Sustainability

The Steward of the Sandhills: Barb Cooksley’s Legacy of Resilience and Leadership

Wed, 29 Apr 2026 16:32:36 GMT

As the world continues celebrating 2026 as the International Year of the Woman Farmer (IYWF), the U.S. Roundtable for Sustainable Beef (USRSB) is proud to shine a light on the women whose leadership strengthens the U.S. beef industry each day. This month, we are honored to highlight Barb Cooksley, a Nebraska Sandhills rancher whose story reflects six generations of stewardship and an unwavering commitment to the grasslands she calls home.

Barb Cooksley’s story begins in southwest Nebraska, where she grew up on a cow-calf operation with her parents and two older sisters.

“We were the ranch crew,” she says, laughing. “We did everything — rode horses, worked cattle, hunted, fished — even ran machinery.”

Cooksley knew early on no matter what she ended up doing, she would stay outdoors. After high school, she attended the University of Nebraska, earning both her bachelor’s and master’s degrees in agronomy and range science. She soon began a career with the Soil Conservation Service, which is now the Natural Resources Conservation Service, working across Nebraska on rangeland conservation.

Marriage and family brought a new season, and Cooksley stepped away from full-time agency work to become a ranch wife and mom. When her daughter started school, she became a congressional agricultural staffer, spending nine years supporting two U.S. Representatives while staying active in Nebraska Cattlemen, the National Cattlemen’s Beef Association and more.

Today, Cooksley draws on her diverse experience and her deep roots on the land to guide every decision she makes on the Cooksley Ranch.

(Photo provided by Barb Cooksley)

Life on the Ranch

When asked what a typical day looks like, Cooksley laughs out loud.

“Typical? “No two days are the same,” she says. “You always have a plan, but the plan changes.”

At any moment, a phone call may change everything. A downed fence, cattle out, an equipment breakdown or wildfire could instantly redirect the day’s priorities.

Cooksley says she often ends up as the gopher, driving 15 to 100 miles for parts, supplies or whatever else is needed at the time. She also handles pasture checks, livestock management and weed control along with daily logistics.

“Whatever has to be done, gets done,” she says. “And whatever should be done, we’ll get to it.”

Family, Community and the Journey to Little Miss Clearcut

Cooksley and her husband, George, are now the fourth generation on the ranch. The fifth and sixth generations are already involved, which is a major point of pride for her.

She says this cycle of life on the ranch is what brings her the deepest joy.

“There’s a moment every year when that first calf drops, and it gets up. The mama licks it off, and the next day it’s bouncing around. That’s the wow moment. That’s why we’re here,” she explains.

In addition to her love for life on the ranch, Cooksley places a deep value on the people who surround it.

“Your community is your extended family,” she says.

Whether at church, the hardware store or the grocery store, neighbors visit and help each other.

“We’re each other’s news reporters,” she smiles. “If you’re not involved, you don’t know what’s going on.”

That close-knit community doesn’t just share stories. It also shares in responsibility for the land.

Nearly 40 years on the ranch has sharpened Cooksley’s eye for change. One of the most significant decisions she made was confronting Eastern red cedar encroachment – trees that can quickly overtake native grasslands, reducing forage and water supply and increasing wildfire risk.

“These are treeless, grass-covered sand dunes,” she says, referencing the Sandhills. “You start seeing cedars pop up, you cut them.”

Cooksley took it upon herself to become the ranch’s leading cedar-removal specialist, partnering with neighbors and university educators to protect the region. Her dedication earned her a nickname she’s proud of: Little Miss Clearcut.

She also serves as the certified pesticide applicator for the ranch, ensuring they respond quickly and responsibly to thistles or other invasive species.

A Lesson in Patience

When asked about her biggest challenge as a producer, Cooksley’s answer is both honest and heartfelt.

“Aging,” she says simply. “Years of ranch work take a toll. You keep doing things, but you do them differently.”

She speaks openly about being patient with herself and teaching younger crew members how to work smarter, not harder.

Still, her joy for ranch work remains. Through long days, Cooksley leans on three things: faith, family and friendships.

“Once you realize you don’t have control over it, it’s your faith,” she says. “God gives you strength. He gives you the people around you.”

Her motivation grows from a genuine desire to care for the operation and the people who share in the work.

Cooksley’s 3 Tips for Future Women Farmers

For those dreaming of a life in agriculture, her advice is simple:

Be passionate. Love what you do.
Find your strengths and build on them.
Know your weaknesses and surround yourself with people who complement them.

Lessons Without Words

For Cooksley, taking the time to pause has always been important.

“Sometimes you just stop,” she says, alluding to the sights around the Sandhills. “You don’t capture it on your phone. You just take it in.”
When she gives ranch tours, she often turns off the vehicle and waits quietly to see if visitors notice the beauty and serene environment like she does. Most do, and the moment becomes theirs too.

“You’re here to work, but you’re also here to enjoy it,” she says.

At the heart of the Cooksley operation is love — for the land, the livestock and the people who make it all possible: family.

“You want to love the people you work with,” she says. “Because you’re going to disagree, sometimes loudly. But in the end, you know they’d sacrifice themselves for you, and you’d do the same for them.”

That sense of unity defines the ranch and ensures the legacy continues.

Continuing the Story

Through her leadership and her generosity of spirit, Cooksley’s story reflects the heart of the Nebraska Sandhills and the values that sustain it: resilience, faith, family and a deep respect for the land.

As the International Year of the Woman Farmer continues, USRSB is proud to honor women like Cooksley who ensure the story of agriculture remains one purpose.

Learn more about sustainable beef and producer leadership by visiting the U.S. Roundtable for Sustainable Beef website .

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Building Resilience from the Ground Up: How Grazing Management Supports Climate Solutions

Wed, 22 Apr 2026 12:30:07 GMT

Across the globe, ranchers and pastoralists are navigating increased weather variability along with shifting ecosystems, among other pressures such as economic uncertainty. Strengthening resilience in these systems requires practical tools and adaptive management strategies, along with a deeper understanding of how land, livestock and people interact.

One of the most valuable tools available to producers is the written grazing management plan (GMP) — not simply as a document, but as a process that supports long-term ecological and economic sustainability.

A Global Perspective: Resilience Starts with Management

From the grasslands of Argentina to the rangelands of East Africa, producers face diverse challenges shaped by climate and policy. Yet a common thread unites them. Resilient grazing systems are built through intentional management.

Healthy rangelands play a vital role in supporting thriving ecosystems. They store carbon and support biodiversity while also improving water infiltration and reducing erosion, among other benefits. These ecosystem services ultimately depend on how land is grazed, rested and managed over time.

Globally, there is growing recognition that grazing lands are a key part of the solution.

Balancing Ecology, Economics and Legacy

In the U.S., cattle producers operate within their own unique set of challenges and opportunities.

According to Jeff Goodwin, director of the Center for Grazinglands and Ranch Management with Texas A&M AgriLife Research & Extension, long-term success in the cow-calf sector depends on balancing three core priorities:
● Ecological sustainability: protecting soil health, forage resources and biodiversity
● Economic viability: maintaining profitability in a fluctuating market
● Social sustainability: ensuring operations support quality of life and generational transfer

“Producers aren’t just managing cattle,” Goodwin explains. “They’re stewarding complex ecosystems while running a business.”

Today, that balancing act is becoming more difficult as producers contend with various pressures alongside the conversion of grazing lands to other uses.

Environmental Stewardship Award 2024 Region VII Winner Downey Ranch, Wamego, KS

(NCBA Environmental Stewardship Award Program/Baxter Communications Inc.)

The Value of Grazing Management Plans (GMPs)

While grazing management plans are often discussed as technical documents, their true value lies in the planning process itself.

Goodwin emphasizes that successful producers are not defined by rigid plans, but by their ability to adapt.

A written GMP helps producers:
● Define clear goals and objectives
● Inventory available resources (land, water, livestock, forage)
● Evaluate management options
● Implement strategies and monitor outcomes
● Adjust based on weather, markets and ecological feedback

“It’s not the piece of paper that matters,” Goodwin notes. “It’s going through the process and staying flexible.”

This adaptability is essential in a changing environment. Producers who actively plan, and revise those plans, are better equipped to respond to pressures as they arise, such as shifting seasons and market volatility.

Read More About Grazing Management Plans:

Grazing Management Plans: The Power of the Pen

State of Grazing Management: To Plan or Not to Plan

Grazing, Carbon and Land Resilience

As the role of grazing systems in maintaining healthy landscapes becomes clearer, they are gaining recognition not just for their use, but for the ecosystem services they support and the outcomes they can deliver when managed well.

Grazing management is now central to discussions around carbon sequestration, soil health and land resilience — and the broader supply chain is starting to take notice.

“For the first time in my career, grazing lands are getting the attention they deserve,” says Goodwin. “People are recognizing the value producers bring beyond just food production.”

A written grazing management plan helps turn that recognition into action. By linking ecological goals with day-to-day decisions, it gives producers a practical framework to apply soil health principles, adapt to changing conditions and build long-term resilience through intentional stewardship.

Resources and Support for Producers

For producers interested in developing or adapting their written grazing management plans, a variety of resources are available:
● U.S. Roundtable for Sustainable Beef : Offers a Grazing Management Plan Development Module and template in addition to other sustainability tools
● Natural Resources Conservation Service : Provides technical assistance and conservation planning support
● National Grazing Lands Coalition : Connects producers with grazing specialists and educational programs
● Noble Research Institute : Hosts grazing and soil health workshops
● Ranching for Profit : Focuses on financial and ecological decision-making

Learning from peers is an important part of day-to-day decision-making. Some of the most practical insights come from neighbors and fellow ranchers dealing with the same conditions and challenges.

Looking Ahead

The April IYRP theme reinforces a powerful idea: resilience is not built overnight. It is developed through intentional management, continuous improvement and adaptability.

For U.S. cattle producers, written grazing management plans offer a pathway to strengthen both land and livelihood. By focusing on soil health, ecological function and strategic decision-making, producers can position their operations to withstand uncertainty while contributing to thriving ecosystems.

As more attention turns to rangelands, their importance is coming into sharper focus. A grazing management plan may be simple in structure, but it can play a powerful role in strengthening the long-term resilience of grazing systems and the people who depend on them.

— Provided by the U.S. Roundtable for Sustainable Beef (USRSB) in recognition of the International Year of Rangelands and Pastoralists (IYRP).

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$42 Million Investment: NFWF and McDonald’s USA Launch First Grassland Conservation Grants

Tue, 07 Apr 2026 18:40:21 GMT

The National Fish and Wildlife Foundation (NFWF) announced an initial award of $32.8 million in grants under the new Grassland Resilience and Conservation Initiative , supported by funding from McDonald’s USA, the USDA Natural Resources Conservation Service (NRCS) and several key McDonald’s USA beef and beverage suppliers.

Nearly $42 million in total conservation impact will be generated through this first round of awards from the Grassland Resilience and Conservation Initiative, achieved by leveraging an additional $9.1 million in matching contributions from grantees. This initial investment will advance voluntary conservation practices benefiting both wildlife and ranchers across nearly 2.5 million acres of U.S. grasslands.

A Landmark Seven-Year Commitment to U.S. Grasslands

Launched in 2025, this landmark seven-year initiative aims to invest more than $200 million to benefit America’s iconic grasslands, cattle ranching communities and wildlife populations that depend on healthy soils, productive habitats and plentiful water. Through this initiative, grants will promote and accelerate wildlife conservation efforts across 4 million acres of grazing lands within the Great Plains, Rocky Mountain West, Midwest, West Coast and Southeast.

The six grants announced today to American Bird Conservancy , American Farmland Trust , Mule Deer Foundation , National Audubon Society , Sand County Foundation and University of Missouri are the first to be awarded through this historic investment.

These initial six grantees are expected to work with more than 750 private cattle ranch operations across 26 states to implement conservation activities including:

Developing and implementing improved grazing management plans
Installing grazing infrastructure such as wildlife-friendly fencing and watering systems
Restoring grasslands through reseeding of native plants, prescribed burning and removal of invasive vegetation
Conserving water and recharging aquifers by improving water control structures and restoring wet meadows and streambanks

Such conservation practices are designed to support ranchers in sustaining healthy, resilient cattle herds while also providing the diversity of high-quality habitats needed by wildlife species that depend on healthy grasslands. Many participating ranchers will build on their existing efforts and achieve meaningful gains in operational efficiencies made possible through the financial and technical support offered by the Grassland Resilience and Conservation Initiative.

“Today is a great day for America’s wildlife, its ranching communities and its beef supply chain,” says Jeff Trandahl, executive director and CEO of NFWF. “This first round of grants from the Grassland Resilience and Conservation Initiative shows what can happen when corporations, federal agencies, conservation organizations and private landowners join forces to support both wildlife conservation and economic prosperity. This initiative is just getting started. We are confident it will play a leading role in grasslands conservation across the nation for years to come.”

McDonald’s USA suppliers participating in the initiative include Cargill, Golden State Foods, Lopez Foods, OSI and The Coca-Cola Company. On behalf of McDonald’s USA, Cultivo (now integrating Kateri) and Carbon Yield will provide independent monitoring and quantification of any improvements to soil health.

In its role within the initiative, NFWF will manage and invest funding to advance voluntary conservation efforts by ranchers. NFWF collaborates with NRCS and other funding partners across America’s grasslands to identify impactful, landscape-scale projects that will generate the greatest possible benefits to both wildlife populations and the productivity of vital U.S. ranch lands.

How Ranchers Can Participate in the Initiative

Ranchers interested in participating are encouraged to reach out directly to grantees.

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Why Did McDonald’s USA Invest $200 Million in Regenerative Agriculture?

