Latest / CattleUSA Daily / 115: What the Beef Industry Is Prioritizing for 2026 and Beyond with Ryan Moorhouse

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115: What the Beef Industry Is Prioritizing for 2026 and Beyond with Ryan Moorhouse · CattleUSA Daily

• 0:00
  Welcome back to another episode of the Cattle USA Daily Podcast.
• 0:03
  Today we are welcoming back Ryan Morehouse with the Cattlemen's
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  Beef board onto the podcast today and we are chatting all
• 0:11
  things what has happened over the past month.
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  We got some hot topics in AG to talk about.
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  We just got done with summer business meeting a couple weeks
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  ago now, week and a half now. And a lot of things came out of
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  that. And we are talking reports that
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  came out of it and just some focuses the beef industry is
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  looking at and looking forward to over the next five years and
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  what that plan looks like. And then Ryan and I dive into
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  that and give our own thoughts and opinions on where we need to
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  be going as a beef industry and our focus for the next 5 years
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  and our thoughts and opinions on those.
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  So without further ado, let's go ahead and hop into this episode
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  with Ryan. Welcome to the Cattle USA Daily
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  podcast, your go to source for the latest livestock markets,
• 1:00
  industry insights and the updates shaping agriculture
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  today. I'm your host, Lauren Moylan, a
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  passionate advocate for agriculture here to keep you
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  informed and connected. Now let's dive into today's
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  episode. Ryan, welcome back to the
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  podcast. How are you?
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  How is life in Texas treating you these days?
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  Today is great. Well, good morning, Lauren.
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  I'm glad to be here. It's been a great spring and
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  summer in Texas. You know, we're usually 100° and
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  the winds blowing and some dust blowing, and it really hadn't
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  been that way this year. So it's been great enjoying the
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  weather, enjoying the good weather that we've had.
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  And cattle appreciate it, I think, and producers do too.
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  1000% you guys have definitely been reaping some of those
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  benefits on moisture recently which has been a blessing.
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  I have been down to like West, TX in the summer multiple times
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  and I'm like, who decided to live here?
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  Like you guys really decided to like when you when we were doing
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  the Oregon Trail and marching West and expanding the frontier,
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  you looked at this and you're like, this is where I want to
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  go. Or did your wagon wheel just
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  fall off and you're like, this is where I have.
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  To go, yeah, probably a little opposed this.
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  Isn't perfect, but. Yeah, it's it is West TX is
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  rough. I mean, it's, it's a lot of
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  industry out here. I tell young people whenever
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  we're, you know, trying to recruit for the company or
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  whatever I might get, you've never been up to the Panhandle,
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  you might want to visit before you consider taking a job
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  because it's not for everybody, you know.
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  And so that we find that the ones that are familiar with it
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  or lived up here usually stick around a little better.
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  But it is, it can be rough, but it's also work.
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  You know, big AG is a lot of big AG, just like Kansas, a lot of
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  big agriculture. So if you're going to work in
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  agriculture, a lot of the big stuffs in on the western part of
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  the state, great, great stuff on the eastern side too.
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  But you know, you got to put up with the wind and the dirt out
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  here for sure. A percent, 100%.
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  Well, you just got back from summer business meeting.
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  I'm I had major FOMO that I couldn't be there because a
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  bunch of my friends were there and they were sending me all the
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  snapchats, all the text messages like, hey, we're having a drink
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  for you. And they're like on the beach.
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  And I'm like, cool, thanks. Awesome, thanks for rubbing that
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  in. Appreciate that.
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  But you just got back from there.
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  How did it go? How?
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  How was everything? It was great.
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  You know, San Diego's great place to visit, especially the
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  weather. You know, I think the weather
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  was outstanding like it always is, but you know, folks
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  traveling from the east side country, you know that we've
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  been there 3 summers in a row now.
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  So I think they're probably ready to shoot for a different
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  area and probably will be more central next summer.
