In a new video clip from Certified Angus Beef LLC and the American Angus Association, Braden Schaal, owner and manager of Schaal Cattle Company talks about GeneMax, the selection and breeding technology that has improved beef quality in his commercial Angus herd.

After beginning a timed breeding program with 100 heifers five years ago, Schaal plans to AI more than 1,000 head this year, all in pursuit of rapid genetic improvement.

“GeneMax tells me the weaknesses of my cattle, and AI tells me how I can complement or improve those weaknesses of my cattle,” says Shaal in the video. “If there’s a heifer that has a lower percentage of milk I can go capture that by pairing her up with a sire that will complement the milk. Or if there is something that has a little less tenderness, I can complement that with the sire.”