Archive for dairy farm legacy

Why 83% of Dairy Farms Will Disappear: How to Beat the Succession Odds Before It’s Too Late

83% of dairies vanish. Will yours? Beat succession odds before your legacy becomes a statistic. Bold moves. Real talk.

Staring down a cliff edge – that’s where the North American dairy industry finds itself. A quarter of operators are hanging up their boots within five years. According to Iowa State’s research, eight out of ten lack faith in their succession plans. And that gut-punch statistic? A staggering 83.5% of family dairies won’t survive to see a third generation running the parlor. Worse than even the dismal 16.5% survival rate plaguing family businesses generally. Make no mistake – what separates the operations still standing from those that vanish has nothing to do with luck. It’s about confronting the financial, familial, and operational barriers to transition with clear eyes and bold action.

Why Most Dairy Succession Plans Are Destined to Fail

Ready to join the statistical scrap heap? Despite family ownership dominating 97% of U.S. farms, the 2022 Ag Census paints a bleak picture – barely half have dipped their toes into succession planning. Worse still, only a pitiful 20% of those with plans actually believe they’ll work.

That financial mountain looms Everest-high. Converting your high-producing Holstein herd to A2A2 genetics overnight? Child’s play compared to today’s capital requirements. Land running $5,570 an acre. Parlor systems that’ll set you back north of $200k. TMR mixers costlier than luxury sedans. Breeding stock representing generations of genetic investment. No wonder the classic “buy-out” model crashes and burns. Expecting your successor to write that check while keeping the operation afloat? About as realistic as hitting a 30,000-pound RHA with second-cut hay and good intentions.

The real time-bombs never tick away in the freestall barn – they’re planted firmly around your kitchen table. Family conflicts have been smoldering for decades. Competing visions nobody dares discuss. Communication breakdowns that would make your cell service look reliable. Compeer Financial nailed it in their 2024 report: that deep-seated need to treat all children “equally” routinely shoots the farm’s survival right between the eyes. Sell those productive assets to square things up, and what’s left to transition?

Then come the emotional roadblocks no spreadsheet can navigate. Mom and Dad are clutching the checkbook like it’s the last life raft on the Titanic. Junior is desperate for enough authority actually to implement changes. This emotional standoff creates barriers taller than your corn in August – like trying to boost conception rates with premium semen when nobody’s bothering to check heats.

Hard truth time: Iowa State found 71% of farmers with retirement on the horizon haven’t even tagged a successor. Got a plan without addressing those human dynamics? Might as well install top-end milking equipment and let the neighbor kid run it – technical excellence means nothing without the human element.

Revolutionary Strategies That Transform Farm Transitions

What separates that elite 17% from the failed 83.5%? Not dumb luck or deep pockets, but a comprehensive blueprint that tackles every dimension of transition.

Early isn’t just better – it’s essential. Don’t wait till the rocking chair looks appealing. Successful transitions need a 5–10-year runway – roughly the time needed to grow those genomically-superior heifers into your mature herd backbone. Journal of Agribusiness research confirms wait too long, and you might as well be planting corn in November.

Family discussions going nowhere? Taken any deliberate steps, or just hoping uncomfortable topics disappear like mastitis without treatment? Progressive dairy families don’t leave communication to chance:

  • Monthly meetings with actual agendas – not just “whenever someone gets mad”
  • “Listening first” protocols, where everyone gets their say without interruption
  • Written records of agreements and sticking points – not memory-based revisionism
  • Professional facilitators, when needed, because family baggage dating to childhood rarely resolves itself

Has your financial structure already torpedoed your chances of a successful succession? Smart operations are dumping the “buy everything or nothing” model faster than you’d cull a three-quartered chronic. Think precision feeding versus one-size-fits-all TMR – the industry has evolved; shouldn’t your succession plan? Leading advisors increasingly recommend splitting operations into:

  • An asset-holding company (senior generation keeps the land/major equipment)
  • An operating company (the successor takes reins of production)

This structure slashes capital requirements while creating retirement income through lease payments. Canadian Bar Association case studies show it works – cleaner than separating dry cows from your milking string while efficiently serving both purposes.

Your advisory team makes or breaks the transition. Would you let some random vet who normally treats parakeets and poodles near your prize genetics? So why trust generic financial advisors with your farm‘s future? Find specialists who differentiate between a TMR mixer and a cement truck. You need agricultural estate planners who’ve seen more dairy transitions inside than most people have seen inside barns.