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  We're thinking Denver probably is the way it's looking now.
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  So Denver's a great spot to this right in the middle accessible
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  to everybody. But, but San Diego was great and
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  you know, the, the water's great and the Bay just hanging out
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  watching, you know, big ships come in, Navy ships and cargo
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  ships. And so it's, it's a lot of fun
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  and it's different, especially for us, you know, landlocked
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  folks in Texas and even in Kansas.
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  So it's, it's a change. But it was great, had a great
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  turn out. Great bunch of folks showed up
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  and you know, that's summer business meeting as the business
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  side. You know, the obviously we don't
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  have the big convention that goes with it in the trade show,
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  but it's all the folks and all the committees meet both on the
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  check off side as well as the policy side.
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  So just get a lot of work done and a lot of updates.
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  And it was. It was a great meeting.
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  Yeah, it looked like it was a great meeting and it looked like
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  it was a jam packed meeting. You guys had a lot to talk
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  about, a lot to cover all the things.
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  What were some things that kind of stood out to you?
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  Any highlights that we should go over?
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  Yeah, well. Like I said, it's kind of the
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  whole industry meeting. So you have stuff folks on the
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  policy side working on policy stuff, which I don't really get
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  into at all because I work mainly on the check off side.
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  But you know, great committee meetings on the check off side
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  and you know, great participation and attendance.
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  I mean, I think we got 90 some percent of folks on the
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  committee's both on the Federation and the B Port side.
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  And so I had a lot of, a lot of folks there and a lot of great
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  participation and the meetings went well and all the updates
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  went well. We had a great luncheon, very
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  full room there. And so it was.
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  It was a really good meeting. Awesome.
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  One big thing that was done this year was the long range plan for
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  the beef industry. Can you chat a little bit more
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  about that? What is it?
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  And then just highlights on it and things like that.
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  You bet. So every every five years we put
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  together a long range plan. So this plan that was rolled out
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  at the summer meeting was for 21 through 26.
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  And so, and you know that if you think about it, the last one
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  they did was in 20 through 25 and they were doing it all right
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  during COVID. So it's a, it's a different
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  plan. You know, last, the last five
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  year plan is different than this one.
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  Of course, different group of people put it together.
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  I will give kudos to the folks, you know, we, we try to in
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  general find folks that are up and down the beef supply chain
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  that could represent all areas of the beef industry to, to sit
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  on this. And it's a small group and it's
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  a monumental task to basically come together and figure out,
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  you know, what should we be looking at for the next 5 years?
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  And this is like, it's kind of the playbook, you know, it's
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  kind of laying the groundwork for what, for whatever thing we
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  want to do to keep, promote beef and beef demand for the next 5
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  years. So they did a great job, small
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  group of folks and they did a, they did a wonderful job and,
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  you know, put together a really good plan.
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  It's it's a pretty, it's kind of a 30,000 foot plan, which a long
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  range plan, which is what it's supposed to be.
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  You know, there's not a ton of detail and it kind of laid out
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  the things we really need to be looking at to keep beef center
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  of the plate and beef demand great for the next five years.
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  Yeah. Can you talk about the main
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  goals of the plan and the things that they kind of laid out in
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  it? You bet.
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  So we talked about, you know, what does sustainability mean?
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  But for for us, sustainability is sustainability
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  environmentally, but also sustainability for for the
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  business. You know, we I think they talked
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  a lot about, you know who's going to keep doing this?
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  You know, if you look at the for most producers, you know, a lot
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  of them are getting older and, and they're not wanting to stay
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  in the business because it's pretty volatile, you know, so,
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  so sustainability for a business, sustainability for our
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  land and for the all the things we need the inputs to go into it
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  to produce beef. So that was a big thing.
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  And then, you know, consumer trust and so that they
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  understand what producers do and how we produce beef and being
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  that that being very important to to people continue to buy
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  beef and trust us that we're producing it.
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  Safe, the best, best tasting product.
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  That's safe product innovation. The things that we have, the
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  technologies we have today are five times what they were five
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  years ago. So if you look at all the things
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  we can do with all the technologies innovation.
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  So continue to innovate, continue to use those things.
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  And then, you know, working together, one of the main points
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  they made was working together throughout the whole supply
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  chain. You know, the beef industries
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  pretty segmented if you think about it, from the cow calf all
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  the way to the retail, all the way to the consumer.
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  And so there's lots of steps in between.
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  Obviously, in some cases the steps are more narrow.
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  If you go straight from a cow calf to a feed yard, you know,
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  you can skip some of those steps, but there's, there's
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  pretty segmented and, and they were concerned about they were
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  all on the same page, you know, and the whole supply chain
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  working together. So that was a great part of it.
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  Obviously with the screw worm deal coming up, it's a big
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  topic. It has been for the last three
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  or four months, Excuse me, but you know, animal health and food
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  safety, you know, without those things, we can't keep, keep this
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  industry going. So utilizing the technologies we
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  have, all the new, the research that we've done over the years
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  to, to, you know, all the different animal health products
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  have come along. Just keep animal husbandry
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  practices that we have now, keep our, it's not sustainable if we
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  don't have healthy animals. So and then food safety, you
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  know, the thing about the, the screw arm really is not a food
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  safety issue. It's more of an animal health
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  issue. But the messaging might get out
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  there that it could, you know, but it's not going to hurt from
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  the, from the industry standpoint, consumer standpoint,
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  but they're still going to hear about it.
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  So just a good example of what we need to be looking at.
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  And then, you know, think, think as an industry, we need to spend
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  some time. And I've been thinking about
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  this and preaching this a little bit is, you know, let's let's be
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  proactive and tell people what we do and, and be very
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  transparent on what we do and not be as defensive as we have
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  been in the past. You know, I think our industry
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  got a little bit of a blackout in times past just because
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  people didn't know how we produced beef.
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  And so I think we need to spend a lot of time telling people,
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  telling our story and how we do it and that we do it the right
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  way. So just a few points of what
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  they talked about in in the long range plan.
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  Yeah. And I think those are all like
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  major highlight points that each of them are equally as
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  important. Because like I think you and I
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  could probably sit here and talk about each and every one of
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  those points individually for an hour each and still have things
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  to talk about at the end of the day.
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  Because they're all major topics that we need to be covering and
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  need to be worried, not really worried about, but need to have
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  a clear focus on. And I really appreciated what
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  you said about the like throughout the entire beef
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  supply chain, how we're trying to be more focused on having a
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  clear message and a like be a unified front.
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  Because I think for so long and AG, we have especially like just
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  in the beef industry specifically, we have segments
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  it ourselves. And then like it's always the
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  cow calf man or the feeder against the Packers or it's
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  always like the Packers against the consumers or just there's
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  always this like tug everywhere. And I think that that has
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  brought a lot of just animosity within our very small beef
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  community where we have a consumer population that way
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  outweighs us. Like we're talking like 98% to
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  1, like 99% to 1% type of situation here.
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  So being a unified front is really important.
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  And I'm glad that it's something that we're finally really
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  starting to focus on because I think it's been overlooked for
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  so long that now we're dealing with so many prejudices instead
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  of being able to get out in front of it.
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  Absolutely, Yeah, it's, it's something I, you know, I've seen
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  it, I've been in this for 25 years.
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  I've been in this industry and I've seen it get better that
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  way. And I hope it continues to get
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  better. And instead of picking at each
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  other, I always say there's, there's folks outside our
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  industry that really want what we do to go away.
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  You know, there really are. And so we need to really work
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  together to make sure our industry is sustainable and you
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  know, into the future for the young folks that want to do it,
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  you know, for for my kids that want to do it, if that's what
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  they choose to do. So it's great to see people
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  working together, communicating still got a long ways to go, to
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  be real honest with you, But I feel like we're working on it.
