Using technology and data-driven solutions to enhance herd performance, optimize feed efficiency and scale marketing efforts is a key strategy for the Mertz family of River Creek Farms.
A seedstock cattle operation located in the heart of the Kansas Flint Hills, River Creek Farms was established in 1890. The farm has deep agricultural roots spanning multiple generations and a reputation for producing high-quality SimAngus genetics built to work in real-world conditions.
The Beef Improvement Federation (BIF) presented River Creek Farms the 2025 BIF Seedstock Producer of the Year Award on June 12 during the group’s annual research symposium in Amarillo, Texas. This national award is presented annually to a producer whose dedication to improving the beef industry at the commercial level deserves recognition.
The River Creek Farms registered cow herd was founded in 1970 by Joe Mertz, using some of the first Simmental genetics imported into the U.S. Soon after, River Creek Farms became an early member of the American Simmental Association (ASA). Today, the operation is managed by Joe and his son, Abram.
The current cow herd consists of 800 cow-calf pairs, including 500 registered Simmental and SimAngus cows and 300 commercial recipients dedicated to the embryo transfer (ET) program.
“At River Creek Farms, our production philosophy is grounded in one simple principle —every bull we sell should deliver a measurable return on investment for our buyers,” Joe says. “This isn’t just a goal — it’s a promise backed by decades of experience, rigorous data and a commitment to excellence in cattle breeding.”
All bulls sell with a four breeding season guarantee on feet and semen. If a bull’s semen or feet go bad, they will provide credit for the breeding seasons left to complete.
River Creek Farms customer Dan Rosebrook, from Lincoln, Kan., has been buying bulls from the Mertz family for 10 years. He shares, “They have really good bulls, but what I really appreciate is they are really good people to deal with and stand behind their bulls.”
Data-Driven Decisions
River Creek Farm uses genomic-enhanced selection to accelerate genetic progress and improve herd predictability. Their entire cow herd is DNA-tested, with genomic-enhanced EPDs and confirmed parentage, allowing them to make data-driven breeding decisions and rapidly multiply superior genetics.
“By leveraging genomics, we can accurately predict traits such as growth, feed efficiency, carcass merit and maternal performance, ensuring our cattle meet the highest industry standards,” Joe explains.
Prior to calving, every cow is enrolled in the Total Herd Enrollment (THE) program through ASA, allowing comprehensive record-keeping and genetic benchmarking. At birth, all calves are DNA-sampled using tissue collectors, with samples immediately sent to ASA’s Calf Crop Genomics program. This process provides genomic-enhanced EPDs and parent verification, delivering early and accurate performance data that refines selection decisions and optimizes future matings.
“By integrating advanced genetic tools and comprehensive performance tracking, we enhance predictability, efficiency and genetic progress, ensuring our customers receive cattle built to perform in real-world conditions,” Abram says.
Advanced reproductive technologies, including artificial insemination (AI) and ET, play a critical role in accelerating genetic progress, with hundreds of embryos transferred annually. Each year, River Creek Farms markets 200 Simmental and SimAngus bulls, with most selling at their annual spring bull sale the second Wednesday in February.
“A strong desire for progress drives the Mertzes to raise the bar on quality year after year,” says Matt Teagarden, Kansas Livestock Association chief executive officer. “Following their annual bull sale, the family closely analyzes every data point from each lot to determine which traits their customers place the highest value on. As customer priorities shift over time, River Creek Farms adapts its program to meet demand. Their tremendous record keeping and organizational skills have been paramount to maintain the volume of data they’ve compiled over the years.”
Using Technology to Improve Efficiency
River Creek Farms’ recipient herd is equipped with the Allflex SenseHub Beef system, which is a real-time monitoring platform that tracks health, fertility and rumination patterns.
“This system improves estrus detection, identifies potential health issues early and enhances overall herd efficiency — leading to higher conception rates and healthier pregnancies,” Joe explains.
The family is not only optimizing their herd, but also their marketing dollars.
“As early adopters of digital marketing, we have leveraged our website since the early 2000s to find new buyers and bidders — giving us a distinct competitive advantage and lowering our customer acquisition costs,” Abram says. “Our customer management platform allows us to track and analyze buyer behavior online, attributing leads to various marketing channels like organic search, paid ads, social media and direct mail.”
This enables the Mertzes to reduce costs in under-performing channels while doubling down on high-return strategies, allowing them to scale efficiently as they expand their bull marketing nationwide.
Beyond the cow herd, the Mertz family farms 3,000 acres of corn, soybeans and select cover crops to support the seedstock operation’s sustainability. Precision ag technology is leveraged to maximize efficiency across both farming and cattle operations.
To improve feed conversion efficiency, they have incorporated Enogen corn into their farming and feeding program. The alpha-amylase enzyme in Enogen breaks down starch more effectively — increasing energy availability for cattle and enhancing overall digestibility and performance.
The Seedstock Producer of the Year award is presented by BIF and sponsored by Drovers. For more information about this year’s symposium, including additional award winners and coverage of the meeting and tours, visit BIFSymposium.com.
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