On May 29, 2026, Alberta-based Cross Cattle Company highlighted how a 40-year partnership with seedstock supplier Cudlobe Angus continues to shape the ranch's genetic progress and business sustainability. The story matters because genetic selection remains one of the most important economic tools available to cattle producers seeking higher productivity, improved carcass quality and long-term profitability in an increasingly competitive beef market.

In an era when cattle producers face rising input costs, labor challenges and growing market demands, the Cross family of Claresholm, Alberta, believes one factor continues to deliver measurable returns year after year: consistent genetic improvement through strategic bull selection.

The ranch is featured in DTN's "View From the Range" series, offering an inside look at how commercial cattle operations make breeding decisions that impact herd performance for generations.

For Austin Cross and his family, selecting bulls goes far beyond purchasing breeding stock. Every decision is tied directly to future herd performance and economic outcomes.

The operation focuses on finding Angus bulls capable of delivering both strong carcass traits and high-quality replacement females, a combination that supports revenue generation while maintaining herd longevity.

"We sell most of our calves into the beef market, so quality is critical," Cross explained. "At the same time, we need females that can remain productive for many years."

The family begins the selection process by analyzing performance data and genetic benchmarks before evaluating bulls visually for structural soundness and overall functionality.

Particular attention is given to feet quality, skeletal structure and longevity, traits that are essential for cattle grazing large pastures and traveling long distances to access forage and water.

Unlike many livestock management decisions that produce short-term results, breeding choices influence herd performance for years.

Cross Cattle Company relies on bulls as the primary source of genetic advancement. Because superior genetics enter the herd through carefully selected sires, cows can remain productive for much longer periods.

It is not uncommon for cows at the operation to remain in production for 15 to 20 years, provided they continue raising quality calves and maintain strong physical condition.

Meanwhile, approximately 10% of the herd is culled annually to remove animals that do not meet the ranch's standards for performance, structure or maternal quality.

This disciplined approach allows the operation to continuously improve genetic traits while preserving the efficiency of the cow herd.

One of the most remarkable aspects of the operation is its relationship with Cudlobe Angus, a seedstock supplier that has provided breeding bulls to the ranch since the mid-1980s.

For four decades, the two operations have worked closely together, sharing information and evaluating cattle performance to ensure breeding decisions align with long-term goals.

Cross believes the relationship goes far beyond buying and selling bulls.

"We know what their cows look like, and they know what our cows look like," he explained. "That helps both sides make better decisions."

The partnership allows the ranch to identify genetics that fit its commercial production system rather than simply selecting animals based on sale-day appearance or performance records alone.

As the North American beef industry focuses increasingly on efficiency, sustainability and profitability, genetic selection has become one of the most valuable management tools available to producers.

The Cross family believes that building a herd capable of producing high-quality beef while maintaining fertility, structural soundness and longevity is essential for future success.

Their four-decade collaboration with a trusted seedstock provider demonstrates how long-term planning can create lasting value across generations.