation after generation of corrective mating to breed great cow families.  That is why, instead of just giving you a list of the top 12, we have tried to provide you with insight into which sires will provide you with the maximum gain in each specific area.

Check out our Genetic Evaluations Section for more information.

 

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Semex – The Rise and Fall of a Semen Empire

Friday, December 14th, 2012

I have seen men who once screamed EBI green turn to the dark side.  Men who used to bleed WOBI blue now openly criticize the organization that was the epitome, half a century ago, of everything Dairy in Canada.  The Semex Alliance that once dominated, no longer owns the Canadian marketplace.  There is criticism from within.  How did the organization that once defined the Canadian marketplace lose control of it?

I’ll establish my personal allegiances before the hate mail commences.  I grew up with the belief that the Canadian cow was the best in the world and that the Canadian dairy cattle improvement system was second to none.  This was so heartfelt for me that I have the Holstein Canada logo tattooed on my chest.  I believed that the likes of Moe Freeman, Roy Snyder and George Clemons were super heroes who could leap tall buildings in a single bound.  At that time, there was leadership, teamwork and cooperation that pulled differences together for the common good.  Today?  Not so much.  (Read more – Select Sires vs. Semex – A contrast in cooperatives) The reason for this decline and fall has gradually kicked in for me.  When Doug Blair and Alta Genetics decided to purchase Landmark Genetics, the foundation of what was Semex and the partnership and cooperation that made Canada great, started to crumble.  That was the first crack in the cooperation and teamwork that had lead Semex and Canada to global prominence.  Later, when GenerVations, a stud other than Semex, had produced the #1 sire (Calbertt-I H H Champion) in Canada that further ate away at what was the core of Semex.

Canadiens vs. Nordiques

As I was thinking about this a situation came to my mind.  Like most Canadians, I am a huge hockey fan and I am reminded of what has been the downfall of the once mighty Montreal Canadiens.  The Canadiens once had it all. They had hockey dominance all to themselves, just as Semex had controlled the Canadian marketplace.  However, in hockey, when the WHA launched, one of the first steps made by the Nordiques was the hiring of the Canadiens legend, Maurice Richard, as their coach.  It didn’t work out – the Rocket’s personality was no fit at all for the job and he lasted a couple of games.  However, the strategic move of his signing was a golden one that set a precedent, much like Blair’s and the leadership team at Alta Genetics.  There was now another option in Canada.  Hockey fans had a choice.

The other part that I think is even more telling for the Semex fall from dominance is that they no longer always had the best Canadian product.  This compares to the Canadiens having to give up their territorial exemption in 1970.  You see in the days of the Original Six, the Canadiens had all but exclusive rights to any junior player in Quebec.  That singular grasp over one of the greatest sources of talent gave the Canadiens a significant advantage in assembling talent.  It was as if they were starting every poker game with an ace in hand.  Semex had a similar success story.  But when GenerVations had the #1 LPI sire, there was a clear message that Semex was not the only option. Even today GenerVations works at showing breeders there are other options (Read more -$750 Dollar Semen! Are you crazy?).  Even in Quebec with the great work Trans America Genetics (TAG) is doing they are not even the only option in the hockey and genetic heartland of Canada.

Furthermore, today’s generation of active breeders hasn`t grown up with Semex as the impenetrable force.  There was a time when merely uttering a negative thought about Semex was considered high treason.  But think about how things have changed. Through MACE, Genomics, social media and a globalizing of the marketplace, today’s generation of breeders has not known Semex Sires as the only super stars.  This is the same as today`s Quebecois growing  up with the likes of Mario Lemieux, Ray Bourque, Luc Robitaille, Vincent Lecavalier, Martin St. Louis or Martin Brodeur not wearing a Canadien’s jersey.  Even one Canadien who did rank among them, Patrick Roy, demanded a trade out of Montreal.

The Bullvine Bottom Line

Semex’s superior place in Canadian and global dairy cattle breeding history remains almost unequaled.  However, that position is less secure today than many would like to admit.  I am not saying they can’t regain prominence or even be a major global player.  What I am saying is that we all need to remember that cooperation is what made Canada great in the first place.  All players working together will build a product that is greater than the sum of its parts. That is what made Canada great and that is what will help Canada rise back to the top of the genetic empire.

A Wake-up Call to All A.I. Companies

Wednesday, October 17th, 2012

Lately, there has been a great deal of discussion regarding March 2013 when dairy breeders will be able to genomically test their own bulls.  (Read – How Genomics Is Killing the Dairy Industry)  One thing for sure is that it is forcing many Artificial Insemination companies to re-think their corporate strategy.

Probably one of the greatest areas for executives at the AI companies to look at for examples on how to position their companies is the retail industry.  There are many similarities between A.I. and retail, especially considering the need for product differentiation as well as being a service organization.  Three great retail examples to look at are Wal-Mart, Apple, and Amazon.

