AWA Friday Newsletter - December 18, 2020

AWA Friday Newsletter - December 18, 2020 To receive our weekly newsletter in your inbox, contact the AWA office and request to be added to our email list.


Christmas and New Year’s AWA Office Hours

The office will be closed at 12:00 Noon (Pacific) Thursday, Dec. 24, and Friday, Dec. 25, for Christmas.

The office will be closed at 12:00 Noon (Pacific) Thursday, Dec 31st and re-open Monday January 4th, 2021.

No Friday Newsletter next week.  Be back January 1, 2020! Wishing everyone a blessed holiday season and looking forward to a great 2021 for the Wagyu Breed.


A Message from the Executive Director

Some exciting news for the American Wagyu Association! As promised during the Annual General Membership meeting this last October the University of Georgia has completed the first genetic evaluation for the American Wagyu Association. We are in the process of summarizing the data and working with DigitalBeef to publish the EPD.  This will take a little time working with DigitalBeef getting the necessary formats in place and we will be working on this over the holidays. We anticipate that EPD will be published within the first couple weeks of January if not sooner.  No one is more excited than I am to get this first analysis published!

The traits that EPD will be published are Birth Weight, Weaning Weight, Yearling Weight, and Maternal Milk.

This is an important first step in the process of a wider range of EPD for the Wagyu breed. As we continue to work with breeders on our carcass project in addition to breeders reporting data on other traits such as calving ease, disposition, fertility, etc. we can further advance the number of traits EPD can be computed for.

I’ll have more information over the next few weeks in my Friday Newsletter.

State of the Consumer

 “The impact of the pandemic has been transformative in every corner of our economy,” said Buck Wehrbein, 2020 NCBA Federation Division Chair.  “The good news is that consumers are choosing beef more often as they adapt to cooking more at home.”

The National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, examines the impact of COVID-19 pandemic on consumer attitudes, behaviors and perceptions. 

Key take-away’s include:

- Online ordering for both groceries and meal ordering is likely here to stay.

- Consumers are cooking more meals at home now than prior to COVID-19.

- Currently, consumers are more focused on spending their money on essential needs, such as groceries, household supplies and personal care and cleaning products.

- Positive consumer perceptions of beef and beef production increased during the pandemic and will likely remain higher for the next several months.

- Beef demand has remained strong to-date. Consumers increased weekly beef consumption and were willing to pay more for the product.

The full “State of the Consumer” Report, with detailed statistics and graphs can be found below.

2021 AWA Breeders Guide

We are now accepting advertising submissions for our 2021 Breeders Guide. Distributed to all new members and featured at shows, conferences and under the Where to Buy section of the AWA website, the Breeders Guide is one of the best ways to get your brand seen.

Click on the adjacent thumbnail to sample the 2020 guide. If you're interested in participating in the 2021 edition, please contact the AWA office for pricing and specifications. 


Christmas is just around the corner. Whether you’re interested in something for yourself or a gift for your customers, we have several items to choose from. With each purchase you are helping support your association and proudly support this great Wagyu breed.

Share a Favorite Photo

We make lots of memories with family, friends and Wagyu cattle! What activities have you been up to on the farm? Send us a picture and we will choose one a month to feature in an upcoming newsletter! Please include your name and membership number and mail to

Photo Submitted by AWA Member #821 Vermont Wagyu

Advertise with the AWA
The American Wagyu Association offers many ways members can advertise their genetics and products through AWA services. These include Face Book, Premium Advertising Page, eBlasts, Classifieds, the Annual Breeders Guide and other opportunities. Contact the AWA office for more information or visit

Download our advertising fee schedule

Upcoming Member Events

January 21-25, 2021 – The New Year's Collection 2021 –

February 11-13, 2021 – Sandhills Performance Wagyu/Schardt Cattle Company Online Sale –

March 20, 2021 – Triangle B Ranch's 10th Annual Spring of Opportunites Sale

March 27, 2021 – Bowman Farms Complete Dispersion – Clemson University, North Carolina

April 10, 2021 – M6 "Science is on our side" Dispersion – Alvarado, Texas

May 22, 2021 – Bar R Cattle Company Production Sale – Pullman, Washington

June 12, 2021 – Passion For Prime – Salina, Kansas
To post an upcoming event or to advertise your event with a live link, please contact the AWA Office.

Helpful Links

Stockmanship & Stewardship
Beef Quality Assurance
Beef Improvement Federation
Ultrasound Technicians
Masters of Beef Advocacy

National Education Center for Agricultural Safety

Robert Williams, Ph.D.
Executive Director

Contact us at for any advertising inquires.
Visit us at for more information about the Wagyu breed.