Casual Cattle Conversations

Simple Strategies to Increase Direct-to-Consumer Meat Sales

In this conversation, Shaye Koester-Wanner and JT Jerret discuss effective marketing strategies for ranchers, particularly in the meat industry. They emphasize the importance of understanding copywriting, identifying target audiences, and leveraging direct-to-consumer sales. The discussion covers missed opportunities in marketing, the significance of email marketing, and actionable steps for ranchers to enhance their beef sales strategies. JT shares insights on buyer archetypes and the marketing triangle framework, providing listeners with practical advice to grow their businesses.

 

Takeaways

• Create content that resonates with your audience.
• Direct-to-consumer sales can increase profitability.
• Understanding your target audience is key.
• Identify buyer archetypes to tailor your marketing.
• Engagement in communities can build your audience.
• Email marketing offers a high return on investment.
• Focus on providing value before selling.
• Start with simple, actionable steps to grow your business.

 

Chapters

 

00:00 Introduction to Direct-to-Consumer Meat Sales

04:42 Understanding Copywriting and Its Importance

07:24 Missed Opportunities in Meat Sales

10:24 Identifying Your Target Audience

13:31 Strategies to Reach Your Target Audience

16:43 The Role of Email Marketing

19:38 Building Your Direct-to-Consumer Brand

23:10 The Marketing Triangle: Market, Message, Media

26:15 Final Thoughts and Action Steps

 

Resources

https://farmrebel.org/

https://www.casualcattleconversations.com/ranchermind-events

Mastering Ranch Communication: Terryn Drieling’s Insights on Leadership and Connection

In this conversation, Shaye Koester-Wanner and Terryn Drieling explore the importance of communication in ranching, particularly during high-stress situations. They discuss the role of self-awareness and the Enneagram in understanding personal and interpersonal dynamics. The conversation emphasizes practical strategies for improving communication skills, assessing one's communication effectiveness, and managing emotional responses in challenging environments. Terryn shares insights on fostering a supportive community among ranchers and the significance of honest questions in enhancing communication.

 

Takeaways

• Self-awareness is crucial for effective communication.
• The Enneagram helps understand the 'why' behind behaviors.
• Good communication ensures safety in high-stress situations.
• Reflecting on past interactions aids in improving communication skills.
• Asking honest questions can enhance understanding and connection.
• Grounding techniques can help manage emotional responses.
• Modeling desired communication behaviors influences others.
• Curiosity is essential for fostering better communication.
• Connection and open communication are vital for family operations.

Chapters

 

00:00 Revisiting Communication on the Ranch

05:44 The Importance of Effective Communication

08:46 Understanding the Enneagram and Self-Awareness

11:22 Assessing Communication Skills

15:34 Improving Communication Skills

18:30 Managing Emotions in High-Stress Situations

21:08 Dealing with Reactive Individuals

24:29 The Ripple Effect of Energy in Communication

27:14 Final Thoughts on Communication

Resources

Top Dollar Angus https://topdollarangus.com/ 

RancherMinds https://www.casualcattleconversations.com/ranchermind-events 

Terryn's Website https://faithfamilyandbeef.com/ 

How to Set Goals for Your Ranch https://www.casualcattleconversations.com/ranchermind-events/p/move-the-ranch-forward-2025 

Communicating Science about Livestock with Keith Belk

S7, E48 – Discover the importance of uncomfortable conversations in shaping the future of the livestock industry. Dr. Keith Belk discusses insights from the 2024 International Summit on the Societal Role of Meat and Livestock, including science-based communication, ecological impacts, and the need for proactive engagement. Learn how producers can use facts to navigate evolving societal perceptions of meat production.

Takeaways

• Effective communication of scientific data is crucial for the livestock industry.
• There is a need for clear definitions in the industry to avoid misrepresentation.
• Public understanding of science is lacking and needs improvement.
• Producers should engage with society to share the realities of their practices.
• Global perspectives can inform local practices and policies in agriculture.
• Collaboration among producers and scientists is essential for progress.