Wal-Mart

If you look at the large artificial insemination companies, you can already see that many of them are heading toward the Wal-Mart model, where they try to offer the highest quality product at “always low prices.”  Companies like Alta Genetics, ABS Global, Accelerated, and CRI have identified the largest portion of the marketplace, the commercial producer.  This is where they can sell the highest volume semen and maximize profit not through the semen prices they charge but rather through how efficiently they can operate.

Similar to the Wal-Mart, one stop shopping model, many of these A.I. organizations now try to be a complete solution to their customers offering such services as, herd health, feed & nutrition in addition to their genetic and reproductive services.

When it comes to their genetic offerings, the key here is that they are selling shelf space.  No longer is it as much about the product they are selling, as it is about the complete package they are trying to offer to the commercial breeder.  That means that they are looking to provide  a consistent product rather than seeking  to have the #1 TPI or LPI sire.  Therefore, they do not have to go out and source the top sires but, rather, they need to provide consistent reliable genetics that can help advance their commercial partner herds.  This means they will not have to get as aggressive on their lease deals and can still focus on their efficiencies and volumes as opposed to the ultra-aggressive sourcing of top gPA TPI and gPA LPI sires.

Once the world’s most dominating retail entity, there is no question that the Wal-Mart model works, Although  it was once believed that only one company could survive and thrive in the ultra-competitive big box store world.  The recent performance of companies like Target does hold out some hope for the many A.I. companies looking to battle for this large market segment.

Apple

In  contrast to the Wal-Mart model is Apple.  The most admired company in the world has built its market position through developing, marketing and direct selling their own unique product to what most would consider a niche market.  They key part to this model is having a very clear vision who your marketplace is and developing an extremely differentiated product in the eyes of their customers. A.I. companies that seem to be emulating this model are GenerVations with their work with the Lylehaven Lila Z and Wabash-Way Evett families, JetStream Genetics with their work with Regancrest  S Chassity, and Select Sires through their Aggressive Reproductive Technologies (ART) program, though to a much larger audience that the first two (Read – Select Sires vs Semex: A contrast in Cooperatives).

Similar to how Apple has received widespread criticism for some of their own business practices, companies like Select Sires have received criticism for owning females (Read -Should A.I. Companies Own Females ). Though as the Apple model demonstrates you need to have a distinctive product in order to survive. The biggest thing that all three of these companies have learned is that, in order to compete in this ultra-competitive marketplace, they need to cost effectively source their genetics.  That means producing their own sires and accelerating their rate of genetic advancement so that they can have a product that is unique in the marketplace. (Read – The Genomic Advancement Rate – The Battle for Genetic Supremacy)

There are two main lessons I think many of these A.I. companies can learn.  First always be innovative and at the front of the marketplace.  If you are not pushing the front end of product development/sire sampling, you will fall behind your competitors and get lost in no man’s land.  The second lesson is that you have to control the license to your product.  Apple has never allowed other companies to come in and license their product.  They also did not create the iPhone or iPad and then the next day let their competitors take their products and designs and create their own versions knock off versions.  Companies that did allow this to happen, like Microsoft, have developed much larger market share, but have fallen on financial challenges. For A.I. companies that means you need to control your young sire sampling so that you have the next generation of genetics before your competitors do.  While some would say that is not fair, in order for these companies to compete they have no option but to do so.  While having negative sentiment in a small segment of  the marketplace is not ideal, the risk of not having a differentiated product is a much bigger gamble.

Amazon.com

More recently, I have seen the emergence of online semen retailers akin to the amazon.com model.  Companies like DairyBullsOnline in North America and Dairy Daughters in the UK, are able to compete not on their size and scale, or their own distinctive product (though DairyBullsOnline does have a strong segment in the polled and red and white market) but rather through their efficiencies.  These companies do not have large facilities with great numbers of staff, but rather they are extremely efficient in their operations and source their product direct from breeders or smaller A.I. organizations.  Leveraging technology both on the web as well as for shipping semen internationally these companies are able to operate at much higher efficiency, passing benefits back to the producers and the breeders they source their genetics from.  Despite what they lack in market share, they are able to attract unique genetics through offering seed stock breeders a much higher royalty percentage.

The interesting part about this model is that Amazon was able to stay competitive and fight off many competitors by developing private labels and exclusive marketing arrangements, including being the online e-tailer for many large retail companies.  As many of the organizations are forced to get more efficient will they be able to reduce costs and develop their own platforms that will take away the advantage these companies have?  You can already see it in the retail world with traditional companies like Wal-Mart and Best Buy committing significant resources to their web properties.

The Bullvine Bottom Line

The artificial insemination world is changing very rapidly.  While many companies have already identified what part of the market segment they are going to try to occupy, others seem to be taking a sit and wait approach.  The problem is, if they have not already identified whether they are going to be a Wal-Mart, Apple, or Amazon, it is too late, as many of the other companies already have a significant head start.