Archive for DECRAUSAZ IRON O’KALIBRA

Decrausaz Iron O’Kalibra: The Swiss Holstein Queen Who Conquered the World

Decrausaz Iron O’Kalibra: The Swiss Holstein who dethroned North American champions, rewrote breeding history, and proved European cows could dominate globally.

For decades, the pinnacle of Holstein breeding excellence seemed firmly anchored in North America. Madison’s colored shavings and Toronto’s Royal Winter Fair were the stages where dairy legends were crowned, with European cows often regarded as supporting characters in the global Holstein narrative. But from the picturesque valleys of Switzerland emerged a cow who would challenge this established order and permanently alter the international dairy landscape.

Decrausaz Iron O’Kalibra didn’t just compete—she conquered. With her exceptional dairy strength, nearly translucent hide, and impeccable mammary system, this Swiss-bred Holstein ascended to heights no European cow had before. While never setting foot on North American soil, she earned what many thought impossible: recognition as Holstein International’s All-Time World Champion in 2021, besting even the most celebrated North American champions like RF Goldwyn Hailey and Thrulane James Rose.

Decrausaz Iron O’Kalibra EX-97, grazing against the stunning backdrop of the Swiss Alps, epitomizes global Holstein excellence with her flawless mammary system, dairy strength, and enduring legacy that continues to shape the breed worldwide.
Decrausaz Iron O’Kalibra EX-97, grazing against the stunning backdrop of the Swiss Alps, epitomizes global Holstein excellence with her flawless mammary system, dairy strength, and enduring legacy that continues to shape the breed worldwide.

O’Kalibra’s rise represented more than personal triumph; it signaled a paradigm shift in global Holstein breeding. She demonstrated that European genetics could match their North American counterparts and sometimes surpass them. Through her show ring dominance, exceptional production, and prolific genetic influence, O’Kalibra rewrote the assumptions of Holstein’s excellence and proved that greatness knows no geographical boundaries.

This is the story of how a cow born in Switzerland’s rolling hills rose to become the Holstein by which all others are measured—a tale of exceptional genetics, visionary breeding, and the cow who forever changed how the world views European Holsteins.

Decrausaz Iron O’Kalibra EX-97 shines under the spotlight at Swiss Expo 2013, where she claimed her second Supreme Champion title. Her unmatched dairy strength, flawless mammary system, and commanding presence solidified her status as one of the greatest Holsteins in history.
Decrausaz Iron O’Kalibra EX-97 shines under the spotlight at Swiss Expo 2013, where she claimed her second Supreme Champion title. Her unmatched dairy strength, flawless mammary system, and commanding presence solidified her status as one of the greatest Holsteins in history.

From Promising Calf to Global Phenomenon

On September 4, 2008, in the scenic landscapes of Switzerland, a Holstein calf was born that would change the course of dairy cattle history. The Decrausaz family—Fredy and his sons—had carefully planned this breeding, combining the proven Boss Iron with an EX90-2E Integrity daughter and a VG89 Milestone. The resulting calf, O’Kalibra, carried genetic potential that would later blossom into unprecedented excellence.

As O’Kalibra developed, she displayed an unmistakable combination of dairy strength, the width of the frame, and that distinctive silky, nearly translucent hide that would become her trademark. These qualities caught the discerning eye of Edwin Steiner of GS Alliance, who purchased her when she was almost dry as a two-year-old. Later, when she was fresh as a four-year-old, American breeder Pat Conroy from Indiana acquired a share in this promising Holstein.

“What caught our attention was her massive frame, wide chest, and high-quality udder,” Pat explained. “She was the kind of cow that could look after herself and never had a bad day. In addition to that, she milked like crazy.” This combination of functional traits and dairy character would prove crucial to her longevity and success in and out of the show ring.

Conquering Europe’s Most Prestigious Show Rings

O’Kalibra’s competitive career began impressively in 2011 when she was named Honorable Mention Champion and Reserve Best Uddered Cow at the Swiss Expo in Lausanne. That same year, she continued building her reputation by securing Reserve Grand Champion at Expo Bulle. These early accomplishments merely hinted at the dominance to come.

O’Kalibra returned to the Swiss Expo with an even more significant impact the following year, claiming the Supreme Champion title in 2012. Rather than resting on this achievement, she defended her crown in 2013, again being named Supreme Champion at the Swiss Expo. She would later secure this prestigious title a third time in 2015, establishing an unprecedented record of excellence at one of Europe’s premier dairy events.

Decrausaz Iron O’Kalibra EX-97 crowned Grand Champion at the All-European Holstein Show, 2013. Her flawless conformation and unmatched dairy strength solidified her place as a global Holstein icon.
Decrausaz Iron O’Kalibra EX-97 crowned Grand Champion at the All-European Holstein Show, 2013. Her flawless conformation and unmatched dairy strength solidified her place as a global Holstein icon.

O’Kalibra’s influence extended beyond Swiss borders in 2013 when she competed at the All-European Holstein Show. Against the finest Holsteins from across the continent, O’Kalibra stood supreme, being crowned Champion in what observers described as “one of the finest displays of black and white cattle ever gathered at one location.” This continental championship solidified her status as Europe’s premier Holstein.

Her European dominance sparked international discussions about how she would compare to North American champions. Many North American experts confidently stated, “She should walk on the colored shavings at Madison and give the North American cattle a run for their money.” Though she never crossed the Atlantic to compete at the World Dairy Expo, her reputation transcended geographical boundaries.

