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Epsiode 2: Beating the Bell Curve with John Schroeder

Whether you’re managing 20 head or 2,000, this episode offers a roadmap for breaking free from the bell curve and capturing the full value of your cattle.

What if the $800 spread between your best and worst-performing steers didn’t have to be a mystery—but a map?

In this episode, John Schroeder, general manager of Darr Feedlot in Cozad, Nebraska, joins hosts Jim Johnson, Dr. Jessica Sperber, and Ian Wheal to reveal what it really takes to manage cattle beyond averages—and why the next frontier in beef isn't just about scale, but precision.

John shares real-world insights from a 48,000-head commercial feedyard where he tracks individual animal performance across origin, pasture, genetics, mineral programs, and even weather events. The discussion dives deep into how retained ownership, DNA parentage, and data sharing from pasture to packer are reshaping relationships and results. The message is clear: in a beef system increasingly driven by data, the producers who collaborate—and calibrate—win.

What You’ll Learn:

  • Why there’s often an $800/head difference—and how to close the gap
  • The role of DNA, pasture environment, and nutrition in animal performance
  • How feedlots like Darr use data to sort, sort, and sort again
  • What it takes to build trust and collaboration across the supply chain
  • Why true sustainability starts with knowing—and showing—your numbers

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Meet your Hosts

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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.

 

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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.

 

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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.

 

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Sponsors

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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.

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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.

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