2026-27 Marketing and Genetics Survey

Introduction

CanFax is proud to present the inaugural 2026 Marketing and Genetics Survey. The goal is to provide the seedstock industry, with information regarding what their clients, the cow-calf producer are looking for in breeding stock and where value is being generated. This is not possible without your participation, so we sincerely thank you for your time.

Answer the questions below if you own and/or manage a cow-calf operation of any size (commercial or seedstock) that has purchased bulls in the last five years. Entities with multiple, independently operating locations may submit multiple responses. Responses should reflect what took place in the 2026 calendar year after the sale of your 2026 calf crop. This means you can fill out the survey before the bull sale begins, as it is for 2026 bull purchases and calf sales.

By completing the survey and submitting a valid email address, participants will be invited to a results webinar (hosted in May/June), and be entered to win a one-year Cow/Calf CanFax membership voucher.

**All individual survey responses are confidential.** Note that your answers are final once you click submit. Please complete this 10-minute survey by February 28, 2027.

Survey Questions

Question Title

1. Which age group do you belong to?

29 or younger

30 to 44

45 to 59

60 to 75

75 or older

Question Title

2. Type of operation:

Commercial cow-calf

Seedstock/purebred

Question Title

3. Where is your cattle operation primarily located?

Question Title

4. What was the size of your cow herd as of December 31, 2026? (combined total if in several locations)

<50 head

50-99 head

100-199 head

200-399 head

400-599 head

600-799 head

800-999 head

1,000 head or more

Value of Genetics

Question Title

5. Where did you purchase your breeding bull(s) in 2026?
Participation bull sales will receive a report of their buyers’ responses
Please specify Farm or Sale name(s):

Question Title

6. What was the average price paid for your bulls in 2025?

Less than $5,499

$5,500 - $6,499

$6,500 - $7,499

$7,500 - $8,499

$8,500 - $9,499

$9,500 - $10,499

$10,500 - $11,499

$11,500 - $12,499

$12,500 - $13,499

$13,500 - $14,499

$14,500 - $15,499

More than $15,500

Did not buy bulls in 2025

Other amount (please specify)

Question Title

7. What was the breed of the bull purchased in 2026?

Angus

Blonde d’Aquitaine

Charolais

Galloway

Gelbvieh

Hereford

Limousin

Maine-Anjou

Salers

Shorthorn

Simmental

Speckle Park

Other (please specify)

Question Title

8. How important is it that the bulls you buy be registered?

Not at all important

Somewhat important

Extremely important

Not at all important

Somewhat important

Extremely important

Question Title

9. Which of the following influences your bull-buying decision the most? (Select top 3)

Expected Progeny Differences (EPDs)

Profit indexes

Actual or adjusted weights and measures

Visual appeal

Bull supplier advice

Price

Breed – hybrid vigour

Breed – F1 maternal

Breed – Terminal cross

Breed - purebred

Other - specify

Question Title

10. What are your primary reasons for your bull breed choice? (Select top 5)

Calving ease

Maternal value

Docility/temperament

Growth

Muscle/Carcass characteristics

Feed efficiency

Heterosis

Tradition/loyalty to seedstock source

Market demand / Flexibility when marketing

Cost/availability

Fertility

Milk production/udder score

Soundness/feet and legs

Environmental adaptability

Other - specify

Question Title

11. What is the number one reason cows are culled from your herd?

Open

Age/Sell at fixed age

Feet and legs

Udder problems

Disposition problems

Poor performance

Other - specify

Question Title

12. Compared to 5-10 years ago, have cattle genetics for the following traits improved, stayed the same, or declined?

	Much declined	Somewhat declined	Same	Somewhat improved	Much improved
Calving ease	Calving ease Much declined	Calving ease Somewhat declined	Calving ease Same	Calving ease Somewhat improved	Calving ease Much improved
Maternal traits	Maternal traits Much declined	Maternal traits Somewhat declined	Maternal traits Same	Maternal traits Somewhat improved	Maternal traits Much improved
Growth traits	Growth traits Much declined	Growth traits Somewhat declined	Growth traits Same	Growth traits Somewhat improved	Growth traits Much improved
Carcass traits	Carcass traits Much declined	Carcass traits Somewhat declined	Carcass traits Same	Carcass traits Somewhat improved	Carcass traits Much improved
Structure & functional traits	Structure & functional traits Much declined	Structure & functional traits Somewhat declined	Structure & functional traits Same	Structure & functional traits Somewhat improved	Structure & functional traits Much improved

