For National Cattlemen’s Beef Association (NCBA) President Gene Copenhaver, the cattle industry is more than policy or market trends. It is deeply personal, shaped by generations of families, a connection to the land, and the daily work of keeping an operation running.
Years spent raising cattle and working as an agricultural lender developed the perspective he now brings to the leadership role, where he sees the job as a responsibility to the industry rather than a title. Gene’s story begins in southwest Virginia, just miles from the Tennessee line, where his family has ranched since the mid-1800s. A fifth-generation cattleman, Gene grew up on a diversified farm.
“We had cow-calf, stockers, sheep, hogs and burley tobacco,” Gene told WLJ.
Like many family operations, the business evolved. Tobacco was phased out roughly two decades ago, and livestock enterprises were gradually streamlined. Today, Gene and his son, Will, manage a stocker operation, focusing on efficiency and adapting to the economics of modern cattle production.
Gene’s agricultural foundation was further strengthened at Virginia Tech, where he earned a degree in animal science. Within days of graduating, he stepped into a career that would expand his understanding of the industry far beyond his home operation.
For 38 years, Gene worked as an ag lender, beginning with the USDA, continuing through the Farm Credit System, and eventually spending two decades in commercial banking. During that time, he helped finance cattle operations across several states, working with producers of all sizes and production models. That experience, Gene said, was formative.
“It showed me the diversity of the industry—from east to west, north to south,” Gene said. “Different landscapes, different assets and different ways of doing things.”
Like many cattle producers, