The Future of Beef…. Beef is Back

Welcome to the first Future of Beef column! I’m Ian Wheal, a rancher by upbringing, a tech founder by trade, and someone deeply passionate about helping cattle producers thrive in a changing world.

Growing up on my family’s cow-calf ranch in Australia, I learned firsthand the hard work, dedication, and ingenuity required to run an operation. Now based in Austin, Texas, my goal with this column is to inspire you with the latest innovations in cattle production while offering practical guidance on how to make them work for your ranch. 

Together, we’ll explore how to harness new opportunities to improve profitability, efficiency, and sustainability without losing sight of the values that define ranching.

The Global Beef Comeback

There’s no denying it: beef is back. Retail spending on beef jumped nearly 10% in 2024, outpacing pork and chicken. But this resurgence isn’t just about selling more beef—it’s about producing better beef.

The growing gap between standard and premium prices gives producers a unique opportunity to take control of their profitability. By focusing on good genetics, low-stress cattle, and thoughtful nutrition, you can produce higher-quality beef that commands higher prices.

This isn’t about working harder but making more intelligent decisions that create lasting value.

Tackling Technology on the Ranch

Let’s talk about technology—a word that can make even the most progressive rancher hesitate. The sheer number of options, from AI to genomics to tracking tools, can feel overwhelming. But the good news is, you don’t have to do it all.

Start small. Track weights or health treatments for individual animals. Identify the bottom 20% of your herd so you can focus on improving or replacing them. These simple steps can open the door to fundamental insights and meaningful change.

Today’s technology is designed to work with ranching realities, not against them. It’s not about perfection; it’s about progress.

Looking Ahead

Beef producers are at a turning point. The choices we make today will shape not only our operations but the future of the industry. Whether it’s improving genetics, boosting feed efficiency, or focusing on animal welfare, the opportunities are immense—and achievable.

If you’re interested in diving deeper, check out The Future of Beef podcast, where Jim Johnson, Jess Sperber, and I will share real stories from producers, practical tips, and the latest breakthroughs shaping the cattle industry.

Beef isn’t just back—it’s moving forward. Together, let’s make sure ranchers lead the way. 

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