I'm a Drover

A Life Built on Genetics, People and Purpose

Mon, 30 Mar 2026 17:40:55 GMT

When you ask Lorna Marshall how she built a 30-year career at the center of the beef genetics world, she doesn’t start with titles, company names or big industry deals. She starts with people.

“The thing I’m most proud of,” she says, “are easily the relationships I’ve built — with bull owners, sales reps, team members and industry leaders.”

That simple emphasis on relationships and culture is the thread that runs through Marshall’s journey from a Kansas 4-H member to one of the most influential voices in beef genetics and sire acquisition.

(Provided by Lorna Marshall)

From Junior Leader to Industry Connector

Marshall grew up on a small cattle farm near Valley Center, Kan., where she recalls early experiences in 4‑H and the American Junior Simmental Association helped shape her future.

She describes her participation in junior programs as educational-based — opportunities that developed her curiosity and drive. It also placed her in the orbit of key Kansas industry leaders like Bob Dickinson, Ansel Armstrong and Michael Dikeman. Their work in performance-based beef cattle selection lit a spark in Marshall. Add to that her love of livestock judging and competition, and Marshall quickly found herself on a path that blended science, performance data and people.

She attended Colby Community College where she served as student body president and competed on the livestock judging team. The 1989 Kansas Community College Student of the Year, Marshall transferred to K-State where she was a Block & Bridle officer and a member of the 1990 reserve national champion livestock judging team.

Marshall says judging not only sharpened her eye for cattle, but it also expanded her network, something she credits as “what got me to where I am in my career.”

“An animal breeding professor at Kansas State, Dr. Linda Martin, was someone that I not only loved her class but also really admired her teaching style, how she built relationships with and motivated students,” Marshall says. “I followed in her footsteps when I chose to complete a master’s degree in animal breeding and genetics at Colorado State University.”

Marshall studied under Jim Brinks, whom she calls “very science-based, but very applied — always focused on what’s most important for the producer.”

While at CSU, an internship with ABS Global gave her a front-row seat to the artificial insemination (AI) industry. She started as a GTS evaluator, learning AI from the inside at a time when the beef industry’s use of reproductive technology and performance data was accelerating.

(Provided by Lorna Marshall)

Her Path in Genetics

After a brief stint at a breed association, ABS called her back — and that’s where one pivotal moment quietly shaped her career.

In 1995, ABS leadership turned to Marshall and asked her to oversee sire acquisition. She credits the opportunity to her network in the seedstock industry. Her role in sire acquisition gave her the opportunity to use her knowledge of genetics combined with her natural talent as a connector.

Over the next 16 years at ABS, she built deep relationships across multiple breeds, breed associations and regions. She also began traveling internationally, learning where U.S. beef genetics fit within the global beef supply chain.

She moved to Genex in 2011, shifting her focus more toward marketing, key accounts and large herds. There, she dug deeper into the sales process and started working more in the beef-on-dairy space, where large entities were experimenting with new supply chain models and genetic strategies.

About four and a half years later, Select Sires called and offered her the role she currently serves in: vice president of beef programs.

At Select, she has a chance to integrate everything she’s learned: training, people management and development, acquisition, marketing and product management.

“It was really the opportunity for me to put together everything I had learned in my career,” she summarizes.

(Provided by Lorna Marshall)

A Career Grounded in Cattle and Family

Marshall’s credibility in genetics isn’t just academic or corporate. It’s rooted in a lifetime of raising cattle with her husband, Troy.

The two met at CSU, married and have been together 34 years.

“I think Troy is one of the greatest visionaries in the beef industry; he always is challenging the status quo, and he makes me think bigger and more forward-facing, which I feel has served me extremely well in my career,” she says.

Early on, the couple bought cows together — even before they got married — and eventually built Marshall Cattle Co., a registered Angus and Simmental operation in eastern Colorado. For 20 years, they hosted an annual bull sale and raised their three children in the cow-calf and seedstock world.

“During that time, we’ve had over 20 interns live with us,” Marshall says. “It’s been rewarding to see them succeed. I think every single one of them would tell you that no meal at our dinner table was complete without discussing some current beef industry topic.”

As Marshall advanced through AI companies, most of which are based in dairy country, she negotiated remote work long before it was common. When their first son was born in 1996, she secured a remote office so she could live in beef country and stay close to the cattle and her family.

That dual life — corporate AI leader and hands-on seedstock producer — sharpened her perspective.

“You are better at bull selection if you are a producer,” she says. “You understand all of the problems firsthand. Sometimes the problems aren’t fully described by EPDs on a piece of paper.”

Living and working in the harsh eastern Colorado environment also gave her a practical perspective of how genetics perform in the real world — not just on paper or in theory.

In 2020, the couple chose more family time and dispersed their seedstock herd.

“Our kids decided to go to college in Oklahoma and Texas, and it kind of got to the point where I love cows, but I love my family more,” she says. “That’s really what made us transition to less cows… and more family time.”

Today, the couple resides near Prague, Okla., and has a small commercial cow herd.

(Provided by Lorna Marshall)

What Makes a Leader: Culture, Fit and Development

Across ABS, Genex and Select Sires, Marshall has managed teams, mentored young professionals and helped shape corporate strategy.

“Lorna is a great leader because she cares about others,” says Ryan Bodenhausen, Select Sires associate vice president of beef product development and marketing. “She is the first to give credit and praise to teammates before herself.”

Marshall says her leadership philosophy is simple and people-focused:

1. Culture comes first

“I’ve experienced culture — both good and bad,” she says. “It’s probably one of the most important things to me. We work really hard on culture.”

For Marshall, culture isn’t a slogan. It’s the day-to-day environment her team works in, and she takes responsibility for making it a place where people want to stay and grow.
Bodenhausen says Marshall is very thoughtful and genuine, often sending gifts or handwritten letters as a sign of appreciation or to be uplifting in a time of need.

2. Hire the person, train the job

Marshall is convinced she can train someone to do the job, but she cannot train core character. She looks for:

The right character and values
Strong work ethic
A teachable attitude
A fit with the team’s culture

3. Invest in people more than product

One of the most fulfilling parts of her role now is coaching and help develop young people. Lauren Kimble, Select Sires manager of ProfitSource supply chains, is one of the young professionals Marshall has mentored.

“In our company leadership trainings, we are always asked to think of someone in our organization who embodies a given example, whether it be communication, listening, change management, or so forth,” Kimble says. “Every single time, the first person that pops into my head is Lorna.”

She adds, “I think it’s rare to encounter someone who has both technical and subject matter expertise and also just ‘gets’ people on a deeper level. Lorna has taught me much in both areas and genuinely takes interest in developing people.”

Marshall credits her career and passion for mentoring to her mentors Calvin Drake, who insisted she be treated as an equal as the only woman on her K-State livestock judging team, Dave Spears, Dave Nichols, Larry Corah, Jim Brinks and especially Willie Altenberg, who hired her at ABS and later brought her to Genex and whom she eventually recruited to Select Sires.

From Altenberg, she learned how to accept challenging feedback and turn it into growth.

“He was the first person to really give me performance reviews and coached me. I learned how to take constructive feedback which fueled my development. Willie’s developed lots of leaders in our industry; I’m very proud to be one of the many,” she says.

Today, she sees that investment as something she’s obligated to pay forward.

Rethinking Sire Acquisition: Diversity Over Ego

In sire acquisition, it’s tempting to believe success comes from having a “gifted eye” and anointing the next great bull. Marshall has a more grounded view.

“One of the biggest things I’ve learned is the power of diversity,” she says. “I don’t have to love every bull personally. It may not be a bull I would personally use, but if it serves a market, we need it.”

At Select Sires, that philosophy has shaped an acquisition strategy built around:

Understanding different markets
Matching specific genetics to specific needs
Offering the best bull for each market, not just one ideal type

Her favorite stories aren’t about famous sires as much as they are about the people behind them. She loves telling the story of Mytty In Focus at ABS — a bull that became a No. 1 registration sire for three up-and-coming Montana breeders.

“It changed their lives,” she says. “That’s just really cool to see — when we can change somebody’s life by helping to market their life’s work.”

Growth of Beef-on-Dairy

“One of the things I have been unable to change in my tenure is the amount or the adoption of artificial insemination in the beef cattle world,” Marshall says.

While use of AI in beef herds has remained stable, Marshall has been at the center of the beef-on-dairy shift. She has worked through the industry’s major structural change: beef moving from a side business in AI to a revenue driver.

She says historically, beef was 5% to 10% of an AI company’s income. Today, with beef-on-dairy, she estimates beef is 30% to 40% of revenue at many AI companies. She’s been in roles that touched both seedstock and beef-on-dairy supply chains, giving her a panoramic view of how genetics, packers and retailers are aligning.

Read More about Marshall’s philosophy about beef-on-dairy:

How Beef and Dairy Genetics Are Smarter and More Profitable

As the national beef cow herd is at a 75-year low, Marshall suggests AI and the use of sexed semen can help producers create the genetics that can excel either as a cow or as a feeder.

“I think we need to be focused on maternal traits to rebuild the cow herd,” Marshall says. “We can use sexed semen to create those females with specific genetics for maternal function. And then I think we can maximize quality pounds that we’re sending to the packer by, again, utilizing sexed semen and really elite terminal genetics.”

Looking Ahead: Data, Access and Opportunity

Despite the progress in AI, genomics and supply chains, Marshall’s biggest concern is who will control genetic information in the future. She sees two paths:

A “dairy model” with an open, multi-breed database where data are shared and improvement is accelerated.
A “swine model” dominated by a few large entities with private databases, limiting access and flexibility for independent and young producers.

She worries that without broader initiatives for more shared datasets and open genetic evaluations, our industry will look different with increased consolidation and less access to the necessary genetic information to remain competitive.

At the same time, she’s genuinely excited about sensor technologies, wearables and artificial intelligence-driven data collection that can unlock new traits — calf livability, vigor, red meat yield predictions and other objective phenotypes — without adding labor.

“I think we’re going to be able to solve problems we’ve been working on for 20 years in two years,” she predicts.

Marshall’s story isn’t just about genetics, AI companies or even technology. It’s about a woman who quietly built a career by staying rooted in cows, family and people, and who thinks that the real legacy in the beef business is measured in relationships, opportunity and the next generation coming up behind you.

Marshall’s 3 Strategies For Seedstock Success

Her advice to seedstock producers is consistent and grounded in being yourself and serving your customers.

Don’t copy someone else’s program. She sees too many new breeders trying to be a clone of who they admire. “Create your own path,” she explains. “One of the biggest problems I see in the seedstock industry is that new entrants come in and try to emulate a program they admire without a clear vision of what will differentiate their program.”
Breed cattle you believe in and that you like. The business is too hard to be passionate about something you don’t love.
Listen to your customers. The top programs, in her view, are the ones that: Take great care of customers and treat customer feedback as a primary guide to what works and what doesn’t.

She encourages a practical, relationship-driven philosophy rather than a “chase the hottest EPD profile” mindset.

“The seedstock producers that are the most successful are the ones that take really good care of their customers and listen to their customers,” she says. “So many times, I think in the seedstock world, we think we know more than our customer knows, and it needs to be the other way around.”

Mentor, Innovator and Industry Icon: Bill Rishel a Legend in the Beef Industry

Tue, 16 Dec 2025 15:24:04 GMT

“There Is No Right Way to Do the Wrong Thing.”

This quote distinctly summarizes Bill Rishel’s mantra and his distinguished career in the beef industry.

Dedicated to science, industry service and empowering young people, Rishel has influenced pastures and boardrooms with integrity, ethical leadership and consistently doing what’s right, regardless of convenience or consequence.

He says true success, both in business and life, comes from principled decision-making and honesty, even if that means standing alone or making tough choices. For him integrity is a non-negotiable, applying this value to how he treated partners, made financial decisions and led within the beef industry.

For Rishel, doing what’s right is not about popularity or majority opinion but is instead about conscience. He was never afraid to be the only “no” in a vote if it matched his principles, and he encourages others to participate and lead in the same spirit.

Not many beef producers can claim to have successfully touched every segment of the industry during their careers. Even fewer can say they produced a groundbreaking registered Angus bull that today has more than 3 million registered descendants going 11 generations back. Rishel has done both.

(Megan Hunt )

Known as a thought leader and mentor to many in the cattle industry, Rishel was recently recognized as the 2025 inductee of the prestigious Saddle & Sirloin Portrait Gallery .

“One thing that makes Bill Rishel special to me is how he continually inspires and influences young people to be the best livestock producers possible,” says Donnell Brown, of R.A. Brown Ranch, Throckmorton, Texas. “Bill has a passion for helping young people get involved in the industry. Throughout the past 30 years, he has been, and continues to be, a steady encourager. I believe Bill Rishel continues to improve the livestock and food industries by encouraging research and continuing education.”

(Rishel Family)

Family First

While Rishel’s list of achievements is long, family is his greatest source of pride. He enthusiastically declares family is his proudest achievement. He says his greatest joy and reward is watching his three daughters and grandchildren grow, succeed and embody the values instilled in them.

Rishel grew up on his family’s diversified crop and livestock farm near York, Pa. He learned early in life hard work and determination were attributes needed for success, and he passed those values on to his children and grandchildren.

Judging and showing cattle were influential in Rishel’s development. During his undergraduate career, Rishel was a member of the meat and livestock judging teams. After earning an animal husbandry degree from Pennsylvania State University, he worked as assistant herdsman at Penn State while earning a master’s degree in animal breeding.

During his time at Penn State, Rishel worked with and learned from Herman Purdy, who became a major driving force behind his pursuit of the purebred Angus cattle business. Rishel attributes much of his direction and inspiration to Purdy’s mentorship.

Purdy’s “most of the best” principle from judging livestock became a long-lasting guidepost for Rishel.

While at Penn State, he married Barb in 1966.

“After Bill finished his master’s, we left Penn State to work with his brother, Ed, at Sayre Farms in Phelps, N.Y., owned by Sayre and Eugenie McCleod,” Barb says. “We left there in 1972, and Bill became the manager of Topp Hill Farms, owned by Harold Toppel, in Hillsdale, N.Y. Topp Hill also ran cattle in Montana and, eventually, Bill moved those cattle to Dunning, Neb., and he traveled to Nebraska several times a year.”

Harold Toppel’s main business was supermarkets in New York City and he made the decision to shift to boxed beef instead of hanging carcasses. When he started having issues with butchers in his stores, he needed to devote his time to solving those challenges, so he decided to sell the cattle and the farm.

The Rishels made the decision to stay and help him get both sold. The couple agrees that was one of the best life decisions they’ve ever made.

“Bill told me before we got married that he was going to live in Nebraska or Montana someday,” Barb recalls. “After the dispersion of Topp Hill, we decided together that if we were going to move west then this was ‘someday.’”

In September 1975, the couple loaded their three young daughters — Jill, Joy and Judy — and headed west to North Platte, Neb., because Bill was familiar with the area from when he had gone to check on the Topp Hill cattle.

Barb says he soon had a job offer in sales management at National Livestock Brokers while they began developing Rishel Angus. Two years later, they decided to start their own sale management company, Rishel Livestock Services Inc. Also, during this time, he began a prestigious career of judging livestock shows.