The flawless mammary system of Decrausaz Iron O’Kalibra EX-97, captured during her Grand Champion victory at the All-European Holstein Show 2013. Her exceptional udder attachment, symmetry, and quality set the standard for Holstein excellence worldwide.
The flawless mammary system of Decrausaz Iron O’Kalibra EX-97, captured during her Grand Champion victory at the All-European Holstein Show 2013. Her exceptional udder attachment, symmetry, and quality set the standard for Holstein excellence worldwide.

Shattering Classification Records with Historic EX-97

O’Kalibra became Switzerland’s first cow classified EX-97, an extraordinary achievement that places her among an elite group of Holsteins worldwide. Only a handful of cows globally achieve this near-perfect score, making it a hallmark of conformation excellence.

Her classification wasn’t just about aesthetic appeal—it reflected structural attributes that contributed to her functionality and longevity. This harmony between beauty and utility represents the ultimate goal of Holstein breeding: cows that excel in both the show ring and the milk parlor.

Beyond Beauty: The Production Powerhouse

While O’Kalibra’s show-ring accomplishments were extraordinary, her production capabilities were equally impressive. First calving at 2 years and 2 months, she produced a respectable 9,166 kg of milk with 3.6% fat and 3.3% protein in 305 days. Her peak performance came as a four-year-old when she produced 14,247 kilograms of milk with 4.0% fat and 2.9% protein in a 305-day lactation.

This production excellence wasn’t an anomaly but rather a family trait. Her dam produced 13,372 kg as a four-year-old, while her grand dam recorded 14,217 kg as a seven-year-old. These production records demonstrate the depth of genetic potential in O’Kalibra’s lineage.

Over her lifetime, O’Kalibra produced an astounding 94,000 kg (206,800 lbs) of milk with considerable components. This exceptional lifetime yield places her among elite-producing cows globally. It underscores how show-winning type and high production can coexist in the same animal when breeding decisions prioritize balanced traits.

Global Genetic Impact: The O’Kalibra Dynasty

O’Kalibra’s lasting legacy extends through her offspring, who have influenced Holstein populations worldwide. Her sons have been particularly impactful, with several entering artificial insemination programs. Notable among these are her Red Destry son, O’Kalif, and her Acme son, O’Kaliber.

Erbacres Snapple Shakira EX-97-2E dazzles at World Dairy Expo 2024, claiming Supreme Champion honors. A granddaughter of Decrausaz Iron O’Kalibra, Shakira continues the family legacy of global Holstein excellence with her flawless conformation and commanding presence.
Erbacres Snapple Shakira EX-97-2E dazzles at World Dairy Expo 2024, claiming Supreme Champion honors. A granddaughter of Decrausaz Iron O’Kalibra, Shakira continues the family legacy of global Holstein excellence with her flawless conformation and commanding presence.

Her son from Acme became particularly influential as a sire of show-winning daughters like Erbacres Snapple Shakira (EX-97-2E-CAN), who captured Supreme Champion honors at World Dairy Expo after winning Junior 2-Year-Old at the Royal Winter Fair in 2017. Shakira’s achievements demonstrate how O’Kalibra’s genetic package has been transmitted through generations to create champions who continue making history.

From National Icon to All-Time World Champion

O’Kalibra’s achievements received global recognition when Holstein International named her World Champion not once but twice during her lifetime. Later, in 2021, she received the ultimate honor when Holstein International crowned her the All-Time World Champion, cementing her place as one of history’s greatest Holsteins.

This recognition placed O’Kalibra alongside legendary cows like RF Goldwyn Hailey and Thrulane James Rose—two North American champions who earned multiple World Champion titles—but ultimately positioned her above them as the greatest of all time.

Decrausaz Iron O’Kalibra EX-97, pictured against the majestic Swiss Alps, embodies global Holstein excellence. As Holstein International’s All-Time World Champion, she redefined standards for conformation, production, and genetic influence, proving European cows can dominate on the world stage.
Decrausaz Iron O’Kalibra EX-97, pictured against the majestic Swiss Alps, embodies global Holstein excellence. As Holstein International’s All-Time World Champion, she redefined standards for conformation, production, and genetic influence, proving European cows can dominate on the world stage.

A Timeless Legacy That Continues to Evolve

The dairy world lost this extraordinary cow when O’Kalibra died before September 2018. However, her influence remains vibrant through her descendants and the example she set for balanced breeding. Her final achievements include three Swiss Expo Supreme Championships (2012, 2013, 2015), European Champion at Fribourg (2013), two Holstein International World Champion titles during her lifetime (2013 & 2015), and ultimately being crowned All-Time World Champion (2021).

Pat Conroy perhaps best articulated O’Kalibra’s legacy when he observed, “Cows that have some power and strength yet are still dairy will ultimately outlast and out-milk high-style younger cows that seem to be one-hit wonders.”

The Enduring Legacy of Decrausaz Iron O’Kalibra

The breeding power of the legendary Decrausaz Iron O’Kalibra EX-97-CH continues to make waves in the Holstein world, as evidenced by the recent triumphs at the Schau der Besten 2025. This prestigious German dairy cattle show showcased the ongoing influence of O’Kalibra’s genetics through two of her descendants:

O’Katy: A Rising Star

O’Katy, the 3-year-old Stantons Chief daughter, crowned Grand Champion at the Schau der Besten 2025. Continuing the legacy of Decrausaz Iron O’Kalibra, O’Katy dazzled with her exceptional conformation and presence, solidifying her place as a rising star in global Holstein breeding.
O’Katy, the 3-year-old Stantons Chief daughter, crowned Grand Champion at the Schau der Besten 2025. Continuing the legacy of Decrausaz Iron O’Kalibra, O’Katy dazzled with her exceptional conformation and presence, solidifying her place as a rising star in global Holstein breeding.

O’Katy, a 3-year-old Stantons Chief daughter, claimed the Intermediate Champion and Grand Champion titles at the Schau der Besten 2025. This victory follows her Junior Champion win at the same event in 2024, demonstrating her consistent excellence and rapid rise to the top. O’Katy’s pedigree traces directly back to O’Kalibra through an impressive lineage:

  • Dam: Wilcor Awesome O’Kamera *RC EX-90-DE
    • 2nd place Jr. 3yr. old at the German Dairy Show 2019
  • Granddam: GS Alliance Sid O’Kamilla *RC EX-90-DE
  • Great-grand dam: Decrausaz Iron O’Kalibra EX-97-CH

Wilcor Awesome O’Kalotta-Red: Senior Champion

Wilcor Awesome O’Kalotta-Red shines as Senior Champion at Schau der Besten 2025. A descendant of Decrausaz Iron O’Kalibra, O’Kalotta-Red exemplifies the enduring power of O’Kalibra’s genetics, showcasing exceptional conformation and commanding presence in the show ring.
Wilcor Awesome O’Kalotta-Red shines as Senior Champion at Schau der Besten 2025. A descendant of Decrausaz Iron O’Kalibra, O’Kalotta-Red exemplifies the enduring power of O’Kalibra’s genetics, showcasing exceptional conformation and commanding presence in the show ring.

Adding to the family’s success, Wilcor Awesome O’Kalotta-Red secured the Senior Champion title at the Schau der Besten 2025. O’Kalotta-Red is a full sister to O’Katy’s dam, O’Kamera, further cementing the strength of this genetic line.

These achievements highlight the exceptional breeding value of Decrausaz Iron O’Kalibra, whose influence continues to shape the Holstein breed years after her show ring triumphs. The success of her descendants at such a high-profile event demonstrates the lasting impact of O’Kalibra’s genetics in producing animals that excel in conformation and show ring presence.

Decrausaz Iron O’Kalibra EX-97 showcased from every angle, highlighting her exceptional conformation, flawless mammary system, and dairy strength. This iconic Holstein set the global standard for excellence, proving that beauty and functionality can coexist in one extraordinary cow.
Decrausaz Iron O’Kalibra EX-97 showcased from every angle, highlighting her exceptional conformation, flawless mammary system, and dairy strength. This iconic Holstein set the global standard for excellence, proving that beauty and functionality can coexist in one extraordinary cow.

The Bullvine Bottom Line

Decrausaz Iron O’Kalibra transcended the boundaries of European excellence to become a true global icon in the Holstein world. Her impact reaches far beyond the show rings of Switzerland or the pastures of Europe—it reverberates through top-tier breeding programs on every continent. O’Kalibra wasn’t just one of Europe’s greats; she stands among the greatest Holsteins ever to grace a show ring or influence a pedigree, regardless of origin.

Her crowning as Holstein International’s All-Time World Champion in 2021 wasn’t just a victory for Switzerland or Europe—it was a testament to her unparalleled influence on the breed worldwide. O’Kalibra proved that exceptional genetics and balanced breeding goals can produce a cow that excels in both show ring aesthetics and real-world production, setting a new standard for what breeders should aspire to achieve.

Perhaps most remarkably, O’Kalibra’s legacy continues to flourish years after her passing. The recent triumphs of her descendants at the Schau der Besten 2025, with O’Katy claiming Intermediate and Grand Champion titles and Wilcor Awesome O’Kalotta-Red securing Senior Champion honors, demonstrate the enduring power of her genetics. These victories, alongside the continued success of progeny like Erbacres Snapple Shakira in North America, prove that O’Kalibra’s influence knows no borders and shows no signs of waning.

As we look to the future of Holstein breeding, O’Kalibra’s story serves as both inspiration and blueprint. She challenges breeders worldwide to think globally, pursue balanced excellence, and never underestimate the potential of a single exceptional animal to reshape an entire breed. In the ever-evolving world of dairy genetics, Decrausaz Iron O’Kalibra’s legacy isn’t just alive—it’s thriving, continuing to push the boundaries of what’s possible in Holstein breeding worldwide.

O’Kalibra’s story proves that greatness knows no borders. Her legacy challenges us to think globally, breed strategically, and aim higher.

KEY TAKEAWAYS:

  • O’Kalibra became Switzerland’s first EX-97 Holstein and a three-time Swiss Expo Supreme Champion
  • Named Holstein International’s All-Time World Champion in 2021, besting North American legends
  • Her genetics continue to dominate shows worldwide, including recent wins at Schau der Besten 2025
  • O’Kalibra’s success challenged the notion of North American superiority in Holstein breeding
  • Her story emphasizes the importance of balanced breeding for both show ring and production excellence

EXECUTIVE SUMMARY: Decrausaz Iron O’Kalibra, born in Switzerland in 2008, revolutionized global Holstein breeding. She became the first Swiss cow to achieve EX-97 classification and won three Supreme Champion titles at the Swiss Expo. O’Kalibra’s impact extended beyond Europe when she was crowned Holstein International’s All-Time World Champion in 2021, surpassing renowned North American cows. With lifetime production exceeding 206,800 lbs of milk and influential offspring like O’Kaliber and Erbacres Snapple Shakira, O’Kalibra proved that European genetics could compete and excel globally. Her legacy continues through recent show ring successes of her descendants, challenging breeders worldwide to pursue balanced excellence in conformation and production.

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DECRAUSAZ IRON O’KALIBRA: Simply the Best

Many heads are perking up to the siren call of “Decrausaz Iron O’Kalibra *RC EX-96-SW.”  Bred by Fredy Decrausaz and Sons who also bred her dam, this Swiss Miss has set off much debate.“Many North American experts say she should walk on the colored shavings at Madison and give the North American cattle a run for their money”.

