Stories for Success
We do the information gathering for you. Part inspiration, part field guide, packed full of humanity and examples worth following—these are the feature stories of those who aim for quality mixed in with science-based ways to get there.
These are tales about data driving the future. Or a brand built on an unprecedented idea that’s now recognized across the world. There are stories that start with nothing but a dream, and others that are legacies that continue carrying on.
We tell them so you don’t miss a beat at your operation. Learn a thing or two without ever leaving home.
Big Thinkers
The cattle calling
Telling their story to the cattle curious was awkward at first for John and Gaye Pfeiffer. Their dedication to teaching and connecting with those further down the supply chain earned them the 2021 CAB Ambassador Award.
Committed to consistency
Much of the cattle feeding business is outside a manager’s control. But quality cattle caretaking, that Kendall Hopp can guarantee. He plans for the volatile, hopes for the best, and deals with the rest as it comes. The first thing on his list begins with treating people right because Hopp knows happy folks manage cattle more consistently, leading to healthy cattle that perform.
Prime of his life
Ross Humphreys’ adept gait tells of many days in and out of the saddle checking his herd, fence lines, water tanks, and grass availability. Yet at 72, he can still drop down and roll under the barbed wire fence quicker than most men half his age. But Humphreys is not your typical cowboy. He’s a chemist, book publisher, family guy, conservationist, and rancher.
Consumer Connection
The Code
Compound interest is the concept of making small investments over time add up. Depositing in the “trust bank” will keep the beef industry strong long term. This is our second installment of the quarterly “At the Table” column, authored by Nicole Erceg.
The proof on the plate
An American by birth and by food, Chef Venoy Rogers III loves incorporating beef into his “New American Fusion” cuisine. Spoiler alert: his guests love it too.
What and why are they buying
In an era of skepticism consumers have trust issues, especially with those raising their food. The good news is demand is strong and taste is the main driver. Trust is going to be the key to gaining consumer confidence.
Research Drivers
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