by Lilly Platts
Current Chairman of the American Simmental Association Board of Trustees, Victor Guerra, discusses his Simmental story and leadership role.
Victor Guerra’s family has been involved in Texas agriculture since the early 1800s. Guerra’s great-greatgrandmother, Antonia, registered the family brand in 1873. The La Muñeca seedstock business was founded in 1989 when Guerra’s parents, Carlos X and Ofira “Sister” bought out the Guerra Brothers cow herd. The weaned calves from that first year were fed out for 100 days, and La Muñeca held their first production sale in January of 1990.
Located near Linn, Texas, La Muñeca is uniquely suited for Simmental and Brahman-influenced cattle. Over the years, the family has also raised Red Angus, Red Brangus, Red Brahman, Indu Brazil, Gyr, black and white Zebus, Gelbray, Braunviehs, Polled Brahmans, Simbrah, and Simbravieh. La Muñeca sells Simbrah and Brahman herd bulls, as well as semen.
Guerra grew up participating in many youth programs, including the American Junior Simmental Association. The late Sally Buxkemper took Guerra to his first AJSA National Classic. Named after his uncle Victor who passed away at 18 in an asphyxiation accident, Guerra has been dedicated to youth programs throughout his career, honoring the skills he obtained as well as his uncle’s memory.
Guerra graduated from Texas A&M University with a BS in Agriculture Development with an emphasis in Beef Cattle Production. Afterward, he completed an internship at Merrill Lynch and worked as a legislative aide for state representative Armando “Mando” Martinez. This experience inspired Guerra to attend St. Mary’s University School of Law in San Antonio, Texas, where he obtained his JD.
Following law school, Guerra worked at the Texas Commission on Environmental Quality in the litigation division, and later worked as General Counsel at Pathfinder Public Affairs. He then started a solo law practice, Victor G. Guerra, P.C., which focuses on transactional law.
Guerra currently holds positions with various organizations, including the Texas FFA Foundation and Hidalgo County Farm Bureau. He is also a member of several scholarship committees, including the Texas Junior Simmental-Simbrah Association Education Trust.
Guerra shared, “The constant throughout my time away from the ranch was the cattle business and seeking ways to be a part of our operation from afar. In God’s timing I was led back to the ranch, and I am blessed to be able to pursue my passion of raising cattle alongside my family. I focus on marketing and relations, and run a few Simbrah cows of my own. Without the support of my parents and siblings, I could not do what I do, and I want to thank all of them for their support while I am gone serving these various associations and organizations that played a significant role in my upbringing.”
Platts: What were your thoughts when you assumed the role of Board Chairman?
Guerra: Over the last four years of my service on the Board I have been blessed to meet so many different people and strengthen my friendships with fellow trustees, ASA staff, and members. To be able to lead the mission this year and reach the pinnacle of service to the ASA is an honor.
During your term as Board Chairman, are there any major actions you would like to see accomplished?
Following the transition from Dr. Wade Shafer’s tenure into Dr. Jon DeClerck’s, one of the main goals is to ensure a smooth passing of the torch. It is incumbent upon us all to do our part to ensure that the momentum and success we have created as a team under Dr. Shafer’s leadership is sustained. Every one of us who has an interest in the ASA has a purpose and is part of the team. As we progress with some new faces, may we embrace this change and work with them as they adjust to their new roles. Naturally, with any major change, member involvement should increase as we progress this year. Hopefully, more members will become actively involved in all aspects of the organization, from the Foundation, state associations, and even considering serving on the Board of Trustees. My dad has always told us, “A breed is only as good as its people,” and we are all uniquely equipped with a set of skills that can benefit the ASA. I urge you to consider getting involved where you believe you can best be an asset to the Association to move SimGenetics forward.
Why is it important that the Board represent the various SimGenetics producers across the country?
We are blessed to currently have a diverse set of trustees that are successful at home in a variety of ventures and their real-world experiences are valuable to our process. Our common bond to advance SimGenetics coupled with our diverse backgrounds is an important resource to the Association. It is this diversity that fuels our potential as a governing body to make a positive difference as we carefully consider each topic and infuse our past experiences and insight from our constituents.
La Muñeca has been selling seedstock since 1990.
How do you encourage all Trustees, including newly elected ones, to become active participants in the decision-making process?