Decrausaz Iron O’Kalibra
Grand Champion 2013 All European Championship

O’Kalibra “Where the Wins Keep Flowing Like Champagne”

The speculation about her winning ways that started when O’Kalibra won Honorable Mention, Reserve Best Udder and 1st place at Lausanne in 2011.  Two months later she again took 1st place and Reserve Grand Champion at Expo Bulle.  She continued to develop and in 2012 won Supreme Champion at Swiss Expo at Lausanne which fueled even more speculation about how she would compare with the Hailey cow, Supreme Champion at the 2012 Canadian Royal Winter Fair and 2012 World Dairy Expo ((Read more: World Dairy Expo 2012 Holstein Show – A battle for the ages and The 2012 Royal Winter Fair Holstein Show – One of the greatest stories ever told!).  In 2013 she rose even higher in the ranks placing Grand and Supreme Champion at Swiss Expo and observers enthused. (Read more: 2013 Swiss Expo Holstein Show Results) “O’Kalibra from Switzerland was crowned Supreme Champion at the All European Holstein Show in one of the finest displays of black and white cattle ever gathered at one location.” There are many who are now prepared to crown her “the best in the world”. (Read more: Decrausaz Iron O’Kalibra Wins Grand at the 2013 All European Championship and The All European Championship Show: The Greatest Show On Earth)

Decrausaz Iron O’Kalibra – Mammary Photo from All European Championship Show 2013

Where is O’Kalibra Now?

At a cattle show in the Switzerland she stood out for Edwin Steiner, GS Alliance (Buerglen Switzerland) who bought her almost dry as a 2 year old. When she was fresh as a 4 year old a share was sold to Pat Conroy (Indiana USA). GS Alliance started with a predominantly Brown Swiss herd. Currently GS is 60% Holstein, 20% Red and White and 20% Swiss. To fulfill their goals of providing buyers with varied top quality breeding, they seek out exceptional cattle. Edwin explains, “Additions made to our herd are either show cows or bull dams and we invest in individuals with a deep pedigree. This way we seek to develop cows that satisfy every breeder.” Pat Conroy who partnered in the purchase of O’Kalibra, who still resides in Switzerland, adds to the story.  “We bought her when she was fresh and for Edwin and I, it was her massive frame, wide chest, and high quality udder that caught our attention. It was only a bonus that she had a pedigree that made her marketable outside the show ring.”

Decrausaz Iron O’ Kalibra *RC EX-94-SW Grand Champion Swiss Expo 2013 Grand Champion Swiss Expo 2012 Res. Grand Champion Expo Bulle 2011 Hon. Mention Grand Champion Swiss Expo 2011 Res. Grand Udder Champion Swiss Expo 2011

Decrausaz Iron O’ Kalibra *RC EX-94-SW (3rd Lactation Photo)
Grand Champion Swiss Expo 2013
Grand Champion Swiss Expo 2012
Res. Grand Champion Expo Bulle 2011
Hon. Mention Grand Champion Swiss Expo 2011
Res. Grand Udder Champion Swiss Expo 2011

And the Best Just Keeps Getting Better

Although not a common sire stack, O’Kalibra is backed by well proven sires. Her sire Boss Iron (Bookie x Chief Mark) was proven over a decade ago in Italy. He has many strengths, including high daughter fertility, fat percent, daughter calving ability, somatic cell score and productive life.  This easily makes him the kind of sire many breeders look for today. Beyond Iron her sire stack goes to Integrity (Blackstar x Chief Mark) who is known for his deep bodied show type daughters.  After that her sires are Milestone, Factor and Astre. Definitely the inclusion of Chief Mark twice in her sire stack is well expressed in O’Kalibra’s dairy strength and overall style.

Decrausaz Iron O’ Kalibra *RC EX-94-SW (4th Lactation Photo) Grand Champion Swiss Expo 2013 Grand Champion Swiss Expo 2012 Res. Grand Champion Expo Bulle 2011 Hon. Mention Grand Champion Swiss Expo 2011 Res. Grand Udder Champion Swiss Expo 2011

Decrausaz Iron O’ Kalibra *RC EX-94-SW (4th Lactation Photo)
Grand Champion Swiss Expo 2013
Grand Champion Swiss Expo 2012
Res. Grand Champion Expo Bulle 2011
Hon. Mention Grand Champion Swiss Expo 2011
Res. Grand Udder Champion Swiss Expo 2011

Five Generations Makes O’Kalibra Special

O’Kalibra traces back five generations to Cloverlands Skylar Cherry Red 11 Stars and two Superior Production records made famous by Granduc Holsteins, Quebec, Canada.  Her fourth dam Granduc Carla Astre  9 Stars was one of three outstanding Astres from Cherry. Her third dam was a Milestone embryo sold by Lystel Holsteins to David Clark, UK.  Originating from this same famous cows family are Dudoc Mr Burns (Thunder x Storm X Astre x Cherry) GLPI 1715 popular also as  red carrier and Granduc Tribute a full brother to Mr Burns’ Storm grandma who is 4Stars with three Superior Production lactations.  Her owners feel there are even more ways that she is special. Edwin proudly points out that “O’Kalibra has the build for longevity and a pedigree to go along with it. She is an extremely good day to day cow. She is the kind of cow that can look after herself, and never has a bad day. In addition to that, she milks like crazy.”

GRANDUC CARLA ASTRE GP-84-2YR-CAN 9*

GRANDUC CARLA ASTRE

O’Kalibra Is An Excellent Swiss Hitter

O’Kalibra recently has been nominated for Excellent 96 and will see the panel next week. Her outstanding parts are Mammary and Frame.  Not far behind those top areas are great scores for Rump and Legs. She has fulfilled the predictions of many that she would move beyond 94.