Never marry a successor without dating first. Forward-thinking farms now implement structured trial periods with clear metrics and escape hatches. Define specific responsibilities, set performance benchmarks, and create exit routes if the fit proves wrong – all before signatures hit paper. Makes more sense than dropping six figures on embryo work without genomic testing the bloodlines first.

Developing successors demands the same systematic approach you’d use to build your herd—formal education matters. Off-farm experience builds perspective. Gradual responsibility increases muscle without breaking bones. Regular feedback catches problems before they become disasters. Half-baked training produces half-capable successors.

When Expansion Powers Your Succession Plan

Nearly half of dairies view expansion as their succession ticket. But size for size’s sake? Pure folly. Does growth truly fit your transition story, or are you chasing industry trends like everyone chased those tall Holsteins in the 80s?

Economics must pencil at both scales and expansion becomes your anchor, not your engine. Leading operations analyze fixed cost dilution across larger herds, calculate capital efficiency metrics down to the penny, project cash flow through the capital-hungry growth phase, and structure financing to protect both generations from excessive risk.

Technology adoption doesn’t just change your operation – it transforms succession possibilities. Forward-thinking dairies leverage expansion to modernize, installing rotary parlors that slash labor needs, implementing herd management software that turns data into decisions, automating feed systems for TMR consistency your old mixer could never achieve, and deploying precision reproduction tech that makes your past breeding programs look like guesswork. Though initially painful to the pocketbook, Dairy Business Innovation documents how these investments often dramatically improve quality of life while boosting resilience.

Approaching expansion strategically or emotionally? That industry mantra “bigger is always better” deserves the same skepticism you’d give a feed salesman promising 10 pounds more milk. The USDA Economic Research Service confirms that economies of scale exist – larger herds generally show lower production costs. But focusing exclusively on land acquisition over productive assets? About as smart as fixating on milk volume while ignoring components. Michigan State’s research team found that investments in facility capacity and superior genetics often outperform land purchases, especially when the next generation starts with more ambition than capital.

Processor relationships? Overlooked by too many. Before breaking ground on those new barns, lock down whether your milk plant actually wants another tanker load daily. Secure those component premiums and transportation arrangements in writing. Nothing torpedoes expansion faster than surprise base-excess deductions slashing your milk check when those loan payments come due.

Next-generation input isn’t a nice-to-have – it’s do-or-die. Expansions that succeed involve successors from day one, collaborating on business plans, defining clear roles, openly discussing financial implications, and documenting transition timelines before the first shovelful of dirt moves.

The Strategic Power of Staying the Course

While expansion hogs the spotlight, maintaining current scale often makes brilliant strategic sense. Recognizing when “steady-state” fits your transition creates stability that many expanding farms would envy.

Component focus literally transforms your milk check. With butterfat driving 58% of revenue and protein adding 31% more, according to 2023 Multiple Component Pricing data, maximizing components frequently outperforms cow-number obsession. Smart operators targeting current-scale excellence prioritize component-focused genetics, dial in rumen fermentation for butterfat synthesis, eliminate acidosis and other component-killers, and master seasonal consistency. Ever calculated your operation’s true income per cow versus income per pound of components? That analysis often reveals more profit potential in your current herd than in expansion dreams.

Risk profiles rarely match between generations. Does your successor share your appetite for leverage and market exposure? Maintaining scale often creates a saner risk profile during transitions – lower fixed costs, reduced debt service, simplified management during leadership changes, and nimbleness when markets shift. Like balancing rations for optimal rumen function rather than maximum production, right-sizing creates stable platforms for transfer.

Resource optimization at the current scale drives profitability that expansion can’t always match. Leading steady-state operations obsess over return per unit – land, labor, or capital. They track production costs with near-religious devotion, strategically outsource non-core functions, mine DHIA data for hidden opportunities, and relentlessly pursue incremental efficiency gains that compound over time.

When lifestyle priorities align with business strategy, maintaining scale supports quality of life during transitions. Particularly valuable when young families need flexibility, multiple generations need income, senior members want continued involvement, or work-life balance trumps bragging rights at the coffee shop. Your best cows need dry periods for lifetime productivity – why shouldn’t your family business operate sustainably too?