As Chairman, it is my goal to foster an environment where each trustee believes they can be at their best as we discuss and consider the business of the ASA. With that said, each trustee has been strategically placed on committees where we felt they would thrive and in turn be most productive for the Association. The chairs of the various committees often seek the input of every committee member as collectively we represent the membership, and it is crucial we hear insight from everybody. I am also mindful of creating the best forums for trustees to voice their opinions on where they feel this Association’s direction needs to be headed.
As the Association moves into the future, what is the value of International Genetic Solutions?
IGS is unprecedented when it comes to multi-breed evaluations, due to its sheer amount of data, and this can be attributed to the efforts of staff and support of numerous ASA boards over the years since its inception. It has expanded in scope thanks to the numerous partners who were attracted to the IGS mission and remain committed today due to the quality of service, as well as the unparalleled accuracy IGS provides.
What has been the effect of Total Herd Enrollment (THE)?
THE has been yet another avenue for breeders to cut costs and identify cattle that are excelling in their program. THE’s focus on the maternal side of the business has allowed operators to utilize those dams and genetics that are generating the most profit. This program’s mission has accomplished a lot over the years, including a mass accumulation of data that has increased predictability, and in turn profitability.
A unique feature to THE is the Performance Advocate (PA) recognition, honoring those operations meeting the mark in terms of submitting data on the requisite number of traits to acquire the advocate status. For 15 years now, the PA program has played a critical role in fueling our genetic evaluation.
How has ASA’s Progress Through Performance (PTP) program contributed to breed improvement?
The PTP program continues to be an asset to SimGenetics by including and providing both judges, as well as spectators, with data on each entry that they may utilize as they see fit. A judge’s acknowledgment of certain EPD throughout the show highlights both the advantages and disadvantages of certain entries. This program has evolved over the years and is not as rigorous as it once was; however, with the quality of SimGenetics and elevated level of competition, it remains a useful option in the selection at PTP shows across the country.
Recently, the PTP Ring of Champions program was expanded to include Fullblood Simmental and Simbrah cattle. The increased promotion generated by this seasonlong program has been welcomed by many and has created added exposure for those breeders who go the extra mile to exhibit their SimGenetics at numerous, if not all, Ring of Champion points shows across the country.
DNA testing has become standard practice in the industry. How have the research programs developed by ASA helped advance the utilization of this technology?
The implementation of DNA markers has allowed us to identify cattle that possess those useful genetic traits in a manner that used to take significantly more time and money. In an era where cost of production demands are becoming more challenging to meet, DNA has allowed us producers to become more effective and efficient in our breeding programs, and improved sustainability. Through programs such as the Cow Herd Roundup, Calf Crop Genomics, and the Carcass Expansion Program, the ASA has a suite of options of how you can utilize DNA to help increase your bottom line while identifying those cattle that have the traits you are looking for to increase your chances of being successful on an annual basis. All the while saving money on those services and increasing predictability.
What is the value of SimGenetics being present at national shows like the NWSS, or Cattlemen’s Congress?
As urban sprawl and rising input costs decrease the population involved in production agriculture, the opportunity to get in front of the consumer will become less common. Thus, capitalizing on every opportunity to market our product to the public will become critical. Having SimGenetics present at marquee events like the shows in the PTP Ring of Champions program from an industry standpoint is also beneficial to see where we stack up with other breeds as many of these shows select supreme champions among all breeds. SimGenetics have been as competitive as any breed in these lineups. Most importantly, it gives producers an opportunity to build a network and collaborate with fellow producers. Often, this collaboration results in crossbreeding and infusing hybrid vigor into our industry.
What is the impact of the American Junior Simmental Association, and ASA’s youth programs?
When I reflect on my upbringing, it was programs like the AJSA that reinforced many of the values that my parents were working to instill in us. Hearing about how important a trait was at home, coupled with it being reinforced by an effective program like the AJSA, had a crucial role in who I became as an adult. If you capitalize on the many opportunities the program presents your youngster, they can develop confidence, acquire valuable knowledge of the industry, build an invaluable network, and the list goes on. The time spent together as family and friends only increases the value of this one-of-a-kind program.
The IGS Youth Leadership Summit, which is a collaborative effort among a few IGS partners that is held every other year during the summer, continues to be an asset to the program. This year the group heads to Philadelphia, Pennsylvania, for a few days of leadership training. We appreciate all the sponsors, staff, and volunteers who make this conference a success and for their interest in developing the future generation of leaders.
Comment on the significance of the American Simmental-Simbrah Foundation.
Positioning ourselves to be sustainable for many years to come is critical. This is where the work of the Foundation is essential to what we do. Thanks to the generosity and vision of so many individuals, the Foundation continues to grow in each pillar. In particular, the Merit Award program has had a substantial impact by supporting our youth. We continue to look for ways to expand the Foundation’s thumbprint and appreciate everyone who has had a hand in its success.
How vital are strong state associations to the overall welfare of SimGenetics?
I cannot overstate the importance of both promotional and grassroot efforts to disseminate the positive virtues of our breed to the industry. More localized opportunities to collaborate and market our SimGenetics are key to our sustainability and growth. Among my fondest memories of being involved in SimGenetics were our Texas SimmentalSimbrah Association conventions where we gathered not only to conduct business, but strengthen our friendships. A strong set of state associations bolsters our national footprint and lays a solid foundation for the future success of SimGenetics.
How secure is the Association from a financial standpoint?
I would like to thank Linda Kesler for her many years of service to the ASA, many of which she served as the Chief Financial Officer among her numerous other titles. Thanks to the support and efforts of so many, along with timely decisions that proved to be beneficial to membership, we are currently secure as far as our finances are concerned. We must continue to support the various programs when we can to ensure our financial success long-term.
How important is it for ASA members to be involved in the decision-making process, through voting and attendance (in-person and virtually) at meetings?
A breed is only as good as its people, and we are a diverse set of producers who have each been blessed with a unique set of skills. When we come together and consider the various matters before us, it increases our chances of moving in the right direction. I have seen it firsthand in Texas — involvement impacts the demand for SimGenetics. Thanks to so many volunteers through the years that kept organizations going despite the times, we are blessed now to be enjoying one of the strongest markets for SimGenetics. It has taken some form of involvement to get to this point and together we are stronger regardless of what sector of the industry you are involved in.
How does the Association support the membership?
If you look at the suite of programs that ASA has created and made available to membership through the years, I am impressed at how they align with our mission. For example, last year’s DNA Clinic at the AJSA National Classic saw great interest from the junior families, and over 350 DNA samples were collected free of charge thanks to our partnership with Neogen. We continue to seek opportunities to connect with the end user, as well as provide producers with the information necessary to make the best decision possible for their operations.
During this time when people are relying on electronic communication, what do you perceive as the future for ASA’s print publications?
My fellow trustees know that the ASA Publication’s mission is near and dear to my heart. This question encapsulates a few questions in this interview and so an example is only fitting. At Fall Focus in Amarillo, we had some breeders attend the Simbrah Committee meeting and challenge us to increase Simbrah promotion in our publications. They held our feet to the fire and over the last couple of months you may have seen an uptick in Simbrah promotion. This is a direct result of member involvement, a collaborative effort among Simbrah breeders, along with the support of the Association. The adage of “no See, No Tell = NO SELL” still applies and we cannot presume that everyone is seeing our social media posts or visiting our website. Print advertising remains an effective method for getting information to producers, so we support ASA’s publications here at the ranch and hope to grow it in the future. Now, this may come with some slight changes of how we get the publication to you. For instance, juniors must now opt in to receive a print copy of the Register. This young demographic may be more inclined to read the magazine on their phones or tablets; thus, it was decided it was best to reach this faction of membership in this manner. Either way, we are seeking new avenues to put SimGenetics materials in front of as many eyes as possible.
What are the historical and current strengths of this organization and our cattle?
If you look at the history of the breed, our cattle have been big and they have also been moderate, but we have always been progressive in our approach. ASA’s ability to adapt to change and have the foresight to do so at the right time has proven to be beneficial for the Association. Currently, our strengths remain in our mission to have an impact on the industry by continuing to provide members with opportunities to measure their cattle on the rail, in the ring, and everywhere in between. This direction has created a desirable product through the collaboration and efforts of many. The strength of our people is also noteworthy. From our staff to our members, we have assembled a dedicated team at the ASA that, when coupled with our products, is positioned to continue to have a positive impact on the beef industry.
Above: Guerra speaking at an ASA Board of Trustees meeting. Below: SimGenetics females at La Muñeca Cattle Company.
