https://highlandcattleusa.org/
The American Highland Cattle Association and Curious Plot are teaming up to reshape the image of the popular and growing heritage beef breed. American Highland is a breed known for its resilience, maternal instincts and beef quality, making these cattle low-maintenance and profitable for both purebred and crossbreeding programs. AHCA enlisted Curious Plot to spread the word to business-minded cattlemen and women who value herd temperament, high-quality lean beef yield and unique marketing opportunities.
The popularity of American Highland cattle in social media may make some people think they belong more in a petting zoo than a profitable beef operation. But underneath the distinctive long hair and iconic horns is a docile, hard-working animal with exceptional maternal instincts, high calving ease, hardiness, longevity and superior foraging ability, which produces high-quality, lean beef.
“We are not a novelty breed. We are a working beef breed. Strong in heritage, growing in numbers and trusted by a new generation of cattle producers,” said American Highland President Diane Clark. “This is beef that earns its place on the plate. Highland beef delivers a healthier, elite alternative that today’s discerning consumers are demanding.”
With more than 2,200 members and 70,000+ registered head in the herdbook, AHCA is one of the fastest-growing breed associations in the U.S. ─ and is just getting started.
“American Highland is a professional beef breed association for cattlemen and women looking for a profitable and growing beef breed, regardless of farm size or business model,” said Clark. “Our mission is to grow the category and position the breed as an elite beef breed in the cattle industry. This breed has a bold future ─ and we’re ready to lead it forward.”
Indeed, American Highlands are more than a striking silhouette in the pasture or a petting-zoo novelty. American Highlands’ ability to thrive in harsh climates, utilize rough forage and reduce feed costs provides economic and sustainability advantages for producers who are looking for low-maintenance, high-longevity cows suitable for a variety of environments, from cold and rugged highlands in the Mountain West and New England to Southwestern desert climates with sparse forage and warm, lush pastures of the Southeast.
“We have faced some difficult communication challenges with clients in food, agriculture and companion animal health, but this one is really hairy,” said Curious Plot CEO Laurie Fleck. “The viral social media trend portraying the breed as cuddly comfort animals is sending the wrong message to beef producers and consumers. Correcting that misperception is a challenge we are excited to tackle.”
Adding to the challenge is confusion between American Highland Cattle and miniature Highlands. Typical American Highland cattle are full-size animals, generally ranging from frame scores of 2 to 5. By contrast, so-called “mini” cattle are intentionally bred to be smaller, often through selective breeding or crossbreeding with cattle carrying dwarf genetics. Standard American Highlands are the recognized, traditional heritage breed used in beef and production settings; the Mini Highland is not a recognized beef breed.
American Highland beef represents a healthier, premium alternative for consumers and a profitable opportunity for cattle producers. American Highland beef’s flavor profile, marbling and tenderness are valued in direct-to-consumer and grass-fed markets: naturally lean, distinctively clean tasting and raised with purpose. Highland beef delivers a healthier, elite alternative that today’s discerning consumers are demanding.
“The future of the U.S. beef industry lies in more diverse production models to meet the needs of today’s producers and consumers,” said Fleck. “American Highlands are well-positioned for the future, and we are proud to help tell the story and promote continued growth.”
Source: American Highland Cattle Association, Curious Plot news release
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