Seeing the Whole System: Holder’s Blueprint for the Future of Beef

Tue, 31 Mar 2026 18:32:01 GMT

When you ask Vaughn Holder where the beef industry should focus next, he doesn’t start with the latest feed additive or carbon credit scheme. Instead, Alltech’s global beef research director talks about systems — how methane ties into nitrogen, how trace minerals shape soil biology and pasture growth, and how all of it ultimately shows up in cow-calf margins and human nutrition.

Holder was the featured guest in “ The Future of Beef Show ” podcast, episode 19. He argues the era of chasing single numbers is over, and that the industry’s competitiveness now depends on understanding and managing the entire ecosystem that surrounds the cow.

Holder’s journey to Alltech started far from Kentucky. Originally from South Africa, he had the opportunity to intern at Alltech and he says he essentially never left. Like many in animal science, he originally thought he would become a veterinarian — until he walked through a vet school and realized he didn’t want to spend his life dealing only with sick animals. A course in rumen nutrition changed everything. Today, Holder is less a lab scientist and more a research architect.

From rumen microbiology and feed efficiency to soil health, nitrogen and consumer perception, this episode connects the science inside the cow to the broader ecosystem — and ultimately to the future of the beef industry.

Six key takeaways from the podcast include:

1. Beef’s Role in Sustainable Food Systems

Holder frames cattle as essential actors in circular, systems-based agriculture, not climate villains to be removed. He argues that focusing narrowly on methane without considering the whole system is misguided.

Holder explains Alltech’s documentary, “ World Without Cows ,” was triggered by a high-profile Super Bowl ad suggesting a future with no cows. Rather than producing a piece of industry propaganda, Alltech’s CEO and President Mark Lyons handed the project to journalists and gave them wide latitude. He asked them to find people through a wide range in the sciences and get both sides of the story.

“It really was an open and transparent documentary,” Holder summarizes, stressing the conclusion was clear. “The consensus from the story is really bad things will happen if we get rid of cows.”

He emphasizes that cattle are upcyclers of human-inedible biomass into nutrient-dense food.

2. Systems-Based, Not Siloed, Agriculture

Holder says Alltech intentionally avoids ultra-narrow specialization to keep a systems view of agriculture. He repeatedly stresses many industry debates are too siloed and miss soil–plant–animal–human linkages. He says the industry needs to judge interventions by their overall system efficiency and impact, not single metrics.

3. Future Research: Nitrogen, Rumen Function and Soil

Holder predicts the next major environmental pressure point will be nitrogen, more than methane.

“My guess is it’s probably going to be nitrogen on the ruminant side,” he says. “I think that’s actually a much more legitimate topic for us to be chasing than methane is.”

He notes ruminants have poor nitrogen efficiency, so improving this means fighting evolution. He also sees big potential in work that links trace minerals, soil biology, plant growth and animal performance.

4. Food Pyramid Changes and Human Nutrition

Holder sees animal protein as central to nutrient density and public health, and views the new pyramid as a “return to sanity” with long-run benefits. He strongly supports the shift in the food pyramid toward animal products and vegetables as the base.

He expects long‑term public health benefits from the updated dietary guidelines will reduce childhood obesity and diabetes, clarifying these reductions are going to take years to improve. He also stresses what gets pushed off the plate may matter most — the highly processed, highly stable, packed with additives.

5. Innovation, Startups and Extension

Alltech’s R&D is explicitly positioned as innovation, not just lab work.

“Our entire research department has now been rebranded as an innovation department,” he explains. “Our job is to be out there understanding what new things are coming around and how we can engage with them.”

They deliberately engage with startups and accelerators to stay close to bold, early-stage ideas. He is critical of research that never reaches producers.

“A frustration with a lot of cow-calf researchers is they do that work and they have no one to give it to,” he says. “If no one ever uses it, then what’s the point?”

Holder suggests extension and translation of science into practical language and actions are crucial.

6. Challenges at the Cow-Calf Level

Holder calls cow-calf production both critical and hard to reach. Measuring real‑world responses on farms is a major barrier. He stresses the measurement and adoption gap at the cow-calf level is one of the biggest bottlenecks to applying research and technology.

Overall, the message from Holder is the importance of:

Thinking in systems, not single variables.
Focusing on efficiency and nutrient density across the whole chain.
Treating cattle as integral to circular agriculture and human nutrition.
Ensuring science is translated, measurable and adoptable at the producer level.
Keeping the industry open to innovation and cross‑sector collaboration.

For him, that means one thing above all: never viewing any of those challenges in isolation.

From Mongolia to Montana: Bridging the Access Gap for the World’s Grazers

Tue, 31 Mar 2026 13:34:29 GMT

From the high plains of Mongolia to the Sandhills of Nebraska, the long-term viability of our grazing lands depends on more than just rain and grass; it requires a robust network of knowledge, financial tools and professional services that empower land stewards to succeed in an increasingly complex global market.

The 2026 March International Year of Rangelands and Pastoralists (IYRP) theme — Livelihoods and Economics — emphasizes an essential truth: healthy ecosystems and well-managed grazing rely not only on land and animals, but also on the services and knowledge that enable land stewards to succeed. Ensuring access to these resources is vital for resilient pastoral and ranching communities around the world.

A Global Perspective: The Geography of Access

Throughout pastoral regions, such as Mongolia, Kenya and Argentina, livestock producers work in environments where geography, infrastructure and policy shape their access to vital services. Often, and especially in remote regions, access is limited for services such as mobile veterinary units, credit programs and microloans, and other education programs designed for their pastoral communities.

Across landscapes and governance systems, the pattern is clear — thriving grazing operations rely on support and resources being made available to producers.

While specific needs vary by region, the challenge of access is consistent. Livestock producers everywhere depend on support systems that extend beyond pasture boundaries. Barriers often arise from challenges in accessing services or navigating programs, and these gaps can limit productivity, opportunity and the long-term viability of grazing operations.

Strengthening Access in the U.S.

In the U.S., producers face challenges that can limit the adoption of new tools and technologies, including:

Limited broadband in rural areas making it difficult to use digital solutions.
Financial resources, particularly for new and beginning ranchers seeking to invest in equipment or technology.
Navigating multiple technical and regulatory programs, which sometimes slows the ability to take full advantage of available resources.

Addressing these challenges through improved connectivity, targeted financial support and streamlined access to educational programs is a necessary focus.

Educational and Support Programs for Producers

Fortunately, a variety of programs in the U.S. provide producers with resources and guidance to improve their operations and maintain long-term economic stability. The best part? Most are free.

Some of these programs include the following:

Beef Quality Assurance (BQA) : Offers science-based training on cattle care and handling, including animal health, medication use, injection site protocols and transportation practices. BQA certification promotes responsible livestock management while building consumer confidence.
The Noble Research Institute workshops : Provide guidance on grazing and soil health, with an emphasis on improving ranch management. Some of the available workshops include “Noble Grazing Essentials” and “MarketSMART Ranching.”
U.S. Roundtable for Sustainable Beef (USRSB) : Learning modules provide practical guidance on grazing management and sustainable practices to help producers improve beef production. These resources help producers connect sustainability concepts to everyday operations. Visit their online learning center to review their resources, such as the “Grazing Management Plan Development Module” and the “Producer Sustainability Toolkit.”
Annie’s Project : Helps women in agriculture develop skills in managing their operations and planning for business success. The project supports women in agriculture by building skills and fostering connections within the community.
Ranching for Profit : One of North America’s longest-running ranch management schools that focuses on economic and ecological performance. It helps producers analyze finances and make enterprise decisions while linking ecological stewardship with business planning for long-term sustainability.

Collectively, these programs foster an environment for learning and support throughout the U.S. grazing community — and they barely scratch the surface of available programs.

Building Access Together

Strengthening access relies on producers and educators to work together with industry and community partners. For producers in the U.S., awareness of these programs can be just as hindering as receiving access to them.

Access-building requires attention to both technical and social aspects and depends on developing trust and fostering continuous learning.

Looking Ahead

The March IYRP theme reminds us globally that grazing systems depend on both the land and the networks supporting those who manage it. For U.S. ranchers, expanding awareness of available programs ensures producers have the knowledge, tools and connections to carry their legacies forward.

Access, much like the land itself, is fundamental, and advancing it remains a shared responsibility across the grazing landscape and within the beef community.

— Provided by the U.S. Roundtable for Sustainable Beef (USRSB) in recognition of the International Year of Rangelands and Pastoralists (IYRP).

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A Seat at the Table: How Robbie LeValley Bridges the Gap Between Science and Stewardship

Mon, 30 Mar 2026 16:34:16 GMT

As the world recognizes 2026 as the International Year of the Woman Farmer (IYWF), U.S. Roundtable for Sustainable Beef (USRSB) is turning the spotlight on the women shaping agriculture every day here in the U.S. From innovative land management strategies to raising livestock with care and precision, women are vital contributors to our food systems and communities.

From Wyoming Roots to Colorado Stewardship

A fourth-generation rancher, Robbie LeValley is a passionate advocate for public lands and sustainable beef production.

LeValley operates a diversified cow-calf operation in western Colorado, where her work reflects a deep commitment to stewardship and the long-term viability of both land and livestock. Her story reflects resilience and a strong belief that agriculture can, and must, balance productivity with environmental care.

LeValley’s connection to ranching began in northwest Wyoming, where she grew up on a cow-calf operation south of Cody. From an early age, she experienced firsthand the realities of working lands that blended private acreage with federal grazing allotments, a model that continues to shape her approach today.

After attending junior college, she transferred to Colorado State University, where she earned both her bachelor’s and master’s degrees in animal science. Shortly after, in 1989, a career opportunity in livestock extension enabled her to remain in Colorado, the same year she became part of the LeValley Ranch through marriage.

Since then, LeValley has helped build and sustain a multigenerational operation alongside her family, blending tradition with innovation to ensure the ranch’s long-term success.

(Photo Provided By Robbie LeValley)

The “Power of And": Balancing Production and Conservation

Today, the LeValley Ranch is a diverse and dynamic operation. In addition to running a cow-calf herd, the ranch integrates multiple business components, including grazing management across public and private lands, a USDA-inspected processing facility, retail beef sales, and recreational opportunities.

Central to LeValley’s work is a commitment to conservation and land stewardship. Through years of rangeland monitoring, she has helped document improvements in both vegetation and overall ecosystem function. Her science-based approach allows her to demonstrate that well-managed grazing can support both livestock production and wildlife habitat.

“It’s not about choosing one or the other,” LeValley explains. “It’s about the ‘and.’ It’s about livestock and wildlife, production and conservation.”

This philosophy has not only guided the ranch’s management decisions but has also positioned it for collaboration. LeValley regularly welcomes producers, policymakers, environmental groups and members of the public onto the ranch to see the science in action and the outcomes firsthand.

In 2023, the LeValley Ranch was recognized with the prestigious Leopold Conservation Award, honoring its dedication to sustainable land management and environmental stewardship.

(Photo Provided By Robbie LeValley)

Data-Driven Decisions: Grazing as the Solution

Beyond the ranch, LeValley’s career reflects a lifelong commitment to education and service.

From 1989 to 2012, she served as a Tri River Area extension agent, working directly with producers and communities to strengthen agricultural practices and outreach. Today, she continues to support research and innovation through her involvement in agricultural and meat science initiatives.

Her background in science plays a critical role in how she approaches ranching. By collecting and interpreting data on rangeland conditions, LeValley is able to make informed decisions and communicate the positive impacts of well-managed grazing systems.

That ability has proven especially important in conversations around public lands, where misconceptions about agriculture can persist.

“Too often, grazing is seen as the problem,” she says. “But when you have the data, you can show it’s part of the solution.”

Advocacy in Action: Ensuring the Producer’s Voice is Heard

LeValley’s influence extends across the beef industry through her involvement in numerous organizations at the local, state and national levels. She has dedicated countless hours to ensuring that the voice of producers is represented in policy discussions and industry initiatives.

Her leadership roles include past service with the Public Lands Council, National Cattlemen’s Beef Association, Colorado Cattlemen’s Association, Society for Range Management and Colorado Beef Council.

For LeValley, this involvement is not optional; it is essential.

“If we’re not at the table, we don’t have a voice,” she explains. “The infrastructure, policies and opportunities we have today exist because previous generations stepped up. It’s our responsibility to do the same.”

Her commitment to collaboration is also evident in her mentorship of the next generation. Whether working with young producers or early-career ranchers, she emphasizes the importance of strong relationships and thoughtful decision-making.

(Photo Provided By Robbie LeValley)

Leading in Action

As a woman in agriculture, LeValley has witnessed both challenges and progress throughout her career. Her perspective is grounded not in titles or recognition, but in action.

“Leadership doesn’t always mean being out front,” she says. “Sometimes it means supporting others, and that’s just as important.”

She hopes young women entering agriculture will see that leadership is demonstrated through daily work and integrity, not just words.

Her advice is simple but powerful:

Work hard.
Build relationships.
Find mentors.
Lead by example.

“Work hard in silence,” she adds. “Let success make the noise.”

Continuing the Story

LeValley’s impact reaches far beyond her own operation. She is helping shape the future of ranching and the role of women in agriculture.

Her work demonstrates that stewardship and productivity are not opposing goals; they are interconnected. By embracing both, she is advancing the beef industry and ensuring its resilience for years to come.

As the International Year of the Woman Farmer continues, stories like LeValley’s highlight the leadership of women across agriculture.
They remind us that ranching is more than a livelihood; it is a legacy shaped by care for the land and a strong sense of purpose for the future.

Learn more about sustainable beef and producer leadership by visiting U.S. Roundtable for Sustainable Beef and Public Lands Council websites.

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Cattle Are Essential to a Sustainable Food Future, Not the Enemy

Tue, 10 Mar 2026 17:21:04 GMT

Global strategy expert Justin Sherrard argues cattle are the key to solving global malnutrition and climate challenges, provided the beef industry owns its data and narrative.

Drawing on his international work in climate, sustainability and animal protein, Sherrard says cattle are indispensable to a sustainable food system and that the beef industry must move from a defensive posture to a confident, evidence‑based leadership role.

