The official start of fall is just around the corner, much to the relief of many of us in Texas. We can only hope that the new season will bring temperatures under 98 F, and if we’re lucky, more than a sprinkling of rain.
With the start of fall also comes the California bull season run, and sales have been in full swing for the past few weeks. Jared Patterson, WLJ field representative for the western region, has been busy making the rounds to cover sales across the state. It’s been a fantastic sale season so far, and it’s encouraging to see strong cattle prices continue to hold. Congratulations to those who have already held their sales, and best wishes to those with sales still ahead. To find timely coverage of sales from our field reps, head over to our Sale Reports page at wlj.net/sale_report, or give WLJ a follow on Facebook.
Soon, I’ll be heading out West myself to lend a hand at my family’s Red Angus sale in Lodi. I’m looking forward to seeing some familiar faces and getting to spend a few days back in California’s cattle country. And, I’ll admit, lunchtime on sale day is always one of the highlights of my annual trip back for the sale. It’s not just the chance to catch up with old friends and customers, but also the opportunity to enjoy a meal of that coveted California beef tri-tip, which Texans haven’t yet seemed to learn how to appreciate on quite the same scale.
Speaking of beef, there’s been a lot of discussion about our industry in the mainstream media lately. Ranchers are already well-informed on the headlines, but our industry news doesn’t usually reach everyday Americans the way it has over the past few months. That increased attention presents an opportunity to highlight our industry and help consumers better understand where their beef comes from and the people who produce it. Regardless of where you stand on some of the issues that divide us, such as beef labeling or foreign imports, there has never been a better time to use this budding attention to ranchers’ advantage. That means giving consumers a reason to feel confident about eating beef and helping them better understand the ranchers who produce it.
Part of that opportunity comes from recognizing that a lack of knowledge about agriculture is rarely ill-intended. More often, it’s simply a lack of familiarity. I say this from the perspective of someone who grew up in a rural town and now lives in one of the biggest metroplexes in the country, the Dallas-Fort Worth area. I’ve witnessed firsthand how knowledge of the overall agriculture industry can slip away the farther you get from rural communities.
But I’m often reminded that most people aren’t looking to criticize agriculture, they simply want to understand more about a topic they are totally unfamiliar with. People are more eager than ever to support Main Street America and hear directly from the people growing their food. We might want to laugh at the questions that seem so obvious—no, chocolate milk doesn’t come from brown cows—but they’re usually asked in good faith. It’s worth treating those seemingly silly questions with respect and meeting consumers where they are.
One positive interaction with a rancher might forever change how someone views the industry. Ranchers don’t need to be policy experts or marketing professionals to have these conversations. And it doesn’t even have to be a conversation centered directly around agriculture. It can be chatting with the fellow parents at a Little League game while you’re still in your work boots and dusty hat. Every positive interaction is an opportunity to leave someone with a better impression of an industry we already know is full of good people.
Just as those everyday conversations can bring different perspectives to the table, so can the voices within our own industry. You may recall earlier in the summer, in my first Comments piece, I mentioned we would be rolling out a new chapter of this column to include different perspectives from industry members across varying sectors of the cattle industry. With that new chapter now underway, it’s time to introduce some of the columnists you’ll be hearing from each month. In early September, we kicked off the series with a column by business and risk management consultant Garren Bellis of Compass Ag Solutions. Bellis and his colleague, Cole Rogers, will trade off writing a market perspective each month. In addition to a market column, readers will also have the opportunity to hear from California rancher Dave Daley on public lands issues, along with Wyoming-based attorney Elise Balin Hall on ag policy matters. You’ll also continue to hear from our field reps each month, sharing insights and updates from the regions they serve.
There will always be issues to debate, but we should continue sharing our stories and giving others a better understanding of the industry we’re proud to be part of. — ANNA MILLER FORTOZO
