From the Editor

Speaking as one who has not yet tried the Impossible Whopper, and who doesn’t plan on it anytime soon, I’ll be so bold to say the alternative beef industry needs to up its game.

If you’re on any form of social media, you’ve probably seen elderly versions of your friends dominating your feed recently.

The continuing discussion about making the beef cattle industry sustainable is usually focused on improving land, water, feed and cattle. But rarely does the debate focus on the industry’s most critical resource: people.

The publication you’re holding, or reading online, is almost 10 years old. When we released our first sample issue in 2010, it was dedicated to delivering the best information to cattle-producing readers for the success and sustainability of their ranch and livestock.

My eyes glaze over, and I look for the nearest soda pop machine.

It’s another spiel on telling our story.

Soon after winning college football’s national championship in January, the Clemson Tigers were welcomed to the White House like Roman conquerors with a feast consisting of Big Macs, Whoppers and Wendy’s singles.