Montie Soules is the new Executive Secretary and CEO of the American Shorthorn Association, headquartered in Omaha, Neb., effective April 15, according to an announcement from the American Shorthorn Board of Directors.
"I am excited to be part of the Shorthorn family," Soules says. "As a past producer I can relate to the challenges that the membership or breeders may have; I can relate because I have been there. Because of this I bring a unique perspective to the breed and its breeders."
Strong beef background
Soules brings a lifetime of experience in the purebred beef cattle industry. He was the General Manager for the past 34 years of one of the leading registered beef cattle operations in the world, Star Lake Cattle Ranch, Skiatook, Okla. During his tenure at Star Lake, they showed 13 consecutive Champion Hereford Carloads in Denver at the National Western Stock Show. The ranch was named 12-time Junior National Premier Adult Breeder. Under Soules management, Star Lake had seven sales grossing over $1 million and sold cattle to 12 foreign countries on five continents.
Soules was instrumental in starting monthly internet sales five years ago. He made it a priority to develop a commercial bull trade by reaching out with new and innovative marketing strategies. He has judged cattle in North America at Denver, Louisville, Canadian Agribition and Toronto Royal Winter Fair in addition to the Prado National Show in Montevideo, Uruguay.
Soules is impressed with the strong junior program at Shorthorn and foresees bigger and greater participation in the future. The Shorthorn breed registers nearly 15,000 head and has 500 head at the Junior National show, which reflects a high percentage of participation compared to registrations. He understands the future of any organization is the young people who are its future leaders.
While Shorthorns have a long history of great contributions that have been made to the beef cattle industry, including being the first purebred beef breed brought to the U.S.; Soules believes it is important in the modern beef cattle world to collect as much data as possible.
"This documentation will give our product the attention and value it deserves, helping Shorthorns USA earn their rightful place in the industry," Soules says. "The goal is to reposition the breed in this area while building on the strengths of the breeders."
The Shorthorn staff is committed to serve the entire membership. Soules and the staff at ASA, along with Shorthorn membership and Board of Directors, have a passion to grow the Shorthorn breed and show the beef cattle industry the advantages of "Reds - Whites - and Roans"
The mission of the ASA is to provide quality service and support to its members by promoting the value of Shorthorn cattle in all aspects of the beef industry, while maintaining the integrity of the herd book and performance database. The ASA is headquartered in Omaha, Neb., and was founded in 1872 with herd book records going back to 1822. As one of the oldest American breed associations, the ASA provides services for more than 6,000 junior and senior members who register nearly 15,000 cattle annually. The American Junior Shorthorn Association promotes personal development through youth activities and educational events. The AJSA is dedicated to the betterment of its members, promotes valuable skills, and fosters friendships that will last a lifetime. To learn more, contact the ASA office or visit the website or AJSA website.