“We worked for 10 years while putting together our Angus cow herd,” Barb recalls. “We got to the point where Bill needed to devote his attention and efforts full time to breeding cattle, and, as they say, the rest is history.”

(Rishel Family)

Breeding Industry Legends

Rishel Angus is known in the seedstock industry as one of the first to substantially commit to identifying and improving carcass merit.

“He crafted his own brand of genetic selection to produce game-changing Angus cattle that led the worldwide industry toward a more focused consumer product,” says Michael Bishop, MB Genetics Inc.

Keeping performance records, Rishel focused on identifying outstanding seedstock and led the industry toward a more focused consumer product.

His vision propelled Rishel Angus to prominence, influencing major artificial breeding companies and revolutionizing Angus genetics within the industry.

Rishel had many industry firsts and achievements through the decades. In 1974, he led a group of breeders, Genetic Breed Improvers, in purchasing the first syndicated Angus bull in history, Northern Prospector 14. In 1981, Rishel Angus purchased the bull AAR New Trend. The commercial industry recognized the value of the bull, and in 1986, he embarked on a structured sire evaluation program beginning with New Trend to measure carcass merit, placing emphasis on quality and a satisfactory eating experience for consumers that continues today.

In 1990, a grandson of New Trend, B/R New Design 036, was born at Rishel Angus later became a leading sire of Angus Pathfinder females and the foundation sire of all New Design Angus cattle. He was the top sire for Angus registrations in 2001 and 2002. Today, 036 is recognized as one of the top carcass quality Angus sires with more than 3.2 million descendants in the American Angus Association pedigrees.

“Our mission was to make these cattle work for every segment of the industry and have every segment be profitable and able to continue to be a part of the industry,” Rishel summarizes.

In 1996, along with three of his bull customers, Rishel attended one of the first organizational meetings of U.S. Premium Beef in Hays, Kan. He became part of the first wave of producers to invest in the new model of the company as a value-added system in the beef value chain.

(Angus Journal)

Servant Leadership

Rishel’s service to the beef cattle industry stands as testimony to his integrity and belief of giving back. He devoted numerous hours to serving the beef industry. A past American Angus Association and Certified Angus Beef (CAB) board member, he served as chairman of the CAB board in 1995.

He helped create the Nebraska Cattlemen’s Classic and served as chairman of that organization’s first Seedstock Council. He served as president of Nebraska Cattlemen in 2010. He has also held leadership roles with the Cattlemen’s Beef Promotion and Research Board and the National Cattlemen’s Beef Association.

Recognized for his leadership and innovation in beef improvement, in 2005 Rishel Angus was named the BIF Seedstock Producer of the Year, and in 2016 he was presented the BIF Pioneer Award. In 2006, the Rishels were recognized with the Honorary Angus Foundation Award and the Angus Leader Award. In 2007, he was presented the U.S. Livestock Leader of the Year Award at the National Western Stock Show. Rishel was named a Distinguished Animal Science Alumnus at Penn State in 2008, and he was inducted into the Nebraska Cattlemen’s Hall of Fame in 2013.

Bill’s Quotes to Live By:

Ranch Transition Wisdom

Rishel says successful ranch transition is about finding the right successors who understand the core mission.

In 2017, Rishel Angus became TD Angus at Rishel Ranch when the operation was sold to Trey and Dayna Wasserburger. The couples were introduced by a banker friend who thought they would be a good fit for the transition the Rishels had long considered, and deeply desired, to carry on their life’s work.

Trey explains the business succession: “In 2017, we purchased the entire Rishel Angus herd and ranch. From scoop shovels to herd bulls, we bought it all. There was never a negotiation or the involvement of attorneys, realtors or any kind of arbitration. An accomplished, well-respected cattleman turned over his life’s work to a very inexperienced cowboy with nothing more than frank conversations, fearless eye contact and a firm handshake.

“We knew for sure that we were going to need Bill’s knowledge, guidance and direction to get up to speed and make this work,” he continues. “But not once was there a need to discuss our dependence upon him. Bill was, and still is, there for us. They made it their business to help us succeed.

“As it turns out, I don’t think it was ever about the money for Bill and Barb,” he adds. “Their life together was about building the ultimate Angus breeding program, a unique herd of cows designed to provide their commercial customers with genetics that would help them produce better beef, make money and stay in business.

“Likewise, I don’t think our business deal was about the money. It was about the continuation of Bill and Barb’s legacy through helping a young couple learn new concepts, keep pace with the trajectory of Angus genetics, and carry on their mission in a changing, challenging industry,” he concludes.

(Angus Journal)

Lessons for Successful Ranching

“Bill dedicated his entire life to breeding and raising great cattle, and he’s mentored the next generation of beef producers,” says Ronnie Green, University of Nebraska-Lincoln chancellor emeritus.

Through the years, Rishel significantly enhanced profitability for his customers, added value to the beef cattle industry and improved consumer experiences.

His four tips for success include:

Constantly seek wisdom from people you respect.
Do not be afraid to be in the minority vote.
Learn how to accept change when it is predicated on real economic value.
Always base breeding decisions on economically sound principles that will create success for all segments of the industry — with the consumer at the front of the line.

I'm a Drover: An Innovator Redefining Ranching

Tue, 02 Dec 2025 13:13:18 GMT

Calling the Nebraska Sandhills home, Logan Pribbeno is not your typical rancher. He’s a fifth-generation beef producer who blends Silicon Valley precision with generational agricultural wisdom.

He represents a new breed of rancher — one who seamlessly blends technological insight, financial expertise and deep ecological understanding.

Today, he serves as president of Wine Glass Ranch with headquarters in Imperial, Neb. His approach is holistic. He views himself not just as a cattle producer, but as an ecosystem manager.

Read more about Wine Glass Ranch:
Profit Meets Purpose: A Rancher’s Guide to Sustainable Success

He doesn’t view sustainability as a trendy concept but as a fundamental business strategy. He sees sustainability not as a buzzword, but as a holistic approach to land management. With his leadership, the Wine Glass Ranch serves as a laboratory for regenerative agricultural practices.

“I view myself as a grass farmer,” Pribbeno notes, emphasizing the importance of grass management.

The ranch has a complex rotational grazing system with 90 paddocks and 200 miles of fencing, ensuring 95% of the land rests at any given time. This strategy maximizes grass regeneration and cattle health while minimizing environmental impact.

ESAP Photography

(Photos: NCBA/Environmental Stewardship Award Program)

Not the Typical Path to Ranching

Pribbeno recalls he initially did not want to ranch. However, he experienced a pivotal moment when he turned 18.

“The switch just went off,” he recalls.

After high school, his father, Jeff, required Pribbeno to leave the state and the agriculture industry for 10 years before he could come back to the ranch.

Jeff explains the experience helped Pribbeno “mature, gain independent work experience and develop critical management skills.”

He says working outside the family operation, Pribbeno gained a broader perspective and became more prepared to manage the ranch effectively upon his return.

Ending up in California, Pribbeno graduated from UC Santa Barbara with a degree in business economics and then immersed himself in the tech world of Silicon Valley.

While there, he navigated the high-pressure consulting and finance landscape, experiencing the 2008 financial crisis firsthand and developing a strategic mindset that would later help him leading the family’s ranch.

While he was in California, he also met and married his wife, Brianna. A native Californian, she made the move with Logan back to the ranch in 2012. The couple has two daughters — Pearl and Prairie.

Jeff says he’s proud of Pribbeno’s development as a ranch manager.

“He’s learned how to be a boss, so I’m really proud of that. That’s very important... to manage people is really hard,” he explains. “He also has all the financial skills that he needs. The business side of the ranch is the most important part.”

(Wine Glass Ranch)

A CFO Approach

Unlike many producers who rely solely on generational knowledge, Pribbeno manages ranching like a corporate CFO. With his background in financial consulting, he approaches his current role using a corporate strategy — analyzing every aspect of the ranch through a lens of strategic profitability and data-driven decision-making.

“I’ve made more money reading and relaxing on my back patio than I have sitting in a cab of a tractor,” Pribbeno jokes, revealing the analytical approach that sets him apart.

This financial acumen extends to his cattle management and long-term perspective. Instead of following and chasing short-term market trends, his vision extends beyond immediate profitability.

He’s currently transitioning from a cow-calf operation to more stocker cattle, driven by market conditions and financial considerations.

“We try to look at the cattle cycle to see when we should be mainly stockers versus mainly cow calf,” he explains.

Jeff and Connie Pribbeno and their son and daughter-in-law, Logan and Brianna, own and operate Wine Glass Ranch near Imperial, Neb. The ranch is an example of how innovative agricultural practices can simultaneously improve ecological health, animal welfare and financial sustainability.

(NCBA Environmental Stewardship Program)

Family and Future

Another characteristic that defines Pribbeno is his generational thinking. He plans in decades, not in years, and is deeply committed to generational land stewardship.

“We want to leave the place a little bit better for our kids, just like my parents did.” he summarizes hoping one day Pearl or Prairie will continue the family’s ranching legacy.

Pribbeno is not just a rancher, but an ecosystem manager, financial strategist and environmental steward. By integrating technology, financial insight and ecological understanding, he’s demonstrating that modern beef production can be simultaneously profitable, sustainable and regenerative.

ESAP Photography

(NCBA Environmental Stewardship Award Program)

Pribbeno’s 5 Sustainability Tips

For producers seeking to improve sustainability, Pribbeno offers these strategies:

Read extensively. He suggests Allan Nation’s books, including “Knowledge Rich Ranching.” He tries to read at least a dozen books per year.
“Keep an open mind. Reading is a strategic advantage for me,” Pribbeno says.
Visit other operations. “I’ve probably put my boots on 100 different farms and ranches,” he explains. “And that’s really been a strategic advantage for me see what other people are doing. My farm and ranch network is not other producers from Chase County or southwest Nebraska. It’s the greater Plains area, and with tools like Twitter and Facebook, your peer group can be far and wide.”
Profitability and sustainability are the same path. “It doesn’t seem that way, but if you run the numbers, you’ll find it to be true,” Pribbeno stresses.
Plan in decades, not years. “Adopt a decade or generation scale of ecosystem management,” he suggests.
He suggests thinking strategically.
“We try to look at the cattle cycle to see when we should be mainly stockers versus mainly cow-calf,” he explains.
Wine Glass is currently transitioning from mostly cow-calf pairs to more stocker cattle, driven by market conditions and financial considerations.
Keep an open mind and continue learning.

Your Next Read: Profit Meets Purpose: A Rancher’s Guide to Sustainable Success

The Mind That Helped Revolutionize Meat Science

Mon, 15 Sep 2025 18:59:41 GMT

With a long list of accomplishments and honors, Gary Smith championed quality, safety and continuous improvement in the beef industry. His legacy is defined by his unwavering dedication to the industry, his students and his ability to translate complex scientific research into actionable insights.

“He’s an icon,” says Russell Cross, Texas A&M University animal science senior professor. “We call him the dean of meat scientists.”

As an educator, he trained, mentored and inspired college students to be top-notch leaders. A renowned researcher, he never shied away from getting in the trenches and putting in the work.

“There is nobody more impactful as an individual and as a professional in the field of meat science than Dr. Gary Smith,” says John Stika, Certified Angus Beef (CAB) LLC president. “Without argument, some of what we’re enjoying today in the success and profitability of this business goes back to Dr. Smith’s influence.”

Finding His Path

Born and raised in Caddo County, Okla., Smith’s first exposure to protein processing was during his childhood, when his family would gather to harvest livestock and poultry for meat. Witnessing the challenges of drought and economic issues on the farm made an impression on Smith. When choosing a degree path, he settled on teaching agriculture.

Throughout his career, Smith remained motivated by a deeply personal mission: to help people survive, inspired by his family’s experience of losing their farm.

After high school, he headed to California State University, Fresno (Fresno State) to pursue a bachelor’s degree in vocational agricultural education. He completed that degree, spent a year student-teaching high school agriculture classes and quickly decided it was not for him.

At the encouragement of a college adviser, Smith returned to graduate school. He planned to finish a master’s degree and return to the classroom as a junior college instructor.

Although he finished his master’s in animal breeding, it was his time at Washington State University (WSU) that set the pivot for Smith’s next chapter in meat science.

A Chance Opportunity

While finishing graduate school at WSU, Gene Ensminger, WSU department head at the time, tapped Smith to fill a vacant meat science professor position.

After four years teaching meat science at WSU, Smith took a leave of absence and went to Texas A&M. There, he completed a doctorate under famed animal scientist, O.D. Butler.

“I got into [meat science], I loved it and spent the rest of my life trying to be better at it,” Smith says.

His career path included 21 years at Texas A&M. Professor from 1969 to 1982 and animal science department head from 1982 to 1990. He then transitioned to Colorado State University (CSU) where he occupied the Ken and Myra Monfort Endowed Chair in Meat Science at from June 1990 to 2014.

Groundbreaking Career

In the span of 60 years, Smith’s body of work varied and expanded greatly. In the early years, he was educating people on how to cure meat with the right combination of salt, nitrate and nitrite. By retirement, his research had touched all corners of meat science — a nod to one of his top qualities: the ability to keep an ear to the ground on what problems existed and where solutions needed to be found.

“He was always good at saying we need to take this research and give producers some marching orders,” says Brad Morgan, senior director of protein at Performance Food Group.

Smith has been at the forefront of studies on beef palatability, food safety, product packaging, beef shelf life, transoceanic shipment of meat and food safety, including mitigation of E. coli 0157:H7, Salmonella and Listeria in packing plants.

“He was fearless at tackling problems,” Morgan summarizes. “He would not only find an industry problem, but he would get it implemented and validate it.”

Alongside a team of researchers from Texas A&M and CSU, Smith pioneered the National Beef Quality Audit (NBQA). Other notable industry research projects include the International Beef Quality Audit, National Consumer Retail Beef Study and exploring USDA beef quality and yield grade standards.

His research had a direct impact on the trajectory of CAB, exploring the importance of marbling and its influence on flavor and tenderness. Passionate about marbling, advocating for its importance when many in the industry were skeptical. He famously used a butter analogy to explain marbling, comparing it to adding butter to mashed potatoes to enhance flavor.

The infamous War on Fat was fought during Smith’s research tenure. There was a belief that cattle had too much backfat and the issue needed to be rectified. Getting rid of the waste fat, while simultaneously keeping the “taste fat,” proved to be the answer — one Smith says saved the beef industry.

“It took us time,” Smith says. “Fortunately, there were people who went the right direction. CAB did it. The industry as a whole did it.”

Smith was also instrumental in proposing the idea to quantify the quality of beef produced from Hereford and Hereford-influenced cattle. Because of his influence in pushing the project forward, it led to the investment by the American Hereford Association (AHA) to form the Certified Hereford Beef (CHB) program.

“The things I enjoyed the most were getting involved with people who were in the trenches trying to make a living, trying to make a better life for themselves and others,” Smith says. “We just helped them by finding ways to use research.”

Smith has taught thousands of students and mentored hundreds of graduate students. Many of those past students are industry leaders in research, academia and government roles.

To Cross, a former colleague who worked alongside Smith for decades, Smith’s unique teaching and communication style bring out students’ ideas and inspire them to ask questions.

It’s part of what made him such an admired educator and the recipient of many teaching awards.

