From 4-H novices to genomics pioneers: How three brothers built an elite Brown Swiss legacy while balancing corporate careers and family life.
The morning sun streams across the Wisconsin pasture as Josh Hushon moves among his prized Brown Swiss cattle. What began in 1991 as a humble 4-H project has evolved into Brothers Three Brown Swiss, one of the country’s most respected Brown Swiss breeding operations. This remarkable journey intertwines with Josh’s influential career at Cargill and his reputation as a respected cattle judge, creating a unique story of passion, expertise, and family legacy in the dairy industry.
Humble Beginnings to Brown Swiss Legacy
The Brothers Three story didn’t begin with generations of dairy farming knowledge or an established Brown Swiss herd. Instead, it started with youthful curiosity and a willingness to learn that continues to define their approach today.
“We are first generation into Brown Swiss and even into showing at all, so I think being open-minded and learning from people we look up to is ingrained into us,” Josh explains. “We didn’t know anything about Brown Swiss when we started in 1991, so there was no ‘this is our breeding philosophy or how we do things’ to help or hold us back.”
That blank-slate approach may have been their greatest advantage. Without preconceptions about how things “should” be done, the Hushon family approached every challenge with humility and adaptability. Josh recalls how his parents had to find mentors to teach them techniques so they could pass that knowledge to their children. “I think that’s why we’ve never been afraid to ask the people we respect for help; we watched Mom and Dad do that constantly as kids.”
This foundation of learning from others has remained central to their operation even as they’ve risen to prominence. From local county fairs to the prestigious World Dairy Expo in Madison, Brothers Three has methodically climbed the ranks of the Brown Swiss world, gained knowledge, and perfected their craft with each step.
A Philosophy of Continuous Learning
The Hushons exemplify the power of the mentor-mentee relationship in agriculture. As Josh eloquently says, “To know the road ahead, ask those coming back.” This approach has connected them with influential industry figures like Luke Peterson, who guided their preparation for the World Dairy Expo, turning a $1,200 purchase into a third-place finisher and Honorable Mention All-American. More recently, mentors like Tom Foss of Pit-Crew Genetics, Kelli and Tom Cull at Budjon and the Kyle Barton and Kenzie Ullmer team have shared invaluable insights about showing, selling, and merchandising strategy.
Family Dynamics and Evolution
What makes Brothers Three unique is how the brothers balance distinct roles while maintaining a unified vision. Though never anyone’s full-time job, their passion for Brown Swiss cattle drives their collaborative approach.
“Brothers Three has never been anyone’s full-time job, so our roles have all changed a lot in the 30+ years we’ve been in Brown Swiss as our careers and seasons of life have changed,” Josh notes. “Our Dad set the vision for us as we started in the breed, but over the past 15 years, we’ve taken that on.”
The farm operates with each brother contributing according to their strengths:
- Jake leverages his role at New Generation Genetics to make most mating decisions, bringing industry-wide genetic insights
- Josh and Casey manage day-to-day development and merchandising, determining which animals to show and invest in
- Joe’s career has taken him toward agronomy, but he remains critical during the World Dairy Expo, helping balance careers and Brothers Three responsibilities
A pivotal moment came in 2014 when Josh and Casey purchased a small farm and began rebuilding their operation. “From 2009 until then, we had dwindled our numbers and were only boarding a few with the Topps in Ohio, who have been great friends and partners for years. The Brothers Three prefix might have become history without a major change,” Josh explains.
This move allowed them to strategically rebuild their herd by acquiring animals from favorite cow families in the Brown Swiss and Ayrshire breeds. They incorporated advanced reproductive technologies like IVF and partnered with Crave Brothers for embryo implantation. They quickly improved their show string and established themselves as a source of top-quality animals in prestigious spring sales.
Daily Life at the Brothers Three
Far from the romantic notion of full-time farming, Brothers Three represents the reality of modern agricultural passion projects. Josh describes their operation as “a morning, evening, weekend, and any other spare moment that Casey and I can find a job!”
The farm maintains 10-15 show heifers at their small farm, with milk cows owned in partnership with the Nehls and Wolf families, who are boarded at quality operations like Budjon and Smith-Crest. (Read more: Making Dreams Come True: The Journey of Tom & Kelli Cull) Their daily routine involves pre- and post-work chores, with weekends dedicated to catching up on farm tasks.
Their showing schedule has expanded to nearly year-round activity. By January, they’re already back into the regular habit of clipping and working with heifers. Casey manages their meticulous hair care rotation—washing, conditioning, and rinsing—which intensifies for spring shows and continues through October.