Chapters

00:00 Introduction to Keith Belk and His Role in the Beef Industry
04:15 The 2024 International Summit on Meat and Livestock
07:31 Communicating Science: Challenges and Strategies
10:20 The Role of Policy Makers in Meat Production
13:13 Call to Action for Ranchers
16:25 Addressing Misconceptions in Animal Agriculture
19:11 Uncomfortable Conversations in the Industry
22:06 Defining Terms in Animal Agriculture
25:59 Improving Public Understanding of Science
29:18 The Importance of Advocacy in Agriculture
32:07 Global Perspectives on Meat Production
34:56 Final Thoughts and Call to Action

Resources

Westway Feeds: https://westwayfeed.com/ 

International Summit: https://societalroleofmeat.org/ 

RancherMinds: https://www.casualcattleconversations.com/ranchermind-events 

Goal-setting for Ranchers: https://www.casualcattleconversations.com/ranchermind-events/p/move-the-ranch-forward-2025 

 

Establishing Equal Pricing for Red Angus Cattle

S7, EP 47: In this conversation, Shaye Koester-Wanner speaks with Kelly and Taylor from the Red Angus Association about the challenges and opportunities in the cattle industry, particularly focusing on the pricing disparities between Red and Black Angus cattle. They discuss the importance of marketing programs, the upcoming Sustainable Beef Plant, and the need for better tracking and tagging of cattle to ensure equal pricing and market access. The conversation highlights the optimism surrounding the future of Red Angus and the collaborative efforts to enhance the breed's market presence.

Takeaways

• The Red Angus Association is focused on establishing equal pricing for Red and Black Angus cattle.
• Marketing opportunities for commercial cattlemen are expanding through various programs.
• The Sustainable Beef Plant aims to create a level playing field for pricing.
• Engagement in tagging programs is crucial for tracking cattle and ensuring market access.
• The Red Angus breed is recognized for its high-quality genetics and maternal traits.
• Collaboration between producers, feeders, and packers is essential for success.
• The industry is seeing a shift towards sustainability and transparency in beef production.
• Optimism is high regarding the future of the Red Angus breed and its market potential.
• Producers are encouraged to participate in programs that enhance the value of their cattle.
• The Red Angus cow is celebrated for its superior qualities in the cattle industry.

 

Key Moments

00:00 Introduction to Red Angus Marketing Opportunities
06:28 Commercial Cattlemen's Pathways to Market
10:57 Equal Pricing: Red vs. Black Cattle
19:55 The Sustainable Beef Plant: A New Era
25:31 Getting Involved with Sustainable Beef
32:33 Final Thoughts and Optimism for the Future

 

Resources

https://redangus.org/

https://westwayfeed.com/

https://www.casualcattleconversations.com/ranchermind-events/p/move-the-ranch-forward-2025

 

 

Liquid Feed for Cattle: Benefits, Costs & Ranching Insights with Drs. Neuhold & Sanders

S 7, EP 46 – This conversation delves into the fundamentals of liquid feed in the cattle industry, exploring its usage, economic advantages, and nutritional benefits. Drs. Kelley Neuhold and Kelly Sanders with Westway Feed Products discuss how liquid feed varies across geographical regions, its historical context, and the practical considerations ranchers should evaluate when considering liquid feed for their operations. The discussion emphasizes the efficiency, labor savings, and nutritional enhancements that liquid feed can provide, making it a compelling option for cattle producers.

Takeaways

• Liquid feed is used differently across geographical regions.
• The economics of liquid feed can lead to significant savings.
• Liquid feed can improve cattle nutrition and efficiency.
• Understanding the cost per head per day is crucial.
• Liquid feed can help maintain body condition scores in cattle.
• Labor savings are a significant advantage of liquid feed.
• Liquid feed can enhance the digestibility of forages.
• Ranchers should evaluate their goals when considering liquid feed.
• Liquid feed can be a convenient solution for busy ranchers.
• Availability of liquid feed is widespread across the country.