Now retired from academia, Smith’s passion is still present. It’s not uncommon to see him in the halls of Texas A&M’s buildings, dropping off news articles and notes he’s meticulously written for those still actively doing research and teaching college courses.

Gary Smith (center) was presented the 2025 Certified Angus Beef (CAB) Industry Achievement Award by Brad Morgan (left) and John Stika (right) during Feeding Quality Forum.

(Certified Angus Beef)

Industry Recognitions

Smith has been recognized with numerous honors, including:

Distinguished Research Award and Distinguished Teaching Award from both the American Society of Animal Science and the American Meat Science Association
National Association of Meat Purveyors Outstanding Educator Award
National Livestock Grading and Marketing Association Service Award
1992 Livestock Publications Council Headliner Award
2005 American Hereford Association Hall of Merit Inductee
2021 Cattle Feeders Hall of Fame Industry Leadership Award
2025 Certified Angus Beef Industry Achievement Award

Smith’s extraordinary career fundamentally transformed the meat science industry. His research helped all sectors of the industry from cow-calf to feedlots to packers and consumers. He wasn’t just a researcher but a mentor, communicator and industry advocate.

Beef Visionary: Advancing the Industry with Integrity, Vision and Resilience

Fri, 29 Aug 2025 13:01:42 GMT

Referred to as the “gold standard” of selfless service, Jan Lyons has dedicated decades to advancing the beef industry. Her leadership has spanned some of the industry’s most challenging and transformative periods.

Raised on a small Angus farm in eastern Ohio, her agricultural roots run deep, influenced by her grandparents, great-grandparents and father’s multi-generational farming approach. Her early involvement in 4-H sparked a passion for cattle raising and community engagement that would define her entire career.

Settling in the Flint Hills near Manhattan, Kan., Jan established Lyons Angus Ranch in 1977 with encouragement and support from her husband, Frank, and daughters Debbie and Amy.

The ranch started with the purchase of a group of bred heifers and a few select Angus cows from top breeders to serve as the herd’s foundation. By using artificial insemination (AI) and embryo transfer, she focused on selecting and breeding for economically and sustainable maternal traits.

She says their primary goal was not just to build a successful cattle operation, but to create an environment where their children could learn agricultural values. This family-focused approach became a hallmark of their operation, with multiple generations now actively involved in the ranch.

Today, Lyons Ranch is an LLC with three generations actively involved in ownership. Amy and her husband, Karl Langvardt, are owners/managers of both the south ranch near Alta Vista, Kan., and the north ranch south of Manhattan — where grandson Trey and his wife, Bailey, manage. Debbie and her husband, Duane Blythe, own and manage Blythe Family Farms near White City, Kan., along with their five children.

National Golden Spur Recipient

Lyons has been selected as the 2025 National Golden Spur Award recipient for her contributions to the ranching and livestock industries. She will receive the award at the Lubbock Memorial Civic Center in Lubbock, Texas, during the annual National Golden Spur Award Honors on Oct. 4.

“The National Golden Spur Award is the most prestigious national honor given by the ranching and livestock industries to one person,” explains Jim Bret Campbell, executive director of the Ranching Heritage Association and National Ranching Heritage Center.

Lyons rose through the ranks of ranching organizations, becoming the first woman president of both the Kansas Livestock Association and the Kansas Angus Association. She later chaired the Cattlemen’s Beef Board in 1996 and served as president of the National Cattlemen’s Beef Association (NCBA) in 2004.

“It is not an exaggeration to say she is the ‘gold standard’ of selfless service to the ranching industry,” says Dee Likes, Kansas Livestock Association chief executive emeritus. “She has been one of the tallest oaks in the forest of iconic industry leaders and is deserving of the National Golden Spur Award.”

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Lyons rose through the ranks of ranching organizations, becoming the first woman president of both the Kansas Livestock Association and the Kansas Angus Association. She later chaired the Cattlemen’s Beef Board and served as NCBA president.

Kansas Livestock Association

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Lyons served as NCBA president in 2004.

Kansas Livestock Association

Industry Leadership

A passionate advocate for the beef industry, she viewed her role as an opportunity to be a part of some amazing beef teams to educate and help improve the industry. Her involvement in various committees and organizations was driven by a genuine desire to create positive change.

Lyons’ leadership during the 2003 bovine spongiform encephalopathy (BSE) crisis was widely praised for its calm, science-based reassurance to consumers and producers alike. When the threat of mad cow disease loomed, she was supportive of developing a comprehensive crisis management plan and was a part of the team who enacted the plan. This proactive approach became a model for industry crisis response, focusing on scientific communication, rapid fact dissemination and maintaining consumer confidence.

“She is a true stateswoman for the beef industry, generously giving of her time and knowledge to help move beef production and marketing toward a more consumer-focused system,” Likes says. “Through it all — down markets and periodic producer upsets — she has led with personal warmth and humility rarely seen.”

A steadfast advocate for beef promotion and genetic improvement, Lyons played a critical role in advancing consumer confidence, guiding public communications and supporting groundbreaking industry initiatives like using the checkoff program to target demand building strategies and focusing on consumers.

“We cannot, as producers, stay in business unless we impact demand — demand for our product,” she explains.

Lyons says the industry’s survival depends on understanding and meeting consumer demands. By redirecting focus from production-centric to consumer-focused strategies, she helped transform how the beef industry approached marketing and product development. The program’s targeted approach allowed for more efficient use of industry resources, funding critical research and demand-building initiatives.

“We can design our programs and individual animals to produce what our customers demand for their breeding programs and ultimately produce what consumers want,” Lyons adds.

Collaboration was a core principle of her leadership style. She consistently emphasized the importance of unified efforts, believing that collective voices are more powerful than individual ones.

Lyons Family

(Lyons Family)

Leader on the Ranch

Lyons Ranch implemented innovative processes that set industry standards. They were early adopters of sire evaluations for their herd sires and DNA testing to improve genetic quality and higher accuracies and predictability for their customers, always maintaining customer-service-first approach. Their tagline, “your source for superior genetics,” reflected a commitment to providing value beyond simple cattle sales.

The family will host its 38^th annual bull sale in March.

The ranch’s management model became a blueprint for family agricultural businesses. By creating a structure that allows multiple generations to participate and contribute, Lyons ensured the continuation of their agricultural legacy. Her daughters, and now grandchildren and great-grandchildren, are actively involved in ranch operations and each bring unique skills and perspectives.

“In my observations of her leadership, I have always been impressed by Jan’s first-hand knowledge of the industry because she has lived and breathed it working on her Kansas ranch raising Angus cattle,” says Jo Ann Smith, a fellow cattle producer from Florida who won the Golden Spur Award in 1990. “In addition to knowing the industry from the ground up, Jan also brought a steady hand to any of her leadership positions. She did not get flustered in the heat of the moment, as was demonstrated by her leadership during the BSE (Mad Cow) crisis while she was in leadership at NCBA. Our industry is indebted to her work with the team to keep the industry out of what could have been a complete disaster.”

Industry Accolades

Throughout her career, Lyons has been recognized with numerous awards, including 2008 Kansas Stockman of the Year and the 2022 Jay B. Dillingham Award for Agricultural Leadership and Excellence. In 2024, she received the Visionary Award from the Cattlemen’s Beef Board for her enduring impact on beef marketing and promotion.

Beyond her accolades, Lyons is recognized for her mentorship, consensus-building and unwavering dedication to the ranching way of life.

“Jan built a worldwide trust in American ranchers and beef, which helped lead us to the great market we have today,” says Jay O’Brien, fellow cattle industry leader and supporter of her nomination.

Lyons’ says her proudest achievement is passing to her children and grandchildren, and now great-grandchildren, her love of ranching and the respect and caring for the land and the cattle in the Flint Hills of Kansas.

Her work was driven by a broader vision of sustaining and improving the beef industry for future generations. Described as a rare breed of agricultural leader, Lyons is someone who sees beyond immediate challenges, thinks generationally and understands true success in agriculture is about more than production numbers. She is a visionary who transformed not just her ranch but helped reshape the entire beef industry’s approach to business, innovation and sustainability.

It's Not About You: A Different Approach to Advocating for the Beef Industry

Mon, 23 Jun 2025 19:02:36 GMT

Coming from outside of agriculture offers Colorado rancher Cassidy Johnston a unique perspective of the beef industry and how ranchers can better interact with the general public to curb misinformation about raising cattle.

“I believe we can be a lot more impactful with how we communicate in agriculture,” she says.

As an outsider who has been fully immersed in the beef industry for the past 15 years, Johnston bridges the gap between the ranch and the table and encourages others to do the same.

“We often do not explain ourselves very well or at all,” she observes having been an outsider. “And a lot of the training or conversations about how we communicate, I don’t think is super effective.”

Johnston shares some tough love with the ranching community because she loves the industry and wants it to do better.

Johnston consults for ag tech companies about the basics of the American beef industry, how to communicate with their consumers and how to hire sales teams to communicate with ranchers. In addition, she her husband, Bert, have plans to launch a ranch management consulting business.

(Provided by Cassidy Johnston)

City Gone Country

Growing up in the suburbs of Denver, Johnston’s only ties to agriculture as a child were going to her godmother’s neighbor’s ranch in Aspen to ride horses. She was going to school in Boulder pursuing a degree in environmental studies when a business research development project led her to the National Western Stock Show and inspired her to think about ranching.

“We were doing an economic impact survey about the Stock Show on Denver and the surrounding area,” Johnston says. “While I was there, there were horses, and I wondered if there was an honor thesis topic that would allow me to be around horses. I decided on ranching.”

That led her to the Agricultural Research, Development and Education Center (ARDEC) at Colorado State University. She also spent a summer working as a ranch hand and beginning to experience firsthand what it was like to take care of cattle and land. She also met her husband, Bert. The couple has worked for both commercial and seedstock operations, including the Silver Spur and Sitz Angus.

Today, they continue ranching and raising three boys on Stirrup Ranch, a large cow-calf operation outside Canon City, where Bert is the manager. Johnston also spends her time advocating for the beef industry through speaking, consulting and social media engagement.

Johnston is raising the next generation. Her boys are experiencing ranch life first hand.

(Provided by Cassidy Johnston)

“I try to help people understand where their hands are most useful and where they can be the most helpful without having to do what everyone else is doing,” she says.

Johnston admits she notices problems, yet it’s more important to her to find solutions because “no one is coming to save us.”

“We really like to center ourselves in agriculture and make ourselves the heroes of our own story,” she says. “We are selling something, whether it’s actual food that we grow, or it’s our business. We want people to like us. We want people to trust us, and we don’t do that when all we do is talk about ourselves.”

Building Relationships

She encourages ranchers to consider the spheres of influence they already have.

“Who do you come into contact with? Where is your impact?” she asks. “For some people, they could be super involved in their local cattlemen group. If you’re involved, it’s your job to make sure to outreach and recruit younger members.”

While some may enjoy engaging with consumers online or giving tours, others would prefer to use their experience and capital to help younger families get started. There are a lot of different ways to impact the industry.

“People don’t know what they don’t know; they are having to wade through an enormous quantity of misinformation on the internet,” Johnston says. She suggests getting curious about what consumers know, ask them questions and start building relationships. It becomes easier to share about agriculture and ranching once you have built rapport.

(Provided by Cassidy Johnston)

“I want ranchers to feel empowered to do what they do best,” she says. “People should ask themselves, ‘what are my gifts? where do my hands go and what is one way that I can help?’”

She points out not everyone is going to want interns on their ranch, but maybe they are going to be active on Capitol Hill. Some might hate public speaking, but enjoy organizing events, working in the background or fundraising. Others could be involved in local cattlemen’s groups and end up serving at the state level.

“Everybody’s different, but I think people assume that other people are going to step up,” she says. “No one else is coming to save us so we don’t have an option to not be involved somehow.”

Johnston’s passion for the industry fuels her choice to be involved.

“I get a lot of grief for being a first-generation producer,” Johnston says. “Even though I don’t own anything, I choose this. I don’t have to do this. I have no family operation. Neither does my husband. We choose it every day. We choose to live here and do what we do.”

Johnston also appeared on the Top Producer podcast to visit more about her beef industry experience, looking at the quality in the industry, trends she sees, and the challenges of working on a large cattle operation.

Your next read: New World Screwworm: The Billion Dollar Battle at the Southern Border

Stewards of the Land and Angus Cattle

Fri, 07 Mar 2025 16:30:51 GMT

Located in the heart of the Kansas Flint Hills, Downey Ranch is committed to stewardship with the mindset of always trying to do better. Owners Barb Downey and Joe Carpenter have incorporated numerous grazing management techniques to enhance rangeland health, minimize the need for harvested forages and meet the nutritional needs of their cattle with little supplemental feed.

For their efforts Downey and Carpenter were recognized as the 2024 Environmental Stewardship Award Program national winners during the recent CattleCon in San Antonio.

The couple is willing to try new, unconventional practices in a safe-to-fail manner.

“Don’t be afraid to try new things,” Downey explains. “Don’t be afraid to look stupid. Don’t be afraid to be unconventional.”

Working with the couple day-to-day on the ranch are key team members Luke Thomas and John Steinfort.

“We absolutely could not do this without the input and efforts from our entire team,” Downey adds.

Love for the Land
In addition to rotational grazing, they have a winter bale grazing program. The couple uses prescribed burning to enhance the mix of grass species in their pastures as well as control woody encroachment.

“If our grasslands, our cattle and our ranch are thriving, then our family thrives and that is the foundation for everything we have built,” Downey says. “The land is sometimes hard for a rancher to talk about because it is part of you, it’s who you are, your soul. We’ve given our lives to it so our kids can continue on.”

In the Beginning
Downey Ranch was started in 1986 by Downey and her dad, Joe. In 1995, Carpenter joined Downey, and they manage the ranch full-time. Three years ago, the couple bought out Downey’s siblings.

Today, the 550-head cow herd is comprised of registered and commercial Angus cows. The ranch is in transition, gradually displacing commercial cows with registered Angus females.

Although they are transitioning to be 100% seedstock, they maintain a commercial mentality, emphasizing hardiness, moderate size and reproductive efficiency.

“We are and will always have the heart of commercial operators,” she says. “Our registered cows are managed like commercials. We want cows that can forage and don’t need a lot of inputs.”

Their goal is to sell 250 bulls per year via a private treaty sale an auction format. Downey explains the two sale formats provide flexibility for buyers to purchase bulls in the way that works best for them.

Collecting and using performance data is an ongoing priority to drive genetic improvement of their herd.

The Next Generation
The couple has two daughters, Anna, a firefighter; and Laura, a vet student at Kansas State University who plans to return to the ranch and practice after finishing school.

When considering buying the ranch, Carpenter says it was a family decision discussing the future and generational transition.

The family is not afraid to experiment, viewing setbacks as opportunities to improve rather than reasons to avoid innovation.

“We focus on improving what we already have,” Carpenter says. “It’s easier to maintain a healthy native prairie than try to restore a degraded one. Manage what you have well.”

Through cutting-edge technology, grazing management and a willingness to adapt, the family is positioning their ranch for long-term economic and environmental sustainability.

A Champion for Meat

Mon, 20 Jan 2025 11:05:00 GMT

Meat scientist and Mom at the Meat Counter creator Janeal Yancey shares her knowledge to influence the next generation of meat and animal science students and give other moms more confidence in meat purchasing decisions.