Sherrard was the featured guest in “ The Future of Beef Show ” podcast, episode 18.

The current president of the Global Roundtable for Sustainable Beef (GRSB), Sherrard says cattle remain essential to feeding a growing population while working within environmental limits.

The podcast dives into everything from methane emissions and global food systems to consumer perceptions and nutrition.

Sherrard explains cattle have been cast as climate villains largely because of methane from rumination and a misplaced attempt to simply copy the logic used in the energy sector. In energy, the solution to reducing greenhouse gases has often been framed as “use less fossil fuel, substitute with renewables.”

That substitution mindset drifted into food policy debates because ruminants emit methane. He says the suggested answer has been: “Have fewer cattle, replace their products with something else.”

He argues this is a category error. Food systems are not interchangeable in the same way as electrons on a grid. Diets involve nutrition, culture, livelihoods and landscapes. Simply removing cattle overlooks the complexity of both human nutrition and land use.

Five key takeaways from the podcast include:

1. Cattle are Part of the Solution, Not the Problem.

“We are not going to create a sustainable food system without cattle,” Sherrard says.

Beef and dairy cattle are essential for converting nonarable grazing lands into highly nutritious food and must be seen as contributors to climate and food‑security solutions, not just methane sources.

Removing or dramatically reducing cattle, as some critics propose, ignores both their nutritional contribution and their role in utilizing lands that cannot be used for other forms of food production.

2. Beef’s Nutritional Value is Central in a Hungry, Undernourished World.

Any serious sustainability discussion must include beef’s nutrition role, not just its emissions footprint. He says the starting point for any sustainability discussion should be human nutrition.

He notes that approximately 700 million to 750 million people in the world still do not get enough to eat, and an additional 2 billion people lack critical micronutrients required for a healthy life and to fulfill their potential. In that context, he sees beef as uniquely valuable:

Beef provides high bioavailability of essential micronutrients, meaning the body can use them efficiently.
Nutrition, in his view, is not just a technical requirement but also about pleasure, culture and food traditions. A sustainable food system must respect these dimensions.

3. Sustainability Improvements Align with Producer Profitability.

He says “being better” means higher feed efficiency, better animal health and care, and stronger soil health and landscape management.

These practices reduce emissions while boosting productivity and lowering costs, improving both sustainability and ranch profitability.

4. Data and Storytelling Must Come from Inside the Beef Industry.

A recurring theme in Sherrard’s comments is that agriculture — and beef specifically — has historically been a poor communicator outside its own circles. He says this must change.

He warns that if the beef industry does not collect and share its own data, others will.

Sherrard says if outsiders collect the data and define the metrics, beef risks being misunderstood, misinterpreted and misrepresented.

Producers and national roundtables need to share best practices, collect metrics and feed that information to groups like GRSB so the industry can show, not just claim, its progress.

He says consumer interest in how meat is produced has rapidly increased during the last decade. As more shoppers care about environmental and ethical dimensions, beef needs clear, credible, data‑backed stories to maintain trust, access to markets and, ultimately, its place on the plate.

5. Beef Needs a Proactive Seat at Global Tables.

Through GRSB, Sherrard and others are present at United Nations climate meetings, food‑systems summits and nutrition discussions to advocate for beef. If beef isn’t represented in these arenas, he says, others with anti‑animal‑ag agendas will fill the vacuum and shape policies, guidelines and consumer narratives without the producer perspective.

Sherrard’s view is that sustainability is not a passing buzzword or a threat to be endured, but a long‑term framework for keeping beef viable, valued and competitive in a changing world.

By following these strategies, he summarizes that the global beef system can move from being treated as a climate problem to being recognized as a key part of the climate and nutrition solution:

Improving productivity and animal welfare.
Managing grazing lands for soil health, biodiversity and carbon.
Coordinating globally through GRSB and national roundtables.
Owning the narrative through robust data and advocacy.

Land Use & Balanced Development: A Shared Global Challenge

Thu, 26 Feb 2026 17:21:24 GMT

Across global grazing operations, day-to-day decisions revolve around forage conditions, water availability, weather, herd health, market variability and more. With so much attention required on the ground, it can be easy to miss some of the broader forces shaping the future of working lands.

As part of the International Year of Rangelands and Pastoralists (IYRP), February’s theme focuses on land use and balanced development, which accounts for producer livelihoods, ecosystem health and long-term land function, each connecting pastoralists worldwide.

The Global Perspective

Around the world, ranchers and pastoralists are navigating increasing pressure on the land that sustains their livelihoods and their communities. Depending on geography, governance, history or any other number of factors, land access and land security look different.

In many lower-middle-income regions, securing rights to land means establishing land tenure, protecting common property resources and maintaining mobility for livestock, sometimes across national borders. For pastoralists who rely on seasonal movement and shared grazing systems, land security is essential to both food production and community well-being.

In upper-middle-income regions, the challenge often shifts from access to management and retention. Producers must navigate a complex mix of public land leasing and private land ownership, regulatory frameworks and social pressures. Across all regions, however, pastoralists share a common concern — how to ensure progress continues in ways that support our grazinglands.

Shared Challenge, Different Expression

While the context varies, the pressure on land is universal. The landscapes we rely on are increasingly shaped by competing land uses. This is where the global IYRP conversation meets a distinctly American reality.

For the U.S., grazingland conversion has emerged as one of the most significant challenges tied to securing land and achieving balanced development. It occurs when grazing lands are converted to other uses, often permanently.
Key drivers include:
● Conversion of native grazing lands to cropland or other non-grazing uses such as recreation or hunting leases
● Woody encroachment — afforestation of invasive tree species due to absentee land ownership or mismanaged lands
● Residential and commercial development
● Transportation and energy infrastructure
● Renewable energy development like wind and solar

Each of these changes may be driven by legitimate societal needs. Taken together, however, they create combined pressure on grazing landscapes and the producers who depend on them.

Understanding the Scale

According to the U.S. Fish and Wildlife Service , in the last 10 years alone, the U.S. has lost more than 50 million acres of grasslands.

When viewed at scale, grazingland conversion is not a collection of isolated decisions. It is a trend with long-term implications for grazing operations, wildlife habitat, carbon storage and rural communities. Once grazinglands are converted, they are rarely converted back to their grazing function.

This is particularly important to note because not all acres are interchangeable. Grazinglands provide ecosystem services that are difficult, if not impossible, to replace. They support biodiversity, protect soil and water resources, store carbon and depend on cattle and other grazing animals to remain healthy.

Balanced Development Is the Goal

As pastoralists and ranchers move forward, the goal for all is simple: intentional, balanced planning, with development that recognizes the value of working lands and the people who steward them.

Balanced development means:
● Considering long-term land function over short-term gains
● Planning development projects in ways that minimize fragmentation of grazinglands
● Ensuring pastoralists and ranchers are at the forefront of land-use conversations

Throughout IYRP, topics like this will continue to connect local management decisions with global priorities. Balanced development isn’t about choosing between progress and grazing. It’s about making room for both.

Looking Ahead
The February IYRP theme highlights a shared global concern of how to move forward without leaving pastoral systems and healthy rangelands behind. For American ranchers, grazingland conversion is one of the most visible expressions of that challenge.

In support of this, the U.S. Roundtable for Sustainable Beef (USRSB) has launched the Grazingland Conversion Task Force, which exists to unify stakeholders across the U.S. beef supply chain around a shared understanding of grazingland conversion and to collaboratively develop strategies that support reducing conversion. If you’re interested in learning more, contact Samantha Werth, USRSB executive eirector, at swerth@beef.org.

— Provided by the U.S. Roundtable for Sustainable Beef (USRSB) in recognition of the International Year of Rangelands and Pastoralists (IYRP).

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Why Did McDonald’s USA Invest $200 Million in Regenerative Agriculture?

Tue, 10 Feb 2026 17:27:02 GMT

In September, McDonald’s USA unveiled its largest investment in regenerative agriculture to date with the launch of the Grassland Resilience and Conservation Initiative . This public-private partnership with the National Fish and Wildlife Foundation (NFWF), USDA Natural Resources Conservation Service (NRCS) and key McDonald’s U.S. suppliers aims to scale regenerative grazing and conservation efforts across the U.S.

This initiative will invest more than $200 million over the next seven years to help promote and accelerate regenerative grazing practices, habitat restoration, water and wildlife conservation on cattle ranches spanning 4 million acres in up to 38 states.

“We know the natural resources that are required for the food system to thrive are under a lot of pressure, and so our desire to make our supply chain more resilient is really a business decision,” explains Audrey Leduc, McDonald’s U.S. sustainability director.

During the 2026 Top Producer Conference, Leduc shared McDonald’s has 13,000 U.S. restaurants that annually serve 90% of Americans. In 2024, McDonald’s bought 671 million pounds of beef in the U.S.

(McDonalds)

What Are the Core Objectives?

“There’s really two things that you need to think about when you’re thinking about a resilient supply chain,” Leduc says. “The first one is, you need to understand where are your vulnerabilities, and second, you need to understand where you’re having the most impact.”

The initiative is designed to bolster U.S. supply chain resilience while providing ranchers with the tools needed to:

Improve grazing management. Enhancing land productivity and soil health
Restore ecosystems. Protecting grasslands and wildlife habitats
Conserve water. Implementing practices that safeguard water resources
Upgrade infrastructure. Providing financial support for ranch improvements

Promoting and accelerating these practices benefits both the environment and ranchers and shows how large brands can help drive meaningful change in the food system.

“The benefits of grassland conservation are far-reaching,” says Jeff Trandahl, NFWF executive director and CEO. “When cattle are managed to optimize multiple ecological and economic values, the land holds more water, grows better grass and supports more wildlife. Conservation practices voluntarily adopted by ranchers can improve the productivity of grasslands, increase ranching profitability and strengthen the vitality of rural communities across the United States.”

What Are the Economic Incentives for Ranchers?

“We understand that the financial burden to move towards regenerative agriculture is often carried by the producer,” Leduc says. “And so how does big companies like McDonald’s get involved? Well, it’s with things like the grassland initiative.”

The initiative will help boost its U.S. supply chain resilience, including by providing participating ranchers economic returns such as incentive payments.

Participating ranchers will receive:

Incentive payments. Direct economic returns for adopting sustainable practices
Technical assistance. Access to resources for voluntary conservation efforts
Performance monitoring. Independent soil health quantification provided by Kateri and Carbon Yield

“We want to be good stewards of the land, and we’re putting money directly where our mouth is,” Leduc adds. “It’s a business decision to protect the beef supply chain, and we want to be accelerating and working alongside the producers.”

McDonald’s USA suppliers, including Cargill, Golden State Foods, Lopez Foods, OSI and The Coca-Cola Company, will provide funds to NFWF alongside McDonald’s USA.

Audrey Leduc, U.S. sustainability director for McDonald’s, shares the stage at the 2026 Top Producer Summit with Angie Denton, Drovers editorial leader, to talk about McDonald’s commitment to working with beef producers to source responsible beef and prioritize natural resource stewardship.

(Farm Journal)

What is the Timeline?

NFWF will manage and invest conservation funding to advance ranchers in their voluntary conservation efforts. NFWF is collaborating with its conservation partners across America’s grasslands to identify impactful landscape-scale projects that will generate the greatest possible benefits to both wildlife populations and the productivity of vital U.S. ranch lands.

NFWF will independently award competitive grants to organizations that will assist participating ranchers in adopting practices that advance wildlife conservation and regenerative agriculture. The first round of competitive grant-making will culminate in the announcement of awards, which is expected soon.

“As a brand that serves more than 90% of Americans every year, we recognize the responsibility we have to help safeguard our food systems for long-term vitality,” says Cesar Piña, McDonald’s senior vice president and chief supply chain officer, North America. “Through our support of this initiative, McDonald’s USA is demonstrating the power of partnership between the public and private sectors and that feeding the population and stewarding our natural resources can coexist.”

For additional information about the Grassland Resilience and Conservation Initiative, visit the NFWF website .

How Do Alternative Proteins Fit Into McDonald’s Plans?

“At McDonald’s, we are not pursuing alternative protein,” Leduc says. “That’s not our sustainability strategy. Our sustainability strategy is a resilient beef supply chain in the U.S.”

Producer-to-Producer: That’s a Wrap on CattleCon 2026

Fri, 06 Feb 2026 18:57:56 GMT

As beef producers pack up and leave Nashville, Tenn., they are returning home with new strategies, renewed optimism and memories from a memorable CattleCon 2026.

Thank you to the five producers who were our boots on the ground and shared their perspective this week:

Jenna Fitzsimmons, Cunningham, Kan.
Rachel Gray , Blackduck, Minn.
Ken Odde , Pollock, S.D.
Logan Pribbeno , Imperial, Neb.
Kim Rounds, Johnstown, Colo.

Here are their final thoughts about this year’s event:

Fitzsimmons: “My first CattleCon was a great experience! I really enjoyed the overall positive energy at CattleCon that could be felt from meetings, discussions, presentations and interactions I experienced.

“My biggest highlights were the region and policy meetings, Cattlemen’s College sessions and the [National Cattlemen’s Beef Association] State of the Industry Town Hall. These felt the most impactful to me because they allowed producers’ voices to be heard, covered industry issues, expanded my knowledge, inspired me to be a leader and challenged me to improve my operation.

“I love learning and will always be a lifelong learner. CattleCon offered many various learning opportunities for any topic a producer could want. I was able to attend a few sessions I was interested in and even a couple that surprised me by providing knowledge I didn’t realize I needed.

“It is important to go outside of your comfort zone when learning because you never know what you might pick up to improve yourself and your operation. Learning also comes from networking, producer-to-producer.

“I was able to visit with several producers from all across the U.S. and Canada! Everyone was so genuine and kindhearted! Now, you have to take the next step and apply what you have learned, even if it can be daunting. It is pertinent to keep learning and improving as a beef producer for the benefit of the cattle and the consumer. This allows the industry to pave the way and move forward into the future.

