By Darren Turley
Executive Director
What are dairy cow genetics worth? Apparently a million dollars!
GenoSource, a large dairy farm and dairy genetics supplier based in Iowa, paid that price when it purchased Olortine Avenger Design, at the International Intrigue Sale in July. This bold bid marked one of the highest publicly reported prices for a dairy cow in North America.
Avenger Design, classified VG89 as a two-year-old, is expected to be one of the top show cows of the next few years, having already won intermediate champion at the 2024 Royal Agricultural Winter Fair and Grand Champion at the Western Dairy Expo show in April.
This record-setting purchase reflects the rising value of elite dairy genetics and the role they play in long-term herd profitability.
Today’s sky-high dairy and beef prices, which show no sign of dropping soon, are fueling a shift in breeding strategies. Genetic payback is more productive and profitable than ever for dairy producers. With day-old dairy/beef cross calves fetching roughly $1,000, many producers are choosing to breed fewer replacement heifers and more beef-cross calves for added income.
As a result, the few dairy heifers that are raised must come from the very best genetics, capable of producing high volumes of milk, thriving in modern dairy systems, and passing those traits along to future generations.
One of the key tools driving this shift is genomic testing. Traditionally, bulls used for artificial insemination were selected based on their daughters’ performance, a process that could take four to five years. Today, genomic testing allows bulls to be evaluated for genetic potential just days after birth. This early insight accelerates genetic progress, improves productivity and enhances traits such as fertility, health and feed efficiency.
These advances make high-end cows like Avenger Design not only valuable as show animals, but also as genetic contributors to future generations of dairy cattle.
In addition, advances in reproductive technologies play a key role in accelerating genetic progress. For example, through a program like ovum pick-up followed by in vitro fertilization (OPU-IVF), Avenger Design’s oocytes (unfertilized eggs) can be collected and fertilized in the lab with semen from a high-genetic-merit bull. After seven days of development, the resulting embryos can be transferred into multiple recipient cows.
Raising replacements has never been more expensive, so producers are investing wisely, focusing on animals with the potential for strong returns. Genetics is no longer a luxury; it’s a business strategy.
The industry is watching closely as investments like GenoSource’s play out, showing how science, strategy and top-tier animals are shaping the future of dairy.
Texas dairy farmers are not only producing high-quality milk – they’re also investing in elite genetics to ensure their operations carry their farms into the next generation.