Yancey has been working at the University of Arkansas since 2005. Initially, she was hired to run the food safety programs for the meat lab, but through the years her role has included research, teaching and outreach.

“I’ve taught all of the meat evaluation curriculum and have talked about evaluating meat grades, pricing cattle and pricing carcasses,” Yancey says. “I’ve always liked teaching, and they’ve added more classes as the years have gone on. I enjoy the students and helping them see what’s possible in animal and meat science.”

Currently she serves as a meat scientist in the department of animal science.

“I’m a meat scientist, but I’m the first person who gets the phone call when people want somebody to do a demo of the cannulated cow,” she says. “I do a lot of field trips and recruiting trips in the summer, sharing hands-on animal science teaching.”

She’s also been teaching the intro to animal science class since 2019.

“I like teaching and talking to the freshman,” Yancey says. “They are excited to be here. I encourage them that it’s OK if they don’t know exactly what they want to do with their lives. They do figure it out, then it’s nice to watch them grow as they reach the end of their schooling and start their career.”

About 70% of animal science students at the University of Arkansas are female, and a high percentage don’t come from livestock backgrounds, Yancey says.

“Many students coming into the University of Arkansas animal science program are considering veterinary school. When you survey the freshman class, probably 65% to 70% say they want to be a veterinarian,” Yancey says.

Opening students’ eyes to all the possibilities in animal science is a rewarding part of her job.

“Students realize you can be a part of agriculture and not be a veterinarian,” she says. “We’ve got students who go work for feed, poultry and meat companies. We also have students working in banking or for USDA. Some students even take the skills they have learned and apply them to other industries. For example, a former animal science student works in a lab making glasses now, and even Yancey’s obstetrician has a degree in animal science.

“It’s a degree that can lead down a lot of different paths,” she adds.

Yancey’s favorite part is seeing students’ eyes opened to new ideas or concepts.

“I love those ‘ah-ha’ moments when a student figures out something or learns something,” she says. “That moment when you see their eyes light up, and they realize ‘I get this now.’”

Consumer connection

Those moments happen when Yancey does consumer outreach as well. When she became a mom, she saw an opportunity to help other moms learn more about the meat they feed their families. She began blogging at Mom at the Meat Counter in 2011.

“I get to help people see agriculture and animal science from a different perspective and give them a better understanding of meat and meat processing,” she says. “I ask people to approach things with an open mind and not think that farmers and the meat industry are against them.”

Today, Yancey does most of her Mom at the Meat Counter outreach on social media, using Facebook and other platforms to engage with the public.

“I want people to know real people take care of livestock and do it with integrity,” she says. “Real people process them to put healthy food on the plate. The meat industry sometimes is vilified because of bad actors, but those of us in meat science are trying to produce a good, safe, wholesome product.”

Read more: Whole Animal Health Trend Valuable to Ranchers

What Am I Buying? A Guide to Meat Labels

I'm A Drover: All-Around Cattlewoman Allie Bear

Thu, 12 Dec 2024 14:26:56 GMT

As a Jill of all trades, Allie Bear has a long list of talents, including livestock marketing rep, realtor, silversmith, long rope maker and cowgirl, that she shares with the ranching community and Western lifestyle.

Bear has called the Nevada desert home since she was a child growing up on a buckaroo ranch outside of Winnemucca. Now she resides in Elko, where her family owned the J.M. Capriola Company, a Western store, from 1972 to 1985.

Too busy to be bored, Bear owns a real estate business, marketing ranch properties in Nevada. She also designs trophy bits and spurs and makes long ranch ropes, which are highly valued by working cowboys.

Network of Ranchers

Many years of Western store experience and running her own cattle operation helped her build a large network of ranchers. In 1997, Jim Davis, a Superior Livestock Auction rep from Boise, Idaho, asked Bear to help him market cattle from ranches in the Elko area. Since then, she has continued to grow her own customer base and helps ranchers primarily in Nevada and Idaho market cattle through video auctions.

“I like the people, and I like the cattle,” Bear says of her time in the industry.

Bear has been honored with marketing more than 500,000 head of cattle through Superior’s video auctions. For many years, she was one of two female reps of the nearly 400 who worked for the company.

“It was kind of a man’s world when I first started, then the buyers got to know me,” she says. “That’s history now. They trust and believe I know the cattle and represent them well.”

Once a customer consigns cattle, Bear views and records the cattle, is present at the video sales and then helps ship cattle for delivery. Being able to honestly assess the cattle keeps buyers and sellers happy.

“You have to represent the cattle the way they are and let the buyers know exactly what they are buying,” she says.

Bear works with feedlot and stocker operations all over the country and helps market and buy all weights of cattle, depending on the availability and needs of her customers. For example, she says a light calf can sell well in the summer because the California grass will be ready for fall grazing, but a light calf coming early fall is not going to bring the same.

Past, Present and Future
During her nearly 30 years as a Superior rep, Bear has seen many changes.

“The cattle have improved greatly over the years, and carcass weights are a lot heavier too,” she says. “There’s access to better bulls than years ago, and there’s so much more ranchers can learn now with the internet.”

Animal health and vaccinations protocols are another big improvement.

“Weaning and preconditioning are really important,” Bear says. “It’s getting harder and harder to sell a bawling calf. Especially with these high prices, the buyer is putting out $1,800 to 2,000 per calf, and they don’t want to take much risk.”

Bear doesn’t see the market slowing anytime soon either.

“I think this market will stay good for several years, just because there isn’t many cattle out there,” she says. “Our demand is good. People will be slow to rebuild herds, especially in this area since hay was so high last year and they had to sell.”

Bear’s customers range in size from producers who sell one load to those who sell 10 loads.

“Everybody has different needs, but it’s just as important to represent the small producer as it is to represent the huge producers,” she says.

Video marketing is beneficial for all sizes of cattle producers.

“For the small producers, it’s probably the very best option because you expose your cattle to a couple thousand buyers,” Bear explains. “It’s hard for a one-load producer to negotiate, but with a video, you have it in front of everybody, and the producer is going to bring the market or better than the market for that day. For bigger producers, the big buyers are willing to pay top dollar on a large string of cattle on the video.”

Your next read: The Power of A Decision

Remembering Greg Henderson, the Beef Industry’s Drover

Thu, 05 Sep 2024 18:29:08 GMT

Who was Greg Henderson? The list is long. But if I had to tell you in a minute, I’d point out that he’s a respected and trusted leader in the beef industry. A devoted husband. An entertaining speaker. A proud father. An award-winning writer. A passionate voice for cattlemen. A bad dad-joke teller. A mentor and advisor. A distinguished representative of the livestock publications industry. A witty cowboy. A level-headed, tell-it-to-you-straight colleague. But most importantly, he was a good friend.

I’ve looked up to Greg Henderson and his artful ability to speak the truth for decades. When I had the opportunity to come to Farm Journal, I knew I would benefit simply from being a part of the same team as the legend himself.

Over the years, he challenged me to stretch myself as a writer. He wasn’t afraid to ruffle feathers and modeled how to do it respectfully. He grew my knowledge of the livestock industry and passed down important bits of history. A ‘good job’ from Greg meant the world to me.

When I found out he unexpectedly passed away on Aug. 16 , I joined so many in a state of shock and disbelief. We had just been at the Ag Media Summit where we were able to catch up in real life, instead of morning Zoom calls. I listened to him kick off the 25th Ag Media Summit with his heartfelt reflections on how the event came to be when he was serving as chairman of the committee. He also did a fabulous job moderating a panel on animal health and traceability.

This will always be one of my favorite photos with two of my heroes at Farm Journal. (L to R: Greg Henderson, Jennifer Shike, Cliff Becker)

(Provided by Jennifer Shike)

As his personal paparazzi, I took lots of pictures and reminded him he would thank me later. I always did that whenever we were at Farm Journal events or Ag Media Summit meetings together. I guess it’s my way of letting people know they are important to me – to try to capture the moment with them in some small way.

To know Greg is to know his wife, Ruth, because he could never stop talking about her. He was crazy about her and their kids and grandkids. He proudly brought Ruth to every event he could and as I sat with them a few weeks back, I couldn’t help but admire the connection they shared. They have truly been partners in telling the story of the U.S. beef industry. Behind every great writer is someone who inspires, listens and encourages them to go for it.

My last texts with Greg included a picture I took of him and Ruth at the 50th anniversary celebration of the Livestock Publications Council (LPC), an organization he devoted great time and energy to over the years, and a picture of the stack of awards he brought home from the LPC contest at Ag Media Summit. He ended up staying home the morning of the awards ceremony to work on stories for the September issue of Drovers, so I proudly stepped in to accept those awards on his behalf.

Greg and Ruth Henderson

(Jennifer Shike)

It seems quite fitting the State of the Beef Industry Report he was so proud of brought home two first place awards, in addition to nearly sweeping the editorial category and taking home first place for his in-depth reporting on packer capacity. Greg was gifted at understanding the markets and how to effectively communicate the numbers with his readers. But what I admired most was his willingness to speak the truth and take a stand in his editorials.

One of our colleagues Annie McCullough, national accounts manager for livestock at Farm Journal, describes Greg so well.

“Greg defined a Drover. He lived that meaning of a Drover in every part of his life,” she said.

I’ll never forget the conversation where Greg explained the meaning of a drover – a herdsman, a caretaker, a leader of his stock. There is no question Greg was the ultimate drover for the beef industry, carefully keeping an eye out for issues that could impact ranchers and producers.

To honor our friend and colleague, here is a collection of thoughts and stories from some of Greg’s industry friends about what he meant not only to them, but to the beef industry and ag journalism.

“Working with Greg has been one of the highlights of my career, and I’m going to miss him very much. I always respected and appreciated his commitment to his family. He loved all of them so much and was always pleased to talk about and spend time with them. That was his first priority. There was never any doubt about that. To be sure, he and Ruth were best friends! But I also admire him for his work. Greg was never afraid to tackle the tough subjects – and never worried about any type of negative feedback. He wanted the industry to be better. To the end, my last email to him regarded a column he was working on – and my last sentence to him was, ‘Keep writing truth.’ He never had an agenda except for truth – even if it meant taking some flack. In my mind, he was committed to his craft – being a journalist (and we sure need more of those). Greg was always a gentleman. When I think of Greg, I think of qualities like professional, courteous and respectful. He treated everyone that way. The more I sit here and think on all this, the more I realize just how much I am going to miss him. He was the difference maker! There’s no doubt, part of who I am today as a person is because of his influence – both personally and professionally. I am ever grateful for the opportunity to have called him a colleague and friend.”
– Nevil Speer, beef industry consultant from Bowling Green, KY

L to R: Wyatt Bechtel, Greg Henderson and Ruth Henderson enjoy the welcome party kickoff at the 2024 Ag Media Summit.

(Chuck Zimmerman)

“Greg had a significant impact on my life as a coworker and mentor. He was a great ally to the beef community, and his thoughtful editorials and articles helped drive improvements across industry sectors. His wonderful sense of humor made him an excellent storyteller. I’ll forever cherish our friendship.”
– Wyatt Bechtel, PR supervisor at Broadhead

“This is a loss that hits the Farm Journal family hard. Greg was one of those guys you truly liked working alongside because he supported everyone around him, and you usually walked away having learned something. I’m going to miss his friendship, his wicked and dry sense of humor, and his devotion to the cattle industry.”
– John Herath, U.S. Meat Export Federation assistant vice president of communications and former Farm Journal News Director

“Greg was a stalwart communicator for the U.S. beef industry. The man behind the pen was kind, courageous and curious. He advocated for this great way life and never lost his vision for seeing the bigger picture. Greg stood up for what he believed in and never let corporate interest sway his writing. He will be truly missed in this industry.”
– Clint Mefford, head of U.S. livestock communications and marketing operations for Zoetis

“What can you say about ‘the’ Greg Henderson? He has covered every topic in the beef industry. He is that calming presence that listens to all sides of the issue. He would write the news article, but then you were going to get ‘his’ thoughts in his column. He didn’t let his perspective skew the story and that is a real skill. Greg valued family and friendships. Industry events were always a chance to visit about his wife, Ruth, and his kids, Lisa and Jared, in between visiting about bigger issues in the beef industry. I loved the man’s dry wit, he was funnier than most people knew. Greg has inspired and mentored countless ag writers over the years. His style of writing was truly timeless and delivered what producers needed to know without getting bogged down.”
– Lori Maude, public relations senior content specialist at Bader Rutter

Greg Henderson and Diane Johnson at Ag Media Summit

(Provided by Diane Johnson)

“Greg and I were co-chairs of the LPC Convention when it was held in Reno in 1996. For months, we worked on it. It was during the fax machine era – no emails yet – and we planned it with multitudes of fax messages back and forth. As a thank you, he gave me a gift card for $50 and I ended up buying a set of silverware for four. I use it every day to this day and think of him and that time in my career. He was a wonderful friend who has more talent than anyone knew. A brilliant man with a gentle soul who would tell the most entertaining stories that you just couldn’t make up!”
– Diane E. Johnson, owner of Details by Design

“Greg was one of the best. He was an honest and respected voice for the livestock industry. An industry icon, for sure. But, more importantly, he was a friend, a mentor and an encourager. I’m better for having known him, and he will be greatly missed.”
– Scarlett Madinger, vice president of communications for the Kansas Livestock Association

“Greg and I first met and began working together in 1988. Beyond our working relationship, over the years, we became very good friends. This past February, I mentioned to him that I began working at ERS in D.C. on Feb. 1, 1984, and he said I started at Drovers on July 9, 1984! Greg was both a great asset and a friend to the beef industry and many of us associated with the industry. He will be sorely missed by the ag media, his associates at Drovers and the beef industry. But even more, by his wonderful family and his many friends.”
– John Nalivka, president of Sterling Marketing, Inc.

“I was very sad to hear the news of the passing of Greg Henderson. I had the privilege of working with Greg for nearly 40 years while he was at Vance and Farm Journal and I was at the Kansas Livestock Association and National Cattlemen’s Beef Association. Greg was keenly interested in the changes and trends in beef marketing and production. He had a unique ability to understand what was important for a publication’s readers. Greg knew that to be a successful publication, the editors and writers must understand what the most innovative producers are doing, which drives the selection of content that attracts quality readers and delivers the readers to the advertisers. Greg will be missed but never forgotten.”
– Kendal Frazier, retired CEO of the National Cattlemen’s Beef Association

“Greg was dedicated to journalistic excellence and had a finely tuned ability to discern the issues and information that was fact-based and relevant to the beef business. His editorials and the articles he published helped producers understand and embrace the changes that are necessary for all businesses to survive and thrive. That ability and vision to find ‘true north,’ coupled with the courage to ignore extremists’ emotional ‘noise,’ also kept Drovers businesslike and relevant. He was a true leader and will certainly be missed.”
– Dee Likes, past CEO of Kansas Livestock Association

“A true cattle guy with a superb demeanor. Always, always looked forward to seeing him.”
– Greg Lamp, freelance photographer and writer

“To me, Greg Henderson was a beef industry icon, talented journalist and mentor. What I appreciated most was he was not afraid to tell you how he saw it. The beef industry is better today because of Greg. His articles touched thousands of producers and affected millions of decisions the last 30 years. I am so thankful I had a chance to visit with him and Ruth during Ag Media Summit. I was blessed to serve on the LPC Board with him and to work with him during my time at Angus, Hereford and now K-State. Although I never had the chance to call him my boss, there’s no doubt I learned from him as a fellow ag communicator and looked to him for advice when needed. When Greg spoke during LPC meetings, everyone listened and took his comments to heart. He always knew what was best for our organization. He was so proud of his kids and even more excited when he became a grandpa.”
– Angie Denton, communication coordinator for the Department of Animal Sciences and Industry at Kansas State University

“I loved working with Greg. He loved what he did. He was passionate about beef and feedyards, about cow-calf ranches and backgrounders. He loved them all. He loved the business of producing beef and respected everyone in it. The industry is going to miss his reason and his curiosity.”
– Chip Flory, host of “AgriTalk”

Greg Henderson joins former LPC President Kathy LaScala to hang his plaque in the LPC Hall of Fame.