“The beef industry is excited, passionate and ready to support the world.”

Gray: “I finished Wednesday attending some Cattleman’s College events. I learned a lot from the ranchers who were part of the legacy panel. Both gentlemen suggested Ranching For Profit and other classes. I am glad to hear the focus on education.

“Thursday, I enjoyed hearing U.S. Health Secretary Robert F. Kennedy Jr. speak and getting his thoughts on dietary guidelines . I then headed to the plane to return home for bull sales and calving.”

Odde: The biggest highlight for me was the education and celebration associated with the change in dietary guidelines. I think the change in dietary guidelines has long-term support for demand.

Pribbeno: “The biggest highlight was having [Kennedy] speak at the afternoon general session. He was greeted with a standing ovation. National Cattlemen’s Beef Association President Buck Wehrbein said it was the most packed he has seen a convention setting.

“Kennedy says he eats beef twice a day, and his favorite cut was the strip. He also touched on how and why he and his team rebuilt the food pyramid and the science behind putting proteins at the base.

“The early morning CattleFax session is a perennial favorite. I had an associate tell me that the CattleFax session alone is worth the trip to Nashville. Randy [Blach] and the team presented on a theme that I would call cautious optimism.

“After the CattleFax session, we hit the trade show floor for some networking.”

Rounds: “My biggest takeaway was that I spent the majority of my day with emerging leaders and leadership, and I’m so excited and positive about the future of the beef industry and knowing that our futures are in these kids’ hands.

“They are so hungry, and they want it so bad. Every single conversation that I had yesterday blew me away, and I know that we have a lot of fun and exciting things on the horizon.

“And, of course, the networking. The beef industry is full of the best people, and when we all get together in a room like we did yesterday, you can’t help but have so much fun.”

Producer-to-Producer: The Lessons We've Learned During CattleCon

Wed, 04 Feb 2026 21:26:52 GMT

It’s day two of CattleCon 2026. It’s been an exciting day of educational sessions, time on the trade show floor learning about new products, live AgriTalk broadcasts and taping of U.S. Farm Report.

To help us provide a producer’s perspective, we’ve invited five CattleCon attendees to be our boots on the ground and help us capture highlights from their experiences in Nashville, including:

A first-time CattleCon attendee, Jenna Fitzsimmons, from Cunningham, Kan.
Rachel Gray of Little Timber Farms, Blackduck, Minn., who specializes in developing heifers, is attending her fifth convention.
Ken Odde , South Dakota commercial cow-calf producer from Pollock, who has attended more than 30 NCBA Conventions and Trade Shows.
Commercial cow-calf producer Logan Pribbeno of Wine Glass Ranch, Imperial, Neb., will be attending his third CattleCon this year and is bringing his entire family to experience the event.
Kim Rounds, Five Rivers manager of talent acquisition and social media, is looking forward to her seventh CattleCon.

Tuesday morning two of our producers — Pribbeno and Gray — joined Chip Flory on “AgriTalk” for the Farmer Forum.

Congratulations to Pribbeno and his family on being named the 2025 Environmental Stewardship Award Program (ESAP) national winner on Tuesday evening.

Here’s what the producers have to say about their CattleCon experience thus far:

What have you attended since you arrived in Nashville?

Fitzsimmons: I attended the NCBA policy meetings on Monday and Tuesday, specifically “Live Cattle Marketing” and “Cattle Health & Well-Being”. I also attended the opening general session and the trade show. I highly enjoyed being part of the policy discussion. The specialist speakers within the policy meetings offered great insight. The grassroots discussions throughout this week are so important to the future of the industry. The opening general session with Dale Earnhardt Jr. was very inspiring. I appreciated how he advised those who are at a beginning stage to enjoy it, because you won’t have that time again, and it has its own uniqueness. I loved seeing exhibitors in the trade show of businesses of all kinds and sizes. I cannot wait to learn more about what they all have to offer.

Gray: I attended the opening general session featuring Earnhardt. I’ve also been going to some cattle chats and the learning lounge sessions.

Odde: Probably the session I spent the most time at Tuesday was international trade, and it was a very good session. I learned a number of things. I also thought the BQA producer forum was really good. The BQA program has now gotten much stronger legs than what it actually had earlier in my career. I could really see that at the session, especially taking on the transportation issues, you know, taking this issue far beyond how we use animal health products.

Pribbeno: We went to the Dale Earnhardt Jr. session and turnout was great. I’ve been busy with ESAP discussions following last night’s award ceremony. I am speaking on a panel later this afternoon, and I’m going to the AI (artificial intelligence) Cattleman’s College session. I do think it’s going to be kind of a game changer. So, I’m looking forward to going to that and seeing how to more fully use AI.

Rounds: I spent most of the morning today preparing for my Cattlemen’s College presentation “Work that Works,” where I discussed finding jobs and keeping employees. So, I haven’t actually had a chance to attend too many informational meetings. The majority of my time here has been catching up with my connections I only see here and really seeing what the advocacy side of the industry looks like right now.

Big takeaways so far?

Fitzsimmons: The specialist speakers within the policy meetings offered great insight. I was very impressed with how they were beyond excited for producers to be involved with their processes. These specialists want to make sure what they are doing is working correctly for the producers they serve.

Veterinarian Dr. Sierra Guynn, from Clemson University, presented on the Asian Longhorn Tick (ALHT) in the “Cattle Health & Well-Being” policy meeting. Something I found very interesting was that, unlike most all ticks, the AHLT is resilient in the way that they will go back to feed on a host even if they were knocked off already. Guynn offered several ways of practical tick prevention and control that producers should already be doing through cattle and environment. Within our beef operation, we already are completing those steps through the cattle side. After Guynn’s presentation, I am inspired and challenged to add the environmental prevention and control to our operation plan. I am looking forward to attending her Cattlemen’s College session on New World screwworm on Thursday.

Gray: My key takeaway from Earnhardt’s comments was when he was talking about taking risks and using innovation. It’s okay to be a little bit of a risk taker. The educational sessions on trace minerals were good. It makes me wonder if we are paying enough attention to that in our rations. I will go home and check that.

Odde: No. 1 is the situation we’re in with regard to trade, and particularly the loss of the China market. I think we all kind of know that happened but didn’t really maybe understand the magnitude of that effect. That’s really a big deal for our industry. Our industry will be working hard over the next several years to see if we can recapture that China market.

No. 2 is the importance of the change in dietary guidelines . I’m old enough to remember the war on fat in the ‘80s. And what we started learning, especially in the ‘90s, is that it’s really not fat. It’s really sugar. Sugar is the big, bad, evil item associated with diet. I think this change in the pyramid is a really big deal. It’s not just a big deal for Americans — it’s a big deal globally.

Pribbeno: Earnhardt did a really good job talking about his career and when he knew to hang it up and focus on family. I really appreciated that as a high-performing athlete, and he just at a certain age decided to completely shift his focus, and now he’s really into the people development — his team and the cars that he runs. He’s not about getting the victories anymore. He’s about getting people into their prime positions and outside of his company and developing people. He did a really nice job.

Rounds: I’m always curious to see what the messages are being shared by the advocates of our industry, and that’s kind of where I’ve been focused so far today.

Apply Now: Legacy Landscapes Program Opens New Round of Funding and Technical Support

Tue, 27 Jan 2026 14:06:55 GMT

An update to last year’s Legacy Landscapes Program is set to put even more value into ranchers’ pockets, according to program partners at Nestle Purina PetCare, AgriWebb, National Grazing Lands Coalition and Regrow.

Currently working with cow-calf producers in Arizona, Colorado, Kansas, Missouri, Nebraska, New Mexico and Texas, the program is seeking to correlate land stewardship and profitability through financial and technical assistance. Ranchers enrolled in the program receive more than $70,000 in valued assistance, ranging from financial assistance for new practice adoption, ranch managment software and technical advice.

During a recent AgriWebb webinar, producer Eric Yates, owner and operator of Yates Family Farms, spoke about the impact Legacy Landscapes has had on his operation in the year since his enrollment, specifically the program’s ability to de-risk conservation change and innovation.

“It’s no risk at all,” he explains. “You either win, because the practice made you better, or you fail at the practice, but you have very limited financial costs invested in it, and you learn something.”

For Yates, the ability to capitalize on AgriWebb to organize his ranch record keeping was a key driver for his enrollment in the program.

“Traditionally we’ve done Excel sheets and pieces of paper, written on the back of a feed tag,” he says. “Then when we need to look at it, it’s a full week of compiling data.”

Through the program, Yates has been able to organize his ranch data, identify grazing patterns and make better operational decisions for his herd and his business.

“At its core, data is the catalyst that allows a producer and their adviser to build a road map and actually see the impact of every management decision,” says John Fargher, cofounder and chief strategy officer at AgriWebb. “By turning daily records into clear insights, ranchers can confidently work toward their specific goals while maintaining total ownership and control of their information. We believe that when a producer truly understands how their decisions are moving the needle on their operation, they can build a more resilient and profitable legacy.”

The program is currently accepting applications for producers. Find more information or sign up by visiting grazinglands.org/legacy-landscapes .

What is the International Year of Rangelands & Pastoralists?

Wed, 21 Jan 2026 13:52:09 GMT

Across the beef community, producers take on countless daily responsibilities, from monitoring forage and water to adapting to weather, markets and herd needs. With so much happening on the ground, it’s easy to miss the broader global conservation efforts that impact rangeland management. That’s why 2026 represents an important moment. It has been designated as the International Year of Rangelands & Pastoralists (IYRP), a global effort to spotlight the value of rangelands and the people who care for them.

While an international celebration, the message hits close to home for U.S. ranchers. The IYRP aims to elevate the contributions of ranchers and pastoralists worldwide, and American cattle producers, who manage some of the most diverse rangelands on earth, are a critical part of the story.

Globally, the language used to describe these landscapes and livelihoods can vary. Rangelands can be referenced in many ways, in many different regions — grazinglands and grasslands. Similarly, the people who manage them may be referred to as a variety of things as well – ranchers, beef producers, shepherds or pastoralists. While the terminology differs, the underlying principle is the same: people working in close relationship with the land to produce food while sustaining natural resources and supporting local communities.

What is IYRP?

IYRP is a yearlong global awareness and education initiative focused on the health, resilience and economic importance of the world’s rangelands. These landscapes — grasslands, prairies, shrublands and deserts — support billions of people through food production, biodiversity, carbon storage and rural livelihoods. In fact, more than half of the world’s land surface is used as rangeland, according to the 2021 Rangeland Atlas.

By declaring a global celebration in IYRP, the United Nations is acknowledging a simple but often overlooked truth: healthy rangelands don’t happen by accident. They depend on the people who manage them every day.

Pastoralism and Ranching: A Shared Heritage

At the heart of the IYRP is pastoralism, a land-based way of life where livestock production relies on natural forage and adaptive grazing strategies. Pastoralists move or adjust their herds in sync with the land, responding to seasons, drought cycles, plant recovery and water availability.

This isn’t a foreign concept to American ranchers. In fact, it reflects exactly what happens across U.S. rangelands every day. Whether it’s rotating pastures or balancing herd needs with forage conditions, ranchers are practicing a form of modern-day pastoralism grounded in science, tradition and local knowledge.

By connecting pastoralists worldwide, including U.S. cattle producers, IYRP highlights a shared commitment to grazing as a tool for land stewardship, not simply livestock production.

Why Celebrating Stewards Matters

One of the core principles of the U.S. Roundtable for Sustainable Beef (USRSB) is that sustainability begins with people, specifically, the producers who care for the land, water, wildlife and communities tied to beef production. The IYRP reinforces this idea on a global stage.

Grazing done well improves soil health, supports biodiversity, maintains open space and keeps grazinglands intact. However, these outcomes only happen because ranchers make daily decisions rooted in long-term stewardship. IYRP showcases producers and their stewardship practices while reinforcing responsible land management is a strength of the U.S. beef industry, not a challenge it’s trying to overcome.

Looking Ahead

IYRP offers a rare opportunity to connect local ranching practices with global movement. USRSB is proud to highlight industry progress and on-the-ground management decisions that contribute to healthier landscapes, stronger rural communities and a more resilient beef supply chain.

In the U.S., IYRP isn’t just a global celebration – it’s a chance to reaffirm what we’ve always known: Healthy rangelands depend on the people who steward them.

— Provided by the U.S. Roundtable for Sustainable Beef (USRSB) in recognition of the International Year of Rangelands and Pastoralists (IYRP).

Healthier Soils and Stronger Herds

Wed, 24 Dec 2025 13:54:12 GMT

Every grazing decision leaves a mark on the land and affects the herd that depends on it.

Effective land stewardship goes beyond isolated practices, requiring an understanding of how each decision affects forage growth, cattle performance and long-term stocking rates. When land is the foundation of the business, producers are more likely to invest time and resources into managing it intentionally.

Certified Angus Beef’s Kirsten Nickles, Ph.D., and Hugh Aljoe, director of ranches, outreach and partnerships at Noble Research Institute, discussed land stewardship practices at the 2025 Angus Convention in Kansas City, Mo., in November.

“When we start thinking about land stewardship, think about the legacy of the land,” Aljoe says. “All of us want to be more profitable. All of us would like to see our land improve. But how do we go about intentionally making it happen?”

Aljoe expresses how management directly affects soil biology, forage recovery and carrying capacity. Concepts such as maintaining adequate residual forage, shortening grazing periods and extending recovery periods were explained as essential tools for producers who seek to protect and improve their resources.

“We want to minimize the disturbance, and we want to minimize the impact,” Aljoe says. “If we’re going to be grazing, we want to graze for a short period of time.”

Noble Research Institute research shows how adaptive grazing can dramatically increase grazing days. In the study, cattle moved daily or multiple times per day produced significantly more available forage compared to herds rotated less frequently.

