In southeastern Brazil, bovine beauty contests are playing an unexpected role in revolutionising the global meat industry. These events are not about pageantry for show — they determine which cows possess the most desirable genetics. The so-called “supercows” at the heart of this movement are transforming beef production through selective breeding, cloning, and cutting-edge science.
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As The Economist reports, the dominant breed at Brazil’s renowned ExpoZebu gala is the zebu — a drapey-necked cattle originally from India. Zebus first rose to prominence in Brazil in the 19th century due to their natural resilience to heat and parasites, outperforming European breeds in tropical climates. Since the 1970s, genetic modification and improved feed crops have strengthened them further. By the 1990s, Brazil’s livestock breeding programmes began to show remarkable results, with the average zebu’s weight increasing by 16 percent since 1997.
In the state of Minas Gerais, cattle farming has fuelled economic growth, with zebus now accounting for around 80 percent of Brazil’s 230 million-strong cattle population. At elite livestock auctions, buyers travel from around the world not to purchase individual animals but to secure access to their genetics. Top-tier cows can fetch astonishing sums. One such animal, Viatina-19 FIV Mara Movéis, was valued at over $4 million last year. She has a team of veterinarians and even armed security to ensure her wellbeing.
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Ownership of these high-value cows is often shared between multiple investors, each entitled to harvest and sell the cow’s eggs for several months annually. These embryos are then licensed to breeders and farmers hoping to improve their herds. The genetic material of prize-winning cows is also routinely cloned to preserve superior bloodlines. Beyond boosting beef yields, Brazil’s success has broader implications for food safety. The World Organisation for Animal Health is expected to declare Brazil free of foot-and-mouth disease — a milestone for both Brazilian agriculture and global food security.