(LPC)

“When I joined Vance, I’m certain Greg was thinking, ‘What does this dairy girl from upstate NY know about the beef industry?’ Well, I knew absolutely nothing! But he took me under his wing and taught me about hedging, grid pricing, the different segments of the industry and more that I’m sure I’ve forgotten. He must have thought I was going to ‘make it’ because not soon after arriving, he ‘threw’ me onto the Livestock Publications Council board where I stayed for 13 years until becoming president. I had the honor of introducing Greg as a Hall of Fame winner and hanging his plaque on the Hall of Honor in the American Royal. It was one of my most treasured memories as a board member, especially because Greg loved being a part of this great organization. Along with my cows and my horse, Lakota, my other cherished possessions include the non-animal type – my jewelry. Nothing frustrated Greg more, or made him laugh more, than waiting for me to get through security when loaded down with my bling! It was a running joke that we needed an extra 10 minutes to get me through security while everyone was waiting. Greg was a man of few words unless you got him fired up about a certain beef topic, or when talking about his family or his dogs. How lucky am I to have known someone so special. He meant more to me that I think he ever knew.”
– Kathy LaScala, ag media sales and trade shows professional

“Greg will be remembered for his kindness, dry wit and of course his ag knowledge. Greg was one of Cliff’s very dear friends for 40 years and their collaboration on industry projects was well known. Greg will be greatly missed by many.”
– Kristine Becker, friend and wife of the late Cliff Becker

“Greg had a tremendous understanding of the cattle industry and took pride in bringing accurate and important information to the audience he served. His insights are going to be missed.”
– Dan Halstrom, CEO and president of the U.S. Meat Export Federation

“Greg Henderson was a true cowboy among cowboys — our very own ‘George Strait’ in the realm of ag journalism. Just as George Strait’s music resonates deeply with the heart and soul of the cowboy way of life, Greg’s words had the same powerful impact on the beef industry. He was a classic in every sense —someone you could listen to time and time again without ever tiring of. Greg had a unique ability to capture the essence of the people and the stories that make the beef industry so special. His words painted vivid pictures of the cowboy way of life, and his insights were a guiding light for so many. His legacy will forever be etched within the thousands of pages of Drovers he so passionately poured over, and his words of wisdom – whether shared in print or in person – were timeless. George Straight must have had Greg in mind when he sang this lyric: ‘Oh, the last goodbye’s the hardest one to say. This is where the cowboy rides away.”
– Taylor Leach, assistant editor for dairy at Farm Journal

Farm Journal colleagues (l to r) Jennifer Shike, Katie Humphreys, Greg Henderson and Charlene Finck gather at Ag Media Summit.

(Farm Journal)

“As a colleague and cattle producer, I learned something from Greg every time we spoke or were in a meeting together, which was several times a week. He could connect the dots in the beef supply chain and get to the heart of the ‘so what’ for producers unlike anyone else. His deep-rooted passion for the beef industry was inspiring – and he sure enjoyed giving me grief for buying turkey at Thanksgiving when I have freezers full of beef.”
– Katie Humphreys, content director at Farm Journal

The unexpected loss of Greg is a hard reminder to prioritize what matters most and more importantly, who matters most. I think we could all do a better job of letting people know how much we care and appreciate them. I hope Greg knew just how much he meant to so many. I will always remember how he engaged with people and made sure they knew they were seen and heard, just like any good drover would do.

Your Next Read: Finding Meaning in Passionate Work

I'm A Drover: It Started With a Brand

Fri, 30 Aug 2024 21:07:49 GMT

Finding another avenue to utilize resources has allowed third generation California rancher, Brooke Helsel, to continue her family’s Dot Seven .7 brand by selling direct-to-consumer beef.

Helsel’s grandfather, Jay Robinson, registered the Dot Seven brand after returning from World War II in 1946. He worked for other ranchers in the central valley, had a 60-acre homeplace and started a Grade B dairy. Eventually the opportunity to purchase land from another ranching family became available and that is the current home of the Dot Seven Ranch, which is northeast of Sanger in Fresno County. Today, the ranch is owned by Jay’s two daughters and managed by Brooke’s mom, Betsy Behlen.

The mother/daughter duo have created an arrangement where Helsel buys the calves from the ranch at weaning, then feeds outs, processes and markets the beef online and through local farmers’ markets.

“My best bit of advice, is to find something that can add to your operation, maybe it’s agritourism or new technology you can incorporate,” Helsel says. “It’s hard, but I think you really have to love whatever it is you do as the next generation. Especially if multiple generations are still active on the ranch, then you absolutely need additional ways to generate revenue. We’re not in a position to buy more California land and will not overgraze, so finding ways to add value to our beef and generate additional income has allowed another generation to be involved.”

With Betsy running the ranch, Brooke says they had to have many conversations about how to work together.

“It took a while for my mom and I to figure out the ebbs and flows and iron out details,” Helsel says. “Now we’re in a great position. She knows exactly what kind of product we want to market, and I know exactly what she needs, so we’re able to help each other. Like any new business, there were challenges, and the uphill battles still hit us today, but you stick with it. I think in the ranching world, we all have a lot of grit; we persevered and have gotten to a really good place where things just work.”

Brooke says while she always adored being around her grandfather and helping her mom on the ranch, she was more focused on sports while growing up and even walked onto the tennis team at Cal Poly. It wasn’t until college when she realized that agriculture was her true calling.

Working on the ranch.

(Amanda Rogers Photography)

“I had the animal science background from being on the ranch, and my aunt, who worked in animal pharmaceutical sales, had an interesting career, so I decided ag business and marketing was a good fit for me,” she says. After graduation, Helsel went to work for different animal health companies and currently works for MWI Animal Health.

In 2015, she began a western boutique called The Beef Boutique. Helsel felt like she was at a good place in her career where she was ready to add a new challenge.

“I have that love of marketing and figuring out new products and where they can fit in the industry,” she says. “It really started with a blog, which is kind of funny to think now that I had time to blog. I enjoy talking to consumers and having those conversations with people that don’t have the opportunity to live on or visit a ranch and connecting with them.”

Because she was spending a lot of time writing online, Helsel realized she needed to turn it into a business.

“Make Mine Beef was a slogan I coined early on with the business that kind of transformed into T-shirts and hats and different products like that. It morphed into a boutique,” she adds. “Then in 2023, I sold the boutique after moving into a direct-to-consumer beef operation.”

Selling direct-to-consumer was something Helsel and her mom had discussed for years, and she credits her mom with taking their cowherd and genetics to the next level where they were comfortable offering a high-quality product through direct sales.

Brooke and her husband, Reed, with their two boys, Jaxon and Jay.

(Amanda Rogers Photography)

“My grandfather deserves all the credit for starting this ranch and really building the foundation for what we have today,” she says. “Back then we had crosses and some color in the herd. My mom really recognized the value of Angus genetics and focused on that. It definitely shows in the quality of the meat that I get back from the butcher. As a rancher, you sell your calves at a certain age, they leave the operation and, in most cases, you don’t know where they end up, or how they grade. So being able to carry our cattle all the way through has helped us make decisions on the front end that will improve our beef on the back end. Being able to see that end product and have that knowledge has definitely been a huge benefit of starting the direct-to-consumer business.”

In addition, Helsel says getting to know the consumer and who is eating their beef has been one of the most enjoyable parts of the business for her.

“I enjoy being able to thank the person who’s buying our beef,” she says. “And when they come back, and say, ‘We had a Dot Seven steak for Father’s Day,’ it makes those really hard days where you’re like, ‘it’s 110 degrees out and we’re pulling a calf, you know, it makes those days more tolerable when you can hear that kind of the reinforcement and know you’re doing this for a reason. People are making memories around the food that we’re helping put on the plate. It’s the full circle part of it all that I’m very proud of and something that definitely gives us the energy to keep going.”

Faith, Patience and Building A Network Keys to Help First-Generation Kentucky Cattleman

Thu, 13 Jun 2024 14:51:02 GMT

Even though first-generation farmer Matt Adams didn’t grow up on a farm, a passion for agriculture was in his blood. His dad was raised on a dairy, but due to the bleak farming economy, he left after college and moved his family central Kentucky, near Upton, to begin a career in ag lending. It was a neighbor his parents went to church with who took Adams under his wing and gave him opportunities to become involved in the industry.

“We lived in a rural subdivision, but not on a farm,” Adams says. “I didn’t have any family close by, so I grew up with him basically being a second grandfather to me. I helped him on his farm. He raised purebred Charolais. When I was old enough to be involved in 4-H and FFA, I would keep my show cattle at his place.”

When Adams left for college, his neighbor was slowing down, so they partnered together on cattle, and Adams started buying a few of his own.

“We ran them cooperatively, while I was in college,” Adams says. “He passed away a few months before I graduated, and I was able to purchase the cattle and farm from his family. That’s our home farm now and where we live.”

It would still be about a decade before Adams could call himself a full-time farmer.

“When I got out of college I worked as a county ag extension agent in our home county for a little over 12 years. Then I was able to leave that career to farm full time,” he says. “I built our farming operation while I was working there.”

Adams says as long as he can remember all he wanted to do was farm.

“Of course, every kid who says they want to farm thinks they’re just going to be able to jump right out and do it,” he says. “When reality set in, I realized I was going to have to have some kind of a career off the farm for a little while until I got things built up. If I couldn’t farm for myself, the next best thing was to help other people be successful. That was a good experience for me to work in extension and be able to help other farmers. I made a lot of connections that way too.”

Through the years, Adams began transitioning to Simmental and Angus genetics and continued to grow his commercial cowherd to around 90 pairs.

“You’ll still see a few smokies in there from the original Charolais herd, but the last several years we focused pretty heavy on Simmental and SimAngus trying to use that in combination with Angus to maximize hybrid vigor,” he says.

This young farmer hasn’t been afraid to explore different marketing options when it comes to his cattle. He has a freezer beef business selling direct to consumer, as well as using traditional marketing channels.

“One of my mentors early on said one of the best ways to make money in the cattle business wasn’t really what you did with your most valuable animals; it was how you managed your least valuable animals and maximized the value on them,” Adams says. “That is where you make your money so that’s what we’ve tried to focus on there.”

For him, this means feeding out animals that may not make the best replacements or bring as high a price through the local auction market.

“Basically, what we feed out is some of the least valuable stuff,” he says. “Anything that is marked up a little different color, late born calves or open yearling heifers., for example. We feed them out ourselves on the farm instead of selling them on the open market and receiving a lower price for them.”
Using technology has also brought value to Adams’ cattle, who uses artificial insemination extensively.

“Every female on our farm will get one round of AI during the year, then we turn a clean-up bull in,” he says. “We’ve really been able to build and improve our genetics that way and just recently within the last year we’ve started genomic testing our heifers to do determine which ones to keep as replacements.

We’re selecting our replacements based off those genomic results and the EPDs we get on them.”
The feeder calves are weaned, preconditioned and backgrounded at home before being sold as yearlings. Adams used to retain ownership through the Tri-County Steer Carcass Futurity through Iowa State, which he says helped him make genetic progress.

“We shipped those calves to Iowa with a group of other local cattlemen,” he says. “We improved our genetics and our markets here in Kentucky have gotten a lot better for quality feeder cattle in the last six or eight years. It’s become more profitable for us sell those calves here.”
It’s that willingness to change, along with a good dose of faith things will work out that keeps Adams going. He advises other producers starting out to not get discouraged.

“A lot of it is to just keep the faith,” he explains. “If the Lord puts something on your heart that you want to do, then you put the work in and keep faith that it’s going to happen.

In addition, Adams recommends diversification on the farm.

“We’re a very diverse operation,” he says. “Not only do we have the cattle operation, but we also raise corn, soybeans and winter wheat. We put up hay for our own cattle and then we put up some high-end small square bales and market that to the equine market in Kentucky and surrounding states.

Having multiple channels of revenue helps.

“Right now, the grain markets aren’t the best, but the cattle markets are the probably the best that I’ve ever seen,” he says. “The cattle side is kind of propping everything else up right now. Even on the cattle side being diversified in our marketing and being able to market some of these animals direct to consumer and some of them in traditional avenues as well has really helped to stabilize our income.”

One of the biggest challenges Adams has faced has been land availability.

“This area of Kentucky is projected to be the fastest growing in the state over the next 10 years,” Adams says. “We have a lot of a lot of competition from development and urban sprawl starting come in.”

In addition, there is still a very strong farming population in the community.

“As farmland dwindles we still have the same number of people competing for the same acres,” he adds. “Being first generation, you don’t have that name recognition out there.”

He says sometimes being able to pick up and keep ground as a young beginning farmer is a challenge as he can’t own everything that he farms right away. Adams relies heavily on rented ground.

“Establishing a reputation in a community where your family name hasn’t necessarily been associated with farming can be pretty tough,” he says.

That’s why Adams remains cognizant of being involved in his community and how he’s taking care of his animals and farm ground.

“As first generation, you’ve got in the back of your mind that you have to prove yourself because there is no one ahead of you that laid the groundwork in farming,” he says. “It’s constantly building your operation and your family’s name.”

Finding labor has been a continual challenge as well. Adams runs his farm with his wife, Molly, who also works as a registered respiratory therapist at the local hospital. The couple also has two young daughters they are raising on the farm.

“It’s basically us. And my dad helps in the evenings and weekends. I keep joking that if I’m ever able to talk him into retiring we can take on the world,” he says laughing. “We’ve learned what we can handle ourselves on our own and just manage it that way so we’re not relying on having to hire outside labor.”

Regarding the future, Adams thinks about the genetic technology and genomics available for the cow herd. He’s open to growing his operation but will make those decisions if additional ground becomes available.

“We’ve come a long way from where we started with putting together cows off of local farms and a few from the sale barn here and there,” he says. “I want to continue improving those genetics and getting them where we need them to be and be more efficient with what we have.”

When he retained ownership he got back carcass data, which is something they lost when they stopped sending them to the test.

“The numbers we get back from the genomic testing can give us a good idea where we are as far as carcass merit, but also maternal traits,” he says. “That’s really exciting going forward; to be able to utilize that and really improve upon what we’re doing now.”

Adams encourages other producers to never stop learning and looking for advice from others.

“I’ve had several mentors throughout the years through extension and college professors,” he says.

“You can learn a lot from others who have seen it all and have watched changes in the industry. You have to be open to change, looking for new ideas and improving what you’re doing.”

