SG_USA_December_2021

CONTINUED ON PAGE 20  LIMITED EDITION BOURBON REVERSE RAFFLE Other Saturday Activities Covers annual meeting and President’s Dinner Complete Registration Covers all annual meeting activities and events Welcome Social Thursday only Friday Activities Only Includes day at Keenland Spring Meet Annual Meeting Breakfast Saturday $75 A strong focus on being the red- hided, heat-tolerant, heterosis provider of choice is key. There are a lot of short-eared cows around the coun- try that would benefit greatly from a Santa Gertrudis bull in terms of added pounds, health and do-ability from the heterosis gained in the calf crop. By the same token, I truly believe there is a large volume of black, commercially focused Bos indicus -based cows in the South and Southeast that would see a similar level of added performance due to the heterogeneous nature of crossing with Santa Gertrudis cattle. The options are truly limitless for our breed to gain traction selling into commercial cow herds, no matter the area. One specific area we want to focus on to reach the commercial customer is through marketing. We recently sought to grow our photo library in search of high-quality photos of modern Santa Gertrudis cattle. We want our advertis- ing efforts to mirror the progressive cattle that you, as breeders, continue to create. Hopefully, you also have noticed some new social media advertising, $50

Trail Talk EXECUTIVE DIRECTOR’S REPORT By Webb D. Fields (361) 592-9357 | wfields@santagertrudis.com

T his is certainly the time of year to be thankful. As we start to close out another calendar year, I find myself enjoying the weather, counting my blessings and looking forward to the holiday season that brings family and friends closer together. I hope everyone gets a chance to slow down during the holiday season and enjoy time with loved ones. I would like to personally wish all of Santa Gertrudis country a Merry Christmas and happy holidays! As I sit down to write this, we have recently concluded another successful Santa Gertrudis Breeders International Board of Directors meeting. A singular focus of making the breed as progres- sive as possible can truly be felt within

these meetings. I am certainly grateful for a fantastic group of breeders who continue to make tough decisions in order to move the breed and the asso- ciation forward. We are also ending on another strong fall sale season for our breed. We continue to test the market with some of the highest quality, most pro- gressive genetics to date, along with a volume of cattle that continues to grow. While demand is as strong as ever for the top end, with progressive breeders and bull studs alike seeing the value in these top-end genetics, we must continue to focus on growth in the area of reaching commercial cattlemen and telling the story of our product’s value in that sector.

Save the Date! e the Date!

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RUN, DON’T WALK. There will be a limited number of chances to own SGBI's private label Annual Meeting bourbon. Watch the January issue of Santa Gertrudis USA to learn more.

HOST HOTEL Embassy Suites | Lexington, Ky. 245 Lexington Green | (859) 271-4000 Group Code: CESSGB

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SANTA GERTRUDIS USA