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  And it's really exciting to see that being part of the industry
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  long range plan because it it sets the table to say this is
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  what our goals are and it's very important goal.
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  Yeah. And I appreciate also like
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  you're said earlier, like this is kind of my soapbox and what
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  I've been preaching for a long time is sharing your stories.
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  And that's something that I've been preaching for a really long
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  time too, even like before this podcast, it was always the
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  concept of people relate to stories, not facts.
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  Like you can give them a billboard with a bunch of facts
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  on it that no one cares. No, no one cares that beef is
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  healthy for you. They care how the animal is
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  raised and who's raising it and the people behind the companies,
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  not necessarily what the company is selling themselves.
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  And so, gosh, I could get on my soapbox about that forever.
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  And I'm just so glad that that is also a focus of like, hey,
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  each individual person has a story to share.
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  And it's important that we look at the beef industry as a whole,
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  But then we also look at it at a granular level of like each
• 12:45
  individual producer that is supplying the supply chain and
• 12:49
  supplying these grocery stores and just overall beef demand.
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  What what is your story? Even if you're not selling like
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  direct to consumer beef, you still like have a story to share
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  and a place to share it. And I think that that is
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  something that gets looked over right now because people are
• 13:05
  constantly saying like, you need to Share your story, but then
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  not necessarily saying why and how.
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  And they're just like just talk. And everyone's like, but what?
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  What about? What do you mean?
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  Yeah, Yeah, I gave the example. You know, I very seldom turn
• 13:22
  down a tour, tour the feed yard and, you know, feed yard, not
• 13:25
  the prettiest thing in the world, but I mean, they can see
• 13:27
  cattle. And you know how we how we take
• 13:29
  care of them and how we all the animal husbandry practices,
• 13:33
  practices that go into it and, you know, to get them to that
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  point where we can harvest them and turn them into great taste
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  of beef. So a very you can get people
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  here and show them. Typically they go, I didn't
• 13:44
  realize it was this way at all. So it's every chance you get.
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  Tell your story worrying what you do and be very transparent.
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  I want consumers especially, and I think that's what's important.
• 13:54
  Yeah. And I appreciate where you said
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  transparency there. We don't have to hide what we're
• 13:58
  doing within the industry. There are certain topics that
• 14:01
  you need to be sensitive of how you're sharing it.
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  But I think it's important that we still share the highs and the
• 14:07
  lows of what happens in the beef supply chain.
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  Because if we're not also sharing like the lows, then it's
• 14:13
  like everyone's kind of like looking behind the curtain of
• 14:16
  like, OK, what are they hiding? Like if they're only sharing all
• 14:20
  the good parts, what is there to hide?
• 14:21
  And the reality of it is we don't have anything to hide.
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  We, we want to share all of it. We just need to share it, you
• 14:28
  know, in a appropriate way to our consumer population.
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  But I think that that is like a big thing that people just get
• 14:34
  scared about all the time of like, Oh my, my gosh, like I
• 14:37
  don't want to open up my ranch or my feed yard or things like
• 14:41
  that. What if like a activist group
• 14:43
  wants to come or things like that and it's like actually
• 14:45
  great. Like welcome.
• 14:47
  I would love to sit here and talk to you about beef for a
• 14:50
  while if you'd like to come and all of those situations.
• 14:53
  Yeah, that's true. And if we're doing things the
• 14:55
  way we're supposed to do them, with all the animal health, then
• 14:58
  there's nothing to see. There's nothing bad to see.
• 15:01
  I mean, it is what it is. I tell my folks do do things
• 15:04
  right, do things the way you're supposed to do them, and you
• 15:06
  don't have anything to hide. And so tour group comes through
• 15:09
  and they see everything the way it is.
• 15:11
  Now, you know, there's a lot of cattle in a small amount small
• 15:13
  area, but you know, they're pretty happy.