I Am a Drover — The Green, Green Grass of Home

Fri, 31 May 2024 18:02:13 GMT

Reprinted with permission from the Noble Research Institute, Ardmore, Okla. Original photos by Carson Robertson

Nick Rodgers watched coverage of the terrorist attacks of Sept. 11, 2001, from a high school history class. He remembers his shock and anger watching history unfold in front of him.

He tried to sign up for the U.S. Army the next day. A few plates and screws in his arm from rodeoing — bull riding and bull fighting — slowed the process. A junior in high school at the time of the attacks, Rodgers dropped out of school to earn his GED certificate, eager to leave Michigan and be part of a mission. He was stationed at Fort Drum, New York, and then deployed to Baghdad in 2005, with orders to monitor checkpoints and patrol the northwest corner of the city.

He learned years later that the college located within the perimeter of his patrol was an agricultural college. He recalls seeing irrigation and row crops around the Tigris River and abundant sheep and goat production, with goat and mutton the animal protein of choice in the area.
When he left Iraq for the final time it was summer. Seeing the green grass from the air was a relief, and it turns out that was the beginning of a regenerative journey that has always led to better grass.

When he met his wife, Annie, she encouraged Rogers to take up agriculture. When the couple began raising cattle, they had a 3-acre lot with a few dairy-breed cows and a handful of Black Baldies. He would turn them out on pasture during the day and lock them up at night. His goal was a cattle-feeding operation, but the cost of building from the ground up was out of reach.

An answer came in 2019 when he stumbled across the 2016 documentary “One Hundred Thousand Beating Hearts.” Rodgers listened as Will Harris, a Bluffton, Georgia, rancher, described the days when he would calculate how many pounds of beef he could squeeze out of his existing herd and available resources. Rodgers understood exactly what Harris meant.

Harris then says the calculations no longer cross his mind; the thoughts were replaced by wondering how he could improve the grass and cattle in his care.

One Saturday night the couple watched a video about manure. Rodgers admits this may not have been quite so momentous an occasion for someone less absorbed in soil health and grass-growing.

But Rodgers says the breath of relief that he breathed in that moment rivaled the one he once exhaled at cruising at 30,000 feet. Annie’s idea to expand from the handful existing cattle soon grew from 3 acres to its current rented and deeded 147 acres, becoming Red Leg Farms near Montrose, Michigan. (The farm’s name is a nod to his time in the Army as an artilleryman, or a Red Leg.) Katahdin hair sheep complemented the cattle’s grazing habits, and the farm has steadily grown through heifer retention, new purchases and the unparalleled support, he says, of his wife.

At first, the sheep grazed on the poor-quality pasture he had. These days, he says, those pastures are nearly too good for sheep.

There is thoughtful design in his livestock pasture movements and intention in his decisions. The purpose in his life that once eluded him now covers him. His neighbors slow and watch as they drive past his ranch; they see Rodgers moving cattle daily, sometimes more often. The daily moves were somehow both similar to and wildly different from his former daily patrols in uniform.

The proof that Rodgers’ decisions were good ones was in the dry years, when neighbors pared down their cattle numbers by as much as half. They would drive past Red Leg Farms, where waist-deep grass undulated in the ocean of what Rodgers calls “putting-green pastures” around him.

The contrasts across fence lines don’t lie, and neither do the neighbors who have since asked Rodgers for his grazing secrets.

He recently hosted a pasture walk in partnership with local extension agents and the Natural Resources Conservation Service. Nearly 20 farms were represented, with herds ranging from three cows to 300. Beginning farmers showed up and counted on Rodgers to guide and teach them; satisfaction topped off the cup once filled with discontent.

The customers for their grass-fed meat run the gamut, which reflects how consumers respond to Rodgers’ natural approach to production. When he answers his phone or welcomes a visitor to the farm, it could be a beginning farmer or a local dairy farming family wanting grass-fed beef or lamb like they ate growing up. It could be an executive chef interested in serving meat produced on Red Leg Farms, or perhaps a former vegan whose only animal protein is grass-fed lamb Rodgers has raised.

I Am A Drover — Utah Beef Producers

Fri, 24 May 2024 14:34:28 GMT

For nearly two years the beef industry has been buzzing about the prospects of new harvest capacity planned or under construction that might provide new markets for cattle. None of that attention, however, was focused on Utah, where Henry Barlow was busy planning and constructing a new beef packing plant that opened at the end of last month.

Barlow’s background is not in the packing business but that has not deterred him. A general contractor with 35 years of experience working in Utah, Barlow has owned several businesses, including Hybar Windows and Doors and Rocky Mountain Concrete, a construction and excavation business.

He’s also owned multiple ranches and said he watched fellow ranchers wait anywhere from six to nine months to obtain harvest dates for cattle in Utah. Such delays are crippling to ranchers and feeders who have clients to serve.

“All the ranchers I know think about it and talk about (a packing plant) for the last 25 years saying somebody ought to do something,” Barlow says. “So, I sold one of my ranches and decided to be that guy.”

Utah Beef Producers’ new facility is designed to harvest up to 500 head per day, and Barlow says that will include a mix of cows and fed cattle. Once fully operational, the plant will employ 100 people. UTB will offer custom harvesting for local ranchers and feeders, but Barlow is also set to launch a branded beef product of his own, Horizon Heritage Farms, which will offer premium, locally sourced beef with complete traceability from farm to fork.

“Over 500,000 cattle leave the state every year to be fed out or slaughtered outside the state of Utah,” Barlow says. “But if you roll the clock back 60 years, we finished cattle in Utah and we need to do that again.”

With about 323,000 beef cows, Utah ranks 27^th nationally, but Barlow believes the Richfield location is well-suited for the new plant with less shipping costs to the west coast than many of the major packers. Salt Lake City is 160 miles north and Las Vegas is 280 miles to the southwest.

“We’ll be able to satisfy so many Utah ranchers that have had to either sell their cows or send them off as calves and not do a finished operation because they did not have an option like this,” he says.

While Barlow plans the new plant to benefit producers, he’s also working with his community and utilizing state-of-the-art technology to minimize any environmental impacts. Utah Beef Producers’ focus is on sustainability, and the implementation of innovative waste management practices. That will include converting processing waste into biochar, a soil enhancer with the potential to reduce environmental footprint.

Barlow believes Utah Beef will be the first packing plant in the U.S. to make biochar onsite, which he says reduces methane gas in animals by up to 45% when used as a feed supplement additive. Additionally, an onsite wastewater treatment facility will help them recycle water and save an estimated 8 million gallons of water per year.

“We have a tremendous opportunity to be a powerful example for good,” Barlow says. “And one of the ways is sustainability.”

On Fire for Stewardship: Finding Synergy in Cattle Ranching and Land Conservation

Mon, 20 Nov 2023 16:20:31 GMT

Fire. “Baptism by fire,” that is when Katie Blunk, DVM, took the reins on her family’s ranch near Freedom, Okla., as operator of the Lazy KT Ranch and Jackass Ridge Beef.

Blunk’s journey back to her roots unfolds with a blend of heritage, conservation and progressive ranching practices driven by a passion for both animal health and environmental stewardship.

Serving as a field veterinarian for USDA-APHIS-VS in Reno, Nev., Blunk felt the pull of her childhood roots.

In 2012, she and her husband Michael Horntvedt, packed up their asses, three wild burros to be exact, and headed to start the next chapter of their lives and the Lazy KT Ranch legacy.

Returning to the Blunk Ranch was not without its challenges as it lacked the basic infrastructure needed for cattle ranching - no habitable structures, water wells or functional cattle facilities.

But amid these inital hurdles lay an asset tha proved invaluable - a commitment to land stewardship.

Following the passing of Blunk’s father, her mother, Rose Blunk, stepped up to manage the ranch’s lands. Overwhelmed by the encroachment of Eastern Red Cedar trees and years of neglect, Rose sought aid from the National Resource Conservation Service, U.S. Fish and Wildlife Service and the local precribed burn association. Implementing conservation strategies such as cedar cutting and prescribed burns, she set the transformation in motion.

The Perfect Pair

Prescribed burning is central to the conservation effort at Lazy KT Ranch - a practice that Blunk refers to as their primary and most economical tool.

Through meticulous application, good fires have been harnessed to rejuvenate the Oklahoma ranch, especially when coupled with a well-managed cattle operation. The strategic use of cattle and their cloven hoofed action, proper stocking densities and rotational grazing patterns creat a synergy that catalyzes both ecological health and economic prosperity, Blunk explains.

The ranch’s Angus cow-calf operation overseen by Katie and Michael ripples into diverse ventures including marketing of seedstock bulls and bred females, retained ownership opportunties, and the branding of the Jackass Ridge Beef label for their direct-to-consumer beef.

Blunk explains, “Rejecting the limitation of labels such as maternal versus terminal, we are inspired by the ‘You can have it all’ philosophy from Mark Gardiner of Gardiner Angus Ranch.”

Their breeding program thrives on data-driven decisions, relying on expected progeny differences (EPDs) and Method Genetics genomic indexes. A focus on calving ease, docility, growth, moderate stature and elite carcass EPDs (marbling and ribeye) underpins their approach.

“All these things have allowed us to weather the storm and stay the course by creating multiple, flexible marketing outlets for all classes of our cattle,” Blunk explains.

Elevating Value

Blunk contributes much of their herd’s success to science-based decisions and intentional management practices. Artificial insemination, early ultrasound pregnancy diagnostics and real-time genomics from DNA testing are key to their genetic acceleration. Upholding the integrity of their operation is a comprehensive herd health protocol plus a foundation of sound nutrition and stockmanship.

“We create value-added cattle that have really paid off through market fluctuations and enabled us to have a very resilient operation, managing through drought with our cattle marketing successes, pasture health and preservation of natural resources,” Blunk adds.

For Blunk, the ranch is not just a livelihood - it’s a canvas upon which memories are woven, ecosystems restored, water flow is revitalized and wildfires mitigated.

The holistic vision encompasses high-quality Angus genetics, home-raised premium beef and a commitment to preserving the land for generations to come.

With a blend of tradition, conservation and innovation, Blunk remains a torchbearer for land stewardship and sustainable ranching - proving genetics run deep.

I'm a Drover: A Legacy of Leadership

Thu, 30 Sep 2021 16:41:54 GMT

By Sharla Ishmael

As a young man growing up in Seaton, Illinois, on the place his father and grandfather farmed and raised Hereford cattle, J. Neil Orth probably didn’t foresee the different tracks his career would eventually take. Then again, if you know Orth you also realize quickly that the gears are always turning behind his quiet, yet warm, demeanor and the twinkling in his eyes. Foresight is a defining characteristic of his journey—as a cattleman, a livestock marketing professional and, for the last 30 years, a breed association executive.

For instance, in his first full-time job after Michigan State University, Orth worked as a fieldman for Drover’s Journal under the guidance of another livestock marketing legend, Fos Palmer. One of the clients he called on in his territory was a big-time Hampshire hog breeding family, the Lindskogs. In 1969, Orth called on the Lindskogs about advertising for their fall sale. Eddie Lindskog mentioned their son, Brad, was just starting to show steers and would Orth mind taking a look at what they had in the barn.

“Out of this lean-to shed came a smoky steer unlike anything I had ever seen before,” Orth remembers. “They had bought the steer in a sale the fall before and were thinking of taking him to the Illinois State Fair beef carcass show.” Lindskog says Orth had a better idea.

“When Neil saw him, his first words were, ‘Man, don’t even consider taking him to a carcass show!’ He went on to explain that times were changing in the cattle industry, and we should consider taking him to the International Livestock Show, where diverse ideas were acted upon. Dr. Don Good, Kansas State University, was to be the judge. Neil told us Dr. Good could be one person to make a bold and forward-thinking decision, signaling change for cattle type in the industry.”

If you haven’t guessed it already, the steer was the famous “Conoco”— the first crossbred steer to win the International Livestock Show. More than just a single show, Conoco set in motion a huge change in the industry from the fat, little “belt-buckle” type of purebred Angus, Shorthorn and Hereford steers to the explosion of Continental breeds and crossbreeding. If Orth hadn’t been there to advise the Lindskogs, Conoco might have won the Illinois State Fair carcass show, but he wouldn’t have been the turning point of type change for the cattle industry (particularly the Charolais breed) that he was.

The Conoco story is also a great example of another distinguishing Orth characteristic — being perfectly willing to take a back seat so others can shine in the lights. Few people probably know of his connection to that steer because he just didn’t broadcast it. He was there the day Dr. Good slapped the steer champion, but he stayed in the background because, he says, as a Drovers representative he didn’t want to be seen as showing favoritism.

“You will never hear Neil brag of his accolades and accomplishments, as he is as humble as they come. I feel that is a true testament to the individual that Neil is. Quietly confident, full of integrity,” wrote Cody Beck, southwest representative for the American-International Charolais Association, in one of 158 letters of support for Neil Orth’s nomination for the Saddle & Sirloin Portrait Award.

The letters came from 27 states, four foreign countries, seven previous Saddle & Sirloin Portrait recipients, seven fellow breed executives, 23 current and past employees and more from various facets of the business, from auctioneers to academics. One supporter called Orth his hero, another named his son after him. Most spoke about his professionalism, poise under fire and people skills, not to mention a sharp eye for the right kind of cattle. Then there’s this letter.

“In my opinion, his greatest attribute has been instilling the love and passion for the industry to the younger generations he has encountered and served. I have been privileged to be a part of that group and, most importantly, fortunate to call him … Dad,” wrote daughter Jamie Orth Lane. While I was growing up, I knew my father as a cattleman, a marketer and a historian. I remember being at my grandparent’s house and seeing a picture of a Chicago Champion steer and being unable to process that my dad was telling me he and my grandpa raised him (a Hereford-Simmental named Bold Move, shown by Kristin Lindskog in 1972).

“That picture proudly hangs in my living room today and his grandchildren often comment on how competitive that steer would be today. He taught me many things about breeding cattle and the one that I easily remember is if it doesn’t fit in the industry, it shouldn’t fit in the showring. Fads were not allowed at our house! I can’t even begin to place a value on the cattle he helped market throughout the years, but I do know he was influential in the marketing of many industry-changing genetics,” she added.

“We have had many conversations about this young kid or that young kid and what a great one (auctioneer, breeder, marketer) he is going to be. Just like his sense in finding a “green” one for us to show back in the day, he has that same sense with people. And perhaps that will be his greatest legacy, finding the right people for the right job and equipping them with the skills and knowledge they need to continue to move this industry forward,” Jamie wrote.

She and her brothers, Brian and Scott, formed the Orth Outfit and were very successful showing the Hereford cattle they raised, including a number of national champions at the Hereford Junior Nationals in the 1980s.

Right time, right place

In addition to stockmanship that comes from a being part of a generational family farm, Orth had the benefit of going to Michigan State University (MSU) at a time when young graduate students were there who would go on to become industry icons — like Harlan Ritchie. In fact, Ritchie (a fellow portrait member) has said Orth was on one of the best livestock judging teams he ever coached at Michigan State and was “the most talented on a very talented team.” Orth also became herdsman at MSU’s purebred beef unit under the guidance of Ritchie and Larry Cotton.

He also worked at Penn State under Herman Purdy (another portrait member), as a team member taking the university’s show cattle on the road.

