Boomer boosts Cogent Signature Beef team

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Booming beef sales from Cogent Breeding has prompted the company to appoint Boomer Birch to the helm of the Signature Beef team.

After several years working for Cogent as the company’s Beef Sire Analyst, Boomer will no doubt already be a familiar face around the shows and sales of the UK.

As a beef farmer’s son from Staffordshire, Boomer is a successful showman with his Pasturefield Herd and a variety of breed and interbreed championships under his belt. His expertise is renowned on the show circuit and he is a regular judge of beef classes around the world.

He will now take the role of Beef Programme Manager within Cogent to beef up the ‘Signature’ side of the business and lead Cogent’s operations and delivery of service to a growing customer base. However, Boomer will still continue his duties as Sire Analyst, selecting beef bulls for the Cogent stud, developing the young sire progeny evaluation programme and advising farmers on best breeding practices.

Over the years, Boomer has been instrumental in developing and expanding Cogent’s Signature Beef Programme,” says Cogent’s Genetic and Product Development Manger, Hugh Pocock. “So when we were looking for someone to lead the Signature Beef team, we couldn’t think of a better person than Boomer.

“Not only is he completely committed to Cogent’s vision to be the world leader in the improvement of beef and dairy genetics but the relationships he has built up with farmers and breeders are second to none. Boomer’s credentials are tailor-made for his new role and, with his passion and experience for beef animals, I know he will provide excellent advice and a fantastic service to our customers.”

Speaking of his new role, Boomer Birch said: “I am absolutely delighted that the next step in my career is within Cogent. This position not only allows me to select elite bulls that will sire the next generation of beef stars but it places me right at the cutting edge of genetic technologies within a progressive company.

“I am very much looking forward to working with the dynamic Signature Beef team however, the real excitement for me is being able to develop and expand our range of customer focussed products and services. Cogent’s Signature Beef range is well known for bringing the very best of genetics, technology and science to ensure our customers’ herds are productive and profitable; I am delighted to be able to continue and enhance this tradition.”

Boomer will be representing Cogent at shows and sales throughout the UK over the coming months and can be contacted on 07901 914160 or boomer.birch@cogentuk.com.