The Beginning: 1970–1971

On December 18, 1970, the association’s organizational meeting was held. A group of local cattlemen, encouraged by the Lacombe Research Station’s co-operating herds, saw the opportunity to form a provincial organization for the rapidly growing Simmental breed. With Red Deer chosen as a central location, the group unanimously agreed to move forward.

At a follow-up meeting on March 17, 1971, the Societies Act of Alberta application was signed in Red Deer by William (Bill) Guenther, Donald A. Carlyle, Keith Sim, and Clay Rasmussen. The Alberta Simmental Association (ASA) was officially incorporated on March 23, 1971.

The first provisional board included:

  • President: William (Bill) Guenther, Sylvan Lake
  • Secretary-Treasurer: Malcolm Mackenzie, Red Deer
  • Directors: Clay Rasmussen (Delburne), Donald A. Carlyle (Blackfalds), Donald R. Carlyle (Mirror), Warren Barritt (Alix), and Carl Wilson (Drumheller).

Setting the Foundation

The association quickly established its geographical structure for director representation and began organizing sales. The very first ASA sale, held on June 7, 1971, netted $9,307.82. These funds launched the association’s bank account.

At the first Annual General Meeting on November 6, 1971, the ASA proudly reported 79 Life, 11 Junior, and 1 Annual membership. The enthusiasm in the cattle industry was undeniable, and momentum was building fast.

Expanding Through Sales & Shows

  • 1972: The second annual ASA sale was held June 5.
  • 1973: The ASA hosted its first Simmental Bull & Female Sale at Edmonton Northlands Spring Show, with 23 head consigned.
  • 1974: The second Northlands sale boasted 117 head, managed by Wes Alm, Don Jess, and MJT Sales.
  • 1975–1976: The ASA worked to gain entry into the Calgary Bull Sale and also launched the Grande Prairie Spring Show. The first sale drew 40 head, and the second sale was even more successful.
  • 1976: A milestone year as Simmentals were shown alongside the sale for the first time at Northlands. Champions included Bannister Simmentals (Grand Champion Bull) and Harold Watson (Grand Champion Female). This was also the first year Transcon took over management of ASA sales – a partnership still strong decades later.

The Boom Years: Late 1970s–1990s

  • 1978: Canada proudly hosted the World Simmental Conference at the Calgary Stampede. ASA President Keith Sveinsen welcomed the world, with Jonathon Fox serving as the mounted judge.
  • 1995: Dave Sharp and Otto Streberg managed the Edmonton Simmental Sale, selling 75 lots of bulls and females.

During these decades, Sims Auction Services also played a major role, organizing numerous Simmental and purebred sales in Red Deer. At one point they hosted an incredible 72 breed sales in a single year.

Building a Legacy.

From those early gatherings in Red Deer, to international recognition, the Alberta Simmental Association has grown alongside the breed itself. Thanks to the vision and dedication of early breeders, Simmental cattle rose to become the number one breed in Canada in just 27 years.

The ASA is built on community, innovation, and an unwavering belief in the future of Simmental cattle in Alberta.