How Your Decisions Are Reshaping Dairy’s Future

The collective impact of retirements, expansions, and steady-state operations is fundamentally redesigning North America’s dairy landscape. Understanding these shifts positions your operation advantageously, regardless of size or succession stage.

Consolidation isn’t coming – it’s already steamrolling through. USDA data tells the brutal story: U.S. dairy farm numbers in freefall from 648,000 in 1970 to barely 24,000 by 2022, with another 2,500 operations shuttering in 2020 alone. Yet milk production climbs as mega-dairies absorb that volume. Today, operations exceeding 2,500 cows produce over 60% of the nation’s milk, leveraging economies of scale that smaller farms can’t match.

But does bigger automatically mean better? Hardly. While the USDA Economic Research Service confirms that scale economies exist, innovation creates success stories across diverse sizes. What matters more than cow numbers? Strategic market alignment. Operational excellence at your chosen scale. Clear differentiation in cost structure or product attributes. Financial frameworks supporting generational transition. Just as selection indexes evolved from height-obsessed to lifetime-profit focused, successful dairies optimize their specific model rather than mindlessly chasing size.

Technology demolishes old limitations across farm scales. Robotic milkers, rumination monitors, and precision management tools create possibilities unimaginable a generation ago – slashing labor dependencies, improving work-life balance, enabling data-driven decisions, and attracting tech-savvy successors put off by traditional dairy drudgery. Like genomics democratizing elite genetics for farms of all sizes, technology levels key operational playing fields.

Component-focused strategies fundamentally reshape market dynamics. Multiple-Component Pricing systems drive evolution from volume obsession to composition focus. When did you last overhaul your genetic selection criteria and feeding programs to capture this shift? Progressive operations prioritize component-focused genetics, optimize production systems for butterfat and protein, and cultivate processor relationships rewarding composition excellence.

Environmental considerations increasingly impact succession planning. Forward-looking operations integrate sustainability through emission-reducing technologies, carbon sequestration practices, soil health, comprehensive nutrient management, preventing regulatory headaches, water conservation strategies, preserving vital resources, energy efficiency measures, slashing costs, and impacts.

Success Stories That Illuminate the Path Forward

Real-world examples cut through theoretical fog. Study these contrasts between successful transitions and train wrecks to map your own journey.

LLC formation turned transition dreams into reality for a 220-cow operation that looked hopelessly stuck. Rather than traditional asset transfer, owners formed a limited liability company housing all farm assets, structured incremental LLC interest sales to their 30-year-old successor, created a formal decade-long employment agreement for the senior operator, and established crystal-clear management divisions. This approach delivered liability protection, streamlined transfers, and generated tax advantages. It established operational guardrails – providing structure while preserving flexibility, much like a well-designed breeding program adapts to changing market signals.

Asset-operation splitting saved a Canadian dairy that seemed financially untransferable. The Canadian Bar Association highlighted how separating ownership from operations transformed succession possibilities. The senior generation formed a corporation holding land and major equipment, creating a second operating company that primarily sold to the successor. Leasing necessary assets slashed capital requirements while guaranteeing retirement income, functioning like separating mature cows from first-lactation heifers for optimized management of both groups.

Targeted expansion revitalized Ideal Dairy Farms’ multi-generational prospects. Their growth from 1,230 to 2,300 cows wasn’t expansion for ego’s sake – it centered on a state-of-the-art 72-cow carousel installation, energy-efficient technologies, strategic utilization of external audit programs and incentives, and laser-sharp focus on scale efficiencies. Their approach prioritized systems that optimized their specific scale targets, like selecting genetics that expressed their full potential under their unique management conditions.

Alternative models saved Challon’s Combe when conventional approaches failed. This UK operation’s shift to 100% pasture-based organic production slashed purchased feed costs, improved herd health metrics, enhanced environmental profile, and targeted premium markets for differentiated products. Their journey demanded fundamental reconceptualization, challenging conventional wisdom like crossbreeding programs, which questioned Holstein dominance but delivered through superior health traits and component production.

What kills transitions dead in their tracks? Waiting until retirement looms mean planning needs to start years earlier. Fuzzy math that ignores multiple household financial requirements. Sweeping “fair versus equal” discussions under the rug until they explode. Half-baked successor development is leaving critical skills gaps. Handshake agreements that evaporate when memories differ. Like ignoring transition cow needs, then wondering why metabolics run rampant, these fundamental mistakes guarantee failure.