Breeding Philosophy: Balancing Show Ring and Commercial Viability
At the heart of Brothers Three’s success is their commitment to breeding cattle that excel both in the show ring and the milking parlor—a balance that has become their hallmark.
“We have always bred for both type and production, even though we don’t have our dairy,” Jake explains. “It was always important to us that our cattle be productive in the milk string for the dairymen or partners who milk them as well as competitive in the show ring for us.”
Their breeding program builds upon the foundation established by their father, who emphasized four key elements: type, udders, cow families, and milk production. The first three attributes catered to show success, while milk production ensured their animals delivered value to the dairy farmers who milked them.
However, about a decade ago, the Brothers Three began experiencing reproductive challenges in their herd. Based on Jake’s experience with New Generation Genetics customers, they prioritized daughter pregnancy rate (DPR) in their breeding decisions—a forward-thinking move that anticipated industry trends.
“The show industry embraced this as well, and now many show-type breeders breed for positive daughter fertility traits, but 10 years ago, that wasn’t a huge part of bull selection,” Jake notes.
“I love that cow more than you should love a cow… she’s broken my heart more than once, but I will keep putting my heart out there. She is my once-in-a-lifetime cow.” – Josh Hushon on Woodford
Advanced Reproductive Technologies in Practice
Brothers Three has embraced cutting-edge reproductive technologies to accelerate genetic progress. Their strategic use of in vitro fertilization (IVF) in partnership with Crave Brothers for embryo implantation has been instrumental in rapidly rebuilding their herd quality after 2014.
This approach allows them to multiply genetics from their most valuable females, as evidenced by the “ET” (Embryo Transfer) and “ETV” (Embryo Transfer Viable) suffixes that frequently appear in their animals’ names. The strategic mating of Woodford with Deluxe exemplifies this approach, producing three daughters with All-American nominations in just two years, plus a fourth that sold for $30,000 as the second-highest seller at the recent Quest for Success sale.
“Our goal is to breed great heifers who become great cows which is why we are really picky about the maternal lines we invest into and the bulls that we use,” Josh added. “If you buy one from us, we want her to have the potential to be a foundation animal in your herd.
Genomics: The Game-Changer
Genomic testing has revolutionized Brothers Three’s breeding approach, providing crucial insights that guide their decision-making process.
“Genomic testing has had a massive impact on our breeding program and continues to play a pivotal role,” Jake explains. “We started to test all females to get a glimpse into the future of each heifer. Just as each animal is designed with a specific nutrition program to maximize potential, genomics allows us to maximize the genetic potential through our matings.”
Their genomic strategy follows a dual approach:
- Testing all females to assess their genetic potential
- Selecting bulls that both maximize positive traits and address genetic weaknesses simultaneously
This genomic data integration has accelerated their genetic progress significantly, allowing them to make more informed breeding decisions than possible through traditional visual assessment and pedigree analysis alone.
Show Ring Success: Building Elite Cow Families
The Foundation: Brothers Three Wisper
The foundation of Brothers Three’s breeding program is Brothers Three Wisper 2E-92, a granddaughter of Top Acres EJ Whistle. Twice named All-American, Wisper was Junior Champion at the World Dairy Expo in 2001 and Grand Champion of the Junior Show in Madison in 2003.
Her genetic impact has been extraordinary, with 25 classified daughters, 21 Very Good or Excellent. “Almost half of our 50 All-American Nominations belong to her and her offspring,” Josh proudly states.
The most successful mating with Wisper came through Sunnyisle Total, producing daughters like Brothers Three TV Willa (the dam of their celebrated cow Woodford) and Brothers Three TV Wisco EX-93, who received three All-American nominations in milking form.
Creating Championship Genetics
Brothers Three has methodically built its reputation on developing elite animals with staying power. Their success includes:
- 14 All-Americans and 8 Reserve All-Americans
- 50 total All-American nominations, with nearly half coming from Wisper’s family line
- The 2023 Intermediate Champion at World Dairy Expo (Topp B-3 Woodford)
- Successful entries in both Brown Swiss and Ayrshire breeds, including Junior Champion Ayrshire at World Dairy Expo
The Woodford Story: Perseverance Rewarded
Perhaps no story better illustrates the Brothers Three’s journey than that of Topp B-3 Woodford, whose path to championship glory embodied both heartbreak and triumph.
“Standing in a pasture in late spring 2022 with tears in my eyes as they confirmed that Topp B-3 Woodford had lost her calf and was open, I could never have imagined in a million years that she would be Intermediate Champion at World Dairy Expo 16 months later,” Josh reflects with emotion.
