Breeding Better, Breeding Smarter

Under the stewardship of third-generation farmer Ian and Alistair Holliday, Dobcross Hall has evolved into a progressive, data-led dairy enterprise. A full Cogent client for the past two years, Ian works closely with Cogent Genetics Consultant Mike Stobbart and uses DNA testing, genomic mating plans, and support from Cogent Genetic Services Specialist (GSS) Ruth Harper to make consistent, confident breeding decisions aligned with his herd goals.

"Since working with Ruth and using genomic testing, there's been a real shift," Ian explains. "We've cut out low-ranking animals and the average is going up. I'm not too bothered about the top end, it's the herd average that matters."

Confidence Through Consistency

A pivotal moment in Ian's genetic strategy came during a Cogent-organised US trip, where he saw firsthand the daughters of bulls including Captain, Earl, Illusion and Thorson, sires he has now used confidently.

"The US trip was really good. We saw all the bull studs, heifers, and went round various different farms. We saw a lot of daughters of some really good bulls. It gave us confidence in using the genetics a bit stronger. And helped push us toward becoming a fully Cogent herd."

This reinforced belief in Cogent's breeding programme has helped Dobcross Hall stay focused on long-term goals: breeding robust, high-yielding Holsteins with strong health traits, high £PLI, and increasingly, EcoFeed efficiency.

The Genomic Testing Journey

Ian's genomic testing story demonstrates the long-term value of genetic data. "I did some testing six years ago when it first came out, then stopped because the price increased. I looked back on the data five years later and it proved the ones that had the higher ranking had done a lot better, so it just gave me confidence."

Since the US trip, Ian has been routinely genomic testing all heifers. The results speak for themselves.

Current Performance:

• Daily yield: 38.5 litres per cow
• Milk quality: 4.7% fat and 3.5% protein
• Annual target: Over 12,000 litres with three-times-daily milking
• Facilities: 350 cows in new shed, rotary parlour

"From doing the genomic testing, we saw all the low-ranking animals, which we maybe wouldn't have seen previously, and were able to cut them out bringing the bottom line up. The average is going up, which is the important part."

GSS: Bringing Structure and Support

As herd size increased, so did the need for clarity and coordination. That's where GSS,  Ruth Harper became vital, providing:

• Weekly genomic results analysis
• Strategic mating plans ensuring consistency across the team
• Selection of appropriate animals for sexed semen
• Ongoing breeding programme management

"Ruth comes in and does the mating. We're the full package now," Ian says. "As the herd's got bigger, there's more staff involved and it just makes the whole process smoother and more consistent. Everyone knows what we're doing."

The collaborative approach works because, as Mike puts it: "All three of us, Ian, Ruth and myself, actually like the sort of cows that we're trying to breed. They're the kind of cows we'd all have. “It helps that everyone else is putting an input in, that's value in that.” Ian adds.

Pathway: Profit with Purpose

Dobcross Hall joined the Pathway Beef Scheme four years ago. Since then, the integrated supply chain has offered stability, transparency, and real long-term value.

"It's been a really good system for us. It's consistent. We know where we're at, we know when the calves are going, what price they are, and we know what Pathway want out of us as well."

The programme enables both financial and operational forward planning, ensuring breeding decisions are purposeful and profit-focused.

Technology That Works

Ian has embraced sexed semen technology, both for dairy replacements and beef from dairy calves, with impressive results. He has used around 120 straws of sexed Angus through Cogent's Beef Impact testing programme.

"The conception rates were the same as conventional," Ian explains. "That's thanks to the mating plan picking the right cows. It proves the genomics and planning are working hand in hand."

The Peace of Mind Factor

Perhaps the most significant benefit Ian describes is operational confidence: "Previously I was a bit more particular on each thing, whereas now I can just let the whole system run itself. It's taken the pressure off me, and I trust the system."

This peace of mind comes from knowing the entire team is aligned and working toward common goals, supported by data-driven decisions and expert guidance.

The Cogent Difference at Dobcross Hall

✓ GSS Expertise: Ongoing genomic analysis and precise mating plans
✓ Genomic Testing: Drives consistent improvement and herd confidence
✓ High-End Genetics: Strategic sire selection including Captain, High Contrast, Jefferson, Fanatic, and Bjorn
✓ Pathway Partnership: Financial planning and long-term security through integrated supply chain
✓ Beef Strategy: Proven conception success with sexed Angus semen
✓ US Genetics Tour: Built trust by seeing consistency in Cogent daughters abroad

"Cogent helps bring structure and consistency to our breeding programme — and that brings peace of mind. Everything's more efficient, and we can plan confidently for the future. We've got people looking after it, everyone's putting input in, that's where the value is."
— Ian Holliday, Dobcross Hall

Ready to build confidence in your breeding programme? Contact your local Cogent Genetics Consultant to discover how our integrated genetics services could transform your farm's performance.