Prime Pursuits: Using AgriWebb to drive holistic supply chain efficiency

The Prime Pursuits program was founded on a simple, yet powerful belief: to produce high-quality beef efficiently, cow-calf operators, those at the supply chain’s starting line, must be empowered with data and insights to make better decisions. This core philosophy drove Prime Pursuits to build a partnership dedicated to consistency, quality, and mutual growth with its network of producers.

However, to achieve the desired supply chain outcomes, Prime Pursuits lacked one crucial element: consistent performance data that could travel downstream with the calves.

The missing link in the supply chain

Without an integrated solution, a massive information gap existed right at the ranch gate. Crucial data points recorded by cow-calf producers, such as weaning weights, vaccination records, and treatments, were often siloed or lost. For Prime Pursuits to fulfill its mission of maximizing efficiency throughout its supply chain, knowing as much as possible about its cattle was absolutely critical.

The lack of standardized, shareable data between Prime Pursuits and its producers created a fundamental disconnect: producers were unable to receive crucial feedback that would help them refine their bull purchasing and herd management decisions. Specifically, they could not accurately link their ranch decisions (which bulls to use or which health protocols to follow) to ultimate performance metrics, such as final carcass quality or death loss reports, which directly influence their financial success in the program.

The partnership: Data that follows the animal

To solve this traceability and data feedback challenge, Prime Pursuits formed a partnership with AgriWebb.

This collaboration equipped ranches producing calves for Prime Pursuits with a seamless, safe, and secure ranch management platform to collect and share detailed calf data with Prime Pursuits and its network of advisors. Crucially, this partnership means information is no longer siloed; it is transferred throughout the Prime Pursuits supply chain, literally following the animals from the ranch, through feeding, and into processing.

The Payoff: Prime Intelligence (PI) drives better decisions

Even after the animals are harvested, the journey of the data isn’t complete. AgriWebb’s integration fuels the proprietary Prime Intelligence (PI) platform, which serves as the producer’s analytical hub. This system funnels critical, post-harvest data, including carcass quality and genetic performance results, directly back to the cow-calf rancher.

This closed-loop feedback solution allows producers to drive continuous improvement by:

• Optimizing genetics: Using hard data to identify which sires and dams are producing the most efficient, highest-quality offspring, leading to smarter bull selection and rapid herd improvement.
• Benchmarking performance: Reviewing comprehensive analytics that compare their herd’s performance (weights, prices, carcass data) against Prime Pursuits averages.
• Ensuring program compliance: Meeting Prime Pursuits’ high standards for health and quality assurance with verifiable, documented records.

By leveraging AgriWebb’s livestock management software, Prime Pursuits has created a truly traceable beef supply chain that transforms raw farm data into actionable intelligence that benefits its entire network of producers.

II. Producer spotlight: Success on the ranch

The real measure of this program’s success lies in the stories of the producers who implement the technology every day. Here’s an example of how a ranch selling into the Prime Pursuits program are leveraging this new data ecosystem to drive efficiency and quality:

For sixth-generation ranchers Robin and Pat Karney, adopting AgriWebb through the Prime Pursuits program marked a turning point in how they manage their Black Angus operation east of Las Animas. Although the family had always kept extensive records, that information lived in spiral notebooks, binders, spreadsheets, and individual memory. As their multi-property operation grew, it became clear their old record-keeping system was not built for scale and, worse, did not provide the level of visibility needed to make long-term genetic and management decisions.

AgriWebb changed that by bringing together every aspect of the Karneys’ herd data, from treatments, movements, and weights to calving events, pasture use, and genetics. With every family member working from the same accurate information, the Karneys could finally see the full picture of their herd’s performance across seasons and properties.

That visibility quickly translated into meaningful action. By linking DNA records, calf performance, and carcass outcomes shared by Prime Pursuits, AgriWebb helped the family identify a bull that appeared sound on the surface but was underperforming compared with the rest of their bulls. With data to validate the decision, they replaced him and protected future calf crops from ongoing losses.

The insights did not stop there. AgriWebb gave the Karneys the ability to pinpoint cows consistently producing top-performing calves, understand which pastures delivered the best gains, track grazing pressure, and match calves more accurately to Prime Pursuits specifications. These patterns had long been suspected, but now they were proven and actionable.

By connecting their ranch records with downstream performance data from Prime Pursuits, the Karneys now operate within a true closed-loop system. Every decision is informed by consistent, high-quality information that follows each animal from birth through harvest. For the Karney family, the AgriWebb and Prime Pursuits partnership has transformed their ability to manage risk, strengthen genetic progress, and safeguard the long-term future of their operation.

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Want to learn how AgriWebb can help you run a more connected and resilient red meat supply chain, like Prime Pursuits, ABP’s Gamechanger and Open Range Beef? Click here for ways to get in touch.