Question Title

13. When considering traits of importance to your cow herd, what traits are of highest priority within the next 3 years? (Select top 5)

Fertility

Mature size

Mothering ability

Udder quality/appropriate levels of milk

Disposition

Fleshing ability

Feet and structural correctness

Calving ease

Environmental adaptability

Quality grade

Growth – weaning weights

Muscling/red meat yield

Feed conversion/efficiency

Health – vaccination program

Other – specify

Question Title

14. What criteria do you use when selecting heifers to retain in the herd? (Check all that apply)

Phenotypic traits (e.g., frame size, body condition, structural soundness)

Expected Progeny Differences (EPDs) / genetic evaluations / Selection index

Genomic testing results

Maternal lineage/performance history

Reproductive indicators (e.g., age at puberty, pelvic size, cycling status)

Heterosis

Calving ease history of sire

Other (please specify)

Question Title

15. Do you keep individual performance records on cows, heifers or bulls?

Yes, paper records

Yes, simple software (excel or word)

Yes, herd management software

Question Title

16. Do you receive feedback on offspring performance or receive carcass information?

Yes, every cohort

Yes, sometimes/occasionally

Question Title

17. Is your operation Verified Beef Production plus certified?

Yes

I have been in the past but am not currently

I do not know

Question Title

18. When did you vaccinate your calf crop? (Check all that apply)

At birth

At branding (1-4 months)

Prior to weaning

At weaning

After weaning

I vaccinate my calves, but at a different time

I do not vaccine my calves

Question Title

19. My weaned calf crop percentage in 2025 (number of calves weaned divided by number of cows exposed to a bull/AI from previous year) was:

Less than 70%

70 to 74%

75 to 79%

80 to 84%

85 to 89%

90 to 94%

95% or more

Question Title

20. Did you retain ownership of your calves prior to shipment?

No, I shipped them straight off the cow

Weaned for less than 50 days

Weaned for 51 to 99 days

Weaned for 100 days to 139 days

Weaned for 140 days to 179 days

Weaned for 180 days or more

Question Title

21. In 2025/26, what was the date calves were sold?

Date

Question Title

22. In 2025/26, what was the average sale weight in lbs (average of steers and heifers)?

Question Title

23. What was your sale price on calves sold in 2025/26 (average of steers and heifers) $/lb?

Question Title

24. Compared to the fall of 2025, which best describes your intentions for increasing or decreasing the size of your cow herd over the next 3 years?

Increase herd by 20% or more

Increase herd by less than 20%

No change or minimal change in herd size

Reduce herd by less than 20%

Reduce herd by 20% or more

Liquidate entire herd

Question Title

25. What form of marketing did you use on your calves? Include the percent of calves marketed for each respective category. Example: 60% of calves marketed via auction barn and 40% via direct. (Total should equal 100%)

Live auction barn

Video/internet sale

Order buyer

Direct trade in the spot market (within 2-week delivery)

Forward delivery sale

Does not apply (i.e. retain ownership to slaughter)

Question Title

26. What is your email address? A valid email address MUST be entered to receive a copy of the final survey results and to be entered in the drawing to win a $500 CanFax voucher. All emails and survey responses are confidential.

Thank-you for participating!

Canfax is Canada’s Source of Cattle Market Information, funded by memberships. To learn more go to: www.canfax.ca

2026-27 Marketing and Genetics Survey

Introduction

Question Title

* 1. Which age group do you belong to?

Question Title

* 2. Type of operation:

Question Title

* 3. Where is your cattle operation primarily located?

Question Title

* 4. What was the size of your cow herd as of December 31, 2026? (combined total if in several locations)

Question Title

* 5. Where did you purchase your breeding bull(s) in 2026?Participation bull sales will receive a report of their buyers’ responses Please specify Farm or Sale name(s):

Question Title

* 6. What was the average price paid for your bulls in 2025?

