Red Angus Association Of America

What Red Angus Association Of America does

The Red Angus Association of America (RAAA) is a private, non-profit membership association founded in 1954 in Commerce City, Colorado, that operates the official breed registry for Red Angus cattle in the United States. The organization serves two primary member segments — registered seedstock producers seeking genetic improvement tools and performance documentation, and commercial cow-calf producers utilizing Red Angus genetics in crossbreeding and feeder-calf marketing programs — and additionally engages feedlot operators and junior members. RAAA's core technology platform is REDSPro, a herd management database supporting registrations, transfers, EPD searches, planned mating calculations, inventory updates, and Total Herd Reporting (THR) data submissions; the database underpins the association's genetic evaluation releases and its USDA Process Verified Angus Access program, which has enrolled over 3 million head since 1995.

RAAA generates revenue through a diversified mix of streams: annual membership dues ($125 for Regular members), per-active-female THR assessments ($28/animal), per-animal DNA testing and import fees, registration and transfer fees, value-added program enrollments (Angus Access, Allied Access, Premium Red Baldy), magazine subscriptions and advertising, Breeder Links directory listings, GridMaster Challenge entry fees, and ancillary products such as the Calving Book. Go-to-market is multi-channel: direct sales via a five-person commercial marketing team, self-service via REDSPro, grassroots reach through 17+ state affiliate associations, digital channels (Red Angus Magazine at ~11,000 circulation, eNews at 5,700+ recipients, the Red Angus Remarks podcast, YouTube, social), and channel partnerships with packers and branded beef programs (Meyer Natural Foods, U.S. Premium Beef, Greater Omaha Packing, Top Dollar Angus).

The association maintains a portfolio of value-added verification programs (Angus Access, Allied Access, Premium Red Baldy with American Hereford, American Red with Bos indicus breeds), heifer development (Red Choice, launched 2021), retained-ownership programs (GridMaster Challenge), and industry partnerships for genetic evaluation (IGS, Texas A&M, UltraInsights) and traceability (Breedr). Affiliated entities include the Junior Red Angus Association (JRA) for youth leadership and the Red Angus Stakeholders Foundation (RASF), a charitable foundation supporting youth, research, and education. RAAA is governed by an elected Board of Directors and led by Executive Vice President Greg Ruehle, with no external investment, private equity ownership, or acquisition activity on record.

Name

Red Angus Association Of America

Legal name

Red Angus Association of America

Website

https://redangus.org

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

11–50 employees

Short description

The Red Angus Association of America is a non-profit breed association founded in 1954 that operates the U.S. Red Angus cattle registry, delivering genetic evaluations, DNA testing, USDA-verified marketing programs, and herd management tools to registered seedstock producers, commercial cattlemen, and feedlot operators.

Ownership category

akta.pro rank

Product category

Livestock Breed Association Services

NAICS

Support Activities for Animal Production (11521), Beef Cattle Ranching and Farming (112111)

SIC

Agricultural Services (700), Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Seedstock/Purebred Beef Cattle Breeding (AFAEABAD)

akta.pro secondary industries

Breeding Program Design & Genetic Consulting (Mating Plans, EPD/Index Selection) (AFACAEAD), Genetic Trait Selection (e.g., polled, disease resistance) Services (AFAEAJAJ)

Keywords

• Cattle breed registry
• Beef cattle genetics
• Livestock breed association
• Cattle performance testing
• Beef value-added programs

Headquarters

HQ city

Commerce City

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Membership Dues: Annual membership fees including Regular ($125), Junior, and Associate memberships. The magazine portion ($30) is included in dues for accounting purposes.
2. DNA Testing Services: Fees for DNA parentage verification, genetic defect testing, and genomic evaluations required for registered animals and show participants.
3. Registration and Transfer Fees: Fees for animal registrations, transfers, and data processing services. Import fees for animals from other associations are $40 per animal.
4. Value-Added Program Enrollment: Angus Access and Allied Access enrollment fees with associated tag sales for genetic, age and source verification.
5. Red Angus Magazine: Subscription revenue from magazine circulation (~11,000 per issue) with advertising revenue from commercial marketing placements.
6. Breeder Links: $150 per year fee for breeders to be listed in the national breeder directory.
7. THR (Total Herd Reporting) Assessment: Billed per active female on inventory at $28 per animal, with installment payment options for accounts with more than 11 active females.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

The Red Angus Association of America operates a performance-based cattle breed registry and provides genetic evaluation, herd management data services, and value-added marketing programs for Red Angus and Red Angus-influenced cattle. Its core offerings include the REDSPro database platform for registrations and performance tracking, USDA Process Verified Angus Access verification, Expected Progeny Differences (EPD) genetic evaluations, and value-added marketing programs (Angus Access, Allied Access, Premium Red Baldy, American Red, Red Choice) connecting seedstock and commercial cattle producers with premium beef markets.

