In this episode of the We Live It podcast, Ty deCordova and Casey Mabry sit down with Troy Marshall, Director of Commercial Industry Relations at the American Angus Association, to break down the AngusLink program and what it means for commercial cow-calf producers who are serious about getting paid for their genetics.
Troy brings a unique perspective to his role — not just as an industry professional, but as someone who spent a lifetime ranching registered Angus and Sim-Angus cattle in Eastern Colorado before joining the Association. That real-world experience shapes the way he talks about genetics: not just as numbers on paper, but as something you have to live to truly understand.
At the heart of the conversation is the Genetic Merit Scorecard (GMS) — a tool Troy describes as the "Carfax report" for a pen of feeder cattle. The scorecard uses EPDs from a producer's bull battery to generate four scores — Beef, Feedyard, Grid, and Maternal — all on a 0–200 scale where 100 represents industry average. The result is an objective, third-party-verified snapshot of the genetic potential in a set of calves, helping buyers make confident purchasing decisions and helping sellers get rewarded for the investments they've already made.
Troy shares some eye-opening validation data from 120,000 head, showing how each 10-point step up in the scorecard correlates with measurable improvements in marbling, ribeye area, and average daily gain. Cattle enrolled through the National Beef/USPB partnership are averaging over 40% prime — compared to an industry average of around 11%.
The guys also cover the GeneMax Advantage — a genomic testing tool that can be layered into the scorecard to improve accuracy and better describe the cow herd over time. And for producers marketing through LiveAg, the scorecard data flows directly into the listing, making it easy for buyers to see the genetics behind what they're bidding on.
If you're a cow-calf producer who's been doing things right and not getting credit for it at the sale barn, this episode is for you.
Enroll or learn more: Contact IMI Global or the American Angus Association to get started — it takes about a 10–15 minute phone call and your bull battery registration numbers.
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- (00:00) - — Welcome & Introducing Troy Marshall
- (00:38) - — Troy's Background: Wyoming, Colorado Ranching & CattleFax
- (01:42) - — How Troy Ended Up at the American Angus Association
- (02:25) - — Living It: Why Ranch Experience Matters in Genetics
- (03:08) - — What Is the Genetic Merit Scorecard (GMS)?
- (05:03) - — How Sire EPDs Drive the Scorecard
- (05:46) - — Accuracy & Validation Data: 120,000 Head
- (07:08) - — How to Enroll in AngusLink as a Cow-Calf Producer
- (08:49) - — Why Reputation Cattle Need an Objective Measure
- (10:17) - — National Beef, USPB Grid Partnership & Real Results
- (12:49) - — How Genetics Impact Pen Profitability
- (13:04) - — GeneMax Advantage: Genomics Layered Into the Scorecard
- (14:20) - — Enrollment Walkthrough: What You Actually Need
- (15:10) - — How AngusLink Works on LiveAg
- (17:16) - — Retaining Ownership & Connecting with Feed Yards
- (17:57) - — Closing Thoughts & How to Get Started
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