Woodford had shown promise as a heifer, earning Reserve All-American Summer Yearling honors. After losing her calf, Josh feared his dreams for her were delayed, if not derailed. Yet, against all odds, she calved at 2 years and 11 months, and by August, she was named Intermediate and Reserve Grand Champion at the Wisconsin State Show under Jason Lloyd’s evaluation.
Her rise continued at World Dairy Expo 2023, where she claimed the Intermediate Championship, cementing her place in Brothers Three history. “I tell people that I love that cow more than you should love a cow, and she’s broken my heart more than once, but I will keep putting my heart out there. She is my once-in-a-lifetime cow,” Josh says with undisguised pride.
Show Preparation Techniques
Their show preparation regimen reflects their thoughtful, long-term approach to development. Rather than focusing solely on show-ready conditions year-round, they prioritize growth during winter months.
“I think one of the things that sets us apart from others, though, is that we feed them to grow through the winter, and if they come into the spring carrying more weight than ideal for showing, we’re fine with that,” Josh explains. “I joke that I am the guy that got the Junior Champion Ayrshire from Madison beat last year at Spring Show and was perfectly fine with that because I believe these heifers need that mass and growth to make the distance to Expo.”
This growth-focused approach continues until June or July, when they begin managing weight more actively. For yearlings needing to lose condition, their regimen can be intensive—Josh recalls walking two yearlings a mile daily after dinner, with each heifer completing this route more than 40 times between August and September. One of these animals became Junior Champion Ayrshire at the World Dairy Expo.
Their nutrition program benefits directly from Josh’s Cargill expertise, while Casey manages their comprehensive hair care routine, which becomes increasingly intensive as show season approaches. This combination of nutrition, hair care, exercise, and hands-on development forms their integrated approach to show preparation.
5 Key Breeding Strategies from Brothers Three
- Prioritize Fertility: Select a positive daughter pregnancy rate (DPR) to ensure reproductive success
- Balance Show Appeal and Commercial Viability: Breed for type, udders, and strong cow families while maintaining milk production
- Leverage Genomic Testing: Test all females to guide mating decisions and accelerate genetic progress
- Focus on Maternal Lines: Build upon proven cow families for consistent genetic transmission
- Strategic Partnerships: Form co-ownership relationships to access elite genetics and share risk
Josh Hushon: Bridging Corporate Strategy and Cattle Expertise
What makes the Brothers Three story particularly unique is Josh Hushon’s dual identity as both a passionate Brown Swiss breeder and a corporate strategist at Cargill. Since March 2020, Josh has served as Strategic Dairy Marketing Lead for North America at Cargill, leading a team responsible for crafting the North American dairy strategy and portfolio development.
His career journey includes previous roles as Calf & Heifer Commercialization Lead and Marketing Communications Lead at Cargill and five years as an Associate Editor at Hoard’s Dairyman from 2003-2008. This blend of agricultural journalism experience and corporate marketing expertise has shaped his approach to Brothers Three and his understanding of the broader dairy industry.
“At Cargill, I am the Director for strategy, marketing, and technology for our dairy nutrition business in the U.S. and Canada, and I see several mutual benefits to this dual role with my cattle,” Josh explains. “Working at Cargill gives me access to some of the best nutrition minds in the world. I’ve learned much about rumen development, reading a hay sample, and the latest technologies, such as phytogenics, which we’ve integrated into our program.”
This knowledge exchange works both ways. “At the same time, being a customer at Cargill and spending my social time with other dairy producers keeps me grounded in a reality that makes our work more impactful to our customers. As a marketer, having daily real-world insight helps our team to remain practical and innovative in our work.”
Sustainability Initiatives and Industry Impact
Josh brings valuable insights from Cargill’s sustainability initiatives to his farm operation. In a recent podcast appearance with Dr. Kate Cowles, Cargill’s North American Ruminant Innovation Lead, Josh highlighted the dairy industry’s significant progress in reducing its environmental footprint: “A gallon of milk now compared to 10 years ago to 60 years ago is probably 60 to 70% smaller carbon footprint in that timeframe, which is amazing progress as an industry.”
At Cargill, Josh helps develop dairy nutrition strategies that enhance production efficiency and environmental performance. The company leverages sophisticated tools like Dairy MAX™ software, which includes sustainability metrics to help producers understand and manage their rations’ environmental impact, particularly regarding methane emissions and nutrient efficiency.
This sustainability focus extends to Brothers Three, where Josh applies Cargill’s nutritional insights to optimize feed efficiency and animal health. His position at the intersection of corporate agricultural strategy and hands-on breeding gives him a comprehensive perspective on how sustainability initiatives can benefit individual operations and the industry.
