ST. JOSEPH, Mo. — John Crouch, chief executive officer (CEO) of the American Angus Assoc. (AAA) announced on Feb. 20 that he is retiring from the organization effective Sept. 30, the fiscal year end for the association.<br>
“You know, I’ll be 68 years old this fall. I’ve spent 34 years-half my life-with the association and though I’ve enjoyed every minute of it, there comes a time when we all need to move on,” began Crouch, a Tennessee native who has been CEO since the untimely death of Richard L. “Dick” Spader in October 2001.<br>
Crouch has literally risen up through the ranks to become CEO starting in 1974 when he was named regional manager for the Southeast area. Crouch was delighted to work with Angus cattle full-time.<br>
“It was on of the happiest days of my life,” Crouch recalled, likening the opportunity to spend time talking cows “as close to heaven as you could get.”<br>
By 1981, Crouch was asked by the new CEO, Dick Spader, to make a move to the Angus headquarters in St. Joseph, Mo., and assume Director of Performance Programs position that Spader had just vacated. <br>
According to association information, it was during this time that Crouch aided in the development of the largest database of beef cattle performance records in the world.<br>
“Without a doubt, John has to be considered one of the pioneers in developing performance programs for the beef seedstock industry as we know them today,” said Bill Bowman, Angus association Vice President of Information and Data Programs.<br>
Though he is retiring as CEO and is the first CEO of the association to retire in more than 45 years, Crouch feels performance data and advancement is key to improving the breed and ultimately the industry.<br>
“The thing that has changed the most is that 30 or 40 years ago breeding cattle and seedstock selection was based solely on visual appraisal. I’ve watched the evolution to a scientific approach to selection with much interest,” Crouch began.<br>
He said there are two main reasons that science has been so important. First, advances have helped commercial cattle raisers operate at a profit and second the association has been able to put programs in place to enhance consumer acceptance of Angus beef.<br>
“The CAB (Certified Angus Beef™) program has been really profound in making people aware of difference in beef and beef quality and allow people to realize a wonderful eating experience,” Crouch said.<br>
Anyone aware of the beef industry knows that Angus, the self-proclaimed “Business Breed,” is big business in the industry, right now. Crouch warns his successors not to take their golden position lightly.<br>
“We have to maintain the pace that’s in place right now. We are in an awfully good position and we can’t become complacent with our place in the industry.”<br>
Though Crouch and his wife, Judy, are looking forward to moving to Taos, N.M. to pursue some of the finer things in life, he insists that he will remain connected to Angus, though he hasn’t decided how just yet.<br>
“We will remain involved in the beef industry in some capacity even if it is just as a spectator at purebred events,” Crouch quipped.