Chasing dollar bills.
With more than 65 years in the cattle business, Sam Hands says those in the beef industry chase pounds due to financial incentives at the expense of quality.
“Pounds pay the bills, but quality sets the price,” he says.
Sam and his daughter, Marisa Kleysteuber, own and operate Triangle H Inc. which includes a cow-calf operation, and a feedlot located south of Garden City, Kan., while also being shareholders in U.S. Premium Beef.
Leaders in the industry and recognized for their progressiveness, Triangle H was named the 2010 Certified Angus Beef (CAB) Progressive Partner and the 2022 CAB Feedyard Commitment to Excellence.
Hands and Kleysteuber were featured speakers during the Beef Improvement Federation (BIF) Symposium. Their presentation focused on managing antagonisms as they painted a picture of an industry in transition, driven by technological advancements and a new generation of producers committed to quality and innovation.
Giving a historical perspective, Hands outlined the dramatic transformations he has seen in the industry, including cattle numbers dropping from 48 million to less than 28 million, while average cow sizes have increased from 1,000 lb. to 1,400 lb.
“As cow-calf producers we have to balance mature cow size with the grass,” Hands stresses.
Production efficiency and pounds of beef produced per cow per acre are changes he has witnessed. He shares an example comparing a cow from when he returned home from college to today’s average cow.
In the early ’70s cows were averaging 1,000 lb. and weaning off 425-lb. calves. Today, due improved genetics, the cows average 1,400 lb. and wean off 600-lb. calves. But water and grass resources can only handle and produce so many pounds. So today, to produce the same pounds of beef, the land can carry 71 cows compared to previously 100 cows.
“We can push Mother Nature and grass so far, but when we push too far then we have cows out of condition, we have open cows, we have lighter calves,” he explains.
Hands admits due to genetic improvement in his cow herd by using expected progeny differences (EPDs) and other selection tools he has been able to keep the balance. With calves growing faster, they can calve later and wean earlier and still get the additional pounds on grass in about 45 days less time.
Kleysteuber manages the cow-calf records, feedlot billing and works closely with customers who focus on high-quality cattle. She emphasizes the importance of data-driven decision making. Her approach to cow herd data management includes monitoring factors such as docility, health records and performance metrics.
The father and daughter team share these five key messages:
1. Genetic selection and data management are critical for improving beef cattle quality, with a focus on tracking performance, health and carcass data to make informed breeding and management decisions.
Both Hands and Kleysteuber stress the critical importance of comprehensive data tracking. They highlighted the use of expected progeny differences (EPDs), DNA technologies and custom indexes to improve herd quality.
“In our operation, we maybe have an overload of data, but we’re going to do the best of utilizing all of it,” Kleysteuber explains.
In 1997, they developed an index to identify the most profitable cattle. The index ranks animals on gain as well as carcass traits. Customers can use this index to compare year-to-year data, without the influence of market fluctuations.
The focus is not just on identifying top performers, but on eliminating underperforming animals to create more uniform, high-quality herds.
“A lot of people want to find the best one, but it’s really more important to find the bottom outliers and sorting them out of the herds and improve your herd by making it more uniform,” Kleysteuber says.
She encourages producers to stay engaged with their cattle beyond the initial sale, understanding how their animals perform in feedlots and on the rail. By maintaining networks and receiving feedback, producers can continuously improve their breeding and management strategies.
2. The beef industry is complex, involving multiple stakeholders from conception to consumption, requiring a networked approach and continuous communication.
“Seedstock producers and geneticists control the future and destiny of the beef industry,” Hands says. “We need to remember the cow is a ruminant animal … converting rain and sunshine cellulose into one of the most flavorful, highest quality nutrient proteins known to man.”
He also explains how unique the beef industry is compared to other animal proteins in the meat industry.
“As we go from conception to consumption, we’re talking 20, possibly, 27 months,” he says. “Look how many seasons that is. Look how many people are involved during that time frame.”
According to Hands, improved communication and networking could help address industry challenges, reduce antagonisms between different production segments and ultimately produce a better product for consumers. With his cattle feeder hat on, Hands says continuous information flow and shared understanding of cattle performance is key. Cattle health records are paramount to this communication sharing.
“We need to ensure that the health program truly gets handled appropriately,” Hands says. “We need to work to develop a network, not just selling at the ranch gate or sell off the stocker operation.”
He recommends the industry develop a network from conception to consumer. This will help ensure everyone understands what they’re producing and improve follow-through across production stages.
3. Producers must balance economic considerations with quality, remembering the consumer is ultimately the most important market driver, seeking a great eating experience.
Hands says the ultimate goal is consumer satisfaction. Beef is not just a food product but part of the entertainment and dining experience, he adds. The industry must continually adapt to consumer preferences, potentially focusing on portion control, value-added products and consistent eating quality.
“As an industry we started chasing pounds, but thanks to Certified Angus Beef we got realigned with quality; that is what really has brought consumers back to beef,” Hands says stressing the importance of a quality eating experience to keep consumer demand.
4. Young producers bring technological skills and fresh perspectives to the beef industry, with increasing participation of women bringing detailed management approaches.
“Their ability to handle technology skills is awesome,” Hands says about the next generation of beef producers.
He says technology has transformed beef production — from advanced genetic selection to detailed performance tracking, the modern beef industry relies heavily on data and technological tools.
5. Sustainability and stewardship are as important as profitability.
Hands reminds producers to be stewards of the land and servants to mankind, not just pursuing economic gains but focusing on long-term quality and environmental responsibility and sustainability.
“Any good cow-calf operation is going to be a good grass farmer,” Hands adds. “There’s a lot of practices we can do on the grass to make a difference in production. The grass can only produce and handle so many cattle.”
Both Hands and Kleysteuber acknowledge there are significant challenges beef producers face today, including:
- Managing cattle health with larger, more productive animals
- Balancing economic pressures with quality production
- Addressing environmental constraints like drought
- Adapting to changing market dynamics
Together, the father and daughter agree the future of beef production lies in continuous learning, technological adaptation and an unwavering commitment to delivering value to consumers. The beef industry is more than just production; it’s about creating an exceptional eating experience.
“We’re not just in the food business, we’re in the entertainment business,” Hands summarizes.
