For most cattle and beef producers, 2010 was a welcome ray of sunshine after years of heavy storms. The waves of the recession have only seemed to whet consumers’ appetites for good healthy beef, even steaks and premier cuts, helping prices take off to profitable levels. Wet weather in spring produced greener pastures and cheaper forages. And foreign exports are climbing in markets across the globe – thanks to a rising demand that’s closing in on levels not seen since pre-BSE crisis days. The temptation may be to ask, how can times get any better?

But even if you’re a producer standing in tall cotton, conventional wisdom tells you to prepare for a future that’s even brighter. Or as realists would say, a future that’s possibly worse.

That’s the delicate irony that swings both ways in agriculture. In any professional endeavor, success is savored with a flavor of caution. We easily grow attached to patterns that have defined our prosperity. Over time we ignore influences to alter a conventional practice, habit or even an idea that could help us chart new success in the name of progress.

On the flip side, the years we are confronted with failure may often compel us to be creative, innovative and motivated toward new ideas. Quite often, those challenging times will spark within us even greater success and personal growth.

If you understand that dynamic, then you know what defines the name of Progressive Cattleman.

Progressive Cattleman represents the cattleman or rancher who boldly marches forward in the name of progress and over obstacles in the way.

Each monthly issue of the magazine will deliver information that’s current, relevant and essential to beef producers. Readers will find a monthly theme related to seasonal needs and issues, along with focus topics covered a few times each year.

The goal for this monthly publication is to embrace the rich spirit of tradition in beef production, and to continually give beef producers the tools needed for sustainable growth and success.

In this, our first issue, our monthly theme is Bulls and Seedstock production, with our focus topic on Equipment and Facilities. All our issues will provide feature profiles on operations that build upon tradition and innovation to develop their brand. This issue’s profiles on the Thorstenson Ranch in Selby, South Dakota, and the Riverbend Ranch in Idaho Falls, Idaho, are especially true to that sentiment. Their operations push consistently for efficiency, quality and improving the welfare and living conditions of their livestock.

Like many of you, the year 2010 was a good one for us as we forged toward the launch of our sample issue in August. We heard from many readers who enjoyed what that issue offered. More importantly, they’re curious about what this magazine will consistently offer in the future.

They’re not alone. As excited as we are at this magazine to receive positive feedback, we know we can do better and we will. The goal – just as it is for any cattle producer – is to think progressively and boldly, and never to rest on the laurel of what we might have done in the past.

It’s a tall expectation, but one we’re ready to meet. Come rain or shine, the future for Progressive Cattleman awaits.