• 15:15
  They get all the feeding water they want and all the rest they
• 15:17
  want. And so it's, it's, you can agree
• 15:19
  or disagree about confined animal feeding, which is I'm OK
• 15:23
  with if you disagree with it, but it's part of the industry.
• 15:25
  And we feel like, we feel like we, we have, we have a great
• 15:28
  product that we that we, yeah. And I think that's a great
• 15:31
  example of of an area of the industry that typically gets a
• 15:35
  lot of the hate first and a lot of the pressure put on you just
• 15:39
  from a like animal welfare standpoint.
• 15:41
  And like outside people looking in that can find animal feeding
• 15:46
  is probably one of the hardest areas to like defend in some
• 15:52
  situations because you don't have baby calves on grass.
• 15:55
  Like it's not as picturesque as a cow calf operation is.
• 15:59
  But then I think that sector of the industry has done the best
• 16:03
  job of being like, Hey, our doors are wide open, Come see.
• 16:08
  And doing like doing the best job of just being like, hey, we,
• 16:11
  we want you here. Like let's, let's talk about it.
• 16:14
  Let's let's share a little bit more.
• 16:16
  And even though like cow calf operations and cows on grass are
• 16:20
  prettier and they look better in an Instagram picture, like, hey,
• 16:24
  this is still a big part of the industry.
• 16:25
  And here's here's what we're doing, and we want to show it
• 16:28
  all to you. Absolutely.
• 16:30
  You bet. Yeah.
• 16:32
  Just from a like anything else, anything else that we should
• 16:36
  talk about with a long range plan, anything else we need to
• 16:39
  hit on? Any other sub or business
• 16:41
  meetings or just thoughts that you have?
• 16:43
  Well, you know, basically the long range plan, it, like I
• 16:46
  said, I think I mentioned it's kind of the playbook for the
• 16:48
  next 5 years and everything we do as an industry kind of refers
• 16:52
  back to that. And you know, it was 6 main
• 16:54
  goals that they covered. They're all interconnected.
• 16:57
  I don't know if one's more important than the other.
• 16:59
  That's the way they felt about it.
• 17:00
  And I tend to agree with them. It's all important.
• 17:02
  You mentioned that earlier and, and everything we do focuses on,
• 17:07
  you know, that long range plan and directs the beef industry.
• 17:10
  And we feel like that plan will, you know, keep our industry
• 17:13
  thriving and doing well. So that's, that's kind of way we
• 17:16
  came up with or why don't we come up with a long range plan?
• 17:18
  It's just to kind of keep everybody on the same page.
• 17:21
  So yeah, it was great meeting. I think, I think it was well
• 17:24
  received, best I could tell. And we'll move forward with it
• 17:27
  ever is adopted by all parties involved and we're good to go.
• 17:31
  The check off with just one part of that, you know, the check off
• 17:33
  looks at the long range plan as well.
• 17:35
  It's not just for the check off, it's for all the whole industry.
• 17:38
  But the check off, you know, all the, all the, you know, the
• 17:42
  projects, whether it be research or difference, what's for dinner
• 17:46
  or whatever, all that stuff that we do that every dollar that we
• 17:50
  spend, we try to spend wisely so that it'll help achieve those
• 17:54
  goals on the long range plan. So that's what we do on our side
• 17:57
  with the check off and and try to tie all the all those
• 18:01
  projects into something that it mentioned so that we feel like
• 18:05
  if we can do those things, it'll it will be we'll be successful
• 18:08
  in the end in the next over the next five years.
• 18:10
  Yeah, awesome, awesome. Well, now the summer business
• 18:13
  meeting is done, we can start looking towards February and
• 18:17
  cattle con and all the things like that, which I know I'm, I
• 18:20
  mean, I'm always excited for. I don't know whether like
• 18:24
  sometimes it's a draw. Like am I most excited to be
• 18:27
  able to like see all my friends and like go get some drinks and
• 18:31
  cocktails in the evenings? Or am I most excited for like
• 18:34
  the trade show and like all of the like Cattlemen's college
• 18:38
  things? It's a draw.
