Lakeland Farm & Ranch Direct
Welcome back to the American Cattlemen Podcast. Just ahead, we have Gale McKinney, he’s the owner of the American Cattlemen, and he chats with Ross Deayton, the general manager of Lakeland Farm & Ranch Direct and Mark Duplak, the Marketing manager for Lakeland Farm & Ranch Direct. Founded in 2005 and celebrating its 20th anniversary, Lakeland has evolved from a small family-run business to a thriving North American operation serving agricultural markets across the United States and Canada. 
Initially focused on cattle livestock handling equipment, Lakeland has diversified to serve multiple agricultural sectors, including sheep, goats, and horse industries. Their core philosophy centers on making farmers’ and ranchers’ lives easier through premium products and direct-to-door service. The company distinguishes itself by shipping equipment directly to customers, eliminating the need for time-consuming dealer pickups.
The podcast highlighted significant trends in modern agriculture, particularly the shift towards smaller operations. The average herd size has decreased to around 47 head, with 80% of producers now managing fewer than 50 cattle. This change reflects a growing number of lifestyle ranchers and hobby farmers who have moved from urban areas to agricultural settings.
Lakeland is responding to these market changes by designing equipment specifically for smaller operations, focusing on low-stress animal handling and setups that require fewer hands. They’re also developing an innovative partner program that will allow local farm stores to become authorized dealers, either as stocking or non-stocking partners.
The company’s future plans include continued investment in modular designs, listening to farmer feedback, and creating more accessible equipment solutions. Their commitment to customer service is evident in their approach to owning mistakes, providing educational support, and offering financing options to help smaller operations invest in quality equipment.
With a new website launch and the partner program on the horizon, Lakeland Farm and Ranch Direct is positioning itself as a forward-thinking, customer-centric agricultural equipment provider dedicated to supporting the evolving needs of modern farmers and ranchers.
For previous episodes of the American Cattlemen Podcast, please visit: www.americancattlemen.com.
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