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Episode 3: Genetics with Troy Marshall

Whether you’re breeding for maternal traits, terminal performance, or trying to find balance in your bull buying, this episode will reshape the way you think about progress—and prove that genetics are too valuable to be left to guesswork.

For many producers, genetics can feel like the most technical—and the most intimidating—part of building a better herd.

But in this episode, Troy Marshall, Director of Commercial Industry Relations at the American Angus Association, strips away the complexity to show how practical, profitable, and accessible genetic improvement can be.

With hosts Jim Johnson, Dr. Jessica Sperber, and Ian Wheal, the conversation dives into why good genetics don’t start with jargon or spreadsheets—they start with knowing your market and building better relationships with seedstock suppliers.

From the rising value of genomic testing to the power of consistent feedback loops between commercial and seedstock operators, Troy explains how to bridge the gap between cow-calf producers and the data that drives better outcomes.

What You’ll Learn:

  • Why giving feedback to your seedstock provider leads to better bulls
  • How even small herds can benefit from scale-appropriate genetic tools
  • What makes genomic data “real” and how to use it profitably
  • The ROI of weighing calves, tagging smarter, and tracking performance
  • How breed associations are evolving to support commercial needs

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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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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’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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