--- title: Ranching Advocacy description: Ranching isn’t just about raising cattle—it’s about telling the story of where beef comes from and why it matters. Few do that better than Tucker Brown of R.A. Brown Ranch in Texas. image: https://www.breedr.co/hubfs/11.%20Beating%20the%20Beef%20Market%20FOB%20artwork%20(1400%20x%201400%20px).png --- ## **14 Genetic Selections ***with** Marty Ropp* ### Genetic progress is only as valuable as the profitability it creates, and few people understand that connection better than Marty Ropp, founder and executive officer of Allied Genetic Resources. Watch or listen on Spotify Listen on Apple Music In this episode of The Future of Beef Show, Marty Ropp joins hosts Jim Johnson, Dr. Jessica Sperber and Ian Wheal to discuss how data, genomics, and collaboration are reshaping the business of beef genetics. From lessons learned in the pork and dairy industries to the future of service-driven breeding programs, Marty shares what it takes to help producers capture more value across the entire supply chain. 🔗 [Connect with Marty Ropp](http://www.alliedgeneticresources.com) 🌐 [Future of Beef Show](http://www.futureofbeef.com) 🌐 [Breedr](https://www.breedr.co?hsLang=en-us) 🌐 [Farm Journal](http://www.farmjournal.com) 🌐 [Corteva Agriscience](http://www.rangeandpasture.com) **What You’ll Learn:** - #### How Allied Genetic Resources built a network to support genetic improvement across the beef industry - #### Why connecting genomic data to real-world profitability is the next frontier - #### What the beef sector can learn from pork and dairy’s approach to efficiency and consistency - #### The importance of collaboration and feedback between breeders, feeders, and packers - #### How service, education, and transparency drive long-term genetic success [![WIN A YETI!](https://www.breedr.co/hubfs/WIN%20A%20YETI!.png "WIN A YETI!")](https://www.terrainag.com/) [facebook-f icon ](https://www.facebook.com/thefutureofbeefshow) [instagram icon ](https://www.tiktok.com/@futureofbeef) *This episode is sponsored by* [![Drovers logo-1](https://www.breedr.co/hubfs/Drovers%20logo-1.png "Drovers logo-1")](https://www.drovers.com) [![breedr logo - FOB](https://www.breedr.co/hubfs/breedr%20logo%20-%20FOB.png "breedr logo - FOB")](https://www.breedr.co?hsLang=en-us) [![corteva logo](https://www.breedr.co/hubfs/corteva%20logo.png "corteva logo")](https://www.corteva.us/products-and-solutions/pasture-management.html?cid=mkch:van_mktp:prnt_ctry:us_brnd:cor_agny:BR_cpid:CPN-746_cpno:6_cpds:TSK-11049-rangeandpasture-Gen_) ## Watch another episode - [![15 - 400x300](https://www.breedr.co/hs-fs/hubfs/15%20-%20400x300.png?width=300&height=250&name=15%20-%20400x300.png) ](https://www.breedr.co/ep15-the-future-of-breed-associations-with-brett-spader?hsLang=en-us) - [![14 - 400x300](https://www.breedr.co/hs-fs/hubfs/14%20-%20400x300.png?width=400&height=300&name=14%20-%20400x300.png) ](https://www.breedr.co/ep14-genetic-selection-with-marty-ropp) - [![13 - 400x300](https://www.breedr.co/hs-fs/hubfs/13%20-%20400x300.png?width=400&height=300&name=13%20-%20400x300.png) ](https://www.breedr.co/ep13-beef-on-dairy-with-lorna-marshall?hsLang=en-us) - [![12 - 400x300](https://www.breedr.co/hs-fs/hubfs/12%20-%20400x300.png?width=400&height=300&name=12%20-%20400x300.png) ](https://www.breedr.co/ep12-ranching-advocacy-with-tucker-brown?hsLang=en-us) - [![11 - 400x300](https://www.breedr.co/hs-fs/hubfs/11%20-%20400x300.png?width=400&height=300&name=11%20-%20400x300.png) ](https://www.breedr.co/beating-the-beef-markets?hsLang=en-us) - [![FOB email module - 10. 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Sign up to receive the latest episodes when they come out! ![PDF for digital printing](https://www.breedr.co/hs-fs/hubfs/PDF%20for%20digital%20printing.png?width=4992&height=4992&name=PDF%20for%20digital%20printing.png) ## Meet your Hosts ![FOB intro video (short no music) SQUARE](https://www.breedr.co/hs-fs/hubfs/FOB%20intro%20video%20(short%20no%20music)%20SQUARE.png?width=1080&height=1080&name=FOB%20intro%20video%20(short%20no%20music)%20SQUARE.png) **Jim Johnson** is the creator and host of the Brands and Barbed Wire podcast, one of the most listened to beef cattle podcasts in the world. Jim with his beautiful wife Martha also enjoy a small but successful purebred Charolais herd named JMAR Genetics, in beautiful, historic Appomattox, VA. Jim began his professional career with the VA Cattlemen’s Association where he was active in marketing over 1 million head of feeder cattle. He then moved into the field where he’s most passionate, beef cattle genetics and for the last 21 years has worked to help cattlemen improve their genetics and profitability with DNA technology.   [Follow Jim](https://www.brandsandbarbedwire.com) ![4-Jan-23-2025-12-29-09-5206-PM](https://www.breedr.co/hs-fs/hubfs/4-Jan-23-2025-12-29-09-5206-PM.png?width=1080&height=1080&name=4-Jan-23-2025-12-29-09-5206-PM.png) **Ian Wheal **is the CEO and Founder of Breedr and sits on the board of the Global Round Table for Sustainable Beef (GRSB). Based in Texas, Ian is focused on building producer-led supply chains that are based on genomic, data and carcass feedback to rapidly optimize quality and consistency. For the past 20 years, Ian has worked in agriculture, technology, data, and business development, with a particular focus on supply chains and technology. Ian was raised on a cattle and sheep farm in Australia, where he received a BEng and BSc in Computer Science, followed by an MBA from London Business School.   [Follow Ian](https://www.linkedin.com/in/ianwheal/) ![5-Jan-23-2025-12-29-09-5101-PM](https://www.breedr.co/hs-fs/hubfs/5-Jan-23-2025-12-29-09-5101-PM.png?width=1080&height=1080&name=5-Jan-23-2025-12-29-09-5101-PM.png) **Dr. Jessica Sperber **was raised on her family’s 4th generation cow-calf and grain operation located in central Alberta. Jessica attained her BS from MacEwan University in Alberta, master’s degree from West Texas A&M University specialized in meat science, and Ph.D. in feedlot nutrition from the University of Nebraska-Lincoln. Upon completion of her Ph.D., Jessica moved to her home Province of Alberta, where she worked in industry as a feedlot nutrition consultant and technical specialist. Jessica joined the Department of Animal Science at the University of Nebraska-Lincoln in November of 2022 as an Assistant Professor and Feedlot Extension Specialist. Her areas of interest include nutritional management strategies in feedlot production, technologies that improve feeder cattle efficiency, and carcass changes over the feeding period.   [Follow Jess](http://linkedin.com/in/jessica-sperber-ph-d-7264941a5) ## Trial Breedr's award-winning cattle app - **free**  Discover how easy it is to track of your inventory, tasks, breeding, meds with a 1 month free trial of the award-winning Breedr cattle management app. [Find out more](https://www.breedr.co?hsLang=en-us) ![Someone on a computer filling out a quiz](https://www.breedr.co/hs-fs/hubfs/AI-Generated%20Media/Images/Someone%20on%20a%20computer%20filling%20out%20a%20quiz.jpeg?width=1024&height=1024&name=Someone%20on%20a%20computer%20filling%20out%20a%20quiz.jpeg) ## Calculate your **profit potential** Get a free, personalized report outlining the potential profit - and key areas for improvement - for your operation.  [Calculate my profit potential](https://share.hsforms.com/26uPhVoM_QPqvBNrlBsj6Fw4snpj) ## Sponsors ![Drovers-Cattle-Network-Magazine-Cover-1100x1100h](https://www.breedr.co/hs-fs/hubfs/Drovers-Cattle-Network-Magazine-Cover-1100x1100h.jpg?width=1100&height=1100&name=Drovers-Cattle-Network-Magazine-Cover-1100x1100h.jpg) ## Drovers Drovers is a leading U.S. media brand dedicated to serving the beef cattle industry. Established in 1873 as the Chicago Daily Drovers Journal, it is recognized as the nation's oldest livestock publication. Today, Drovers operates as a monthly magazine and digital platform under Farm Journal Media, based in Lenexa, Kansas . They offer comprehensive coverage of the beef industry, including market trends, production insights, policy developments, and expert commentary. Its content spans various topics such as beef production, veterinary practices, ag policy, and cattle markets, providing valuable information to cattle producers, veterinarians, and industry stakeholders. [Visit Drovers website](https://www.drovers.com) ![Breedr tile for FOB website](https://www.breedr.co/hs-fs/hubfs/Breedr%20tile%20for%20FOB%20website.png?width=1080&height=1080&name=Breedr%20tile%20for%20FOB%20website.png) ## Breedr **Breedr’s mission is to build the connected beef supply chains of the future, delivering premium beef that benefits producers, consumers, and the planet.** Founded to revolutionize the beef supply chain, Breedr’s easy-to-use app connects every production stage with real-time data, empowering producers to track and optimize each animal's genetic potential from embryo to finished product.  Through advanced genetics, genomics, and AI tools, Breedr enables producers to create healthier herds, increase market competitiveness, and reduce environmental impact. [Learn more about Breedr](https://www.breedr.co/?hsLang=en-us) [facebook-f icon ](https://www.facebook.com/people/The-Future-of-Beef-Show/61572207870806/) [instagram icon ](https://www.instagram.com/thefutureofbeef) [Follow us on Facebook ](https://www.youtube.com/channel/UCh8im9Bo7mO6eXS9jYCHX_Q) [Follow us on Facebook ](https://open.spotify.com/show/3hJssHciOCKoJzlVWt1g6r?si=5kpu-lukQEiHENMZ4ZXUcQ&nd=1&dlsi=6ae39c641c4e486d) [apple icon ](https://podcasts.apple.com/us/podcast/the-future-of-beef/id1793929995)