R.L. “Bob” Hough, Ph.D., is executive vice president (EVP) for the North American Limousin Foundation (NALF). The Board of Directors offered him an initial two-year contract at its meeting in August 2009, and he settled into the NALF office the following month.

In NALF’s primary leadership position, Hough is responsible for executing policies and programs regarding the herdbook, animal performance, member and industry relations, breed marketing and promotion, finances, staffing, strategic planning, and various member services.

“I am excited to join the Limousin team and am looking forward to growing the Limousin breed,” Hough said upon signing his contract. “Our goal as a staff and as a breed will be making Limousin the Continental common denominator in progressive commercial producers’ crossbreeding systems.”

Hough most recently was a senior principal and the livestock-industry practice leader at the Haines Centre for Strategic Management. He previously served for three years as the marketing coordinator then 10 years as the chief executive at the Red Angus Association of America (RAAA). His other professional experiences include working as an Extension specialist in Arizona and Maine. The Maine beef industry subsequently inducted him into its hall of fame.

While at RAAA, Hough led the development of the industry’s first process-verified program (PVP), the Feeder Calf Certification Program. He also implemented a carcass expected progeny difference (EPD) program and negotiated value-based marketing grids with two major packers. Under his leadership, RAAA released the industry’s first reproduction sire summary in 2002.

He grew up on his family’s livestock farm in Pennsylvania. He has a bachelor’s degree from Pennsylvania State University, a master’s degree from the University of Connecticut, and a doctorate from the Virginia Polytechnic Institute and State University. All of his degrees are in animal science.

Hough has served on the Beef Improvement Federation (BIF) board of directors and program committee, was a guidelines author and editor for breeding-herd evaluation, and chaired a committee on whole-herd reporting. He has received the BIF Continuous Service Award.

He was a founding member of the Ultrasound Guidelines Council (UGC), has been president of the U.S. Beef Breeds Council (USBBC), and served on the boards of directors for the National Pedigreed Livestock Council (NPLC) and the National Beef Cattle Evaluation Consortium (NBCEC).

Hough has written more than 200 articles; co-authored a book, Breeds of Cattle; and wrote another book, The History of Red Angus. He has addressed beef industry audiences in 27 states, four Canadian provinces and four other countries. He has served on the steering committee for the National 4-H Livestock Judging Contest for more than 15 years; and he has judged livestock shows in 15 states, four Canadian provinces and two other countries.

“We are excited about the things Dr. Hough brings to the table,” said NALF President Bob Millerberg of Utah when he announced the Board’s decision. “His strong leadership skills and proven track record will be assets to the Limousin breed as we continue to work together to increase our market share.”

Hough succeeds Kent Andersen, Ph.D., who became NALF’s EVP in 2000 after serving as director of education and research since 1990. Andersen left the organization July 1, 2009, to become an associate director at Pfizer Animal Genetics.

NALF now has had nine chief executives since its founding in June 1968: Richard Goff, 1968 to 1972; Dale Runnion, 1972; Bob Vantrease, 1972 to 1977; Greg Martin, 1977 to 1988; Jerry Fitzgerald, 1988 to 1989; Wayne Vanderwert, 1989 to 1992; John Edwards, 1992 to 2000; Andersen; and Hough.