Grass-fed beef is a growing niche market in the U.S. Consumers are also showing an increased interest in learning where their food comes from. Combining this niche market with direct marketing creates a great opportunity for beef producers.

Crossbreeding isn’t a new technology. We’ve known about it and have been doing it for ages. Yet, crossbreeding remains a severely underutilized tool industrywide, with less than 50% of commercial operations using it meaningfully.

The number of straws of beef semen sold to the dairy industry has more than doubled in the last five years, although dairy cow numbers have been relatively stagnant. So what has changed?