The brutal truth? When 83.5% of operations fail to survive generationally, the culprits aren’t economic fundamentals but insufficient planning, poor communication, and inadequate successor development. Industry analyses consistently reveal these human factors, not market forces, doom most transitions.

The Bottom Line: Your Action Plan for Succession Success

Successful dairy transitions don’t happen by accident – they’re built deliberately, brick by difficult brick. Got the stomach for uncomfortable conversations? Ready to make tough decisions your operation’s survival demands? Follow this battle-tested roadmap:

  1. Start planning yesterday. Document your current operational reality – assets, liabilities, management systems. Establish baselines with the same methodical approach you’d apply to milk recording – you can’t measure progress without knowing your starting point.
  2. Talk. Then talk more. Schedule regular family meetings specifically for succession planning. Create safe spaces for honesty. Consider bringing in professional mediators when discussions hit landmines. Apply the same religious dedication to these conversations you give to your herd health protocols.
  3. Hire specialists, not generalists. Your operation deserves agricultural attorneys, farm-focused financial planners, and accountants who can tell a commodity from a cow. Would you trust your genetic program to someone who thinks a summary is a book report? Don’t saddle your farm’s future with advisors lacking agricultural expertise.
  4. Build successors systematically. Map out technical and management skill development. Create meaningful decision-making opportunities with increasing stakes. Provide honest feedback, both positive and corrective. Develop your next generation with the same attention you give your replacement heifers.
  5. Rethink financial structures from scratch. Entity splits, phased transfers, and strategic leases – succession demands creative approaches that balance opportunity with security. Like transitioning from conventional parlors to robotics, sometimes the winning path means fundamental restructuring, not minor tweaks.
  6. Put everything in writing. Document ownership transitions, management shifts, financial arrangements, and contingency plans. Your succession deserves the same detailed attention your breeding program receives – clear objectives, measurable outcomes, and regular evaluation.
  7. Review and revise relentlessly. Schedule annual progress assessments with your advisory team. Make necessary course corrections. Adapt to changing markets and family circumstances. Like monitoring feed efficiency and tweaking rations, this process keeps your succession on track despite changing conditions.

The dairy industry’s future belongs to those with enough guts to tackle succession head-on. Whether your strategy involves ambitious expansion, steady-state optimization, or creative alternative models, intentional planning remains non-negotiable.

Time for brutal honesty: Are you building something that outlasts you, or just maintaining an operation with an expiration date matching your own? This industry doesn’t need another sad statistic – it needs your farm as a lasting legacy. Unlike mastitis or repro problems that sometimes strike despite your best prevention, succession failures almost always trace back to things entirely within your control – inadequate planning and poor communication. Make your choice now: join the 17% success stories or the 83.5% failures? There’s no middle ground – today’s action or inaction is already writing your farm’s final chapter.

Key Takeaways:

  • Succession Failure is Epidemic: An alarming 83.5% of family dairy farms fail to transition to the third generation, primarily due to a lack of planning and poor communication.
  • Human Dynamics Over Economics: Unresolved family conflicts, reluctance to cede control, and inadequate successor development often derail transitions more than financial constraints.
  • Early, Comprehensive Planning is Non-Negotiable: Successful succession demands a 5-10 year runway, specialized advisors, and innovative financial structures, not last-minute fixes.
  • Strategic Alignment, Not Just Size, Drives Success: Whether expanding or maintaining scale, focusing on component value, technology, and clear successor roles is more critical than simply pursuing growth.
  • Intentional Action Separates Survivors from Statistics: Proactive, honest engagement with succession challenges is the single most important factor in determining a dairy farm’s legacy.

Executive Summary:

North American dairy faces a succession crisis with an 83.5% failure rate for multi-generational transfers, far exceeding general family business failures. This stems from financial hurdles, unresolved family conflicts, and a lack of proactive planning, with 71% of retiring farmers lacking identified successors. Successful transitions require early, comprehensive planning (5-10 years), open communication, specialized advisory teams, and innovative financial structures like asset-holding and operating company splits. Expansion or steady-state strategies both offer viable paths, but success hinges on aligning with market realities like component pricing, strategic technology adoption, and thorough successor development. Ultimately, intentional action and a willingness to confront difficult decisions are crucial to overcome these challenges and secure a farm’s future.

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From 4-H Project to Brown Swiss Legacy: The Brothers Three & Josh Hushon Story

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.

The Brothers Three team celebrates under the iconic willow trees at World Dairy Expo in Madison, Wisconsin, showcasing their champion Brown Swiss. From humble 4-H beginnings in 1991 to elite breeders today, this family partnership exemplifies how passion, mentorship, and genetic expertise can build a lasting Brown Swiss legacy while balancing careers and family life.
The Brothers Three team celebrates under the iconic willow trees at World Dairy Expo in Madison, Wisconsin, showcasing their champion Brown Swiss. From humble 4-H beginnings in 1991 to elite breeders today, this family partnership exemplifies how passion, mentorship, and genetic expertise can build a lasting Brown Swiss legacy while balancing careers and family life.

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

Josh and Casey Hushon stand alongside mentoring partners Kyle Barton and Kenzie Ullmer at a recent show. As Josh notes, "We learn from each other, push each other, and have been showing together for the past four years with a lot of success and fun along the way!" This collaborative approach to continuous improvement embodies Brothers Three's philosophy of learning from peers within the industry.
Josh and Casey Hushon stand alongside mentoring partners Kyle Barton and Kenzie Ullmer at a recent show. As Josh notes, “We learn from each other, push each other, and have been showing together for the past four years with a lot of success and fun along the way!” This collaborative approach to continuous improvement embodies Brothers Three’s philosophy of learning from peers within the industry.

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.

Josh and Casey Hushon celebrate with Topp B-3 Woodford after claiming the Intermediate Champion banner at the 2023 World Dairy Expo-a triumphant moment representing years of collaborative breeding decisions, shared daily management, and perseverance through setbacks. This championship exemplifies how Brothers Three's division of responsibilities allows each brother to contribute their unique strengths toward a unified vision of excellence.
Josh and Casey Hushon celebrate with Topp B-3 Woodford after claiming the Intermediate Champion banner at the 2023 World Dairy Expo-a triumphant moment representing years of collaborative breeding decisions, shared daily management, and perseverance through setbacks. This championship exemplifies how Brothers Three’s division of responsibilities allows each brother to contribute their unique strengths toward a unified vision of excellence.

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.

Victory moment: Topp B-3 Woodford is named Intermediate Champion at the 2023 World Dairy Expo Brown Swiss Show. This triumph represents the culmination of Brothers Three's balanced breeding philosophy-producing animals that excel in both the show ring and commercial settings while demonstrating the resilience that makes Brown Swiss cattle so valuable to the dairy industry.
Victory moment: Topp B-3 Woodford is named Intermediate Champion at the 2023 World Dairy Expo Brown Swiss Show. This triumph represents the culmination of Brothers Three’s balanced breeding philosophy-producing animals that excel in both the show ring and commercial settings while demonstrating the resilience that makes Brown Swiss cattle so valuable to the dairy industry.

“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:

  1. Testing all females to assess their genetic potential
  2. 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

Brothers Three Wisper 2E-92: The matriarch who transformed a 4-H project into a breeding legacy. Twice named All-American, this beloved foundation cow contributed to nearly half of the operation's 50 All-American nominations through her descendants. More than her impressive show ring achievements, Wisper embodied the personal connection that defines Brothers Three-recognizing her handlers, perking up her distinctive Brown Swiss ears when called, and taking a family of first-generation exhibitors to heights they "only dreamed of." The backyard-raised heifer who became their first homebred All-American represents the perfect union of genetic excellence and heartfelt passion.
Brothers Three Wisper 2E-92: The matriarch who transformed a 4-H project into a breeding legacy. Twice named All-American, this beloved foundation cow contributed to nearly half of the operation’s 50 All-American nominations through her descendants. More than her impressive show ring achievements, Wisper embodied the personal connection that defines Brothers Three-recognizing her handlers, perking up her distinctive Brown Swiss ears when called, and taking a family of first-generation exhibitors to heights they “only dreamed of.” The backyard-raised heifer who became their first homebred All-American represents the perfect union of genetic excellence and heartfelt passion.

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

Josh and Casey Hushon proudly pose with B3-Ayr Tux Wilma, their 2023 UNANIMOUS All-American Summer Yearling who dominated the show circuit with championship wins at World Dairy Expo and as Junior Champion at the North American International Livestock Exposition (NAILE). Wilma exemplifies Brothers Three's commitment to developing elite genetics with both style and substance.
Josh and Casey Hushon proudly pose with B3-Ayr Tux Wilma, their 2023 UNANIMOUS All-American Summer Yearling who dominated the show circuit with championship wins at World Dairy Expo and as Junior Champion at the North American International Livestock Exposition (NAILE). Wilma exemplifies Brothers Three’s commitment to developing elite genetics with both style and substance.