Spearheaded by Gary Minish (portrait member), who was an MSU graduate student at the time, Orth took on a very interesting side gig during his college years, which in turn led to his first full-time job out of college. The Central National Bank of Chicago hired him to manage and take on tour four consecutive grand champion steers from the International Livestock Show.

In 1964, the U.S. Department of Agriculture joined in and wanted Orth to take the champion steer overseas, to West Berlin, Germany to display at the World Trade Fair and promote U.S. beef. In addition to a paid trip around Europe, Orth had the opportunity to be an ambassador for the American beef industry and it gave him insight into the value of public relations and strategic marketing.

It was during one of these steer tours in the Midwest where Orth happened to meet some folks with Drovers. “They asked if I would consider becoming a fieldman,” he explains. “I said ‘Yes, I sure would.’”

He started as a fieldman for Drovers in 1968, with his whole territory being just one-half of the state of Illinois. It was a very different time in livestock publishing when there was enough money being invested in print advertising to support a fieldman in just half of a state. Orth was good at selling ads because he was good with people and an exceptional ringman at sales. Soon, his territory increased and by 1970 he was promoted to director of field staff and advertising sales manager. It was a quick rise at a very prestigious publication, and he credits part of what he learned about being a good salesman to Fos Palmer (yet another member of the portrait gallery).

“Fos was semi-retired at the time, and I was fortunate enough to somehow catch his eye,” Orth recalls. “We’d go make herd visits together. He never talked about selling ads, but his big deal was we would rehearse the dog’s name, the wife’s name, all that kind of stuff before we got out of the vehicle. He gave me a rate card, but most of what he instilled was people skills.

“He taught me that cows don’t buy advertising; people do,” Orth says.

It was the glory days of livestock advertising when tax laws brought a lot of wealth into the cattle business — that and all of the “new” Continental breeds exploding on the scene. Between 1970 and 1987, gross ad sales revenue increased at Drovers by several hundred percent. In 1983, Orth was named associate publisher and he assumed supervision over both editorial and sales departments. In 1984, he was named the Livestock Marketer of the Year. In 2000, Neil was inducted into the Livestock Publications Council Hall of Fame for meritorious service to the livestock publishing industry.

“Also, 90% of the breed associations did not own their own magazine until the mid-70s and 80s. All of those things were happening that will never happen again,” he explains.

In 1987, as the industry’s economic situation shifted, Orth left Drovers to form a full-service marketing company, The Connection, Inc., specializing in comprehensive marketing services for purebred and commercial producers.

In 1988, plot twist — Orth was hired as executive vice president of the International Brangus Breeders Association. It was a different role for Orth, but one he had actually considered for a while.

“I always looked up to breed association execs like Hop Dickinson at Hereford, Pete Swaffar at Shorthorn, Dick Spader at Angus and Roger Hunsley, also at Shorthorn,” he explains. “I saw how they handled themselves and I thought if you really liked the livestock business it was a great place to be. I thought I might like to do that someday. Then Brangus contacted me.”

At that time, many breed associations were struggling with the implementation of EPDs and how to process, utilize, and ensure the accuracy of performance data. It was also a financially difficult time as the breed association world struggled to adapt to the sudden change in tax laws that sucked out quite a bit of registrations and money from their coffers.

While some breeds wasted time arguing about it, Orth was able to convince Brangus board members to get on the data train. During his 12-year tenure at IBBA, the breed:

• Began collecting ultrasound data and funded ultrasound research at Kansas State and Auburn.

• Implemented multiple programs to collect and quantify data.

• Developed carcass EPDs.

• Developed a performance registration certificate.

• Was the first breed to publish ribeye area EPDs.

• Implemented Whole Herd Reporting.

• Was the first breed association to publish fat thickness and intramuscular fat EPDs.

• Doubled cash reserves from 1990-98.

When he took over the helm at the American-International Charolais Association in 2001, Orth brought with him the same ability to guide membership to embrace decisions that have moved the Charolais breed forward. Under his leadership, the Charolais association has:

• Tripled cash reserves to $6 million.

• Adopted Whole Herd Reporting.

• Enhanced EPDs with genomic data GE-EPDs).

• Developed industry’s first Terminal Sire Index.

• Implemented single step genomic evaluation.

• Began evaluating udder score data.

• Launched a bi-annual tabloid targeting the commercial industry.

When AICA brought him to Kansas City, Orth also focused on giving his time and leadership to the American Royal, a show that was struggling. He’s served as the livestock committee chairman for 15 years and served on the junior premium auction committee for more than 20 years. In 2015, Neil was presented the Lifetime Achievement Award by the American Royal for his dedication and outstanding service.

“Sitting on the block, witnessing and impacting every child who has entered that ring over the last 20 years, is Mr. Neil Orth,” wrote Glen Alan Phillips, Charlie Tetrick and Kim Palmer, with the American Royal Association. “Because of him, these youth’s memories have been brighter, their college accounts have larger balances, and the American Royal Board, staff, and volunteers have felt an indescribable amount of support.”

It’s impossible to try and capture all that a person like Neil Orth has done in a 50-year career in one article. Beyond the awards — even being honored with his portrait in the Saddle & Sirloin gallery — one quote from a nomination letter really gets to the heart of the matter of the legacy Orth will leave behind when he retires this year.

“Even with all these prestigious accomplishments the real measure of his success is the person he is,” wrote auctioneer James M. Birdwell. “He is a friend to all, young or old, beginning or established, any breed or color, rich or poor, he will know you. His smiling friendly demeanor is contagious along with his encouragement and his congratulations for a job well done is priceless. All these characteristics coupled with a true desire and willingness to serve the industry set him apart and identifies him truly as the professional of the professionals.”

What comes next? Orth plans to spend a lot of time with grandchildren and travel with his wife, Diane, to revisit some of the places he’s been along the way. There is the family farm still in Illinois and other places he’s been in his life where he’d like to do some of the things he didn’t have time for back in the day. One thing is for sure, wherever he goes, Neil Orth will have many friends very happy to see him. He might even go to an auction sometime along the way.

Editor’s note: This profile first appeared in the Charolais Journal and is reprinted with permission.

I’m a Drover: Land First, Cattle Second

Thu, 29 Apr 2021 15:29:04 GMT

For most ranching families, the cattle are the driving force behind management decisions, but at Double C Cattle Company, fifth generation ranchers Chuck and Ruth Coffey, who run 1,000 spring-calving pairs with their three children, put focus on the land first.

“My son sums it up with the three L’s. We look at our land, livestock and legacy. Those are the keys to our future and the future generations,” Chuck Coffey says. “We look at the land first, including the forages, the soils, the water, the wildlife—everything that the land has that is not a human input. Then we look at the livestock, and we do that for a source of income. But, that’s kind of a sideline deal, we mainly use the cattle to manage the land and if we do it right, we can make a little money and some years, but a lot of years we lose money due to the cost of improving the land.”

Coming from ranching families, the genetics of loving the land and good stewardship were instilled in Chuck and Ruth from the start, and that ties into the third L: legacy.

“We both grew up with the land, around livestock and wildlife and as things improve or degrade it makes an impression on you throughout your life. And it instills almost a spirituality of wanting to see the land, at least maintain itself or improve over your lifetime,” Coffey says. “And then carrying that on to the next generation is one of the most important aspects of regenerative agriculture in my mind because if we don’t, we’re only going to have input for 20, 30, 40 years, and then it’s all for nothing. Unless that’s instilled into someone else, and they’re willing to pick it up and carry the ball—all could be lost.”

Chuck and Ruth both studied ecology and rangeland management which strengthened their resolve in putting the care and consideration into the land they’re watching over. The experience is put to use, as each end of the ranch presents a different management challenge.

At the western side of the ranch, which is a more recent expansion acquisition in the last few years, water is a limiting factor, where in some cases it can be over a mile to the stream access, and running electricity isn’t an option. To ease the supply challenge, the Coffeys have installed 20 solar well systems across the property.

“That allows us to do things with our grazing management, it gives us a better distribution of livestock now we’ve got forages that we can take advantage of that we couldn’t before, because of a lack of water nearby. And that inherently allows you to increase your stocking rate,” Coffey says.

“For us, because water is such a limiting factor it becomes very difficult to run extremely high stocking rates. But our goal is to manage the land first, everything else that we do is a tool to do that. The cattle for us are a tool, they’re not the focus of the operation. Truly the cows are a management tool to help us in regenerative agriculture to keep the land healthy, to keep things recycling, to take that grass plant that a human can’t do anything with and turn it into a consumable protein, beef, that is highly preferred in this country,” he continues.

On the eastern side of the ranch, ash juniper has encroached on the property and it’s managed through mindful implementation of prescribed burning.

“It is very difficult because reclamation fires are very hot and dangerous. It can take years to get these trees to burn. So, we blend in mechanical control by shearing the trees and using bulldozers, cutting strips through the trees so when we start a fire it that carries into the trees and starts to diminish their population,” he notes.

Not only does the elimination of the juniper allow for grass regrowth and use with the cattle, but it also provides habitat for wildlife and prevents some of the erosion and water use issues those trees cause. Critics may point to prescribed burns as something to do away with, but that would have an unintended domino effect, Coffey says.

“If I don’t use fire on the property, and we take the cows off the land, we’re going to be a cedar forest in a matter of 30-to-50 years. And when that happens, we may have very little soil and plants to regenerate because of things like erosion and shading,” he says. “When that happens, you lose your wildlife, maybe a few birds would live in the trees, but you’re going to run off all the turkey and the deer, and quail and killdeer, because there’s nothing for them in a cedar forest. And that’s what much of Oklahoma is turning into.”

Also dotting the expanded western portion of the ranch: wind turbines, which provide an additional source of revenue.

“It’s difficult to be sustainable in agriculture without an economic source of revenue, and to buy land anymore, and pay for that land with livestock and wildlife, crops and the things that we do has become next to impossible,” Coffey notes. “The new land that we and are in the process of managing would not have been possible for us to have acquired without the turbines and that additional stream of revenue.”

The infrastructure needed in roads to the turbines provides an added bonus of fire guards for their prescribed burning. And the wind company pays to maintain those roads, which is beneficial Coffey says, because it’s extremely expensive to build and maintain fire guards, but the roads also serve another purpose.

“It allows me to get out and feed in the wintertime. I can see the 1,000 head of cows in a half a day with two feed trucks because of the roads and the infrastructure of the wind farm that we have doesn’t take up more than 3% of our entire property,” he says.

The sum of the parts generates an impressive figure and legacy for the future: From their ranch alone, the Coffeys can grow enough beef, store enough water and produce enough energy to be sustainable for over 50,000 homes.

The approach has garnered accolades for the Coffeys, being named an Oklahoma Leopold Conservation Award recipient in 2019, and a 2020 regional finalist of the Environmental Stewardship Award .

I’m a Drover: HeartBrand Beef Brings Opportunity for Texas Producers

Fri, 20 Nov 2020 05:55:25 GMT

Deep in South Texas a unique breed of red cattle called Akaushi have found success in the often hot and somewhat humid climate. Originating in Japan, the breed was developed to withstand the terrain and harsh climate in Kumamoto, which features both mountains and coast, and swings of temperature from very hot in the summer to very cold in the winter. It is hardy, but also bred to provide marbling that Wagyu-like cattle are known for.

The first Akaushi cattle came to the U.S. in 1992 as a herd of eight cows and three bulls, the loophole in which they traveled through, closing soon after. In 1998, Ronald and Jordan Beeman, fourth generation ranchers, became involved with Akaushi cattle through meat sales and ranching. In 2006, they founded HeartBrand Beef to preserve pure Akaushi bloodlines, and with careful management of the cattle, have the largest herd in the U.S., according to their site.

The brand also offers opportunities for producers to find benefits in partnership and premiums they don’t see in the traditional cattle market. Through its buyback program , HeartBrand will buyback cattle that are DNA-verified to a full-blooded Akaushi parent that is registered with the American Akaushi Association. Cattle at all stages are eligible, and it offers a premium on finished cattle that’s higher than the 5-day CattleFax average.

For fifth generation rancher Herff Cornelius of E Cross Cattle Company in Bay City, Texas, a shareholder in the business along with his seven sisters, added value and buyback premiums are part of what drew him to a HeartBrand partnership and Akaushi cattle.

“A big part of their marketing is the buyback premiums that they offer, provided you DNA test the cattle and they’re at least 50% Akaushi,” he says. “We’ve always looked for a way to add value to cattle, being on the Texas coast, without having to turn them black as many other operations do because they don’t really work well for us here.”

While there are several ways to get involved, Cornelius began by buying HeartBrand Akaushi bulls and introducing them to his herd of commercial cross-bred cows.

“We, in turn, sell calves back to them, mostly at weaning age weighing around 600 pounds. We’ve also partnered with them in owning our cattle through the feedlot,” he says.

Compared to traditional market prices, Cornelius says they see higher value with the Akaushi cattle and buyback program.

“It’s anywhere from 15 to 30 cents premium. When we sell them, it equates to about $150 a head over the average market in our area, and we’ve always tried to sell through private treaty. We feel like HeartBrand is a trustworthy group of people, and that we’re treated fairly,” he says.

Another opportunity with the Akaushi cattle is the marbling and grading.

Austin Brown III, a fourth-generation rancher at Brown Land and Cattle in Beeville, Texas, typically crosses the Akaushi with Red Angus cattle, and has seen great return in quality grade.

“Our Red Angus Akaushi F1 feeder steers are grading 30% to 35% prime, while being fed an average number of days on feed. We’re not feeding these cattle 300 days. Based on in weights in the feedyard, we’re feeding these feeder calves 140 to 160 or 170 days. And those cattle are grading a very very high percentage Prime. We’re doing much better with an Angus-Akaushi cross than what straight-bred Angus cattle can do.”

It’s a testament to the quality of the genetics Brown says. Not only to the Red Angus genetics, but the Akaushi as well, and how powerful they are in passing along the high-marbled beef quality to their offspring.

“It’s a great program, and there’s no gimmicks about it. We’re not being subsidized for doing this,” he says. “We have to compete in the same cattle market that everyone else has to compete in, and the premiums we see, and the and the quality of cattle that we’re able to produce using these Akaushi genetics is tremendous.”

Brown also says that it’s a way for his ranch to generate more revenue in an area where they can’t expand in acreage.

“Because of the nature of the breed and the Akaushi program, with the same amount of overhead and the same amount of inputs as we have had and used in the past, are able to generate more income, he says. “So, this program is not costing us anything, and we’re making more money doing it.”

I’m a Drover: Regenerative Ag with a Twist

Fri, 20 Nov 2020 05:54:41 GMT

Sitting just outside of Missoula, Montana, the cattle at Oxbow Cattle Company is grass-fed and finished. For owner/operators Bart and Wendy Morris, treating their herd with the highest standard of care, while maintaining good stewardship of the land they work on is their utmost priority. The cattle graze pasture before being rotated, sometimes daily, to another area to maintain a healthy ecosystem for both the grass and the cows. But sometimes, the herd grazes next to a small building on the property, called the f2m store .

f2m (short for farm-to-market) was created out of necessity. Prior to its opening Bart was spending a huge amount of time driving around to meet customers in Missoula and the surrounding areas in parking lots and other places to deliver their beef orders.

It’s how f2m is maintained that’s the surprising element of their business model.

