You hear the auctioneer’s chant roll across the room, punctured by the sharp calls of bid spotters scanning the crowd. Heads nod, hands lift, and conversations are quiet as the next lot flashes on the screen. The anticipation builds… this is Embryos on Snow.
Celebrating its 20th anniversary, Embryos on Snow returned to the National Western Stock Show in true fashion. Held in the new world headquarters of the National Western Stock Show, the National Western Club in The Legacy welcomed hundreds of cattlemen and cattlewomen, all gathered for one of the most exclusive genetic opportunities in the beef cattle industry. More than a sale, Embryos on Snow is a place where future herds are shaped, one bid at a time.
The Collins family’s cattle operation dates back to 1906, when L.L. Kinder homesteaded land in Tillman County, southwest Oklahoma, establishing what is now Collins Cattle Inc. Now operated by fourth-generation ranchers Colby and Christy Collins, the ranch focuses on raising high-quality cattle that perform both in the pasture and the show ring. Beginning with Hereford cattle, the ranch hosted its first production sale in 1928. The family adapted to the changing industry by introducing black cattle and developing crossbreeding programs. Over time, the idea of Embryos on Snow developed and was eventually established.
Embryos on Snow began with one sale in Denver and a goal to offer superior genetic opportunities while giving back to the youth of agriculture. What started as one event has grown into a nationally recognized sale that continues to shape breeding programs across the cattle industry. Following the COVID-19 pandemic, the sale expanded to two annual events. Part One is held in Oklahoma City during the Cattlemen’s Congress, and Part Two is in Denver during the National Western Stock Show. The sale is unlike any other; an event that buyers won’t want to miss.
Exclusivity is what sets Embryos on Snow apart. Buyers have just one opportunity each year to access these genetics, many of which are never offered in any other sale. From frozen genetics to live lots, the sale features individuals who go on to make lasting impacts within the beef industry. According to Graham Blagg of Innovation Ag Marketing, a team is responsible for sourcing, marketing, and producing the sale. Their role begins months in advance, identifying and recruiting only the most elite donors, sires, and genetics available. Blagg emphasizes that each is invitation-only and appears exclusively in Embryos on Snow, reinforcing the sale’s exclusivity and one-time opportunity.
Several success stories have passed through Embryos on Snow. One story is of a Simmental bull sold in 2021, Remedy, who later became a National Champion and has since sired numerous National Champions. More recently, New Heights, sold in Denver in 2024 for $280,000, has become one of the hottest young bulls in the industry, with his first embryos averaging over $71,000. The sale not only showcases elite genetics but also helps breeding programs nationwide.
Besides genetics, Embryos on Snow prioritizes giving back to youth through the La Prix Contest, created by Christy Collins. Funded through the sale, the scholarship awards $20,000 annually to a young individual pursuing agricultural goals. Whether recipients aim to start a business, expand a cattle operation, or invest in equipment or education, the scholarship is designed to provide meaningful support and opportunity.
The 2026 La Prix Scholarship was awarded to Erica Patterson of Ohio, continuing a tradition that has impacted young agricultural leaders for more than a decade. Over the past 12 to 13 years, the scholarship has helped recipients build businesses, fund operations, and pursue innovative projects within the agricultural industry.
This year marked the event’s growth in Denver. At TheLegacy building, attendance showed a record 1,500 registered buyers participated in person and online, and a peak of over 38,000 viewers tuned in live during the auction. This makes it one of the most widely viewed genetic sales in the cattle industry.
Embryos on Snow continues to remain grounded in its original mission, to offer elite genetics while investing in the future of agriculture. Twenty years later, the sale stands as a full-circle success. It honors its origins, embraces growth, and continues to leave a lasting mark on the beef industry.
Written by:
Rayley Fankhauser
2026 NWSS Marketing & Communications Intern