First calving at 2 years 2 months, in305 days O’Kalibra produced a respectable 9166 kgs, 3.6 % fat and 3.3% protein. Her best record in 305 days was as a four year old: 14,247 kgs., 4.0% fat and 2.9% protein. Great production runs in her pedigree with her dam producing 13,372 kgs as a four year old.  Her grand dam produced 14,217 kgs as a seven year old. It goes all the way back to her fifth dam who produced 17,621 kgs as a three year old.

You’re Doing Fine O’Kalibra

Pat Conroy is happy with O’Kalibra. “We have sold a Sid daughter to a guy in Australia, a Sid bull to Select Star in Switzerland, an Acme son to Swiss Genetics, a Red Destry son to Swiss Genetics, and an Atwood choice in the USA to Morasci/Borba&Glaeser. We will also sell an Armani or MAS choice in the Field of Dreams sale May 24 in West Union Iowa.” Although he acknowledges that the best cross is yet to be determined he says, “All of her daughters and sons so far have been very good “do-ers”. We will decide which has been the best cross as the daughters freshen or sons transmit. Plans are to do a flush on her in 2 weeks to Armani (Goldwyn x Apple).”

It’s Beyond Okay for O’Kalibra in the Future

Both Pat and Edwin have a positive attitude toward O’Kalibra’s potential. “At this point, we will consider showing her again in the future” “when she really looks perfect.” When asked to compare her to cows in North America these proud owners remain positive but humble, “She has a bit more strength than most, however we do not want to take away anything from cows over there.”

The Bullvine Bottom Line

When encouraging breeders to breed the best Pat sums up his and Edwin’s theory. “Personally we would say that cows that have some power and strength, yet are still dairy, will ultimately outlast and out milk the high style younger cows that seem to be one hit wonders.” For both gentlemen it is obviously a shared opinion when Pat concludes, “I think that Iron O’Kalibra is one example that proves this fact to be true”.

 

 

 

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Are You Breeding Purple Cows?

Face it, the tactics that have been used for the past 50 years don’t work anymore.  The same old ads. In the same old magazine.  Advertising the same old genetics. After you’ve seen one, or two, or 10, you’ve seen them all!  Boring!  However, a Purple Cow?  Now that would be something.  Are you remarkable enough to have a Purple Cow?  In today’s day and age of in vitro fertilization, genomics and social media, you’re either remarkable or invisible.

bigpc[1]Seth Godin’s book Purple Cow: Transform Your Business By Being Remarkable is perfectly titled for dairy breeders today.  Godin’s understanding of dairy cattle is limited as represented by his comment “Cows, after you’ve seen one, or two, or 10, are boring,” but his point about needing to be remarkable, in order to stand out from the herd, is spot on.

Every day breeders come face to face with a lot of boring stuff – even a lot of the same old boring cows – but you can bet they would never forget a Purple Cow.  Now getting a Purple Cow marketing idea doesn’t happen overnight.  It’s not as if you can just wake up one morning and change your marketing to have your “Purple Cow” idea.  You need to breed for it.  You need to manage for it.  And then and only then can you market it.

The Game Changers

For years, generation after generation of consistent breeding was enough to have your genetics in demand around the world.  However, that is no longer enough thanks to in vitro fertilization (Read more: IVF: Boom or Bust for the Dairy Industry and FAST TRACK GENETICS: More Results in Less Time).  With so many breeders leveraging this technology and producing more and more cattle at the top end of the genetic scale, there has been a shift in the marketplace.  What used to be unique is becoming commonplace. In this recent spring sale season, I saw no less than three full sisters (Uno’s from the great Apple) selling at three different sales in a 1-week period.  And then of course there were still more sisters at home.  IVF has changed things so much that even at the very top end, owners of the very best genetics are having trouble differentiating their product.  Genetics that at one time would have been sale headliners, are now selling in those lull sections of the sale that minimize profits.  Combine that with the cost to produce these animals and the ROI is shrinking.  Of course IVF is a catch 22 technology.  If you don’t use it and other breeders are using it on their top genetics, you’re still left behind.

In one sense you could say Genomics has brought harmony to the world (Read more: The impact of genomics on cattle breeding and How Genomics is Killing the Dairy Cattle Breeding Industry).  No longer are cattle from different countries viewed as inferior or of lesser genetic merit.  Genomic testing has brought uniformity to the world market.  But as a result it has also brought globalization to the industry and breeders can no longer differentiate their genetics by country of origin.  This means that instead of the top 1% of the genetics in the world being in high demand, it is now the top 0.1% (Read more: An Insider’s Guide to What Sells at the Big Dairy Cattle Auctions).  Either you are at the very top of the lists or you had better find a new niche or way to differentiate your genetics (Read more: Marketing Lessons from Glen Drummond Aero Flower).

AMMON-PEACHY SHAUNA a very popular purple cow

AMMON-PEACHY SHAUNA a very popular purple cow

If you want to get your message out to the world, there is nothing better than social media.  The power of tools like Facebook to let breeders around the world know what animals you have is amazing (Read more: 7 Reasons Why Your Dairy Farm Needs To Be On Facebook and The Anti-Social Farmer: On the Verge of Extinction?).  The thing is, it still takes those animals that are the “Purple Cows” in order to be noticed.  Hailey, O’Kalibra, Missy, Happy Go Lucky and Rae Lynn are cows whose show ring successes have also caused social media success for their breeders.  On the genomic side, cows like Shauna, Lucia, and Hue have attracted a lot of attention.  Another aspect that helps pictures on Facebook go viral is the ones that comply with the Dairy Marketers Code of Conduct (Read more: Introducing the Diary Marketing Code of Conduct and Dairy Cattle Photography – Over Exposed ). However, in order to achieve this sustained viral status you first need to be unique. You need to know your niche.  You need to be a “Purple Cow.”