Industry Service and Judging Impact
Josh’s industry involvement extends well beyond Brothers Three and Cargill. After moving to Wisconsin in 2003, he quickly found community in the Wisconsin Brown Swiss Association, where he has made significant contributions, leading to his 2025 Wisconsin Service Award.
As the World Dairy Expo Representative for the Wisconsin Brown Swiss Association, Josh bridges his passion for the breed with organizational leadership. He has chaired two National Brown Swiss Conventions in Wisconsin (2013 and 2024). He has been instrumental in consolidating Wisconsin Spring Shows and Wisconsin State Shows into all-breeds events in Madison—an inter-breed collaboration he believes strengthens the entire dairy community.
Josh is an accomplished judge, earning All-American honors in 4-H Dairy Judging and being judged collegiately at Penn State University. His recent judging assignments include the Kentucky Spring National Brown Swiss Show and the Brown Swiss and Other Colored Breeds Show at Green County Dairy Days in 2024.
His brother Jake has also established himself as a respected cattle judge, bringing the Brothers Three philosophy into the evaluation ring. When approaching a class of Brown Swiss cattle, Jake emphasizes the balance of dairy character, strength, body depth, style, and an elusive “it factor” distinguishing top animals.
“In cows, the udder is by far the most important trait, and for me, it takes something truly special for the best-uddered cow in each class not to be in first,” Jake explains. His evaluation process systematically assesses feet and legs, topline strength, rump angle, and overall width and depth to sort animals through the class.
Brown Swiss vs. Holstein: Competitive Advantages in Today’s Market
| Characteristic | Brown Swiss | Holstein |
| Component Production | Higher butterfat and protein percentages | Higher total milk volume |
| Heat Tolerance | Superior heat tolerance | Less heat tolerant |
| Longevity | Greater productive lifespan | Variable lifespan |
| Beef Value | Superior carcass value for crossbred calves | Lower beef value |
| A2 Status | High percentage of A2 genetics | Lower percentage of A2 |
| Feed Efficiency | Good converters with strong components | Efficient volume producers |
The Next Generation and Future Vision
Looking ahead, Brothers Three balances tradition with a fresh perspective as they consider the next generation. The four boys who make up what they call “B3 Gen 2,” with a fifth on the way in July 2025, represent potential future leadership for the operation.
“The oldest boys are just old enough for 4-H, so we’ll give them all a chance to show if they have an interest in it, and if not, that’s okay too!” Josh says, reflecting the same open-minded approach that has defined Brothers Three from the beginning.
Market Trends and Growth Opportunities
As the story of the Brothers Three unfolds, Josh and his brothers remain optimistic about the future of Brown Swiss cattle in an evolving dairy landscape. Jake identifies two key opportunities for the breed: its growing popularity in the show ring, with high-profile breeders adding Brown Swiss to their operations, and its economic advantages in commercial settings.
“In economic terms, our breed fights for stall spaces and uterus slots on large dairy farms today with many dairy breeds, European red breeds, and now beef semen,” Jake observes. “Two things Brown Swiss can and must capitalize on are the high payment for fat and the sale carcass value of the beef calves out of Brown Swiss cattle vs. a Holstein or Jersey at market. Add in A2, which is a large percentage of the population, and our opportunity to become a mainstream breed in the USA, like they are in Europe, is here.”
Adapting to Industry Shifts
Josh acknowledges the impact of industry consolidation on the Brown Swiss breed. “We certainly feel consolidation as we see smaller farms exit that were long-time Brown Swiss breeders, and we find more of our show calf market being driven by hobbyists like us or even Holstein breeders looking to diversify with a Brown Swiss. I suspect that trend will continue, and it will be interesting to see the profile of someone buying Brown Swiss a decade from now.”
This changing landscape creates both challenges and opportunities. The traditional base of commercial Brown Swiss herds may be shrinking, but interest from show enthusiasts, specialized breeders, and crossbreeding programs offers new markets. The breed’s inherent advantages—component production, heat tolerance, and carcass value—position it well for specialized applications in a diversifying dairy industry.
Brothers Three continues to adapt by focusing on high-value genetics that appeal to show enthusiasts and progressive commercial producers. Their emphasis on balanced traits—combining show appeal with functional attributes like fertility and production—aligns perfectly with the needs of this evolving marketplace.
The Bullvine Bottom Line: A Legacy Built on Passion and Actionable Wisdom
The Brothers Three’s journey—from novice 4-H participants to respected breeders of champion Brown Swiss cattle—embodies the best of American agriculture: innovation, dedication, and a willingness to learn from both success and setbacks.
