Earlier this year, as part of our “150 and Beyond” celebrations, we invited members to share their views on the Aberdeen-Angus Cattle Society through a comprehensive member survey. This initiative was designed not only to mark 150 herdbooks since the mid-1800s, but also to gather the insights that will shape our strategy for the future—the “Beyond” that lies ahead. We are delighted to report that 243 members took the time to respond—a strong response rate that demonstrates the genuine care and commitment our membership has for the breed and the Society.
We have listened, and we want you to know: your feedback matters and is actively shaping our future strategy.
The survey painted an encouraging picture of where we stand as a Society. Members gave us an overall rating of 3.93 out of 5, which represents a strong foundation and testament to the collective efforts of recent years. Even more heartening was the resounding trust members place in our staff, with 83% of respondents agreeing or strongly agreeing that they trust the Society for its honesty and integrity. This recognition of our team’s dedication and professionalism is something we are immensely proud of, and we want to extend our gratitude to everyone at Pedigree House who works tirelessly on your behalf.
Understanding Our Membership
The survey responses revealed the diversity within our membership. Most respondents (63%) have been members for over ten years, demonstrating remarkable loyalty to the breed. We also welcomed insights from newer members, with 22% having joined within the past five years. Geographically, our membership spans the breadth of the UK, with representation from every region, each bringing unique perspectives shaped by local farming systems and markets.
What emerged clearly is that our members are motivated by a shared passion: pride and enthusiasm for the breed, the desire to breed quality cattle for commercial herds, and the aspiration to achieve premium returns for their livestock. These fundamental motivations guide everything we do as a Society.
Core Services Valued
Members expressed strong appreciation for our core services. Herdbook integrity, stewardship of the Aberdeen-Angus brand, and the Youth Development Programme were all recognised as essential or valuable by the vast majority of respondents. It is particularly gratifying that 87% of respondents considered the Society to be highly effective or effective in managing the herdbook—the cornerstone of our work.
The survey also highlighted areas where members would welcome additional focus. Communications emerged as an important theme, and we acknowledge that listening to members and meeting their needs scored lower than other measures. This is a clear signal that we need to strengthen the channels through which your voices are heard. We are committed to improving this aspect of our relationship with you, and through 2026 we are revamping the website as a core part of this commitment.
Looking to the Future: 150 and Beyond
Your feedback on future priorities provides invaluable direction as we develop our “Beyond” strategy—the roadmap that will guide the Society through the next era of the breed’s distinguished history. Members identified breed improvement as a major priority for the next decade, with particular emphasis on meat eating quality, maternal traits, and functional characteristics. There is also strong support for promoting the Aberdeen-Angus brand at retail and consumer levels to ensure the premium our breed commands is maintained and enhanced.
The survey revealed growing interest in genomics, with 57% of respondents anticipating that their emphasis on Genomic Breeding Values (GBVs) will increase in the coming years. We recognise the need to provide clearer guidance on how genomics and performance recording work together to support breeding decisions, and we are working to improve our educational resources in this area.
Members also highlighted the importance of knowledge transfer and exchange. Whether it is understanding genetic selection for feed efficiency, interpreting GBV information, or improving website functionality, we hear your call for more accessible, practical support. These themes are central to our strategic planning as we look “Beyond” the next 150 herdbooks.
Our Commitment to You
This survey was not simply an exercise in gathering data—it is the foundation of our “Beyond” strategy. Council and management have carefully reviewed your comments and recommendations, and your insights are directly informing our strategic planning for the years ahead. We are using your feedback to refine our services, strengthen our communications, and ensure the Society remains relevant and effective for all members.
We recognise that member engagement is a two-way process. You need to know that your voice is being heard and that it influences the direction of your Society. This is your assurance that it does. As we honour 150 herdbooks of heritage, your contributions are helping us chart the course for the next chapter of the Aberdeen-Angus story.
Thank you to everyone who participated. Your time, your honesty, and your thoughtful contributions strengthen our Society and our breed. Together, we are building a future that respects our past whilst embracing the opportunities “Beyond”.
