The gentle, quiet Shorthorn breed — ideal for family-focused farms and ranches — has long been known for its superior-quality beef, ASA says. The breed also has a unique ability to produce high levels of marbling combined with greater levels of muscling than other breeds.
“Shorthorn cattle have always been known for producing tender and highly marbled beef,” Grathwohl-Heter says. “The Shorthorn Beef program highlights the breed’s great end product, and helps breeders create more value and demand for Shorthorn genetics.”
Participating members will receive marketing support and be featured on the ASA website among the growing directory of Shorthorn breeders with beef to sell. They will also be able to brand their product using the program’s official logo.
“Through this new effort, we hope to provide a niche market for fresh, high-quality local Shorthorn Beef,” Soules says. “Our more than 6,000 adult and junior members from across the country are committed to raising the best possible Shorthorns and supporting the way of life they enjoy. We want to share that message with consumers.”
In addition, Soules sees the effort behind Shorthorn Beef — Locally Raised as an extension of the breed’s American legacy. The Shorthorn was country’s first beef breed and traces its U.S. history to the 1780s.
Next year, the organization celebrates its 150th anniversary — making ASA the nation’s oldest beef cattle association. Go online to access the list of Shorthorn Beef participating breeders or contact ASA for more information on how to get involved in the new program.