Consequently, Johnson has applied heavy selection pressure to the female side of the equation. The results take form as heifers that are sought after. So, beyond Johnson's own needs, he markets replacement-quality heifers, both privately and at auction. Continued demand for quality females also led Johnson to partner in a company that specializes in custom-built replacement females. Co-owned with Galen and Lori Fink, Genetics Plus serves both purebred and commercial clients by supplying bred heifers to meet buyers' specifications.
Clients indicate their preferences for mature weight, calving season dates and service sires.
Genetics Plus then procures the heifers and has them professionally developed and bred according to the predetermined plan. Clients also may have the option of selling their heifers' calves to Genetics Plus. Even steers and nonreplacement heifer calves may be marketed through the company's cattle-feeder contacts. But the Johnson operation's diversity extends beyond the marketing of finished steers and replacement heifer enterprises. To take advantage of as many marketing opportunities as possible, Johnson likes to have value-added animals for sale whenever there is demand.