“I’m getting 43% more grazing days through this methodology over our prescriptive [grazing] approach, which is a good rest rotation,” Aljoe explains. “That’s where the power of applied adaptive grazing really begins.”

What are the first steps someone can take to move toward more sustainable land stewardship? First, evaluate your stocking rate as the most critical decision made each year. Key drivers of profitability and land resilience include managing below carrying capacity and adjusting numbers based on rainfall variability.

Using a region’s typical rainfall pattern, Aljoe explains that producers often plan around an average, which rarely occurs. Some years come in well above and others fall short, meaning forage supply varies more than many expect. The goal is to understand the range of rainfall across many seasons and adjust stocking numbers so the herd stays in harmony with what the land can produce.

Tools that track soil health and grazing patterns reveal how small changes influence forage recovery and long-term productivity. By documenting pasture conditions, tracking decisions and assessing outcomes, you can better identify opportunities to strengthen both land and herd performance.

“Ranch management begins with intentional land stewardship, and its applied practices that align with soil health principles,” Aljoe says. “So how do you know when they’re messing up? Which one is the weakest ecosystem process that needs to be addressed first? That’s what you get a taste of as you go into these Land Stewardship modules.”

Noble Research Institute, in collaboration with Certified Angus Beef, offers a free online land stewardship course designed for producers looking to strengthen their land management practices. The course teaches attendees how to achieve healthier soil, more resilient grazing land and greater profitability through better land management, reducing inputs and optimizing natural resources.

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Finding Value in Livestock Wastewater

Tue, 09 Dec 2025 14:29:08 GMT

Kansas State University researchers are leading an innovative effort to turn livestock wastewater into a reusable resource in a project that helps to conserve the Ogallala Aquifer and strengthen sustainability across the High Plains.

The four-year, $6 million project, led by Prathap Parameswaran, an associate professor in K-State’s Carl R. Ice College of Engineering, brings together engineering, agricultural economics and social science experts from K-State, the University of Nebraska-Lincoln, Oklahoma State University and Seward County Community College.

At the center of the work is an anaerobic membrane bioreactor that treats wastewater from livestock operations so that it can be reused, while also recovering nutrients and generating biogas for on-farm energy.

“The crux of what we’re doing is about water access,” says Joe Parcell, professor of agricultural economics at K-State. “We’re creating a process to polish and clean water up enough so that it can be reused in the livestock system. At the same time, we’re also pulling in those carbon and nutrient elements to try and add value so it becomes more widely adopted.”

On a recent episode of Agriculture Today, Parcell explains that adding value to wastewater is key to making the technology feasible for producers.

“We’re working on the ability to add value to wastewater,” he says. “When producers see the economic and environmental benefits, they’re more likely to adopt and integrate it into their operations.”

The project aims to reduce freshwater use, manage waste more efficiently, and create new incentives for livestock producers to invest in sustainable technology.

“Part of the adoption equation is where you are at, and how far do you have to pump water now? What are the policies and incentives going to be?” Parcell explains. “We’ve seen incentives to install these types of facilities in the past. What will they look like in the future?”

By capturing nutrients and reusing treated water, livestock operations could improve efficiency, reduce costs and contribute to long-term aquifer protection. Parcell says collaboration between researchers, producers and policymakers will be critical to ensure that conservation practices are practical and economically sound.

“At the end of the day, it’s about finding that balance between sustainability and profitability,” he says. “If we can help producers make decisions that benefit both, we can make a real impact on how water is managed across the region.”

Genetics: The Quiet Workhorse of Beef Sustainability

Mon, 08 Dec 2025 18:34:31 GMT

Sustainability means stewardship of land, cattle, families and rural communities. That holistic view matters because the public debate often reduces “sustainability” to environmental metrics alone. Beef producers know better, according to Matthew Cleveland, Ph.D., senior director of Global Bovine Sustainability at ABS Global.

Animal health and welfare, worker safety, food safety and environmental performance must work in sync for true sustainability. Roughly a billion people worldwide are tied to agriculture, he said. For those communities, sustainable beef is not an abstract goal — it’s a livelihood.

Consumers still want to eat meat, and retailers still want to sell beef. The rub is greenhouse gas accounting. Most major brands have set 2030 emissions targets, and for retailers, roughly 80–90% of their footprint lives in “Scope 3” — referring to all indirect greenhouse gas emissions in their value chain that they do not own or control. In this case, it’s on farms and ranches where these retailers don’t have direct control.

This has led to a surge in interest (and money) in supply chain programs that can validate carbon intensity reductions without sacrificing animal care, product quality or producer margins. If the industry can offer credible sustainability attributes, Cleveland says, it can protect access to markets and potentially command more value.

Plenty of tools help shrink emissions intensity — nutrition, management, health and new technologies. But genetic change is cumulative and permanent, he said. In the last few decades, pounds of beef produced per animal has climbed. The same story is true for milk. Genetics isn’t the only reason, but it’s a big one.

Genetic improvement is also a primary pathway to lower global livestock emissions. Producers already chase productivity and efficiency in animal breeding, and selection pressure aimed at economically relevant traits doubles as climate work.

Turning Selection into Supply Chain Value

However, progress on paper isn’t enough. Retailers want audited, claimable impacts. Cleveland says ABS has been building that bridge by pairing targeted breeding programs with measurement.

One example is beef-on-dairy in the U.K., where ABS is collecting individual feed and water intake, carcass and growth data, rumen composition and enteric emission measurements (from GreenFeed and whole-animal systems). It is also exploring the rumen microbiome as an “enhanced phenotype” and how microbial communities are tied to efficiency and methane production.

ABS wrapped these datasets into a third-party life cycle assessment — the gold standard for product environmental claims — and accounted explicitly for genetic differences. The result: selecting the best genetics delivered a 5 to 9% lower carbon intensity per kilogram of product. That number is additive year after year. Stack five years of progress, and it could mean a 30 to 40% reduction in intensity from genetics compounding, without changing the product or shorting animal care.

Ranch-Level Actions

Producers already selecting for growth, feed efficiency, health and carcass value are on the sustainability path — whether they use that label or not, Cleveland says. The trick now is to package those gains so they’re verifiable and valuable to buyers.

That’s where integrated or aligned supply chains, targeted matings (terminal vs. maternal), sexed semen and strategic AI use come in. Put the right genetics in the right cows for the right grid or program, and document the outcomes.

Cleveland says to expect to see more “in-set” carbon programs, or retailer-backed carbon initiatives, that pay within a supply chain for reductions rather than buying offsets elsewhere. Beef-on-dairy is an early mover, but conventional beef systems are next. Producers who can show lower emissions intensity alongside strong performance will be first in line.

Your Next Read: Why Is Everyone Talking About Sustainability?

Why Is Everyone Talking About Sustainability?

Fri, 05 Dec 2025 14:58:05 GMT

Sustainability is a complex, multifaceted concept that extends beyond simple environmental metrics.

The holistic approach to sustainability, as defined by the U.S. Roundtable for Sustainable Beef (USRSB), encompasses “socially responsible, environmentally sound, economically viable” practices that “prioritize climate, people, animals and progress.”

Read more about how one California rancher says involvement with USRSB changed his sustainability perspective:
Sustainability Isn’t a Bad Word

Similarly, Matthew Cleveland, ABS Global senior director of global bovine sustainability, says sustainability is fundamentally about stewardship — caring for the land, caring for the animals, caring for our families and caring for our communities. He was a featured speaker during the 2025 Beef Improvement Federation (BIF) Symposium in June.

The global context is critical when considering sustainability. With the world population projected to reach 10 billion by 2050, Cleveland says the focus has shifted from producing more food to producing better food. He explains this means “focusing on the quality of calories, more than the quantity of calories.”

From a producer’s perspective, sustainability is deeply rooted in profitability. Cleveland notes that in a survey of ranchers, profitability was the largest consideration in sustainability discussions.

“Producers have to remain profitable in order to be sustainable,” he says.

Read more about how one ranch focuses on leaving the land better for future generations believing sustainability helps their family be more profitable in the long run:
Profit Meets Purpose: A Rancher’s Guide to Sustainable Success

Consumers view sustainability differently. Surveys reveal people are most concerned about practices like “no antibiotics” and animal management, with environmental factors ranking lowest in their priorities. Understanding consumer perspectives is important when developing effective sustainability strategies.

Environmentally, the beef industry faces significant challenges. Retailers are increasingly focused on reducing Scope 3 emissions, of which beef supply chains can represent up to 96% of total emissions.

“Genetic intervention is the most important practice for permanent reduction of environmental impact on livestock production,” Cleveland says.

His research demonstrates that genetic improvements can deliver tangible environmental benefits. Through targeted breeding programs, they discovered a 5% to 9% reduction in environmental impact per genetic line, a number that compounds over time, potentially reaching 30% to 40% reduction over five years.

The Food and Agricultural Organization supports this approach, identifying genetic improvement as a critical strategy for reducing global emissions. Genetics can contribute to about 50% of interventions identified to reduce climate impacts.

Cleveland says there is “tremendous opportunity to use genetic innovations to drive efficiency and sustainability.” By developing credible, evidence-based approaches, the beef industry can address environmental concerns while maintaining productivity.

According to Cleveland’s presentation, four key strategies for achieving sustainability include:

Continuing to invest in innovation.
Maximizing existing genetic tools.
Developing targeted improvement programs.
Creating integrated supply chains that incentivize sustainable practices.

Producer Perspective

When it comes to sustainability, it is important for beef producers to become part of the story, not ignore it.

“We need to be part of a sustainability conversation and lead the conversation and not be told what to do,” says Joe Lowe, an eighth-generation seedstock producer at Oak Hollow Angus in Smiths Grove, Ky.

Shannon Wharton of Wharton 3C Cattle adds his perspective regarding getting more producer involvement and understanding about the sustainability issue.

“When we talk about sustainability, we have to frame that in a way that producers are going to get engaged,” he explains. “Let’s talk about profitability. Let’s talk about ROI.”

Read more a fifth-generation cattle producer who blends Silicon Valley precision with generational agricultural wisdom. He views himself not just as a cattle producer, but as an ecosystem manager:
I’m a Drover: An Innovator Redefining Ranching

Ultimately, sustainability is about “producing more with less while ensuring we can continue to do that in the future.” It requires a comprehensive view that balances environmental considerations, economic viability and social responsibility.

Sustainability should not be seen as a constraint, but as an opportunity.

“We can create more value for our products and open up markets,” Cleveland summarizes.

Your Next Read:

Old Ranching Heritage Meets New Tech

Thu, 04 Dec 2025 16:30:46 GMT

In Kingsville, Texas, near the Mexico border, the only thing thicker than the accents is the ranching culture.

Natives call it the birthplace of American ranching.

“This is where European immigrants from Scotland, England and Ireland combined with a lot of the native peoples and the Spanish-descended settlers,” says James Clement.

Kingsville is his home, and he knows that heritage well.

“This is where the Catholic mission system and the Western European farming systems collided to create what is known as ranching,” he says.

Much of today’s ranching terminology and practices originated in this South Texas region, and Clement is quick to note that the tradition endures.

“You still see a lot of commitment by the people that own land in this part of the world to maintain large-scale ranches,” he says. “We call this region the last great habitat.”

With his well-worn and scuffed cowboy hat, Clement not only has ranching culture in his heart, it flows through his veins.

At the King Ranch Museum in downtown Kingsville, Clement traces his family’s lineage on a massive, framed portrait that hangs above a stone fireplace. Capt. Richard King and his wife, Henrietta, were Clement’s triple-great-grandparents. His family has all matriculated from the famed King Ranch, a major corporation of modern ranching that has expanded to include farming, luxury retail, recreational hunting and more.

Land of His Own

Though Clement maintains ties to King Ranch, he also now manages his own operation, Bloody Buckets Cattle Co., a ranch deeply steeped in family tradition.

“Our Clement family has been in American military service since the War of 1812, beginning with Sgt. Maj. Kay Clement and his son, Gen. John Clement,” he says. “Four of those generations (from 1812 to 1945), served in the 28^th Division of Pennsylvania.”

During World War II, Clement’s grandfather, Capt. James “Jim” Clement, fought with the division dubbed the Bloody Buckets Division by German forces due to its red keystone insignia

“My grandfather wore the bloody buckets patch on his left shoulder, and we still brand our cattle on the left hip with a brand that is modeled after that patch,” he says.

Bloody Buckets Cattle Co. uses King Ranch American Red genetics. All wear the Bloody Buckets brand on their left hip to pay homage to the ranch’s founder and the family’s military service record.

(Angie Stump Denton)

His grandfather, wounded in France, returned to South Texas as the recipient of a Purple Heart Medal and began a long career with King Ranch, ultimately serving as CEO from 1974 to 1988.

While living in South Texas, he founded Los Hermanos Ranch in 1967, which Clement now operates under the Bloody Buckets Cattle Co. brand. In the 1970s, his father, James “Jamey” Clement Jr., and his uncle, Martin “Martín” Clement II, assumed ownership and day-to-day responsibilities for Los Hermanos. Together, all three men shaped the ranch’s history while each spent his full-time career working for King Ranch.

Clement and his family have been exposed to 400 years of ranching in three operations. Clement’s mother came from the historic Beggs Cattle Company, established in 1876. They, along with their partners, have put that knowledge together and found a way to manage their land and cattle.

“We used the lessons learned from Beggs, King, the experience of our partners and the King Ranch Institute of paying attention to the land, natural resources and wildlife,” he says.

“As we were continuing to grow our operation, we were seeing that we were surviving droughts better, our wildlife quality and quantity was increasing, our water retention was improving and our business lines were growing,” he adds.

A New Approach

Now supporting those heritage practices on-ranch is a host of ag tech advancements. Certainly, they were not seen on his grandfather’s ranch, but Clement knows they are the way of the future, making practices more efficient and easier to accomplish with less labor and fewer man-hours.

