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. 

Zoetis Announces Strategic Research Collaboration with AgNext to Bolster Cattle Industry Science and Discovery

Research will help establish baseline measurements as part of animal lifecycle assessments

 

PARSIPPANY, N.J., December 5, 2024 —Zoetis announced it has entered a collaboration with Colorado State University’s AgNext to advance research in sustainable animal production. Together, Zoetis and AgNext are poised to shape the future and set new standards for sustainable management practices using animal health and genetic data.

 

“Beef and dairy producers currently define sustainability as healthy animals that are more productive and are therefore more resource-efficient and sustainable animals, which is true. However, specific benchmarks and data have been elusive in the industry,” said Dr. Mike Lormore, Head of U.S. Cattle and Pork Technical Services for Zoetis. “This research will allow us to obtain specific data to establish baselines and eventually to help producers, veterinarians, and nutritionists make more informed decisions to meet sustainability goals.”

 

The collaboration strives to close data gaps on technology and management practices that can enhance the efficiency of livestock production while ensuring the well-being of animals and addressing the industry’s evolving sustainability needs. The first study is focused on establishing baseline greenhouse gas emissions that reflect an industry-typical production environment for fed cattle and accounts for the standard health treatments animals typically receive.

 

The second study is a lifecycle assessment of beef and dairy production systems to support industry knowledge of the effect animal genetics and animal health interventions like vaccination and parasite control have on sustainable beef and dairy production.

 

The Food and Agriculture Organization of the United Nations (FAO) found that improving animal health can increase livestock productivity and welfare, and ultimately help farmers mitigate emissions and contribute to climate solutions.

 

“By leveraging animal health technologies and expertise at Zoetis and Colorado State University, we aim to increase the understanding of improved management to sustainability using this animal health data,” said Dr. Kim Stackhouse Lawson, Director of AgNext. “This will enable us to develop strategies that enhance animal welfare, environmental stewardship, and economic efficiency for livestock producers.”

 

“Zoetis’ animal health experience and genetic capabilities combined with AgNext’s expertise in advancing sustainability in the beef and dairy industries through their impactful research to improve animal health, productivity, and environmental stewardship, strengthens this collaboration,” said Shari Westerfeld, Vice President, Sustainability Customer Engagement at Zoetis. “This collaborative agreement demonstrates our commitment to support farmers, ranchers and producers in meeting their goals to raise healthy animals, to sustainably provide nutritious foods and meet the growing protein needs of the world’s population, now projected to grow to approximately 10 billion people by 2050.”

 

To learn more about sustainability efforts from Zoetis and AgNext, visit Zoetiswww.zoetis.com/sustainability and AgNext.colostate.edu.

 

About Zoetis

As the world’s leading animal health company, Zoetis is driven by a singular purpose: to nurture our world and humankind by advancing care for animals. After innovating ways to predict, prevent, detect, and treat animal illness for more than 70 years, Zoetis continues to stand by those raising and caring for animals worldwide – from veterinarians and pet owners to livestock farmers and ranchers. The company’s leading portfolio and pipeline of medicines, vaccines, diagnostics and technologies make a difference in over 100 countries. A Fortune 500 company, Zoetis generated revenue of $8.5 billion in 2023 with approximately 14,100 employees. For more information, visit www.zoetis.com.

# # #

All trademarks are the property of Zoetis Services LLC or a related company or a licensor unless otherwise noted.

© 2024 Zoetis Services LLC. All rights reserved. GCA-00943

Winterproof Your Farm Tires: Essential Tips for the Cold Season

Nashville, Tenn. (Dec. 4, 2024) – Winter is coming, and with it comes colder temperatures, wet or icy ground, and snow in some areas. Despite the changing weather conditions, you still need to get work done, and farm tire maintenance is crucial to staying productive, no matter the weather.  
“Livestock still needs to be fed. In some areas, snow needs to be moved, or fieldwork finished,” says Greg Jones, senior manager of global field engineering, Firestone Ag. “Regardless of where you live, winter brings challenges. In the north, it snows. In the south, it rains. You need your tires to keep up throughout the season.” 
Taking steps to safeguard your tires from harsh winter weather and conditions can help you avoid needing replacement tires come spring. Here are four practical tips to help you make the most of your farm tires and equipment this winter. 