• 18:39
  Some years it it depends on the year, depends on the year, but
• 18:42
  I'm excited I've got my Airbnb booked like we're our team is
• 18:45
  ready to rock'n'roll. I'm I'm kind of itching for the
• 18:48
  trip and all the things, but we can finally start looking
• 18:51
  forward towards that. Have they?
• 18:54
  I haven't this is an honest question.
• 18:56
  Have they released all of the information and like is
• 18:58
  registration open for that now that summer business meeting is
• 19:00
  over or what's what's the 411 on?
• 19:02
  That I'm not 100% sure. I don't think registration is
• 19:05
  open yet. I haven't seen anything.
• 19:07
  I'm sure you can get on NCB as website and they handle up all
• 19:12
  the registration and you can probably find that, but I don't
• 19:15
  think it's open yet. It is exciting this year.
• 19:17
  We've been to Nashville a lot over the years, but most of the
• 19:21
  time we have it, you know, out at the Gaylord, which has been
• 19:24
  great. They've been a great host, a
• 19:26
  great facility, just, you know, a huge facility.
• 19:29
  I think I got lost two times the first time I went out there.
• 19:31
  But anyway. But this year, yeah, it's
• 19:34
  massive. Yeah.
• 19:34
  But this year's downtown, so they've redone a lot of stuff in
• 19:37
  Nashville to downtown. So they've got a Convention
• 19:39
  Center and two or three big hotels now downtown.
• 19:42
  So it's kind of exciting. It'll be new for everybody
• 19:45
  involved. And I know everybody involved,
• 19:47
  you know, on all the Staffs, whether it be a big Ford or
• 19:50
  NCBA, all the people that host it, you know, cattle, women's,
• 19:53
  they're pretty excited. So it'd be something to look
• 19:55
  forward to for sure. Absolutely will and it's excited
• 19:58
  that we're, it's exciting that we're downtown because I mean,
• 20:01
  being out by the airport is fine.
• 20:02
  I've been to other conventions out there, but it's, there's
• 20:05
  something about just like being centrally located that is really
• 20:08
  nice and just having all of our events in one place and we're,
• 20:12
  it'll be fun. I'm, I'm really excited for it.
• 20:14
  But we'll have all of that stuff linked down below for everyone
• 20:16
  listening. And then if anyone wants to look
• 20:19
  at the long range plan or anything else that was covered
• 20:22
  at summer business meeting, anything else that we, Ryan and
• 20:24
  I kind of chatted about today, we will have all of those links.
• 20:27
  Down below for you to check out yourself and dive in deeper
• 20:31
  because Ryan and I could probably sit here for multiple
• 20:34
  hours and talk about all of the things ourselves if given the
• 20:36
  opportunity to. But we're not going to talk your
• 20:38
  ears off for more than we're at 20 minutes now.
• 20:41
  So we're going to, we're going to cut ourselves off for the
• 20:43
  sake of Ryan and I and everyone listening because no one, I
• 20:46
  mean, we could probably talk for multipliers, but I don't know if
• 20:48
  you want to listen to us for multiple hours.
• 20:50
  So we're going to we're going to leave it at that and let all of
• 20:53
  you guys get back to your day. Thank you so much for tuning in
• 20:56
  to another episode of the Cattle USA Daily Podcast.
• 20:59
  We appreciate all of the love and support that you guys have
• 21:02
  been giving us and just we appreciate the partnership that
• 21:05
  we have with the Beef board and being able to talk to Ryan every
• 21:08
  month and bring them on. If you guys ever have any
• 21:10
  questions or thoughts, we are always open to them.
• 21:12
  If you have a specific topic you want to hear Ryan and I discuss,
• 21:15
  let us know and we can put that into consideration for next
• 21:19
  month. But as always, have a great rest
• 21:21
  of your day. Y'all have a blessed week and
• 21:22
  we'll see y'all tomorrow.