Chapters

00:00 Introduction to Liquid Feed and Its Experts
06:46 Understanding Liquid Feed: Composition and Variability
11:39 The Historical Evolution of Liquid Feed
11:46 Introduction to Liquid Feed and Its Variability
16:18 Understanding the Economic Benefits of Liquid Feed
27:16 Evaluating Liquid Feed for Your Ranch Needs
32:51 Final Thoughts and Resources for Liquid Feed

Connect with an expert about liquid feed: https://westwayfeed.com/the-best-way-to-raise-beef-liquid-feed/

Move the Ranch Forward: https://www.casualcattleconversations.com/ranchermind-events/p/move-the-ranch-forward-2025 

Free Ranching Resources: https://www.casualcattleconversations.com/ranching-resources 

The Ultimate Guide for Training Ranch Employees

S7, E 45: In this episode, I sit down with Erin McKnight, a cattle producer from the Sandhills of Saskatchewan, Canada, to explore her journey and the creation of Ranch Academy.

Erin shares how Ranch Academy, her online program, equips hired hands with essential skills and knowledge—covering everything from equipment safety and cattle handling to water system troubleshooting. Originally developed to streamline her own training process, Ranch Academy has grown into a powerful tool that helps ranchers reduce training time, empower new employees, and prevent costly mistakes. This conversation is packed with insights for anyone involved in ranching or interested in the future of hands-on ranch management.

So, grab a coffee, tune in, and join us for another conversation that’s as real and rugged as ranch life itself.

Takeaways

• Training employees is crucial for effective ranch management.
• Ranch Academy provides practical solutions for common ranching challenges.
• Empowering employees leads to increased confidence and productivity.
• Customization of training materials is essential for different ranch operations.
• Clear communication is key to preventing misunderstandings and mistakes.
• Ranch Academy can benefit individuals of all ages, not just employees.
• The program includes troubleshooting for various ranching scenarios.
• Training can reduce the need for constant supervision of employees.
• Understanding the unique needs of each ranch is vital for effective training.
• Building trust through communication enhances team dynamics.

Chapters

00:00 Introduction to Ranch Academy and Its Purpose
04:56 The Development of Ranch Academy
07:39 Content and Structure of Ranch Academy
10:24 Customization and Accessibility of Ranch Academy
13:47 The Importance of Communication in Ranching
15:40 Conclusion and Resources for Ranch Academy

Resources:

Westway Feeds - https://westwayfeed.com/ 

Ranch Academy - https://www.mcknightranch.ca/academy 

Move the Ranch Forward - https://www.casualcattleconversations.com/ranchermind-events/p/move-the-ranch-forward-2025 

Boost Ranch Profit & Productivity with Simple Strategies

In this episode of Casual Cattle Conversations, Shaye shares actionable strategies to help ranchers increase both profitability and productivity without burning out. She kicks things off by addressing common misconceptions about productivity—more hours don't necessarily mean more profit. Instead, Shaye highlights the importance of focusing on high-impact tasks that drive the ranch forward.

Key Takeaways:

Identify Revenue-Driving Tasks: Start by making a list of daily, weekly, and monthly activities. Then, star the tasks that directly contribute to generating revenue and productivity.

Know Your Numbers: Ranchers must understand their financials beyond year-end taxes. Shaye shares tips on creating a clear financial picture and the importance of delegating bookkeeping if it's not your strength.

Set Clear Goals: Break down your ranch’s goals into 1-year, 5-year, and 10-year increments. Knowing your long-term goals helps you align your short-term actions for success.

Enhance Communication: Whether you're a solo operator or have a team, effective communication can make or break productivity. Shaye shares examples from her own ranch life and stresses the importance of clear, concise instructions.

Leverage Technology: Automate and delegate tasks using modern tech tools to save time and reduce stress. Shaye encourages ranchers to assess what can be automated to focus on high-impact tasks.

Prioritize with the Four-Quadrant Method: Use this method to separate urgent from non-urgent and important from unimportant tasks. It’s an easy way to break down overwhelming to-do lists and stay focused on the right things.

Reduce Screen Time: Set boundaries with your phone to enhance mental health and productivity. Shaye shares how limiting screen time drastically improved her focus on the ranch.