He uses Ranchbot Monitoring Systems to keep an eye on his watering systems. Frontiers Market Artificial Intelligence gathers animal health data. On-vehicle cameras are helping to map his land and resources through Enriched Ag.

But his greatest passion lies below the surface in soil carbon capture, so much so that he works as senior vice president and general manager of grass and rangeland for EarthOptics , a company that uses the study of soil biology to predict agronomic outcomes and measure soil carbon. In the role, he helps landowners measure and monetize soil carbon through data-driven insights.

For Clement, it’s a business model that he likens to one he knows well.

“Using an oil and gas analogy, EarthOptics is the drilling company; other people sell the crude (soil carbon in this sense), but we find it.” he says. “What we’re trying to do is help people make more efficient decisions on their land, reduce cost and then potentially also look at additional cash flow streams through the sale of carbon credits.”

Clement calls himself “bullish on carbon” for one particular reason.

“This is really the first opportunity in ranching — first of the growing ecosystem markets — where large companies are paying people to make good stewardship decisions,” he says. “Historically, how did you judge other ranches against each other? Who was selling the most cattle for the most money, selling the most expensive hunts or had the most pump jacks? Now we can pay for taking care of the land and making long-term decisions.”

EarthOptics not only finds a way to quantify and qualify good land and soil stewardship, they validate the data in such a way that farmers and ranchers can capitalize on them.

“We’re at the crossroads of the industry,” Clement says. “EarthOptics is not selling the credits. We’re just advising the ranchers on how to partake in these markets and then also making the introductions and building the industry.”

In November, Bloody Buckets Cattle Company hosted the final 2025 stop in the Trust In Beef Sustainable Ranchers Tour. Owner James Clement III used the event to share the importance his operation places on heritage land stewardship and ag tech advancements for profitability.

(Trust In Beef)

New Land Equals an Accelerated Approach

Clement is broadening the scope of Bloody Buckets Cattle Co., buying additional land and leasing land with his partners, “Poncho” Ortega Sr. and “Poncho” Ortega Jr. They are currently ranching on six ranches in four different South Texas counties. Acquiring new ranches and leases means the work on some of the new land is just beginning.

“On the west side, we acquired some ranches in the last 20 years that had previously been farmed,” he says. “We spend most of our time and resources in the pastures with the worst conditions to build back soil health.”

By applying the same technology he’s helped develop and test elsewhere, Clement is accelerating the restoration process. Their ranching operation has become a testing ground for many of the new ag tech companies in the industry, seeing if these concepts can work in rough country and be beneficial to the operation.

“We’re on a mission to get each of these newer owned or leased properties back in better shape,” he says. “As we expand, we want to make sure that acre is productive.”

Trust In Beef™ works to secure the future of American ranching by providing the information ranchers need to make the decisions that impact the resiliency, profitability and resource management of their working lands. Learn more about Trust In Beef and their Sustainable Ranchers Tour by visiting www.trustinbeef.com

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4 Ways to Boost Profitability Through Soil Health

Wed, 03 Dec 2025 13:25:46 GMT

In ranching, there are no easy buttons — certainly none exist to achieve overall profitability — but there may be one factor that can come close.

Adaptive grazing practices on ranch, which means using forage observations to determine the best time to move cattle, can be a key that unlocks higher productivity.

“Adaptive grazing to accomplish better grazing distribution across the ranch will almost always result in higher plant productivity, higher carrying capacity and higher profits,” says Josh Gaskamp, associate director of outreach and partnerships for Noble Research Institute.

Gaskamp has seen the practice in action on Noble’s ranches.

“On Noble’s ranches, bare ground averaged 13% in 2019 and is close to zero now,” he says. “We got 13% of a ranch for free, and now it is productive for our livestock.”

He adds: “It’s not always about finding the best forage, the best livestock or the best market; management for soil health does pay.”

Gaskamp says healthy soils can boost bottom-line productivity and profitability. He encourages producers to consider these tips and how some simple moves can translate to cost benefits on the ranch:

1. More Grass = More Cows + Less Feed Cost

Overgrazing, either through continuous grazing or not achieving full pasture recovery between grazing events, can limit a plant’s ability to grow.

“The ultimate result is less grass,” Gaskamp says. “When a rancher more closely follows the full potential of their forages’ growth across the growing season by implementing timely, intentional grazing, they not only put more of that grass in the cow, but they also grow more grass.”

It’s not hard to follow the direct line between more grass and more cows.

“Growing more grass means improving the carrying capacity of the ranch, and that means more money,” he says.

The significant savings, according to Gaskamp, comes in avoiding substitution feeding costs — feeding hay in times of the year when forage would normally be available. Improving your pastures’ ability to grow grass limits the amount of feed you purchase out of pocket.

2. More Ground = More Cows + Less Maintenance

Better-performing forage can be the key to gaining more “ground” on a ranch, but making the most of marginalized areas can boost productivity as well.

Certainly there are areas where cattle simply don’t want to be. Gaskamp says that adaptive grazing can be the investment those areas need to flip them to optimization.

“Underperforming areas of the ranch can often be improved by bringing livestock, nutrients, organic matter and proper recovery times to them,” he says.

Two ways to attract cattle to marginalized areas on ranch are:

Planting cover crops to graze
Bale grazing

“When followed by appropriate rest and recovery, these hotspots of organic matter and animal density are revitalized,” Gaskamp says.

“When energy is flowing through our soils through photosynthetic solar capture rather than coming out of them through overgrazing, soil is building and biological communities are thriving. It’s great that these impacts also come with greater forage production,” says Josh Gaskamp of the Noble Research Institute.

(Noble Research Institute)

3. More Diversity = More Cows + More Biodiversity

There are a variety of benefits to having diversity in forage.

“Diversity provides resilience to weather and climate extremes (with more days having living roots in the soil), and when cover crops are developed to complement available forages on the ranch, they drastically extend the number of grazing days,” Gaskamp says.

Many ranchers capitalize on diversity by implementing cover crops, especially in marginalized lands or in diversified operations. Pragmatically, cover crops can cover a lot of ground, including:

Keep supplementation costs down by extending grazing.
Break up compacted soil.
Finish livestock on high quality forages for human consumption.
Provide a supplemental forage that has good quality when other plans are dormant.
Provide habitat for wildlife.

4. More Investment = More Opportunity

While the goal is to use soil health as a profit-generating strategy in and of itself on-ranch, there are opportunities to cash in on healthy soils that can present additional opportunity to enhance the bottom line.

“There are a number of established ecosystem services and carbon markets that can help ranchers capture value from the improvements they make to the land under their management for soil health,” Gaskamp says. “These provide an opportunity for ranchers within the right context.”

These opportunities may not work for all, and Gaskamp recommends that you do your homework to find the right partner, but he considers them “icing on the cake” for the proper soil health investments.

Farm Journal’s Trust In Beef™ and Noble Research Institute partner to share information about how investing in your soil health can build profitability and legacy on your ranch. Visit www.TrustInBeef.com or www.Noble.org for additional resources or to tap into Noble’s education opportunities on this topic and others.

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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

Herd Sustainability Begins at the Bull Sale

Tue, 02 Dec 2025 12:52:04 GMT

Building a herd, or even maintaining a herd, that works for your unique operation, in your unique environment and helps to enhance profitability, marketability and sustainability on your ranch requires diligence.

That diligence begins at the sale for most operations when buying herd bulls, but it’s easy to get swept up in those moments.

“There are always a handful of bulls that are right at the top of the sale — the ones that everybody wants — but only a handful of people will be able to get that bull bought and take him home,” says Robert Williams, Trust In Food sustainable livestock technical manager. “The reality is, there are a lot of bulls at the sale that will fit differently in different programs.”

“When genetics for reproduction, growth, functional traits and efficiency align with cattle adapted to their environment, the result is a more sustainable beef production system.”

Williams brought together experts at the most recent Trust In Beef Sustainable Ranchers Tour stop in Kingsville, Texas, to share how you can change focus at the sale and reap the benefits for your operation.

Make a Plan and Stick to It

Lindsay Upperman, ABS Global beef genetic services manager, says a successful sale begins before you walk into the barn door.

“Start with what you need,” she explains. “What are the one or two traits that you’re looking for to improve in that next calf crop? Do you not have as much weaning weight? Do you need more fertility or reproductive efficiency in your females?”

Once you’ve narrowed your goals, Upperman says you can narrow the number of bulls that fit within those percentile rankings.

“I know a lot of people don’t like those numbers, but they help a lot,” she explains. “If you’re choosing at that 50^th percentile, that’s breed average for that sire or that group of animals, and if you choose above that, you’re doing better than the breed average in that given trait.”

Selecting animals in those upper percentile rankings moves the herd average where genetic improvement is needed, but is the top 1% always better?

Robert Wells, King Ranch Institute for Ranch Management professor of practice and endowed chair in ranch management, cautions the top rankings can be deceiving.

“The top 1% is not always better,” he stresses. “Think about your environment. If you’re down here in south Texas, we’re in a drought. A top 1% bull in lactation and milk is not where we need to be.”

He adds: “Think about the mature size of your cow. If you’ve got a small cow, maybe you need to add a little bit. But if you’ve got a large cow, that we don’t want to select for those really, really heavy growth type individuals, especially if we’re going to be making maternals happen.”

Then comes the bidding. Upperman recommends you stick to your plan in that decision as well.

“Now, how much better dictates how much money you want to spend on that animal at the end of the day,” she says. “Pick the 10 best bulls that fit maybe those two or three traits you’re looking for to get into your next set of calf crop. Go from there and see what you can give. But I would say try to offset as best you can, because obviously the more you pay, that doesn’t always mean you’re going to get, 10 percentage points better, so definitely offset with what you’re going to get.”

Wells says having a solid plan for the day means you are in a much better position when bidding begins.

“When you go to those auctions, it’s really, really easy to get caught up in the moment, and next thing you know that auctioneer is going really fast, and all sudden, you’re buying a $10,000 bull,” he says.

The 2025 Trust In Beef Sustainable Ranchers Tour culminated in Kingsville, Texas in November where experts shared insights into unlocking production efficiency on-ranch.

(Trust In Beef)

Use EPDs wisely

“Using EPDs (expected progeny differences) does work every day of the year,” Wells says. “Using those EPDs to look at production practice parameters, such as weaning weight, yearling weight, looking at your marbling scores — that’s how the industry has been able to have this remarkable spurt-up on our carcass characteristics.”

Taking into account genetic traits are one way the industry as a whole has seen significant improvement, but the same can hold true at the ranch-gate as well.

“It can be huge,” Wells adds. “I’ve seen producers who have increased their weaning weights by over 100 lb., and not increase the cow size and not do anything different, other than just putting the right genetics in that cow.”

Make Smart Matches

Each breed can contribute unique genetics and characteristics. Successful ranchers find ways to leverage those traits alongside operational goals and the environment around them.

“Different breeds bring an asset to your herd — a special set of characteristics or traits that are going to offset the other part of that group that is mating, so making sure that you’re utilizing that,” Upperman explains. “And again, thinking, are we retaining females? Does that mean two breeds work better in that female mating than maybe a terminal cross? And nine times out of 10, that’s true. Just make sure you’re thinking about both ends, and maybe it’s not just one breed that capitalizes on all of those.”

Wells shares a critical tip that can help differentiate breed selection at the sale.

“Your cow works 365 days of the year, so match your cow to your environment, but match your bull to your market,” he says. “Think about breed complementarity for cows, because she has to work every day of the year. The bulls only work 60, maybe 90 days. Make sure that cow fits your environment. Because if she doesn’t fit your environment, it’s like trying to push a rope up a hill. It’s not going to be very successful. And if you do it, it’s going to be very costly. And then use breed complementarity to match your bull to your marketing outcomes.”

No matter what is out there at your next bull sale, Upperman say the primary tool you have is your gut.

“There’s always going to be something new, there’s always going to be the next best thing, the next tool, because that’s what geneticists like to do is try to make things better,” she says. “We’re trying to give you new things to utilize that may help within your herd. But if it doesn’t fit within your productivity, your profitability for your herd, then why are you considering it? Use what you have and what is already there that gives you profit.”

Farm Journal’s Trust In Beef shares information about how investing in sustainability can build profitability and legacy on your ranch. Visit www.TrustInBeef.com for additional resources or to learn how to connect with a future Sustainable Ranchers Tour event.

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Profit Meets Purpose: A Rancher's Guide to Sustainable Success

Mon, 01 Dec 2025 13:23:20 GMT

Grazing the best and leaving the rest for the benefit of soil health — this is the philosophy of the Pribbeno family, who has been ranching in the Nebraska Sandhills for 140 years. The cow-calf, stocker and grain operation thrives in western Nebraska near the Colorado border despite the arid climate and fragile sandy soil.

At any given point, 95% of the Wine Glass Ranch land is resting. This practice has increased plant diversity and the return of native grasses.

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.

They let cattle do the work of harvesting. With limited water resources and challenging weather, it is even more important to protect and preserve the land growing the crops and feeding the cattle.

(NCBA Environmental Stewardship Award Program)

Ranch Transitions

Spanning generations, the ranch has transformed to a sophisticated business that challenges conventional ranching wisdom.

In 1888, Sherman McCoy, Logan’s great-great-grandfather, left Iowa by train and walked 30 miles from the westernmost stop in Elsie, Neb., to what is now the ranch. Once McCoy arrived at his destination, he filed for a homestead while Nebraska was still part of the frontier and established Lonestar Ranch.

Through good stewardship and thrifty living, the operation grew to almost 8,000 acres under his care. Following the McCoys, Lone Star Ranch was owned by their son-in-law and daughter, A.O. and Mary Stenger. The Stengers raised their only daughter, Babette, on the land, who registered the wine glass brand.

