That’s a Wrap Reviewing This Year’s Successful Convention The Iowa Cattle Industry Convention brought producers, industry partners, and leaders together for a day that reflected the strength, resilience, and optimism of Iowa’s cattle industry. With sessions focused on markets, consumers, conser-vation, policy, and leadership, attendees walked away with practical tools, fresh perspectives, and renewed confidence in the future of beef production. The convention opened with a key-note from Kevin Good of CattleFax, who delivered a clear and data-driven industry situation update and outlook. Drawing on global and domestic trends, Kevin helped producers better understand the forces shaping cattle markets, from supply cycles to demand signals. While acknowledg-ing ongoing challenges, his presentation emphasized opportunity and long-term perspective, encouraging producers to rely on sound data as they plan. Consumer demand and perception were front and center in the “Influencing the Plate” breakout session. Panelists Jenn Blaser, Rachel Sweeney, and Lauren Grant explored how today’s modern con-sumer is making informed, health-con-scious food choices. They addressed common misconceptions surrounding beef and emphasized the importance of meeting consumers where they are, both in conversations and through online con-tent. A key takeaway was the opportunity to keep beef relevant through creative, authentic messaging that resonates with different audiences while highlighting beef’s nutritional value and versatility. The session “Conservation in a Cow-Calf Operation” covered exactly what you would expect. Moderated by Denise Schwab of the Iowa Beef Center, produc-ers Damien Matt, Jack Smith, and Shayne Wiese shared which conservation practic-es have had the biggest impact on their operations and how they justified the costs. The discussion highlighted the value of good ground seeded for grazing or forage 46 and how long-term rotations can support both cattle and soil health. Panelists also shared the unexpected benefits of con -servation. Austin Knight of AgSpire challenged producers to think differently about resil-ience in his session, “Progress Driven Resilience.” Austin focused on supporting producers in enhancing herd productivity and efficiency to generate more pounds on-farm. Through AgSpire programs and practical examples, he encouraged progress over perfection and showed how small, strategic changes can lead to meaningful gains. Innovation and entrepreneurship were the focus of the “Beef Market Innovation” panel featuring Beth Romer of Choose Iowa, Ashley Recknor of Purple Ribbon Beef, and Tanner Heikens of B&R Quality Meats and Heikens Family Foods. Panelists shared real-world lessons from building value-added beef businesses and working within programs like Choose Iowa. Topics included regulations, label-ing, marketing, and scaling operations, offering producers a candid look at both the rewards and challenges of entering new markets. The session sparked ideas for adding value while emphasizing the importance of planning and adaptability. Water quality remains a critical issue for Iowa agriculture, and Colin Tadlock highlighted the progress being made across the state. He shared that nearly 6,000 acres have been converted to pas-ture and hay ground and expressed the need for more farmers and landowners to say yes to conservation. Colin pointed to Iowa’s leadership in agriculture and conservation and encouraged continued collaboration to build solutions that benefit both producers and natural resources. Grant Keenen of Walmart provided insight into the beef supply chain, offering a retailer’s perspective on how producers can fit into large-scale systems. Grant emphasized the importance of working with producers and their existing protocols to meet supply chain standards and dis-cussed the role of consumer experience. He noted that beef itself is not a profit-mak -ing product for retailers, but instead drives sales of the other items consumers place in their carts. Consumer research and demand trends were explored in depth during David Friedlander’s “Behind the Buy” session. He shared encouraging data showing that beef continues to hold the largest share of retail fresh meat sales in both dollars and volume. More than 80 percent of con-sumers plan to eat more or maintain their beef consumption, with taste as the lead-ing motivator. He also highlighted year-over-year growth in high-protein diets and declines in plant-based alternatives, pro-viding reassurance that beef remains a preferred protein choice. “Kicking Off the New Policy Year,” pre-sented by Iowa Cattlemen’s Association’s (ICA) director of government relations, Kelli Klink, and Jake Swanson of High Yield Strategies, outlined the policy devel-opment process and previewed issues expected in the coming year. Their dis-cussion reinforced the value of producer engagement and demonstrated how ICA policies are shaped directly by member JANUARY 2026
Iowa Cattleman January 2026: Page-46