Resources Mentioned:

Move Your Ranch Forward Goal Setting Book: Get Shaye’s digital guide to help set and prioritize your ranch’s goals for 2025. https://www.casualcattleconversations.com/ranchermind-events/p/move-the-ranch-forward-2025

RancherMinds Program: Join Shaye’s community to dive deeper into ranching profitability and productivity. https://www.casualcattleconversations.com/ranchermind-events

Ranch Channel: Find your next herd sire FAST with this great resource. https://ranchchannel.com/

What Ranchers Need to Know About Automation in Packing Plants with Marble Technologies

S7, EP 43 In this episode, Shaye Koester-Wanner chats with Brianna Buseman, a meat scientist for Marble Technologies, about the advancements in technology and automation in the meat industry. They discuss the importance of meat science for cattle producers and the role of technology in improving efficiency and sustainability in the meatpacking process.

Takeaways

• Meat science plays a crucial role in the beef supply chain.
• Automation in meat processing can improve efficiency and safety.
• Food safety remains a top priority in the meat industry.
• Sustainability trends are influencing packaging choices.
• The future of meat science is promising with technological advancements.
• Labor shortages in packing plants can be alleviated through automation.
• Consumer perception of meat quality is high in the US.
• Understanding consumer needs can drive improvements in production.

Chapters

00:00 Introduction to Meat Science Passion
05:06 The Role of Meat Science in Agriculture
08:02 Automation in Meat Processing
11:07 Technological Innovations in Meat Industry
14:37 Future of Meat Science and Automation
25:29 Final Thoughts and Industry Insights

https://www.seemarble.com/ 

Ranch Profitability Resources:

https://redangus.org/ 

https://www.breedr.co/

Follow Through with Your Ranch Goals

https://www.casualcattleconversations.com/ranchermind-events/p/move-the-ranch-forward-2025

 

 

Mature Cow Size, Input Costs and Ranch Profitability with David Lalman

S7, Episode 42 🎙️ What’s the impact of mature cow size and ranch profitability? Dr. David Lalman – professor of Animal and Food Sciences at Oklahoma State University – and Shaye Koester-Wanner tackle this question during this thought-provoking podcast episode. David and Shaye discuss the assumed correlation between mature cow weight and feed intake as well as how some cattle are above average in weight but below average in feed intake.

In this episode, ranchers will:

🎙️learn how to select their ideal cows and bulls

🎙️dive into the 4 quadrants cattle can be placed in when measuring efficiency

🎙️understand the impact of selecting for industry average growth traits

🎙️hear David’s thoughts on if the beef industry is pushing terminal and growth traits too far

Chapters

00:00 Genetic Selection in Cattle Production

17:57 Impact of Cow Size on Profitability

22:00 Navigating Genetic Information for Commercial Producers

27:13 Balancing Performance and Cost Efficiency

31:54 Future Directions in Cattle Efficiency Research

Resources:

Red Angus - https://redangus.org/

Breedr - https://www.breedr.co/

Newsletter - https://www.casualcattleconversations.com/ranching-resources 

Addressing Producer Concerns about the Beef Checkoff

Season 7 – Episode 41 || Shaye Koester-Wanner, Andy Bishop, and Jason Schmidt delve into the intricacies of the Beef Checkoff program, discussing its origins, structure, and the significant return on investment for producers. They address common producer concerns and the importance of effective marketing strategies. The discussion emphasizes the need for transparency and producer involvement in the decision-making processes, while also highlighting the positive impact of the Checkoff on the beef industry.

Takeaways

• The Beef Checkoff was established in 1985 to promote beef.
• Producers voted overwhelmingly in favor of the Checkoff.
• The Checkoff structure involves state and national councils.
• Producers receive a $13.41 return on every dollar invested.
• The Checkoff funds are not used for policy-related activities.
• The Checkoff has a significant impact on beef prices.
• Effective marketing strategies are crucial for beef promotion.
• Producers should engage with the Checkoff process and provide feedback.

Chapters

00:00 Introduction to the Beef Checkoff
05:11 History and Structure of the Checkoff
22:06 Return on Investment for Producers
36:09 Producer Questions and Concerns
57:51 Final Thoughts and Takeaways

Resources:

Breedr - https://www.breedr.co/ 

Red Angus - https://redangus.org/ 

Checkoff - https://www.beefboard.org/the-drive-sign-up-form/ 

Cattle Convos - https://www.casualcattleconversations.com/