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My View From The Country

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by Troy Marshall May. 18, 2012

Marketing Undergoing Subtle But Major Shift

There have been a multitude of attempts to try to fix the problems created by a commodity system; everything from grids, to branded programs, to age....More
by Troy Marshall May. 18, 2012

From Here On Out, Everything’s Political

Agriculture has traditionally benefitted from a lack of the partisan wrangling that infects most other aspects of U.S. society. In fact, one could....More
by Troy Marshall May. 18, 2012

Start Your Fall Marketing Now

This is the time when cattlemen should be contacting the last 10 purchasers of their product to see how they performed for them. Customer feedback is....More
by Troy Marshall May. 11, 2012

Europe Votes; Will U.S. Elections Fare The Same?

The reaction in the markets to the electoral results in Europe this week was probably well-founded, as the results, which tended to reject the....More
by Troy Marshall May. 11, 2012

HSUS Releases Another Animal Abuse Video

If there is even some semblance of validity to the recently released HSUS video depicting animal abuse on a Wyoming hog operation, livestock....More
by Troy Marshall May. 11, 2012

Hype Trumps Science In LFTB Debacle

Lean finely textured beef (LFTB), a product resulting from a process approved by the Food and Drug Administration 20 years ago, and used in hundreds....More
by Troy Marshall May. 4, 2012

Value Is In The Mind Of Seller & Buyer

I overhead a couple of people recently lament in a hotel lobby about the price of land. They were referring to a particular “trophy” ranch that had....More
by Troy Marshall May. 4, 2012

Some Thoughts On The True Cost Of AI

My wife, who has worked in the cattle genetics industry for a decade, has closely documented the cost of an artificial insemination program. Problem....More
by Troy Marshall May. 4, 2012

Opportunists Jump To Leverage BSE Case

While the market effects of the latest case of BSE in the U.S. appear to be minimal thus far, there’s no shortage of traditional beef industry foes....More
by Troy Marshall May. 4, 2012

Are You On The Cutting Edge, Or Bleeding Edge?

The hard reality about the future is that it comes in its entirety with the good and the bad, and none of us are allowed to pick and choose. Short of....More
by Troy Marshall Apr. 27, 2012

Beef Demand, The Economy & The Checkoff

Even with a sluggish economy, the recent furor over lean finely textured beef and this week’s BSE case, to name a few events, beef demand continues....More
by Troy Marshall Apr. 27, 2012

The Myth Of Managing For Drought

Ranchers tend to be optimists by nature. You have to be, when two of the biggest drivers of your profitability are markets and weather – two factors....More
by Troy Marshall Apr. 26, 2012

A Fourth Case of BSE – Ho Hum?

With Japan and South Korea weighing a loosening of age restrictions on U.S. beef imports, the cattle market recovering from the media flurry over....More
by Troy Marshall Apr. 20, 2012

Make Room For A Bigger, Badder Foe

Activist groups like the Humane Society of the U.S. and People for the Ethical Treatment of Animals garner the most attention and headlines in the....More
by Troy Marshall Apr. 20, 2012

We Can’t Forget The Nutrition Side Of Beef

The beef industry has made lots of progress in communicating an accurate message on nutrition, with scientists and nutritionists advocating a more....More
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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What's My View From The Country?

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

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