According to the National Cattlemen’s Beef Association, the average age of a cattle producer in the United States is 58. That statistic is concerning. 

From production and beyond, the cattle industry holds opportunities. What changes are needed to make room for young people interested in a career centered around cattle?

Rancher, consultant and speaker, Cassidy Johnston, said there is often a disconnect between families wanting their kids to work on the operation and the opportunity being openly available.

“I often hear ag producers lament about their kids not coming back to the farm and ranch,” she said. “But it is often these same people who never asked the kids if they would like a life on the farm, and they didn’t act like their kids’ work or ideas were valued when they were contributing to the operation.”

As a young woman involved in multiple aspects of the cattle industry, Johnston draws on her experiences to connect with producers, managers, industry stakeholders, and young people seeking an ag career. She and her husband didn’t grow up in the industry, but with hard work and determination, they now manage a large cow-calf operation in Colorado spanning over 70,000 acres.

Working on different ranches, Johnston has seen what works and what doesn’t. “The successful ranches value their employees,” she said. Whether a family operation or a corporation, good leadership and management skills are essential. Successful operations encourage younger individuals to voice their ideas and opinions. And managers looking toward the future provide mentorship so those less experienced can learn alongside industry veterans. They also encourage everyone to ask the big question “Why?”

Creating Positive Change

Johnston believes the most detrimental statement in any industry is “Because we have always done it this way.” The process may be based on generational wisdom and is indeed the best way. But other times, the process could be improved, particularly when viewed with an open mind and a new perspective. “There is a lot of science and data in the industry now that is helpful and can drive profit that wasn’t available five or ten years ago,” she said.

Improvement begins when people are open to change. “If you have all the answers and are the smartest person in the room, then you are in the wrong room,” Johnston said.

Family operations are often hesitant to embrace their children’s ideas. “As producers, our identity is closely tied to our farms and ranches, and change can be scary,” she said. “I’m not suggesting the kids have free rein, but giving them some responsibility and autonomy builds skills and confidence.” Johnston said management and leadership skills are best developed over time and waiting until it’s time to retire to hand over responsibility seldom results in success for the next generation.

Thinking outside the box and diversifying family operations are strategies that help bring young people into the family cattle business too. “Lean into your kids’ skills and talents, hear them out, and brainstorm ideas together. Maybe their exact idea isn’t perfect, but something similar might work,” Johnston said. Whether it’s letting them try a new breeding, management or marketing strategy on a small scale, the opportunity to learn will help kids get experience and make better decisions.

Opportunities Beyond the Family Operation

In some cases, the family operation cannot feasibly support two families and kids need to continue their agriculture involvement elsewhere. Johnston recommends parents have that conversation early and encourage their children to explore other opportunities within the cattle industry.

Growing up, Travis Thomas envisioned owning and operating a cow-calf operation. “I am a livestock guy. I was involved in 4-H and FFA, and graduated from Iowa State with a degree in animal science, but my family didn’t have cattle,” he said. After college, Thomas worked in the beef nutrition and animal health sectors of the industry. And for the last eight years he has served as the procurement manager for Upper Iowa Beef, an independent packing plant. 

“The price of land, the cost of cattle, feed, equipment, and infrastructure places buying your way into cattle production mostly out of reach. And if that operation is your sole income, it’s really tough to make it all pencil out,” Thomas said. But he noted that having a small herd of cows or feeding out calves could be enjoyable and significantly less stressful when you have a career that pays the bills.

Thomas believes there are many ways to develop a career in agriculture and the cattle industry. But success takes work from both employees and employers. 

To successfully grow and incorporate the younger generation, managers need to be willing to develop young people’s skills and knowledge.And young people must be willing to step out of their comfort zones and apply themselves.

Success is a Two-Way Street

Processing about 500 head of cattle each day is nothing compared to major processing plants, but Upper Iowa Beef’s small size is also its strength. “We emphasize training and developing our employees, offering leadership and advancement opportunities,” Thomas said.

Jacey Bina’s experience at Upper Iowa Beef is a perfect example. Bina attended the University of Northern Iowa and had no thoughts of a career in agriculture, let alone at a processing facility. Her sights were set on a career in speech pathology. But with limited health-related internships available during the pandemic, she accepted a summer internship at Upper Iowa Beef and spent three summers there. “During my internships, I did many things in the plant. I took the company paperless, implemented an inventory management system, and even harvested ovaries on the kill floor,” she said.

After graduation, Bina accepted a full-time job coordinating data, then moved into a marketing role before her promotion to brand executive, where she currently serves. She said not having livestock experience has required her to learn a lot, even after three years. But her key to success is being in an environment where young employees are encouraged and supported. “We have a young leaders’ group here that meets multiple times a week. We are constantly challenged and given the resources we need to grow and expand our problem-solving skills,” she said.

Thomas believes the harvest side of the cattle industry has tremendous opportunities that are often overlooked. “There are supervisor, plant manager, and inspector positions. Those with a science background have opportunities in wastewater management or in meat science, including grading, quality assurance, and food safety,” he said. Roles are also available in IT and maintenance departments, cattle procurement, and handling cattle at the plant. “Then there are opportunities on the administrative and business side for people who excel in accounting, data entry, customer relations, sales, export regulations, product packaging, and shipping,” he said.

The Opportunity and Responsibility

The road to success is bumpy and full of lessons learned through failure, but as the saying goes – Victory favors the brave.

“If we can ebb and flow with trends and market cycles, balance life and work, continue to move forward, and maintain motivation and a good attitude, success will follow,” Thomas said. “Across all sectors of the industry, success comes from being malleable, willing to learn, and driven.”

The cattle industry offers opportunities for the younger generation, but it is a two-way street. Young people need to willingly accept instruction, learn on the job, and maintain a good attitude. The older generation needs to mentor and train young people while understanding that they may see and approach things differently. And both generations must recognize the wisdom in tried-and-true methods while viewing change as an opportunity to try a different path.

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