Valleyville Rae Lynn is certainly a Purple Cow

Valleyville Rae Lynn is certainly a Purple Cow

The Bullvine Bottom Line

In Purple Cow, Seth Godin urges you to put Purple Cow differentiation into everything you build and everything you do, to create something truly noticeable.  It’s a manifesto for dairy breeders looking to take their genetics programs to a new level.  Pretty ads, generations of VG or EX and nice cattle pictures will not pay the bills. Either you set yourself apart or you are wasting your time.  What makes you unique?  Have you found your Purple Cow breeding program or marketing idea?

 

 

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Who is going to the show? Why attendance is down at the dairy cattle shows

Over the past month I have been to 5 cattle auctions and 7 cattle shows in 4 different states or provinces. To say that I spent some time on the road driving from one event to the next is an understatement. And, while all of these events were amazing in their own unique way, there was one consistent thing that surprised me. Less and less people are attending these events.

RF Goldwyn Hailey - Grand Champion NY Spring Show

RF Goldwyn Hailey – Grand Champion NY Spring Show

Now normally this would cause one to think that dairy cattle showing is dying, but in reality I actually think that the exact opposite is true. Consider this. The quality of cattle at these shows has been the best I have ever seen. I have had the opportunity to see the great RF Goldwyn Hailey multiple times, and this last time at NY Spring Show I would say that she looked the best I had ever seen her (Read more: RF Goldwyn Hailey Rides to the Top Spot at NY Spring Carousel and New York Spring Holstein Show 2013 Results). Also in NY I saw one of the most competitive Sr. 2 year old classes ever, where the legend in the making R-E-W Happy Go Lucky was beaten for the first time in milking form. Though in all fairness she is in the later stage of her lactation and the others are peaking.

R-E-W HAPPY GO LUCKY

R-E-W HAPPY GO LUCKY

At the Ontario Spring Show, I saw what I think to be a future World Dairy Expo and Royal Winter Fair Grand Champion, Valleyville Rae Lynn, giving Hailey a run for her money, though as Hailey has shown this spring she is untouchable. (Read more: Ontario Spring Discovery – Nothing Slipped Past Judge “Crack” and Ontario Spring Discovery Results). And at Quebec Spring Show I get to visit with many of the most passionate breeders in the world today (Read more: Do We Speak the Same Language? and Quebec Spring Show Results).

Valleyville Rae Lynn

Valleyville Rae Lynn – Reserve Grand Ontario Spring Show

So what is it then? Why are less and less people attending the shows?

In discussing this with Randy Blodgett, newly appointed publisher of Holstein World and mastermind behind Holstein World Productions, the answer becomes pretty clear. They are all watching the coverage online.

Decrausaz Iron O'Kalibra  Class 9 winner, Sr & Grand Champion - 2013 All European Championship

Decrausaz Iron O’Kalibra
Class 9 winner, Sr & Grand Champion – 2013 All European Championship

During the recent NY Spring Show, there were over 5,000 people watching on the live video stream. This reminded me of the video stream we shared of the EU Championship Show where there were so many people wanting to watch that we had up to 1,000 people waiting to get one of the coveted spots to watch the live stream on the Bullvine alone(Read more:The All European Championship Show: The Greatest SHOW on Earth and Decrausaz Iron O’Kalibra Wins Grand at the 2013 All European Championship). Interesting note about the EU Championship show. The show itself did such a great job of covering the show, we here at the Bullvine didn’t even have to attend the show and we had the largest viewership in the world, thanks to the power of digital and social media.

3X as many people watched the 2013 All European Championships on www.bullvine.com then all other publications combined.

And now we are talking about just those who are able to take the time to watch it live. If you add in those that watch the coverage on the various publications and Facebook you would easily be over 12,000 viewers. There are more publications than ever covering the shows. Gone are the days when you were lucky to get covered in your national breed publication and that’s it. In today’s digital dairy media world, you are likely to have 4 or 5 publications there taking pictures and sharing the results. Who knows maybe someday we will have coverage comparable to a professional sporting event? Imagine it, commentators during the cow show bring you all the play by play.

From the great camera angles combined with the very professional in ring cameras combined with the outstanding music and exceptional ring announcer the experience was riveting for all.

From the great camera angles combined with the very professional in ring cameras combined with the outstanding music and exceptional ring announcer the experience was riveting for all at the 2013 All European Championships.

But already even this is starting to change. We here are the Bullvine try to do even more. While we have not gotten into the live streaming of the shows, we have started to do more and more stories about what happens beyond the placings. We try to bring you the story behind the story, such as (Read more World Dairy Expo 2012 Holstein Show – A Battle for the Ages and The 2012 Royal Winter Fair Holstein Show – One of the greatest ever told!).

Brian and Rob Eby embrace

Brian and Rob Eby embrace after Ebyhomle Goldwyn Marcia is named Reserve Grand Champion at the 2012 RAWF

Watch out for those “Moovie” Stars

Actually, it’s almost scary how much some things have changed. Just write or share a picture of Hailey, O’Kalibra, Happy Go Lucky, or Rae Lynn and the piece goes viral. These cows have become “Moovie” Stars. They have their own cult following that would rival that of One Direction, Maroon 5 or Justin Bieber.

