For Malissa Reed, evaluating cows is a skill that comes naturally and has been a lifelong passion. Reed
grew up on a 300-cow dairy in Michigan and was active in dairy judging on the 4-H, post-secondary and intercollegiate levels. A graduate of Michigan State University, Reed completed an internship with NorthStar Cooperative, now CentralStar Cooperative,
and joined the organization as a full-time SMS genetic consultant upon graduating in the spring of 2014.
“A lot of what I do is relating to my customers and trying to bring different perspectives to the operation. Every day, producers are faced with difficult decisions and if I can provide accurate information in a simplified way that helps my
customers grow their business and become more profitable, then I’ve done my job,” says Reed.
The ever-growing desire for data and farm-specific information has changed the way Reed approaches mating cows after a decade in her role. “I’m spending a lot more time creating customized reports. There’s a real emphasis on data
and producers appreciate seeing the progress they’ve made from year to year when we sit down for team meetings.”
While there is still a desire for functional type, Reed finds that many of her customers are leaning into herd metrics to help support their on-farm mating decisions. “They need to see on paper that we’re making improvements. It’s
easy to become barn blind,” says Reed.
Most of Reed’s producers prioritize different metrics, which requires a tailored approach for each customer. “Management styles play a big role as well. For herds with automated milking systems, I prioritize RobotPRO® sires. For customers trying to reduce labor costs and improve consumer relations we prioritize polled sires,” says Reed.
Of the customers Reed has worked with over the past decade, one in particular stands out when asked to share a personal success story. “Homestead Dairy in Indiana has prioritized the use of genomics and evaluating their animals to utilize
the best genetics possible. It’s been a rewarding experience to see the herd improve over time. They are now putting young bulls into stud, became a Cooperator Herd Aggressive Reproductive Technologies™ (CHART™) participant
and have some of the breed’s highest-ranking females for Dairy Wellness Profit Dollars® (DWP$®).” Reed says, “It feels good to work with producers who believe in the product we’re putting
on the table and that we’re getting results.”
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