Modest annual genetic improvements accumulated over a sequence of years can have pronounced impacts on livestock farming industries, and the products generated from them. Genetic evaluation of animals which is a precursor to genetic improvement also provides a platform for tactical use of the genetic variation available at any one time (e.g. identifying easy calving bulls to mate heifers). As a consequence, genetic improvement can have profound implications both within the supply chain and for society in general. Research investment represents one option in the tool kit of government and industry bodies to manipulate livestock product supply chains to benefit their constituents. Industry bodies also have marketing and extension in their toolkit, while governments have the additional option of legislation.