While I am sure that many dairy breeders are not “Beliebers”, they are very passionate about great cows and these four certainly are that. And yes I am sure that many of the showmen that show these animals do have egos as big as Justin’s is. Things have changed so much that the showmen of these cattle have gone from complaining about or at least ignoring the photographers in the ring, to a point where they make sure they have the animal set up correctly. They are all looking good and appreciate the exposure. So much so that in the past 2 weeks alone we have had over 20 requests by breeders for pictures from the show for use in ads and other marketing efforts. A “money shot” of their animal winning their class or better yet the show, brings coverage you just can’t buy and a boring side shot cannot compare with. (Read more No Cow Is Perfect – Not Even in Pictures and Introducing the Dairy Marketing Code of Conduct)

The Power of Social Media

Starting today in Wisconsin is the Mid-West Spring National. This is a show that I am sure will be great. But I will not be there. That’s because between, myself and my trusty traveling partner (my father and Bullvine writer), we need time to rest. Yes the time in the car is fine for discussing many of the great events or challenges facing the dairy industry and leads to some great articles (Read more: Where is the Balance in Balanced Breeding?)., we need time to get caught up on the other things in our lives.

We were stressing out that we needed to be there but just couldn’t do the 11hr drive back and forth and still get everything done that we need to do. So we are not going. The amazing part is, when I mentioned on Facebook about the show and asked what animals were there and who looked good, we got some super responses. The best of them were the people that said they would take some pictures for us and share with us all the “juicy” details about the stories behind the story. To our faithful readers who are doing this for us we send a BIG thank you. To those looking for results, we say “Don’t worry we’ve got you covered”.

Touch my heart

Now there is one event that I would love to be at. And yes it does happen today, and yes it is at a cattle show, but NO it is not happening in the show ring. Since starting the Bullvine we have had the opportunity to get to know many amazing people. One such case is Beverly Donavon, the passionate owner of the great Ayrshire show cow Sweet-Pepper Black Francesca. Their story has touched our hearts and made us huge fans of both (Read more: The Magic of Francesca).

Through the power of social media we have gotten to know Beverly and her husband Richard. Recently Richard mentioned to me that a great young artist, Emma Caldwell, had painted an amazing picture of “Frannie” and that he would be attending the Ayrshire Spring Show in Quebec today with Beverly to meet the artist and pick up the picture (Read more Emma Caldwell’s Art Stirs Mind and Heart!). Now you see Richard may come sometimes come across as a sarcastic wrangler but when you get to know him, you can’t help but like him. This special event that he has arranged, and that Beverly knows nothing about, is just another reason why. When Frannie passed this past winter, Beverly was understandably devastated and Richard has done everything he could think of to help her through this tough time. This picture is just one of the many things he has done to help her through it. Emma Caldwell has graciously agreed to auction of her latest painting “Hailey” with a portion of the proceeds to go towards a charity (click here to learn more).

Emma Caldwell's painting of the great "Frannie"

Emma Caldwell’s painting of the great “Frannie”

So my interest in being there has nothing to do with the show, which I am sure will be great. It has nothing to do with covering this story, which I am sure will be a tearjerker. But rather, it has EVERYTHING to do with the power of the human spirit. Three amazing people will get to meet, share a few tears (Bev most certainly), and celebrate an amazing cow and a very thoughtful gesture by all in involved. There will not be a big presentation in the center of the ring. There will not be any announcement over the public address system. If you see Bev with tears in her eyes over her trademark heartwarming love for one of her favorites , be sure to give her a big hug and say, “Way to go, we all loved Frannie and she was one of the best ever.”

So this is where I will be this weekend.

The Bullvine Bottom Line

While we here at the Bullvine will not be able to attend as many shows as we would like, I think that is also the case for many passionate dairy breeders. However thanks to the power of social media and the enhanced coverage many of the trade publications are providing, you can rest assured that you will be able to get the full story. To those who pioneered this, such as Randy Blodgett over 16 years ago, when he first did digital real time coverage at Expo, “Way to go Randy”. To those that have stepped up to help bring us the story behind the story at Mid-West Spring National, we say “Thanks”. Yes show attendance is down, but there is no question that the show passion lives on.

 

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The All European Championship Show: The Greatest SHOW on Earth

This past weekend Switzerland hosted the 2013 All European Championship Show and sent a clear message to the world that NO ONE puts on a better SHOW than  Europe.  Think of it as the Olympics meets Cirque to Soleil and you have the 2013 All European Championships.  From the outstanding cattle to the amazing production the 2013 All European Champion truly was the GREATEST Dairy SHOW on earth in 2013.

The Winners

Similar to the greatly anticipated battle at the 2012 World Dairy Expo between the great Harvue Roy Frosty and RF Goldwyn Hailey (Read more: World Dairy Expo 2012 Holstein Show: A battle for the ages), the 2013 All European Championship Show had its own much anticipated battle between DECRAUSAZ IRON O’KALIBRA EX-94 from Switzerland and ASHYLYN VRAY EX-94 from Spain.  It didn’t disappoint.   As  predicted the Grand Championship came down to these two great cows with O’Kalibra taking Grand and Vray taking Reserve.