Through Josh Hushon’s unique perspective as a Cargill executive and passionate cattle breeder, Brothers Three has positioned itself at the intersection of corporate agricultural strategy and hands-on cattle expertise. This balance allows them to appreciate the microscopic details of an individual animal’s development and the macroscopic trends shaping the global dairy industry.
Lessons for Progressive Dairy Breeders
The Brothers Three story offers valuable insights for anyone pursuing excellence in dairy genetics:
- Seek Knowledge from Proven Mentors: As Josh says, “To know the road ahead, ask those coming back.” Find mentors who have achieved your goals and follow their guidance precisely.
- Leverage Genomic Testing Strategically: Test females early to “glimpse their future” and make more informed breeding decisions. Use the data to both maximize strengths and address weaknesses in your herd.
- Balance Show Appeal with Commercial Viability: Even if showing is your passion, breeding for production, components, and fertility ensures your animals deliver value beyond the ring.
- Invest in Your Best Cow Families: Focus resources on developing strong maternal lines. As Brothers Three demonstrates with Wisper’s family, one exceptional female can transform an entire breeding program.
- Embrace Adaptability and Innovation: From reproductive technologies to marketing approaches, be willing to evolve your operation to meet changing market demands and capitalize on new opportunities.
What began as three brothers learning to show cattle has evolved into a multi-generational legacy of excellence in the Brown Swiss world. With their eyes fixed firmly on the future—from genomic advancements to the next generation of family involvement—Brothers Three continues to write new chapters in their remarkable story of agricultural passion and achievement.
As Josh reflects on his journey with Brothers Three, his words capture the essence of their success: “To know the road ahead, ask those coming back.” By honoring tradition while embracing innovation, Brothers Three and Josh Hushon have not only found their road—they’re helping chart the course for Brown Swiss breeders everywhere.
Key Takeaways
- Mentorship drives success: The brothers attribute their achievements to strategic mentor relationships at each career stage-from early guidance on showing technique to advanced breeding partnerships-proving that knowing when to seek expert advice accelerates progress.
- Balanced breeding philosophy: Their approach balances four key elements (type, udders, cow families, milk production) while incorporating fertility traits, creating animals that succeed both in elite shows and commercial settings.
- Genomic testing as a game-changer: By testing all females and using data to guide mating decisions, they’ve accelerated genetic progress beyond what traditional visual assessment allows, transforming breeding strategy.
- Specialty positioning creates opportunity: In a consolidating industry, Brown Swiss offers advantages in component production, heat tolerance, and beef value-creating market potential even as traditional farms disappear.
- Passion projects can achieve excellence: Despite never being anyone’s full-time occupation, Brothers Three demonstrates how strategic partnerships, specialized knowledge, and dedicated off-hours management can build elite genetics without requiring full-time farming.
Executive Summary
Brothers Three Brown Swiss represents a remarkable journey from a humble 1991 4-H project to a nationally respected Brown Swiss breeding operation, demonstrating how passion projects can achieve excellence without requiring full-time farming. Founded by the Hushon brothers with no prior dairy experience, the operation thrives on their collaborative approach-with Jake handling genetics through his New Generation Genetics role, Josh and Casey managing daily development while Josh applies his Cargill executive expertise, and Joe contributing crucial support during World Dairy Expo. Their success stems from a balanced breeding philosophy that produces cattle excelling both in show rings and commercial settings, strategic adoption of technologies like genomic testing and IVF, and their foundational belief in continuous learning from mentors-epitomized in Josh’s mantra: “To know the road ahead, ask those coming back.” This unique blend of corporate strategy and hands-on breeding has positioned Brothers Three to adapt to industry changes while establishing a multi-generational legacy.
Learn more:
- International Brown Swiss Show 2024 – Follow the latest results from Madison where top Brown Swiss breeders competed, including notable achievements in the same show where Brothers Three’s Woodford previously claimed honors.
- Are dairy genetics a commodity? – Explore this thought-provoking analysis of modern dairy genetics economics that complements Brothers Three’s balanced breeding philosophy of combining show ring excellence with commercial viability.
- National Brown Swiss Convention 2024 – Discover highlights from the Wisconsin-hosted event that Josh Hushon helped chair, bringing together over 200 Brown Swiss enthusiasts to celebrate the breed’s community and accomplishments.
Join the Revolution!
Join the Revolution!Join over 30,000 successful dairy professionals who rely on Bullvine Weekly for their competitive edge. Delivered directly to your inbox each week, our exclusive industry insights help you make smarter decisions while saving precious hours every week. Never miss critical updates on milk production trends, breakthrough technologies, and profit-boosting strategies that top producers are already implementing. Subscribe now to transform your dairy operation’s efficiency and profitability—your future success is just one click away.
