With the growing trend of crossing beef genetics on dairy cows, opportunities for veterinarians to offer value-added services on the farm continue to evolve. During this CE event, attendees will have the opportunity to learn first-hand from producers and industry experts about the benefits of cross breeding. The program will kick off with two dairy producers sharing how they achieved success through crossbreeding and offer their benchmarks and methods of crossbreeding the right cows. Next, an industry expert will share the expectations of the dairy beef market and offer tips for producers to maximum profit in this competitive arena. Finally, a genetics expert will explain what to look for when selecting a beef bull and how that information can impact your end result. The day will conclude with all speakers participating in an open panel.


Exclusive to This Event:

Calling all veterinarians! Invite a client (farmer) to attend with you! Your WVMA member rate will apply to both registrations.

Limit one client per veterinarian. The veterinarian must register the client by calling the WVMA at  (608) 257-3665. The client cannot attend without the veterinarian present.

Featured Speakers

Andrea Brossard


Brossard Dairy Farm, LLC
Beaver Dam, WI

Andrea Brossard is a managing partner on her family’s dairy and crop farm. She farms with her brother, Anthony, and parents, Dennis and Carol. The farm includes 400 dairy cows and 750 acres of corn, soybean, alfalfa and small grains.

A University of Wisconsin-Madison graduate with degrees in dairy science and agricultural journalism, Brossard worked in the dairy industry immediately following graduation as an agriculture communicator, marketer and nutritionist. She returned to the family farm in 2014.

Andrea has been an active Farm Bureau member for more than a decade at the local, state and now national level. She is also active with Dairy Girl Network as their Educational Resource Lead. She has been involved as a leader and member of the National Agri-Marketing Association and been recognized with an Honorary State Farmer Degree by the Wisconsin FFA and as a Friend of the University of Wisconsin-Madison Collegiate Farm Bureau.

Lloyd Holterman


Rosy-Lane Holsteins LLC
Watertown, WI

Lloyd Holterman is the owner, manager and partner of Rosy-Lane Holsteins LLC with his wife, Daphne. Lloyd graduated from University of Wisconsin-Madison in 1980 with a B.S. degree in dairy science. Lloyd and Daphne farmed with his parents for six years, then went on their own for two years. They returned to the home farm in 1989 and five years later bought the 220-acre farm. Rosy-Lane Holsteins LLC was formed in 1999. They have grown the operation over time to its current 1,050 cows and 1,750 acres.

Lloyd is responsible for overall farm management, genetics and business management. The Holtermans have two younger partners, Tim Strobel and Jordan Matthews.  Strobel handles crops, feeding, nutrient management and safety, while Matthews manages the milk parlor/dairy staff and herd reproduction.

Lloyd is a graduate of the University of Wisconsin Agribusiness Executive Management program, Leadership Watertown program, and The Executive Program for Ag Producers (Texas A&M University). Lloyd and Daphne have two adult daughters, Lauren Brey of Sturgeon Bay, Wis., and Taylor Holterman of Naperville, Ill.

Brad Johnson


Shawano, WI

Brad Johnson is a native of northwest Wisconsin and a graduate of UW-River Falls. A lifelong cattleman and student of the beef industry, Johnson has worked for GENEX since 2004. Serving in the capacity of Director of Beef Genetics, he and his team are responsible for the acquisition and progeny testing of 50+ GENEX beef sires annually to serve the global market.

Brad and his wife, Lindsay, have two children, Isaac, 7, and Charlotte, 5. They own Johnson Family Cattle, a Red Angus and Angus farm near Shawano, Wis.

Ben Mrdutt


Oakridge Livestock Services
Boyceville, WI

Ben Mrdutt began working in animal agriculture over 22 years ago. He received his bachelor’s degree from the University of Wisconsin-Stout and taught agriculture education at Glenwood City School District for one year before agriculture pulled him back in full time.

After working in the cattle marketing arena the past four years, Ben left to start his own business, Oakridge Livestock Services (OLS), in December 2018. At OLS, Ben serves cattle producers throughout the Midwest to connect buyers and sellers in a transparent and honest way. His goal is to serve the needs of his clients and support today’s cattle industry.

Event Sponsors

Event Schedule

July 25 / 9 a.m.-4:30 p.m.

8:30 a.m.


9:00 a.m.

Program Begins

Crossbreeding Beef on Dairy

Andrea Brossard, Brossard Dairy Farm, LLC 

Hear first-hand how crossbreeding the lower end of the dairy herd has led to higher quality calves and profitability for the farm.

Crossbreeding Beef on Dairy: No Pain, No Gain

Lloyd Holterman, Rosy-Lane Holsteins LLC

Learn what the Rosy-Lane Holsteins LLC crossbreeding program entails and the impacts it has had on their operation.

Crossbreeding Beef on Dairy: Enhancing the Value of Dairy Beef Production. Are We?

Ben Mrdutt, Oakridge Livestock Services 

Understanding how the market and pricing works is key in establishing a crossbreeding program. This session will cover what factors impact the market and the producer’s return on investment from the time the calf is born to the end product.

Making the Ideal Dairy Beef: Strategic Sire Selection for Beef x Dairy Programs

Brad Johnson, GENEX 

This portion of the program will include a discussion of the unique challenges involved in beef/dairy crossbreeding programs, including breeds, proofs and traits of beef sires that complement the dairy female.

Speaker Panel

Get your questions answered by the experts! Participants will have the opportunity to ask the speakers questions in an open-panel format.

4:30 p.m.



Holiday Inn Stevens Point – Convention Center
1001 Amber Ave
Stevens Point, WI 54482
(715) 344-0200


  • Member

  • $160
  • Pre-registration required. No walk-ins will be accepted. The WVMA must be made aware of substitutions prior to the date of the event. No refunds.

  • Non-Member

  • $ 225
  • Pre-registration required. No walk-ins will be accepted. The WVMA must be made aware of substitutions prior to the date of the event. No refunds.

  • Student Member

  • $ 80
  • Pre-registration required. No walk-ins will be accepted. The WVMA must be made aware of substitutions prior to the date of the event. No refunds.

  • Student Non-Member

  • $ 125
  • Pre-registration required. No walk-ins will be accepted. The WVMA must be made aware of substitutions prior to the date of the event. No refunds.

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