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The new tool for dairy farmers to select the most profitable beef sires!


Genus ABS have announced the launch of ‘BeefAdvantage™’, a brand new trait which for the first time ever, provides dairy farmers with a financial value that each of our proven beef sires offer.


BeefAdvantage™ is calculated using our proprietary Genus ABS Beef Calving Survey information and current industry economics. The financial figure calculated demonstrates the additional profit that can be achieved from using our best proven beef sires compared to the average beef bull that has been tested within our programme.  The BeefAdvantage™ is the additional profit an individual Genus ABS proven beef sires can deliver for our customers compared to the average bull of that breed when crossed on to dairy cows.

Over the past 40 years we have tested more than 500 beef sires to provide dairy farmers with greater confidence on how our sires perform when crossed on dairy cows. With a required 120 calvings across 60 herds for a sire to reach proven status, we have collected over one hundred thousand records on calving ease, gestation length, calf conformation and calf survivability. Taking into account current economic values and calf prices these records provide the foundations for BeefAdvantage™. See figure 1.1 below, demonstrating the information used to derive the BeefAdvantage™ for each of our proven beef sires.


At Genus ABS, we recognise that farm profitability is crucial. BeefAdvantage has been developed to provide dairy farmers with an additional tool to help make sire selections that drive profitability. Jocelyn Orr, EMEA Beef Brand Manager commented, “Our best sires deliver tremendous value to our customers. Not only through higher calf income but also through saved calving difficulty costs, shorter gestation lengths and greater calf survivability. For example, British Blue sire Newpole Heartthrob boasts a fantastic BeefAdvantage™ of £72 per calf born. Compare this to British Blue sire Ruaig Ginger who has a BeefAdvantage™ of -£11.20, and you can see Heartthrob will provide you with an additional £83.20 per calf born compared to using Ruaig Ginger.


Click here for more information on each of our proven British Blue beef sires.


Figure 1.1 – BeefAdvantage Infographic























Click here to view the BeefAdvantage™ information in our latest Beef Directory.


Sales Representative

Telephone number: 0870 162 2000

Email Address:

Please get in touch and we will get your local representative to contact you



Beef Specialist Team


Mark Smith

EMEA Beef Director

Samantha Wilson

EMEA Beef Brand Manager

Arwel Owen

UK Beef Sales Development Manager

Anna Hughes

UK BeefConnect®

Development Manager

Sarah-Jane Barton

Cornerstone™ Manager

Lisa Bennett

Beef Specialist (North)


Mark Thomas

Beef Specialist (South)

Conrad Fegan

Beef Specialist (Northern Ireland)




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