Member Survey Feedback from Robert Logan, SAOS Head of Co-op Development, on behalf of the Aberdeen-Angus Cattle Society.
Thank you to all who completed the recent members’ survey. As 2025 marks the 150th Aberdeen-Angus Cattle Society herdbook, your responses provide powerful feedback that will inform Society activity, to allow us to look beyond 150.
One in seven members completed the survey and respondents were from a good spread of geographic and herd size representation, allowing us to take confidence in the results. Overall, members were highly positive about the future of the Aberdeen-Angus breed as a primary choice across the UK beef sector. 88% agreed they were proud to be a member of the Society. Importantly, 84% strongly rated the quality of service and 83% have trust in the Society’s integrity and honesty. This is great motivation that has been communicated to the team!
While the Society is open and accessible to all, performing a structured survey such as this enables us to identify key themes and priorities across the membership. Administering herdbook integrity is a core responsibility of the Society and it was useful to find that members also recognised the value of the Society in protecting the integrity of the Aberdeen-Angus brand at farm and retail levels. Whilst we are unable to control all of the factors that drive this, we will continue to invest in strengthening our stewardship of the brand to ultimately benefit both the breed and its enthusiasts, you, the Society members.
Meat eating quality, maternal traits and functional traits were respondents top three priorities for the breed to focus on. Breed Development will take this on to determine how best to support members in these endeavours.
Respondents felt that the top three priorities for the Society over the next 10 years are promoting the brand at retail and consumer level to continue to return a market premium, supporting breed improvement, and maintaining the integrity of the herdbook.
We have a further wealth of information to review, with only a selection mentioned above. Other areas revolve around governance, communications, and member future intentions – much to understand and progress. Honest feedback from the membership is essential to help Council and staff focus and concentrate efforts. Thank you again for taking part.