Babette and her husband, Bill Pribbeno, were the next generation to own the ranch. They passed it to their son and daughter-in-law, Jeff and Connie, who changed its name to Wine Glass Ranch to match the brand. In 2012, the fifth generation — Logan and Brianna — assumed management duties of the Wine Glass Ranch.

Read more about Logan and his philosophy managing Wine Glass Ranch:
I’m a Drover: An Innovator Redefining Ranching

(Photo: NCBA Environmental Stewardship Award Program)

For the first 100 years of the ranch, cattle were left to fend for themselves year-round on the native range, much like any other ranch or farm on the Great Plains. Cattle often traveled four to five miles between windmills to get a drink, and thus the areas around the mills were over grazed while other areas remained practically untouched.

The fourth generation became the first generation of conservationists. Jeff and Connie began the operation’s environmental stewardship journey in 1976 when Jeff pioneered no-till-eco-fallow in the area to add production by converting to three and four-year crop rotations and preventing wind erosion.

(Photo: NCBA Environmental Stewardship Award Program)

Cattle and Grazing

“We try to keep it pretty simple, and we try to make the cows survive on their own,” Jeff explains.

The Pribbeno family uses a 365-day grazing system without traditional hay feeding.

“We do not own a feed wagon and we do not feed any hay,” Logan explains.

Jeff devoted significant time, money and training to improving range management. This involved building extensive cross-fencing and adding multiple water sources, which allowed them to run more cattle on the same pasture while maintaining land health. The ranch’s management approach is hands-on, with daily monitoring of cattle and pastures throughout the entire year.

The cattle herd has been carefully developed, with Jeff’s breeding strategy to create “an easy keeping cow that can thrive in a non-selective, rotational grazing system.” This approach focuses on low-milk, low frame score cattle specifically adapted to their challenging environment.

One of the ranch’s most significant strategies is its extensive rotational grazing system. The Pribbeno family has installed “200 miles of fence, creating 90 paddocks.” Cattle typically stay in a 300-acre paddock for five to seven days, allowing for significant grass regeneration.

“I want that pasture to look like it looked 1,000 years ago before man showed up,” Jeff says.

ESAP Photography

(NCBA Environmental Stewardship Award Program)

Cover Crops

Cover crops play a crucial role in the ranch’s sustainability strategy. Logan describes their approach as unique, growing warm season mixes that can reach “14' tall and dense, like a jungle.”

They incorporate diverse crops like sorghum, pearl millet, brassicas and soybeans, then graze cattle through the field, leaving behind natural fertilization.

Logan explains he treats covers crops like a silage crop. He harvests approximately 25% of the crop’s weight and leaves remaining crop as natural fertilizer and ground cover.

The cover crop strategy reduces input costs, minimizes herbicide use and improves soil health.

This approach is displayed in innovative practices like precise input management. During a challenging year, he reduced nitrogen application on corn to just 20 lb., achieving remarkable yield efficiency.

“We need to cut inputs,” he explains. “There’s a fine line between deficient and efficient.”

(Wine Glass Ranch)

Wildlife Haven

The ranch has become a wildlife haven, with one survey documenting 80 bird species in just 48 hours. By creating prairie strips, protecting wetlands and implementing strategic habitat management, Logan says agricultural production and ecological preservation can coexist.

“We took the worst part of the farm and focused it on habitat,” he explains.

The ranch prioritizes habitat preservation, with Jeff planting more than 10,000 trees and shelter belts. They’ve created prairie strips around wetland areas and participate in state walk-in hunting programs.

Partnerships are crucial to the Pribbenos’ management model. Father and son both work closely with NRCS and FSA, viewing these relationships as strategic opportunities for innovation that have been crucial in implementing sustainable practices.

“Whenever we have something going on, we’ll call the NRCS office and say, ‘Hey, we’re thinking about this. How can you help?’” Logan explains.

Covers crops are treated like a silage crop at Wine Glass. They harvests approximately 25% of the crop’s weight and leave remaining crop as natural fertilizer and ground cover.

(Wine Glass Ranch)

Focus on Sustainability

By integrating advanced grazing techniques, strategic crop management and a long-term perspective, the Pribbenos are writing the next chapter in their family’s agricultural legacy.

“Sustainable means that if we can continue what we’re doing today, in 1,000 years, the land will look the same,” Jeff says.

Logan agrees, sharing his philosophy of leaving the land better for future generations and explaining “sustainability tends to be more profitable in the long run.”

Recognized for their focus on the environment and sustainability, the ranch was awarded the prestigious Nebraska Leopold Conservation Award in 2022. In 2025, the family was recognized as the 2025 region VII winner of the Environmental Stewardship Award Program (ESAP) .

“Wine Glass Ranch believes we cannot carry out our tradition of producing world-class beef without approaching sustainability with an open mind,” says Steve Hanson, owner of Hanson Family Farms & Sillassen Ranch. “The Pribbenos’ successful rotational grazing and no-till-eco-fallow practices prove our industry can uphold traditions while paving the way to an even stronger and more resilient future.”

Your Next Reads:
I’m a Drover: An Innovator Redefining Ranching
Sustainability Isn’t a Bad Word

Sustainability Isn’t a Bad Word

Wed, 26 Nov 2025 17:50:30 GMT

In the Sierra Pelona Mountains northeast of Los Angeles, Calif., Mike Williams and his wife, Lynda, manage Diamond W Cattle Co. The ranch sits in a high desert climate with rugged hillsides of short grasses, shrubs, oaks trees and yucca plants.

Though, the nearly 200 head cow-calf operation wasn’t passed down from generation to generation. Originally from Idaho, Williams was looking for something to do when he got out of the Army.

“Somebody mentioned this guy, and I talked to him and found out what a horseshoer could do out in California. So, I came out here to shoe horses initially,” Williams explains. “I’ve worked as a cowboy for a lot of years and always wanted to be a rancher, but a lot of well-meaning people had told me that that’s kind of pie in the sky stuff, and you probably better get ahead by getting a real job. And when I finally decided to buy our first 10 steers, I talked a guy that was running a bunch of yearlings in a ranch over in Simi Valley in Ventura County, to let me throw my 10 out with the ones he was running, and that’s where we kind of got started.”

He continued to build from there, taking opportunities as they came to grow a little at a time and partner with other ranchers on leases. Now, Diamond W Cattle Co. has commercial cows Williams breeds to Angus bulls on 12,000 acres.

“We have also run yearlings, and currently we will keep our own calves after we wean them, depending on forage availability and things like that,” he says. “That’s kind of how we run the first stage of our drought plan. If we have the feed, we keep our calves. If we don’t, then we will sell the calves. Sometimes we might sell just the steers. Sometimes we’ll sell them all. We like to keep the heifers and breed them and then sell them as bred heifers if we have the forage available.”

Most of their moisture accumulates as rain during the winter and spring. Drought is a constant threat for Williams and nearly wiped out his entire herd a few years ago.

“The rain fall amounts are highly variable,” he says. “As a guy starting out, you know getting bigger, sooner or later you’re going to hit a catastrophic drought, which I ran into and almost put me out of business.”

They bought back what they could afford, which included many variations of commercial cattle. Through the changing moisture, Williams has learned to be flexible and take advantage of the rain when it comes, planning for future droughts.

Sustainable Success

Williams was first introduced to the U.S. Roundtable of Sustainable Beef (USRSB) when he was representing the California Cattlemen’s Association.

“I started because I didn’t trust them. Anything with the word ‘sustainable’ on it kind of left a bad taste in my mouth at that time,” Williams explains. “Over the years, the U.S. Roundtable for Sustainable Beef developed an organization that basically brought the supply chain together around these sustainability issues.”

Williams continues to stay involved in USRSB, eventually becoming chairman and now currently the immediate past chair.

“We took that concept and kind of defined it in a way that was real and practical and science based, that can be understood no matter from the consumer to the producer,” Williams says. “For a rancher it essentially boils down to is sustainable is what it’s always been. Sustainable ranching is just good ranching. The main concept is continuous improvement.”

No matter the cattle producer’s perspective of environmental or economic issue, good ranching builds sustainability both for that individuals’ cattle and for the land. Williams defines sustainability as something ranchers intuitively have always understood. Nobody still operates like they would have in the 70s or 80s. The process of innovating to make operations more efficient has built operations to be more sustainable. The ranchers who are successful are the ranchers who will stay around for years to come.

“Building healthy soils is good for ranching. It also happens to be good for the climate,” Williams explains. “Those same practices apply, and it doesn’t matter if the producer is concerned about climate change or not. If he’s concerned about having a better ranching operation with better forage production and better soils, he’s going to do the same thing. The same thing applies to water quality and quantity, animal welfare and finances.”

As Williams builds back his herd and continues to increase sustainability, he isn’t looking to grow in numbers but rather efficiency.

“I’m not really looking to take on a lot of a lot more land or anything like that. We’ll watch for opportunities but mostly just try to improve on what I got, improve the genetics of my cows,” he says. “We’re getting to the point where we’re going to a 60-day calving window and still hitting close to 94% conception rate. I’m really happy with our cow size, and we’re building some more uniformity into our females. Just take what I got and try to make it a little better.”

Williams is also incorporating virtual fencing in the coming years as a grazing management tool, but that requires him to upgrade his water infrastructure as well.

“Being sustainable in the past doesn’t mean you’re sustainable in the future, and so, as ranchers, we need to be on the top of our game because as time goes on there’s less room for mistakes,” Williams adds. “Maybe because your parents or grandparents or even you’ve built some cushion into your operation, but you have to always be looking for ways to improve your production metrics, to improve your soils, to improve your financial situation in order to make sure that operation continues in the future.”

Your Next Read: What is the U.S. Roundtable for Sustainable Beef?

For Means Ranch Sustainability is Responsible Use of Water While Caring for the Land and its Wildlife

Wed, 26 Nov 2025 17:41:43 GMT

A far horizon swallows the sky across sparse grama and greasewood that sway under a pitiless sun while jackrabbits dart between cactus spines. Just over the Davis Mountain foothills, cowboys drive Angus cows toward catch pens.

It’s ranching, romanticized. Until you live it. On the Means Ranch, beauty is a thin veil over a desolate land. For four generations, the Means family has ranched in Texas. With a commitment to environmental sustainability, alongside quality Angus genetics, they earned the 2025 Certified Angus Beef (CAB) Sustainability Award.

What makes a ranch sustainable? To Jon Means, it’s simple: the same family, ranching on the same land, for the last 140 years. They could not have done that without sustainability.
Responsible use of water, caring for the land and its wildlife, destocking the herd for drought recovery and then building back with an eye toward grid premiums.

Every Inch

In 1979, Jon and Jackie Means were married and the El Paso girl moved three hours east to the Moon Ranch. She used a bleak term for their view.

“Don’t call it that,” Jon had bantered. “It’s not a desert. We have grass.”

Joined with the Chispa Ranch to span 90,000 acres, it’s a big chunk of the Means Ranch Company, a decades-old enterprise the couple own. The original Y-6 ranch, established in the 1880s, was only split once and all remains in family hands.

“This land here is diverse,” longtime Means Ranch cowboy Clay Miller says. “And unforgiving.”

Gravel roads wind through wide-open spaces, bending around mountains to catch pens and cowboy camps. It all looks the same, and although framed plat maps line Jon’s office wall, he knows it like the back of his hand: Where and why fencelines were drawn, shifted to share a water tank with the Y-6 or to let cows get to the other side of a mountain.

Ranching revolves around the environment. Cow numbers are down from the typical 1,200 head because of long, extreme drought. Jackie says running the ranch takes constant management with the diligence of “operating on the margins.”

And probably some faith, too, that enough rain will fall at the right time. The 40 types of native grass are resilient but still need some moisture, and summer rains are key.

Thirty to 40 years ago, average annual rainfall was 10 inches, but Jackie cannot remember a year in this century when they got that much. Multi-year droughts have challenged natural resources to where rotational grazing and water conservation are mandatory.

“We use every inch of this ranch as best we can,” Jackie says.

Jon says they’ve been deliberate with pasture use, careful not to overgraze and allowing time for the land to heal. Standard stocking allows 60 acres per cow, but they add range cake when necessary.

When Jon’s grandfather was growing up, the Y-6 and Moon Ranch (combined) had only six wells. Today, the Moon Ranch has more than 150 miles of pipeline running water to troughs for cattle.

Solar panels replaced windmills on all 22 wells, while covers limit evaporation on storage tanks.

Birds and wildlife benefit from sustained conservation too, Jackie says. Lacking native trees on the ranch, the Meanses planted adaptable multi-purpose trees—shade for cattle and habitat for birds. They added programs to feed quail and deer.

Everything works in harmony.

“How else would we use it?” Jon says. “The land needs the cattle and the cattle have to have the land to survive.”

Means Ranch Company employs a handful of full-time cowboys, spread out among cowboy camps across the vast acreage at the ranch.

(Certified Angus Beef)

Quality, No Excuses

In the early 1960s, Jon’s father was among the first here to begin switching from Herefords to Angus. Fifty years of striving to breed hardy Angus cattle to fit the terrain led to good structure, with sound feet and legs to travel long distances over rough terrain.

Through the years, Jon and Jackie have traveled the United States to find new genetics and expand their bull battery. Besides phenotype, Jon uses EPDs, looking closely at birthweight, fertility and carcass traits.

“We buy bulls that will work for us here first,” he says, noting essential fertility. “We’ve got to have a live calf and get that live calf to the feedyard.”

He culls cows that do not breed back. Angus cows are dual-purpose here, with mothering ability as well as terminal traits. To stay in production, cows must be thrifty, have nice udders and raise a calf that performs in the feedyard and on the rail.

After processing and weaning, steers and heifers part. The latter are developed for replacements while steers are shipped to wheat pasture till they average 800 lb. Then it’s on to the Triangle H feedyard at Garden City, Kan., where the Meanses retain ownership and sometimes partner with the yard.