Product overview

The Red Angus Association of America offers a comprehensive suite of programs and services organized around its core REDSPro database management system. The portfolio includes value-added verification programs (Angus Access, Allied Access, Premium Red Baldy, American Red), heifer development (Red Choice), retained ownership programs (GridMaster Challenge), marketing services (Feeder Fax, Stockyard, Show List), data tools (EPD Search, Planned Mating Calculator, Animal Search, ASV Tag Search), publications (Red Angus Magazine, eNews newsletter, Red Angus Remarks podcast), and physical products (Calving Book). These offerings work together to support seedstock producers, commercial cattlemen, and feedyard operators across the beef supply chain.

Differentiator

Problem solved

Functional benefit

Brands

• Angus Access: USDA Process Verified genetic, age and source verification program for Red Angus cattle, originally known as the Feeder Calf Certification Program (FCCP).
• Allied Access
• Premium Red Baldy
• American Red
• Red Choice
• GridMaster Award
• GridMaster Challenge
• Red Angus Remarks

Products and services

• REDSPro Online database management system enabling members to complete registrations, transfers, corrections, inventory updates and herd reporting for Red Angus cattle.
• Angus Access USDA Process Verified genetic, age and source verification program for Red Angus cattle, providing traceability to at least 50% registered Angus bloodlines.
• Allied Access Age and Source Verification program providing value-added solutions for crossbreeding programs without genetic restrictions.
• Premium Red Baldy Genetically verified female tagging program combining Red Angus and Hereford genetics for commercial beef producers seeking hybrid vigor benefits.
• American Red Program for cattle combining Red Angus with Bos indicus-influenced breeds for heat-stressed environments while maintaining maternal excellence.
• Red Choice Heifer development program based on University of Missouri's Show-Me-Select program, promoting improved reproductive and genetic management practices.
• GridMaster Challenge Retained-ownership program partnered with Tri-County Steer Carcass Futurity at Nilan Feedyard, providing detailed growth, carcass and genomic performance reports with $120 per head entry fee.
• Feeder Fax Free marketing service distributing descriptions of feeder cattle to feedyard managers and order buyers interested in Red Angus genetics.
• Red Angus Stockyard Free online listing platform for Red Angus-influenced females, bulls, semen and embryos.
• Show List Listing service for feeder and finished Red Angus-influenced cattle available for commercial marketing.
• Calving Book Custom spiral-bound recordkeeping notebook for tracking calving data, bull inventory, vaccinations, breeding records and herd health.
• Red Angus Magazine Official monthly publication serving as the primary vehicle for breed promotion, education and communication with approximately 11,000 printed circulation per issue.
• Red Angus Remarks Podcast Weekly podcast hosted by Taylor Ohlde and Cory Peters featuring conversations about the beef business and Red Angus Association updates.
• Breeder Links Directory National breeder directory listing service at $150 per year, enabling breeders to promote their operations in RAAA's national directory.

Quantifiable outcome

• Over 3 million head enrolled in Angus Access program since 1995
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

14 partnerships are on record, tiered core and minor.

