From the Editor

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.

Listening to USDA Secretary Sonny Perdue as he addressed cattle producers at NCBA in February, it was readily apparent this administration is misusing one of its best assets.

It was cold – painfully cold. The kind that instantly slaps you in the face, stiffens your coat and freezes your nose hairs. Horses were hunkered under trees, cattle were grouped up along fencelines, and anything smaller, or perhaps smarter, was nowhere in sight.