My View From The Country

It’s Time For Everyone To Saddle Up And Ride For The Brand

The forces aligned against our industry are multiplying at a phenomenal rate, as are the fronts they are attacking us on.

Everyone in the cattle business understands what it means when someone says they are “riding for the brand.” Sustainability may be the focal point that everyone is talking about these days, but it’s always been the focus of our industry.

The forces aligned against our industry are multiplying at a phenomenal rate, as are the fronts they are attacking us on. Every time I go to a state cattlemen’s meeting I’m amazed at just how many issues we are confronting. It’s definitely time to ride for the brand. 

I would wager that few industries have more volunteers who step forward to ride for the brand than the beef industry. However, as one speaker recently said, “there are still a lot of people who are riding the horse without taking the time to feed it.”

Of course, the freeloading phenomenon is nothing new, and with time and capital both being scarce commodities, it’s also largely understandable. Nevertheless, we are being outspent and outmanned at an increasing rate by our competition and our adversaries. It’s not only time to ride for the brand, but also feed and groom the horse we’re riding.

 

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What's My View From The Country?

As a fulltime rancher, opinion contributor Troy Marshall brings a unique perspective on how consumer and political trends affect livestock production.

Contributors

Troy Marshall

Troy Marshall is a multi-generational rancher who grew up in Wheatland, WY, and obtained an Equine Science/Animal Science degree from Colorado State University where he competed on both the livestock...

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