Decrausaz Iron O'Kalibra  Class 9 winner, Sr & Grand Champion - 2013 All European Championship

Decrausaz Iron O’Kalibra
Class 9 winner, Sr & Grand Champion – 2013 All European Championship

In his reasons Judge David Boyd from Ireland commented that he thought O’Kalibra, exhibited by GS Alliance and Pat Conroy, could walk in any show ring in the world and compete.   Many show experts agree 100% with his declaration. Two separate polls on Facebook  demonstrated that the world agrees with him.  O’Kalibra certainly would give the great RF Goldwyn Hailey a run for her money.  With her outstanding fore udder, sweep of rib and strength of pastern she would certainly make it a very interesting class  competing  with Hailey’s outstanding balance, size and dairyness throughout.  (Watch for more to come on this topic or click here to participate in our Facebook poll)

Decrausaz Iron O'Kalibra  Class 9 winner, Sr & Grand Champion - 2013 All European Championship

Decrausaz Iron O’Kalibra
Class 9 winner, Sr & Grand Champion – 2013 All European Championship

LLERA ARIEL GOLDWYN (SPAIN) Class 8 winner - 2013 All European Championship

LLERA ARIEL GOLDWYN (SPAIN)
Class 8 winner – 2013 All European Championship

Another show favorite that caught the eye of  cattlemen was LLERA ARIEL GOLDWYN.  For many she is the definition of the modern Holstein cow with her dairyness through the front end and snuggly attached udder that is high and wide. She certainly won  many fans at the show.  Also getting a lot of attention from Spain, who went on to win the much-coveted top country class, was HUDDLESFORD DUPLEX MEDORA.  This silky black Duplex daughter rose  to be Intermediate Champion over some outstanding young cows from  Ponderosa Farms of  Spain (Watch for our upcoming feature article with Ponderosa who had 5 Top 5 placing animals).

Huddlesford Duplex Medora (Spain) Class 6 Winner and Int. Champion - 2013 All European Championship

Huddlesford Duplex Medora (Spain)
Class 6 Winner and Int. Champion – 2013 All European Championship

A young cow with a very bright future is the Junior Champion C.M.E GOLDWYN VANITY (Note for North American readers at this show ALL animals are in milking form so Junior Champion is more like a 1st or 2nd calf cow).  This young cow had the X factor that Judge Boyd was looking for. He loved her depth of fore rib over her classmate and Reserve Junior Champion SOUTHLAND ALEX CAROLA 11.

Complete 2013 All European Championship Show Holstein Results

C.M.E. GOLDWYN VANITY (Italy) Jr Champion Holstein - 2013 All European Championship

C.M.E. GOLDWYN VANITY (Italy)
Jr Champion Holstein – 2013 All European Championship

Suard-Red Jordan Irene - Grand Champion 2013 All European Championship

Suard-Red Jordan Irene
Grand Champion 2013 All European Championship

The Red Holstein Show was very much dominated by the host country Switzerland with SUARD-RED JORDAN IRENE taking Grand Champion honors.  This great Ja-Bob Jordan daughter used the power of her outstanding mammary system to take top honors in a show that featured many outstanding young cows.

Suard-Red Jordan Irene - Grand Champion 2013 All European Championship

Suard-Red Jordan Irene – Grand Champion 2013 All European Championship

Complete 2013 All European Championship Show Red Holstein Results

The Show

While some would argue that even the winners of some of these classes would not sit top five at World Dairy Expo or the Royal, one thing that this show does dominate over North America is the entertainment production value that  even the emotional story of Ebyholme Goldwyn Marcia winning reserve at the Royal could not compete with (Read more: The 2012 Royal Winter Fair Holstein Show: One of the greatest stories ever told!).

From the ring environment that is custom developed for this show to the passion the breeders in Europe have for this show, the whole experience is was like something you would expect at an expensive production like Cirque to Soleil or the closing ceremonies of the Olympics.

From the ring environment that is custom developed for this show to the passion the breeders in Europe have for this show, the whole experience is was like something you would expect at an expensive production like Cirque to Soleil or the closing ceremonies of the Olympics.

From the ring environment that is custom developed for this show to the passion the breeders in Europe have for this show, the whole experience is was like something you would expect at an expensive production like Cirque to Soleil or the closing ceremonies of the Olympics.  At times the final class for champion country (a walk in class in EU compared to a points class in North American competitions) with appreciation presentations and flag passing ceremonies to the next host France in 2014  seemed to take a very long time.  However, a lively ring announcer and a suspenseful environment made even that an enjoyable experience for the over capacity crowd.  That same enthusiastic crowd went on to show the world how well they can party late into the night. Where no fewer than 2,000 people taking part in a typical Swiss dish: the fondue and some fine refreshments.

From the great camera angles combined with the very professional in ring cameras combined with the outstanding music and exceptional ring announcer the experience was riveting for all.

From the great camera angles combined with the very professional in ring cameras combined with the outstanding music and exceptional ring announcer the experience was riveting for all.

Not only was the experience outstanding for those in attendance but also for those who watched online.  With a limited capacity of 2000 viewers (1500 on the Bullvine alone) streaming online the show did an amazing job showcasing itself to the world.  From the great camera angles combined with the very professional in ring cameras combined with the outstanding music and exceptional ring announcer the experience was riveting for all.  At one  point that we had over 200 people on our website who were not able to watch, constantly hitting refresh hoping to get a chance to see this amazing event. (Click here to watch the highlight video)

A capacity crowd was on hand for the 2013 Swiss European Sale. Sale highlights include: 14,700 – Morsan Showdon Red, the daughter of the Goldbull Christian is a granddaughter of Blondin Redman Seisme and is the only female descendant of Seisme in Europe.

A capacity crowd was on hand for the 2013 Swiss European Sale. Sale highlights include: 14,700 – Morsan Showdon Red, the daughter of the Goldbull Christian is a granddaughter of Blondin Redman Seisme and is the only female descendant of Seisme in Europe.

The Bottom Line

With the 2013 edition of the All European Championship show now complete Europe has sent a clear message to the rest of the world and specifically North America.  They are a serious force on the world scene.    All who attended or  watched online saw high quality cattle and an amazing production. There is no question, from a presentation stand point, that the 2013 All European Championship Show was certainly “the greatest dairy show on earth”

 

 

 

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