Question Title

* 7. What was the breed of the bull purchased in 2026?

Question Title

* 8. How important is it that the bulls you buy be registered?

Question Title

* 9. Which of the following influences your bull-buying decision the most? (Select top 3)

Question Title

* 10. What are your primary reasons for your bull breed choice? (Select top 5)

Question Title

* 11. What is the number one reason cows are culled from your herd?

Question Title

* 12. Compared to 5-10 years ago, have cattle genetics for the following traits improved, stayed the same, or declined?

Question Title

* 13. When considering traits of importance to your cow herd, what traits are of highest priority within the next 3 years? (Select top 5)

Question Title

* 14. What criteria do you use when selecting heifers to retain in the herd? (Check all that apply)

Question Title

* 15. Do you keep individual performance records on cows, heifers or bulls?

Question Title

* 16. Do you receive feedback on offspring performance or receive carcass information?

Question Title

* 17. Is your operation Verified Beef Production plus certified?

Question Title

* 18. When did you vaccinate your calf crop? (Check all that apply)

Question Title

* 19. My weaned calf crop percentage in 2025 (number of calves weaned divided by number of cows exposed to a bull/AI from previous year) was:

Question Title

* 20. Did you retain ownership of your calves prior to shipment?

Question Title

* 21. In 2025/26, what was the date calves were sold?

Question Title

* 22. In 2025/26, what was the average sale weight in lbs (average of steers and heifers)?

Question Title

* 23. What was your sale price on calves sold in 2025/26 (average of steers and heifers) $/lb?

Question Title

* 24. Compared to the fall of 2025, which best describes your intentions for increasing or decreasing the size of your cow herd over the next 3 years?

Question Title

* 25. What form of marketing did you use on your calves? Include the percent of calves marketed for each respective category. Example: 60% of calves marketed via auction barn and 40% via direct. (Total should equal 100%)

Question Title

* 26. What is your email address? A valid email address MUST be entered to receive a copy of the final survey results and to be entered in the drawing to win a $500 CanFax voucher. All emails and survey responses are confidential.

1. Which age group do you belong to?

2. Type of operation:

3. Where is your cattle operation primarily located?

4. What was the size of your cow herd as of December 31, 2026? (combined total if in several locations)

5. Where did you purchase your breeding bull(s) in 2026?
Participation bull sales will receive a report of their buyers’ responses
Please specify Farm or Sale name(s):

6. What was the average price paid for your bulls in 2025?

7. What was the breed of the bull purchased in 2026?

8. How important is it that the bulls you buy be registered?

9. Which of the following influences your bull-buying decision the most? (Select top 3)

10. What are your primary reasons for your bull breed choice? (Select top 5)

11. What is the number one reason cows are culled from your herd?

12. Compared to 5-10 years ago, have cattle genetics for the following traits improved, stayed the same, or declined?

13. When considering traits of importance to your cow herd, what traits are of highest priority within the next 3 years? (Select top 5)

14. What criteria do you use when selecting heifers to retain in the herd? (Check all that apply)

15. Do you keep individual performance records on cows, heifers or bulls?

16. Do you receive feedback on offspring performance or receive carcass information?

17. Is your operation Verified Beef Production plus certified?

18. When did you vaccinate your calf crop? (Check all that apply)

19. My weaned calf crop percentage in 2025 (number of calves weaned divided by number of cows exposed to a bull/AI from previous year) was:

20. Did you retain ownership of your calves prior to shipment?

21. In 2025/26, what was the date calves were sold?

22. In 2025/26, what was the average sale weight in lbs (average of steers and heifers)?

23. What was your sale price on calves sold in 2025/26 (average of steers and heifers) $/lb?

24. Compared to the fall of 2025, which best describes your intentions for increasing or decreasing the size of your cow herd over the next 3 years?

25. What form of marketing did you use on your calves? Include the percent of calves marketed for each respective category. Example: 60% of calves marketed via auction barn and 40% via direct. (Total should equal 100%)

26. What is your email address? A valid email address MUST be entered to receive a copy of the final survey results and to be entered in the drawing to win a $500 CanFax voucher. All emails and survey responses are confidential.