Tom Brinks and the Red Angus Association of America (RAAA)
In November 2024 I had the opportunity and privilege to visit the Red Angus Association of America (RAAA). This visit came about from some infrequent conversations that I had begun with the RAAA CEO Tom Brinks. In 2022 when I led the Board of Directors strategic planning process, I studied many strategic plans, but one which was pivotal in forming my thoughts and impacted me was the RAAA Strategic Plan.
When I had the opportunity to spend time with Tom Brinks for 24 hours, I jumped at the chance. The two of us have a lot in common, leading organisations of very similar size with very similar challenges and future environments. I would have to say that the day spent with Tom was one of the most enjoyable and insightful since I became CEO. As it happens, we share very similar values and the time together I am sure will endure into a lasting friendship that will benefit not only ourselves but both organisations.
The RAAA was established in 1954 and is a leading organisation dedicated to enhancing and promoting Red Angus and Red Angus-influenced cattle. Founded by seven visionary breeders, RAAA pioneered the industry’s first performance registry, emphasising objective data and scientific principles to advance beef production efficiency. It has been a cornerstone in advancing the quality and profitability of Red Angus cattle.
Under the leadership of CEO Tom Brink, appointed in 2015, the association has continued to innovate and uphold its commitment to data-driven breeding practices. Tom Brink brought a wealth of experience to RAAA, having previously held significant roles at Cattle-Fax, the American Gelbvieh Association, and JBS Five Rivers Feeding, LLC. He also founded Top Dollar Angus, underscoring his dedication to genetic excellence. Tom holds three degrees from Kansas State University: a Bachelor’s in Animal Sciences and Industry (1983), a Master’s in Animal Science and Industries (1985), and a Master’s in Agricultural Economics (1987). His leadership has been instrumental in propelling Red Angus to the forefront of the beef industry.
For nearly 70 years, the RAAA has been a champion of innovation and collaboration in the beef industry. By fostering strong relationships and maintaining a forward-thinking approach, the organisation remains a trusted partner for cattle producers looking to stay ahead in today’s competitive environment.
One of the key similarities in both organisations is scale. Angus Australia registered 101,826 calves in 2024, typically the RAAA registers about 80,000 calves. We have a staff of 40, RAAA has a staff of 30. Recently Angus Australia completed angus.tech software system and transitioned away from ABRI. RAAA has also done similar work with their Red Power software program. They have accelerated their member dashboard and have made great advances in the ability of their members to do work easily, at any time and without assistance.
RAAA is also very involved with working with processors and distributors to achieve market premiums for Red Angus cattle. As Tom and I spoke, we face similar challenges in Australia. Certainly, the context and challenges are different and yet we seek the same end goal for our membership.
RAAA Mission
“Our mission statement outlines the purpose towards which we commit our work life. These are the reasons for the existence of the Red Angus Association of America and it clearly describes who our customers are and what we produce as outcome benefits for them.”
“Our Mission is to provide our members and their customers with innovative programs and services, to continue advancing the quality, reliability and value of Red Angus and Red Angus-influenced seedstock used in the commercial beef industry.”
We pursue this mission to promote the economic well-being and satisfaction of our members and their customers, and to equip them to be progressive cattle producers.
RAAA Vision
“The Red Angus Association of America provides visionary leadership and innovation to enhance the beef industry’s profitability through the competitive advantages of Red Angus and Red Angus-influenced cattle.”
When you read the mission and vision statements, you get a sense that they could easily be used in our context.
Our members might be interested to know that the RAAA became the first beef breed organisation to accept gene-edited animals into their registry, recognizing the potential benefits for breed advancement. It was a very interesting conversation following some of the highly emotive debates in the Angus media within the USA. I was very keen to learn about the process, as in time our Board of Directors will be forced to walk a similar road.
We will welcome Tom Brinks and some of his Directors to the 2025 Neogen World Angus Forum. Our members will find Tom a very interesting man to speak with and share ideas. In every way our interactions have been very encouraging. I would like to thank Tom and the RAAA team for being so welcoming and thoroughly open in their information which was shared.
– Scott Wright, CEO