Like many ranchers, Jon’s first priority is having a live calf that gets off to a good start.

(Certified Angus Beef)

Predictable, Profitable and Sustainable

“All of our cattle go through that program and they do amazingly well,” Jon says, noting years of data.

They’re predictable, and they perform well on feed. It all ladders up to profitability. In recent years, Means Ranch Company cattle have had a 53% CAB acceptance rate and 48% graded Prime, including those qualifying for CAB Prime.

“It always surprises us that our cattle can be as healthy and big as they are, in a land that’s as arid as this,” Jackie says.

It’s a humble statement. Jon and Jackie do what it takes to raise high-quality cattle in a challenging environment — no excuses.

Find the original story published in the October 2025 Angus Journal .

U.S. Farmers and Ranchers Raise More Food With Fewer Resources

Tue, 23 Sep 2025 17:27:03 GMT

As Climate Week NYC kicks off, the Animal Agriculture Alliance released an updated version of its Sustainability Impact Report . The report highlights decades of progress made by the U.S. food and farming community to enhance animal welfare practices, reduce environmental impact and contribute to a healthy, balanced diet.

“The U.S. farm and food community has been a global leader in sustainability efforts for decades,” says Emily Ellis, director, communications and content, Animal Agriculture Alliance. “We’re incredibly proud of the work being done to innovate and advance food production practices to continue contributing to a sustainable food system – and this report highlights that work.”

In a press release , the Animal Agriculture Alliance summarizes the updated report.

3 Animal Welfare Priorities

Across all sectors, farmers and ranchers prioritize animal well-being through programs like the FARM Animal Care Program, Beef Quality Assurance, and others. Practices include modern housing, veterinary care, biosecurity measures and responsible antibiotic use to ensure ethical treatment and optimal health for animals.

In the report, you will find these three animal welfare priorities:

Nearly every species referenced in the report has specific animal welfare guidelines crafted by animal welfare experts.
Most farmers and ranchers have a close working relationship with veterinarians and nutritionists to ensure good animal health and a well-balanced diet.
Biosecurity plays a critical role in protecting animal health from disease and illness.

Reduced Environmental Impact

U.S. animal agriculture has made significant strides in reducing greenhouse gas emissions, water use and land use. Innovations like anaerobic digesters, recycling byproducts and improved feed management contribute to sustainability.

Here are six key environmental impacts points in the report:

U.S. animal agriculture is contributing toward all 17 of the United Nations Sustainable Development Goals (SDGs).
Between 1961 and 2019, the U.S. beef community reduced emissions per pound of beef by more than 40% while also producing 66% more beef per animal.
The pork community has reduced CO₂ emissions equivalent to taking 22,410 cars off the road.
Compared to 1960, egg farmers today are able to feed 72 more people using 50% less feed.
The veal community has completed its first-ever Lifecycle Assessment to identify baseline environmental data.
More than 37% of ingredients used in animal feeds are upcycled from other industries, reducing waste and impact on landfills.

Dietary Contributions

Animal products like meat, dairy, eggs and seafood provide essential nutrients that support heart health, brain function, bone health and more. The report highlights the safety measures in place, such as antibiotic screening in milk and USDA inspections for meat, ensuring high-quality and safe food for consumers.

The report includes these three dietary contribution points:

The Food and Agriculture Organization (FAO) has concluded meat, eggs and milk are an essential source of nutrients, especially for vulnerable populations.
Animal proteins are a superior protein choice for half the number of calories compared to beans, peas and lentils.
U.S. animal agriculture is committed to furthering progress, which is why several species groups have established industry-wide sustainability goals and reporting frameworks.

As quoted in the report, “When it comes to conservation and sustainability, America’s farmers and ranchers are literally the boots on the ground.”

Visit the Animal Agriculture Alliance website for more information, including resources and to read the full report.

Farming Doesn’t Follow All the Business Models, Unique Opportunity for Startups

Thu, 31 Jul 2025 17:26:52 GMT

It could be said success in business is driven by timing and people. And AgLaunch provides agricultural startups with the nexus of both.

With its AgLaunch365 accelerator, early-stage startups have programming paired with the coast to coast network of AgLaunch farmers.

It’s a story Michael Rhys and the team at Barnwell Bio experienced firsthand. Their company spun out of the same technology platform used for municipal waste monitoring during COVID-19, except they are applying it to biosecurity and animal welfare.

Rhys says there is no other program like AgLaunch in existence.

“The farmer buy-in was really important to us along with the product feedback and guidance farmers can give us on the feature roadmap we want to add to Barnwell,” he says. “What’s great about the AgLaunch network is the level of inclusion along the way and the how the farmer network shares their feedback in real time and we’re able to iterate with them quickly because of their candid insights.”

Barnwell Bio collects aggregate samples from animal byproducts, analyzes them for a broad array of pathogens and then shares the assessment of potential health risks with farmers and their veterinarians.

“We see an opportunity to change the sentiment in animal health from being reactive to proactive,” Rhys says.

Michael Rhys, CEO, Barnwell Bio

(Ashley Benham)

Two-Way Street

Just as the startups receive benefits from the AgLaunch programming, as do the farmers. Fundamental to its approach it getting startups on farms in field trials, the farmers who take part in those field trials can earn an equity stake in the companies.

One of the original farmer members to the AgLaunch network is Grant Norwood, a Tennessee row crop farmer. He was part of the farmer network who proved the concept of Aglaunch earlier this year and cashed out an early investment in an irrigation technology startup.

“Farming is a business that doesn’t follow all the business models,” Norwood says. “And if you are coming from non-ag background, the farmer is your insight early on to how to best finish development and finish designing the product. We share knowledge to how ag markets work and to purchasing models. For a startup company it can be a big jump ahead to have that insight that would otherwise take them several years on their own.

Norwood has done field trials with sensors, hardware, and biological startups. And he’s proud to be part of the network he says is “where inventors meet farmers to solve agriculture’s problems.”

While the group started in Tennessee, it has since expanded into the midwest and pacific northwest.

“We’re a diverse group growing a lot of different crops and raising a lot of different livestock. But we are like-minded in helping startup companies bring their ideas to agriculture,” Norwood says.

AgLaunch has officially opened applications for the 2026 AgLaunch365 Accelerator. Applications are due by September 15, 2025.

AgLaunch365 aims to provide the proving ground startups need to help reshape how food is grown, animal are raises and land is stewarded.

For founders who would like to learn more, AgLaunch is hosting short Q&A webinars:

• August 4, 1-2pm CT: Registration link.

• August 14, 12-1pm CT: Registration link.

• August 25, 12-1pm CT: Registration link.

6 Ranchers Recognized for Stewardship Efforts

Wed, 09 Jul 2025 18:54:09 GMT

Cattle producers from across the country were recognized during the industry’s Summer Business Meeting in San Diego through the 2025 Environmental Stewardship Award Program (ESAP). Regional award recipients were honored for their commitment to conservation and stewardship. The national winner will be announced during CattleCon 2026 in Nashville, Tenn., Feb. 3-5.

“It is an honor to recognize these cattle producers for their commitment to conservation,” says NCBA President Buck Wehrbein. “Not only are they protecting natural resources for future generations, but they also serve as stewardship role models for producers across the country.”

Regional ESAP winners undertake stewardship efforts unique to their environment, landscape and resources. The 2025 ESAP Regional winners are:

Environmental Stewardship Award Program 2025 Region I Winner - Wispering Hills Farm, Lawrenceburg, Ky.

(Baxter Communications Inc./Environmental Stewardship Award Program )

Region I: Whispering Hills Farm, Lawrenceburg, Ky.

Mike Wilson took a neglected and overgrown farm in the heart of Kentucky and gave it life. He carefully crafted his operation around the limitations of the land and resources, and adapted when necessary to make it a thriving, profitable operation that can be passed down to the next generation of stewards. Wilson is an active participant in the Environmental Quality Incentives Program (EQIP) as well as the Conservation Stewardship Program (CSP), working with the Natural Resources Conservation Service to implement a variety of practices including pipeline, heavy use area protection, watering troughs, fencing, and forage and biomass plantings to help facilitate prescribed grazing. In addition to livestock related enhancements, he is an advocate for keeping the balance between agriculture and wildlife. He has partnered with state foresters to improve woodland, and he removes invasive species to enhance plant diversity. Wilson continues to serve as a role model to fellow cattle producers, influencing them to take positive steps towards stewardship and conservation efforts.

Environmental Stewardship Award Program Region II Winner - M&D Overstreet Ranch, Kathleen, Fla.

(Baxter Communications Inc./Baxter Communications, Inc.)

Region II: M&D Overstreet Ranch, Kathleen, Fla.

M&D Overstreet Ranch sits at an urban-wildland interface in central Florida, surrounded by one of the fastest-growing regions in the country. The Overstreet’s story is one of endurance, responsibility and a deep-rooted belief in leaving the land better than they found it. Mark Overstreet, paralyzed from the waist down since 1970, has never let his disability keep him from stewarding the land. With modified equipment, sheer determination and an unbreakable spirit, he continues to oversee rotational grazing, soil restoration and water conservation projects that benefit not just the cattle, but all of Florida. M&D Overstreet Ranch uses controlled burns to restore native grasslands, lime rock lakes to recharge the aquifer, and wildlife corridors to protect species like deer, turkeys and wading birds. Overstreet remains a mentor and advocate, proving that true leadership isn’t about personal success, it’s about lifting others up. His work ensures that Florida’s ranching traditions, environmental stewardship and community values will endure for generations to come.

Environmental Stewardship Award Program 2025 Region III Winner Smith Family Farms, Bankston, Iowa

(Baxter Communications Inc./Baxter Communications Inc. )

Region III: Smith Family Farms, Bankston, Iowa

In the family since 1853, the 100% no-till Smith Family Farms is located in the rolling hills of northeast Iowa, today owned and operated by Jack Smith, his wife Maria, and their two sons. The Smith’s agriculture philosophy is based on soil health, which is accomplished through the three pillars of no-till, cover crops and cows. The Smiths have developed a cow herd that thrives in their environment by grazing throughout most of the year, limiting additional feed resources, and calving out in the field. Rotational grazing is another cornerstone for environmental stewardship, whether rotating on cover crops, corn residue permanent pastures, or converting Conservation Reserve Program fields to pastures. In addition to their conservation efforts, the family is dedicated to preserving the state’s history through the Iowa Barn Foundation, which has saved more than 300 barns. Above all, the Smiths share their story and mentor others on their environmental and operational practices.

Environmental Stewardship Award Program 2025 Region IV Winner - McFadden Ranch. Victoria, Texas

(Baxter Communications Inc./Baxter Communications, Inc. )

Region IV: McFaddin Ranch, Victoria, Texas

Founded in 1877, McFaddin Ranch is a living testament to the resilience and innovation of Texas ranching. Located near the Gulf Coast, McFaddin Ranch has worked for decades to hone grazing management practices to match the environment and optimize ecosystem services. From proper stocking densities, genetics, handling, forage quality and flood and drought management, co-owner and general manager Bob McCan continually seeks out new tools and approaches that enhance all aspects of the operation. These efforts have improved wildlife habitat, protected and enhanced water quality, and increased carbon sequestration. These stewardship efforts are helping the ranch meet its goals of integrating research-proven strategies to maintain thriving wildlife and livestock populations through complementary practices, using economic, environmental and social sustainability to guide decisions, and continuing the family’s ranching legacy. In addition, McCan shares what he’s learned through leadership roles at the state, national and international levels.

Environmental Stewardship Award Program 2025 Region V Winner - G&G Livestock and Cathey Cattle Company, Polson, Mont.

(Baxter Communications Inc./Baxter Communications Inc. )

Region V: G&G Livestock and Cathey Cattle Co., Polson, Mont.

Greg and Lynn Gardner started G&G Livestock; daughter, Brittany Cathey, and son-in-law, Wacey Cathey, later launched Cathey Cattle Co. as their own direct-to-consumer beef business. Located on the Flathead Indian Reservation, the family works together to manage cattle and care for the land. Efficient range management is the family’s focus with efforts including weed control, grazing management and water development. By implementing a deferred rest rotation system, the family has seen their pastures develop deeper roots, rebound more quickly from grazing and increased grass production year to year. The family is active in the community and supports conservation causes that improve natural resources. They partnered with USDA-NRCS to install additional fencing and livestock watering systems, treat invasive weeds, improve pasture and range conditions through forage plantings, and develop grazing management plans leading to measurable improvements to rangeland health.

Environmental Stewardship Award Program Region VII Winner Wine Glass Ranch, Imperial, Neb.

(Baxter Communications Inc Baxter Communications Inc./Baxter Communications Inc. )

Region VII: Wine Glass Ranch, Imperial, Neb.

Jeff and Connie Pribbeno and their son and daughter-in-law Logan and Brianna Pribbeno own and operate Wine Glass Ranch, located in western Nebraska near the Colorado border. The Pribbenos believe long-term care for their operation’s ecology translates to profitability, which is why they have married together the values of ranching for profit and environmental stewardship to make a living. The cow-calf, stocker and grain operation thrives despite the arid climate and fragile sandy soil. The family installed more than 200 miles of cross fence, creating 90 paddocks for their rotational grazing system. At any given point, 95% of the ranch is resting, and this practice has increased plant diversity and the return of native grasses such as Sand Bluestem and Indian grass, a species difficult to grow in sandy soil. With a focus on soil health, the Pribbenos work closely with several state and federal agencies on conservation projects and those partnerships have helped them with their stewardship efforts.

Established in 1991 by the National Cattlemen’s Beef Association to recognize outstanding land stewards in the cattle industry, the Environmental Stewardship Award Program (ESAP) is generously sponsored by USDA Natural Resources Conservation Service (NRCS), Corteva Agriscience, U.S. Fish and Wildlife Service, and the National Cattlemen’s Foundation. For more information, visit www.environmentalstewardship.org .