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

Topp B-3 Woodford, shown here during her winning appearance as 1st Place Junior Three Year Old at the 2023 World Dairy Expo International Brown Swiss Show. Just 16 months after losing her calf and facing setbacks, Woodford’s triumphant return to the ring culminated in being named Intermediate Champion-a testament to Brothers Three’s perseverance and Josh Hushon’s unwavering faith in his “once in a lifetime cow.”

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.

Star in the Spotlight: Casey Hushon with Budjon-Vail Autograph Kristina ETV as she enters the show ring at World Dairy Expo. The dramatic purple lighting highlights the results of Brothers Three's distinctive show preparation regimen-where Casey's meticulous hair care rotation combines with their growth-focused nutrition approach. This Winter Yearling champion exemplifies their philosophy that proper development creates animals with both the mass to compete and the style to win, representing hundreds of hours of daily care, conditioning, and hands-on work that defines the Brothers Three showing program.
Star in the Spotlight: Casey Hushon with Budjon-Vail Autograph Kristina ETV as she enters the Supreme Junior Champion Parade at World Dairy Expo. The dramatic purple lighting highlights the results of Brothers Three’s distinctive show preparation regimen-where Casey’s meticulous hair care rotation combines with their growth-focused nutrition approach. This Winter Yearling champion exemplifies their philosophy that proper development creates animals with both the mass to compete and the style to win, representing hundreds of hours of daily care, conditioning, and hands-on work that defines the Brothers Three showing program.

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

  1. Prioritize Fertility: Select a positive daughter pregnancy rate (DPR) to ensure reproductive success
  2. Balance Show Appeal and Commercial Viability: Breed for type, udders, and strong cow families while maintaining milk production
  3. Leverage Genomic Testing: Test all females to guide mating decisions and accelerate genetic progress
  4. Focus on Maternal Lines: Build upon proven cow families for consistent genetic transmission
  5. Strategic Partnerships: Form co-ownership relationships to access elite genetics and share risk

Josh Hushon: Bridging Corporate Strategy and Cattle Expertise

Josh Hushon delivers a presentation at the 2022 Connect Dairy Summit in his role as Strategic Dairy Marketing Lead for North America at Cargill. His expertise in corporate dairy strategy complements his passionate approach to Brown Swiss breeding at Brothers Three.
Josh Hushon delivers a presentation at the 2022 Connect Dairy Summit in his role as Strategic Dairy Marketing Lead for North America at Cargill. His expertise in corporate dairy strategy complements his passionate approach to Brown Swiss breeding at Brothers Three.

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 Hushon with one of his prized Brown Swiss heifers at their Wisconsin farm. His hands-on experience raising elite cattle provides the foundation for his industry leadership and judging expertise, contributing to his upcoming 2025 Wisconsin Service Award.
Josh Hushon with one of his prized Brown Swiss heifers at their Wisconsin farm. His hands-on experience raising elite cattle provides the foundation for his industry leadership and judging expertise, contributing to his upcoming 2025 Wisconsin Service Award.

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

CharacteristicBrown SwissHolstein
Component ProductionHigher butterfat and protein percentagesHigher total milk volume
Heat ToleranceSuperior heat toleranceLess heat tolerant
LongevityGreater productive lifespanVariable lifespan
Beef ValueSuperior carcass value for crossbred calvesLower beef value
A2 StatusHigh percentage of A2 geneticsLower percentage of A2
Feed EfficiencyGood converters with strong componentsEfficient 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 Brothers Three team at World Dairy Expo 2023, where family tradition meets future vision. Representing both current leadership and the next generation of "B3 Gen 2," this moment captures the essence of their legacy-building approach as they introduce the youngest family members to the show ring environment that has defined their three-decade journey in Brown Swiss breeding.
The Brothers Three team at World Dairy Expo 2023, where family tradition meets future vision. Representing both current leadership and the next generation of “B3 Gen 2,” this moment captures the essence of their legacy-building approach as they introduce the youngest family members to the show ring environment that has defined their three-decade journey in Brown Swiss breeding.

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:

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.

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