• UltraInsightscoreTechnology or Integration · 24 June 2026Partnership for advanced data processing services enabling improved on-farm cattle data collection and analysis. The collaboration helps cattlemen utilize various resources to record farm data, from calving books to spreadsheets, enhancing the association's data management capabilities.
• International Genetic Solutions (IGS)coreStrategic or Co-development Partner · 9 June 2026Collaborative genetic evaluation partnership advancing research on beef-on-dairy genetic predictions and incorporating earlier-in-life growth metrics into National Cattle Evaluation for improved carcass trait predictions.
• BreedrcoreTechnology or IntegrationLivestock management technology platform partnership enabling enhanced cattle traceability, herd performance insights, and carcass quality tracking. Breedr provides secure, user-friendly individual animal tracking from ranch to rail with actionable data for Red Angus producers.
• Angus Access (Internal Program)coreStrategic or Co-development PartnerUSDA Process Verified genetic, age and source verification program that is the beef industry's first genetic verification program. Built to USDA-approved standards, trusted by Red Angus producers for over 30 years with 3+ million head enrolled.
• Texas A&M UniversityminorStrategic or Co-development PartnerEmbryo partnership program for advanced genetic development and research collaboration in Red Angus breeding programs.
• IMI GlobalminorStrategic or Co-development PartnerStreamlined verification services partnership allowing Red Angus value-added program participants to easily access IMI Global claims including non-hormone treated cattle, verified natural, grass-fed beef, and BeefCARE sustainability programs.
• Ranch Horse Association of AmericaminorGTM or Marketing PartnerIndustry partnership with RHAA for ranch horse competitions. Though not directly related to cattle breeding, the RHAA National Finals event showcases ranch horse traditions among Red Angus community members.
• Premium Red Baldy Program PartnersminorStrategic or Co-development PartnerJoint program with American Hereford Association for genetically verified female program combining Red Angus and Hereford genetics for commercial producers seeking hybrid vigor benefits.
• American Red AllianceminorStrategic or Co-development PartnerAlliance with Bos indicus-influenced breed associations for promoting and advancing the American Red crossbreeding program focused on heat-stressed environments while maintaining maternal excellence.
• Nilan FeedyardminorStrategic or Co-development PartnerTri-County Steer Carcass Futurity partnership hosting the GridMaster Challenge, allowing producers to retain ownership through finishing and harvest with detailed carcass feedback.
• Meyer Natural Foods / Meyer Natural AngusminorChannel Partner/ Reseller/ DistributorMarketing alliance linking Red Angus producers with Meyer's natural and organic beef programs, one of the largest in the U.S. with extensive feedlot base across the central U.S.
• U.S. Premium Beef (USPB)minorChannel Partner/ Reseller/ DistributorProducer-owned beef marketing company (owner of National Beef Packing Company) enabling producers to retain ownership through value-added processing. Recognizes Angus Access for Angus parentage verification.
• Greater Omaha Packing (G.O. RED Grid)minorChannel Partner/ Reseller/ DistributorGrid marketing alliance rewarding Yield Grade 1 and 2 cattle tagged with Angus Access yellow tag through the G.O. Red Grid program.
• Top Dollar AngusminorGTM or Marketing PartnerGenetic certification program for commercial feeder cattle focused exclusively on Angus and Red Angus-based cattle with top 25% growth and carcass traits, helping distinguish premium genetics in the feeder market.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Others

• Top Dollar Angus: Genetic certification program for commercial feeder cattle focused on Angus and Red Angus-based cattle with top-quartile growth and carcass traits. Comparable as a value-added feeder calf certification peer and current RAAA marketing partner.
• National Association of Animal Breeders: U.S. trade association for artificial insemination and genetic evaluation organizations in the livestock industry. Adjacent industry body relevant to RAAA's genetic improvement and A.I. ecosystem.
• International Genetic Solutions (IGS): Multi-breed genetic evaluation cooperative whose partners include Red Angus. Comparable as a peer in the genetic evaluation technology layer (EPD/NCE computation) and a partner for RAAA's beef-on-dairy research initiative.

Direct peers

• American Angus Association: The dominant U.S. beef cattle breed registry, providing registration, genetic evaluation (EPDs), and value-added programs for Black Angus. Directly comparable to RAAA in mission, revenue model (memberships, registrations, THR-equivalent programs), and customer base (seedstock and commercial producers).
• American Hereford Association: Major U.S. beef breed registry offering similar membership, registration, and genetic evaluation services. Already a partner of RAAA through the Premium Red Baldy program, illustrating direct comparability in scale, programs, and target audience.
• American-International Charolais Association: U.S. Charolais breed registry with comparable membership, registration, and genetic evaluation services targeting seedstock and commercial beef producers. Operates similar performance and marketing programs to RAAA.
• American Shorthorn Association: Mid-sized U.S. beef breed association offering registration, EPDs, and value-added programs. Directly comparable in scale, service portfolio, and member base to RAAA.
• American Simmental Association: Beef cattle breed registry providing registration, EPDs, and value-added marketing programs for Simmental and SimAngus genetics. Operates a Total Herd Reporting-style performance program, making its operating model closely comparable to RAAA.

Emerging players

• Breedr: Livestock management technology platform providing individual animal traceability and carcass feedback from ranch to rail. Comparable to REDSPro as an agtech platform serving commercial cattle producers and a current RAAA integration partner.

Broad incumbents

• American Quarter Horse Association: The largest U.S. livestock breed registry, operating a performance/registration model analogous to RAAA but in the equine segment. Relevant as an incumbent analog illustrating how large breed associations scale memberships, programs, and data infrastructure.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/redangusamerica
• YouTubeyoutube.com/user/AmericanRedAngus
• Facebookfacebook.com/RedAngusAssociationOfAmerica
• Instagraminstagram.com/redangusamerica
• LinkedInlinkedin.com/company/red-angus-association-of-america

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Red Angus Association Of America