Tip 1: Maintain tire pressure when temperatures drop 
Regularly checking and adjusting your tire air pressure is one of the most effective ways to extend tire life and carry heavy loads efficiently. Checking tire pressure in the winter is especially important since it is directly related to temperature.  
“As temperatures rise, so does tire inflation pressure, and vice versa,” says Jones. “You need to be extra aware of your tire air pressure at this time since the colder weather causes drops in tire inflation pressure.” 
Check your tire pressure daily or weekly, depending on your equipment usage. This helps to avoid underinflation or overinflation, which can both damage the tire and affect performance. 
Tip 2: Be cautious of rough, frozen ground  
Take extra care driving over rutted and rough frozen ground and stubble, especially for livestock operations and when clearing snow. 
“When temperatures drop, mud can freeze into hard clumps, and stubble gets harder,” says Jones. “Driving over these is like driving over a sharp rock in the field. These frozen obstacles, which are common for northern U.S. farmers, can cause punctures or breaks in your tires.” 
Whenever possible, minimize driving over rough surfaces and smooth out main driving paths to protect your tires from sharp, frozen debris. 
Tip 3: Safeguard your tires during winter storage 
For equipment that won’t see regular use during the winter, proper storage can help keep tires in good condition. Whenever possible, store equipment inside. Tires left outside on ice or snow are more prone to cracks as the rubber stiffens in low temperatures. 
“When temperatures get cold enough, the elasticity of the rubber stops working as usual,” explains Jones. “Instead of stretching and relaxing, it becomes brittle and can crack.” 
For equipment in winter storage, adjust tire inflation pressure to avoid finding a flat tire come spring. Due to permeation, a tire will typically lose around 1 PSI per month. To account for this natural, slow loss of PSI over time regularly check the tire pressure of your tires in storage and adjust to account for this change. 
Tip 4: Optimize your tires for winter conditions 
Winter across the country can create conditions that challenge tire traction. Tires built for fieldwork might not perform well in snow and ice. In the south, wet ground from winter rains can reduce a tractor’s traction in the field. If you need to put your equipment to work, these tips can help make them more efficient. 
  • Adjust a tire’s footprint: Wet ground can heighten soil compaction and rutting, while reducing a tractor’s traction. Ensure your tire inflation pressure is optimized for the weight of the tractor. Properly inflated tires allow tractors to create an ideal footprint, spreading the machine’s weight over a larger area to minimize soil compaction and enhance traction. 
  • Add weight: Adding weight to your equipment can help improve traction on icy or snowy ground. Extra weight can prevent slipping and help maintain stability. “Adding weight carefully and optimizing your tire pressure to the new weight can give you extra grip for winter work,” says Jones. 
  • Use tire chains: Tire chains can be a good option in winter conditions by providing extra traction on icy surfaces. Tire chains can give your equipment the extra grip it needs in slippery conditions. Work with your local tire dealer and experts to ensure you are getting the correct chains for your tires and are installing them correctly to avoid unnecessary damage.  
For more tips to get the most from tires and equipment this winter, contact your local Certified Firestone Ag dealer or visit FirestoneAg.com.  
###
About Bridgestone Americas, Inc.: 
Bridgestone Americas, Inc. is the U.S.-based subsidiary of Bridgestone Corporation, a global leader in tires and rubber, building on its expertise to provide solutions for safe and sustainable mobility. Headquartered in Nashville, Tenn., Bridgestone Americas employs more than 50,000 people across its worldwide operations. Bridgestone offers a diverse product portfolio of premium tires and advanced solutions backed by innovative technologies, improving the way people around the world move, live, work and play. 
Cutlines:
FSAG_FieldWork.jpg: Regardless of where you live, winter brings challenges. You need your tires to keep up throughout the season.
FSAG_WinterScene.jpg: As winter approaches, it brings unique challenges for farmers—from icy ground and frozen mud to rain-soaked fields in the south. Keeping farm equipment running smoothly despite these conditions is no small task, but proper tire care can make all the difference.
FSAG_CowsInSnow.jpg: Taking steps to safeguard your tires from harsh winter weather and conditions can help you keep working in the winter and avoid needing replacement tires come spring.
Skip to content