While the traditional farmer’s market stall may come to mind, f2m is operated entirely on the honor system, staying open 24/7 365. Customers simply come in with cash, check or a Venmo account and select the Oxbow beef or other locally sourced items the store carries, log what they’re purchasing, and then deposit the total amount in the lock box provided or send payment through Venmo. That’s it. There’s no staff manning the store during designated business hours, aside from the Morrises keeping the beef stocked.

In a day and age where it seems like operating on the honor system would be crazy, it’s working. As they note on their website, “We believe in this because of how you all believe in us. You trust us to raise beef in the healthiest and most responsible way and we trust in you to make this honor system a success!”

But the benefits are twofold, not only does the store serve a functional purpose, centralizing the pickup and storage of beef orders, it also provides the community with an opportunity for education about sustainable ranching practices, Bart Morris says.

“We want to connect people with where their food is coming from, and there’s no better way to do that than to have them come and see the land and see the cows and what we’re doing. I can tell them whatever I want at a farmer’s market where we’re not on the land, but to have them come see the land, you have to stand behind what you’re saying” he says. “We are big time into regenerative ag. We want to leave the land better than when it came into our control and improve it for the next generations.”

Oxbow Cattle Company offers educational tours to the schools and universities in the area, but where education comes in to f2m is in sharing the full-circle journey of the food chain.

“When they come, people have the chance to see the full-circle of production. It’s the land and soil, to the cows and beef and then ultimately back to the soil,” Morris says.

Since its inception in mid-2018, f2m’s customer base has grown exponentially, with mainly word of mouth promotion, and to Morris it’s a testament to their philosophy working.

“We say it takes a community to raise a cow the right way, and we believe the community is standing behind us 100%,” Morris says.

“In this day and age, we want to be able to connect traditional agriculture to regenerative practices. We really care about stockmanship and horsemanship, and grass farming and soil health, and one of the most unique things about us is that we rope and ride and we handle all of our cows only on foot or horseback but yet we run tons of polywire and do MOB or MIG grazing.

“It’s important for us to hang on to the cowboy/cowgirl heritage and tradition because in Montana, everyone is connected to someone who had a ranch or was part of a ranch at one time. We have photos of Wendy roping and branding in f2m. And that’s important to us to not forget where we came from. Wendy has four generations of working ranchers in her family that came ahead of her, so it’s important for us to hang on to that, but move with the times and be better,” he says.

To learn more about Oxbow Cattle Company, check out their website , or Facebook page .

I'm A Drover: Telling Beef’s Story

Fri, 20 Nov 2020 05:22:58 GMT

U.S. cattlemen have long coveted the opportunity to send beef to China, where the growing middle class makes its potential as a U.S. beef buyer a game-changer. That’s why investments on your behalf continue to be made into developing beef trade with China.

“I see China as the emerging market similar to what Japan was 20 years ago,” says Joan Ruskamp, a Nebraska producer who completed a term as chair of the Cattlemen’s Beef Board in February. “We know the procedures and the steps of developing the market, and with the use of social media now, developing the Chinese market should be quicker.”

Ruskamp’s optimism for beef trade with China comes from a visit she made to Japan and China last year with the CBB and a contingent from the U.S. Meat Export Federation (USMEF). The trip provided a first-hand look at how investments from the beef checkoff are opening doors and building relationships that help sell U.S. beef. Japan is the largest foreign buyer of U.S. beef, accounting for nearly 25% of all sales. China accounted for less than 1% of U.S. beef exports last year, but the value of U.S. beef exports during 2018 exceeded $8 billion for the first time.

“I’m really impressed with how hard USMEF employees work on our behalf in China, Japan, Peru, Mexico—anywhere,” Ruskamp says. “They work to give people a taste of American beef and how it fits into their culture and their diet.”

First date

A native of Grand Island, Neb., Ruskamp was not raised on a farm, but became involved in the beef industry when she met her future husband. After earning an associate degree in veterinary medicine, she was working for a veterinary clinic when she met Steve Ruskamp.

“Our first date was riding horses around his family’s farm and feedlot,” she says. “We married in 1981 and had the opportunity to buy the farm Steve’s dad grew up on.”

The Ruskamps now operate J&S Feedlot in Dodge, Neb., a farming and cattle feeding enterprise where Joan says her role is in the cattle doctoring and processing area as well as record keeping. Over the years the couple raised five children, and when the last graduated from high school, Ruskamp became more involved in sharing her story with consumers through social media, and she was appointed to the CBB in 2013.

Initially, Ruskamp wanted to help educate consumers about beef, but now she wants to share with other producers how the beef checkoff benefits everyone. Before she began actively advocating for beef, she “had only a glimmer of an understanding of everything the beef checkoff does and how important the role of producers is in guiding the program.”

Once Ruskamp joined the CBB, she saw the “extensive work that goes into managing that $1 per head checkoff and making sure we get the best use of that dollar in the research, or the information or the promotion. It’s really an amazing job that is benefiting all producers.”

Ruskamp’s service time on the CBB offered her a glimpse into the checkoff’s inner working.

“The checkoff is so much more than just advertising,” she says. “Today, with the use of social media, we are better able to tell beef’s story.”

Consumers want to know more about their food, where it was raised and the people involved.

“They want food that is safe for their family and they want to know what kind of farm did this food come from,” Ruskamp says. “The majority of farmers and ranchers are too busy on their farms to answer all those questions, though they are just as passionate about the work they are doing. That’s how our beef checkoff uses social media, advertising and other communications.”

Beef’s sustainability

While continuing to emphasize the health and nutritional qualities of beef with consumers, Ruskamp says a critical role for the beef checkoff in the future will be in documenting beef’s sustainability.

“Demand for beef is growing around the world, and anti-beef activists see that attacking beef on nutritional grounds is not a winning strategy,” Ruskamp says. “So now they are targeting methane production (of beef) and trying to make people feel guilty for contributing to climate change by eating beef.”

To counter such claims, the beef checkoff funds research projects documenting beef’s role in a sustainable food system. Included are projects showing beef’s efficiency and how cattle utilize feedstuffs that would otherwise be wasted.

“Cattle are not a detriment (to the environment),” Ruskamp says. “They are an asset. We are amplifying our own checkoff dollar by getting involved, using social media and furthering that message in our own circle of influence.”

Ruskamp says there are many checkoff benefits, such as:

added carcass value with new cuts such as the flat iron.
solid research on the nutritional benefits of beef.
providing sustainability research about the importance of cattle to the environment.
developing and strengthening export markets, which adds more value to the carcass through demand.
engaging in the digital age of communication through active participation and behind-the-scenes crisis management.

While Ruskamp’s service to CBB is complete, advocating for her livelihood and her family will continue.

“Just like other farmers and ranchers, my husband and I will keep working hard to care for our cattle, and hopefully make wise marketing decisions,” she says. “It’s good to know the beef checkoff program is working hard for me so that we may possibly pass this opportunity and way of life down to a grandchild.”

I'm A Drover: Service-Minded Veterinarian

Fri, 20 Nov 2020 05:20:31 GMT

Editor’s Note: The print version of the story incorrectly stated that Dr. Randall Spare won the AABP Bovine Practitioner of the Year Award. He was awarded for the 2014 AABP Excellence in Preventive Veterinary Medicine in Beef. The correction is reflected in the above photo.

A commitment to service has helped grow Randall Spare’s veterinary practice in Southwest Kansas as he aims to keep his cattle producing clients profitable.

Having an understanding of what makes producers money is important for veterinarians, Spare says. “We understand that we need to be an investment, not a cost.”

Discussions on feedyard closeouts or how calves are weaning are common discussions with producers. He’s been able to develop those conversations after working 28 years at the same Ashland Veterinary Center Inc. (AVC) he established in Ashland, Kan.

“Once you’ve been at a place for a while, people give you the I’M A DROVER opportunity to ask questions,” Spare says. Th is offers a chance to give advice and guidance on areas of the beef business that could be improved.

Nearly 85% of AVC’s bovine work is cow-calf related, with a few stocker operations, backgrounders and feedlots thrown in. However, through the years more of Spare’s clients have retained ownership on their calves, making their breeding and weaning decisions even more important.

Growing up the youngest of eight children on a dairy in Central Kansas, Spare always knew he wanted to work in animal agriculture.

“One thing that I underestimated is how much I really enjoyed the people that came along with animal agriculture. I’ve grown to appreciate and hold in highest esteem those people who make a living from taking good care of cattle,” Spare says.

Spare graduated from veterinary school at Kansas State University in 1986, and in his second job out of college started practicing under Rodney Oliphant, who he describes as an icon among bovine practitioners. After working with a Cattle Production Veterinarian Hall of Fame inductee for several years, Spare branched out on his own in 1990, after purchasing a practice in Ashland.

In the beginning there were few options for veterinary care in the area with Spare being the only DVM in Clark County or neighboring Comanche County for six years. Through the years he would expand AVC to involve more veterinarians. Today, there are four vets on staff and a part time vet.

“Never in my wildest dreams did I think we would grow into the type of practice that we have today,” Spare says.

He and three veterinarians in the clinic not only service their immediate area but also have clients in 13 surrounding Kansas counties, five counties in neighboring Oklahoma and two counties in the Texas Panhandle.

For his dedication Randall Spare has won a number of awards including the 2017 Service to Industry Award at the Applied Reproductive Strategies in Beef Cattle Symposium.

Spare attributes the growth to focusing on taking care of one client at a time and offering the services they needed. “I’ve always been willing to give things a try to serve others,” he adds.

This includes offering nutrition advice to cattle producers who often don’t have access to a nutritionist.

Contributing to the advice that Spare shares is his own experience running commercial Angus cows and developing replacement heifers.

“I learn by doing. Having a cowherd helps me with my day job. I understand the value of testing hay and formulating a ration,” Spare says.

Having walked a mile in a producer’s boots helps with those conversations on breeding programs or developing science like genomic testing, too.

“I want my clients, every one of them, whether they have 50 cows or 2,000 cows to succeed,” he adds.

An event that proved to show Spare and his clinic’s dedication to service was the Starbuck wildfire of March 2017 that burned 461,000 acres in Clark County alone.

Spare describes the wildfire as a monumental moment in his life and for the community. At the same time he gained a great appreciation for the relationships built overtime with cattle producers in the area.

“We as veterinarians have a tremendous opportunity to serve in the midst of tragedy,” Spare says. “Because we served every day we had the trust of those clients. Some that we did more work for and some we did less, but because of those relationships we were able to come alongside them during that very tumultuous period.”

Randall Spare works with beef cattle producers across every segment of the industry and has clients in Kansas, Texas and Oklahoma.

Another way that Spare is serving cattle producers is through his commitment to mentor and develop the next generation of veterinarians. AVC offers an internship program for veterinary and animal science students.

With fewer veterinary students coming from rural backgrounds, Spare understands how important it is to provide them with exposure to working in areas like southwest Kansas. Pre-vet students from across the country have the opportunity to live in an apartment at the clinic for up to a year.

“We as veterinarians need to be responsible for encouraging youngsters to consider our profession,” Spare believes. This also means that the next generation needs to see current veterinarians enjoying their work and the satisfaction it brings. “Seeing our clients succeed is the ultimate fulfillment.”

Through all of Spare’s service endeavors he has managed to keep his family life at the forefront, making sure he could eat at least one meal per day with his kids, attend ball games and have his family work alongside him. His son, Mark, appears to be headed toward the same life of service as he finishes up his veterinary studies at K-State.

“I certainly couldn’t do these things without the support of my wife and my family,” Spare adds.

I'm A Drover: Science Advocate

Fri, 13 Nov 2020 02:22:43 GMT

Hating on cows is popular, largely because of misperceptions and miscalculations by groups who might take advantage of the general public’s lack of knowledge about science. Often stepping into the fray to set the record straight is Frank Mitloehner, professor and air quality expert from University of California, Davis, also known as @GHGGuru on Twitter, where you can find links to many of his challenges to anti-cow propaganda.

But, Mitloehner emphasizes, he’s not your advocate.

“I work for the public,” he says. “As a faculty member at a public university, I work for everyone, and that means I advocate for using science.”

Specifically, Mitloehner is a professor and air quality Extension specialist in the department of animal science at UC Davis. But his path to an American land-grant university was unique. He grew up in West Germany, and when the Berlin Wall came down in 1989, he was among the first to go east for his education, to the University of Leipzig, Germany, where he earned a master’s degree in agricultural engineering and animal science in 1996. He followed that with graduate studies in animal science at the University of Goettingen, Germany. Finally, Mitloehner earned his doctorate in animal science at Texas Tech University in 2000.

Soon thereafter he applied for, and was offered, what he calls a job that was a perfect match for his education and interests at UC Davis.

“While at Texas Tech, I conducted research on air quality—dust emission and microbial sampling in feedlot cattle and pigs, and heat stress mitigation in cattle and pigs,” he says. “Now I’m working on air quality research related to livestock production, especially quantification of greenhouse gas, ammonia, dust and odor emissions from dairies, beef feedlots and poultry operations. My main objective is to minimize environmental impacts of livestock systems.”

Such research is critically important for the livestock industries and the public, but it has also given Mitloehner the scientific authority to challenge some of the most egregious claims against livestock production—and quite successfully, too.

When the Food and Agriculture Organization (FAO) of the United Nations published “Livestock’s Long Shadow” in 2006, a report that was “to assess the full impact of the livestock sector on environmental problems,” Mitloehner challenged one of the key scientific findings. Livestock’s Long Shadow famously claimed livestock production was responsible for “18% of all greenhouse gas emissions, more than transport.”

That led to calls for a reduction in meat consumption to reduce climate change. But upon review of the data, Mitloehner noted the emission figures were calculated differently for livestock versus transportation. The livestock figures had been reached by adding all GHG emissions associated with meat production, including fertilizer, land clearance, methane emissions and vehicle use on farms, whereas the transportation figure only included tail pipe emissions. The result, Mitloehner says, was an “apples-and-oranges comparison that truly confused the issue.”

Pierre Gerber, a policy officer with the FAO and co-author of the report, acknowledged Mitloehner’s criticism. “I must say honestly that he has a point—we factored in everything for meat emissions, and we didn’t do the same thing with transport,” he said.

More recently, Mitloehner challenged a report called EAT-Lancet that proposed “healthy diets from sustainable food systems.” Many experts called the EAT-Lancet data on the impact of livestock production on the environment flawed. Mitloehner says the report assumed most land used for agriculture could be converted to cropland. In reality, 70% of agricultural land is marginal, meaning it is unsuitable for crops. Grazing animals can still make use of this land.

“If we were to forego meat by reducing our animal-based foods by 90%, we would lose the use of the vast majority of agricultural land for food production. That is taking things in the wrong direction,” he says.

Additionally, Mitloehner added “While EAT-Lancet claims its reference diet would decrease greenhouse gas emissions, the Commission’s fundamentally flawed data fail to account for methane reduction (i.e., oxidation) that occurs naturally, as methane remains in the atmosphere for only 10 years….”

As an advocate of science, Mitloehner believes efforts to reduce meat and milk production globally will only result in “more hunger in poor countries” and that efforts should be focused on “smarter farming, not less farming.”

Related stories:

2019 Resolution: Helping ‘Overwhelmed’ Vegans

Can Dietary Changes Limit Greenhouse Gas Emissions?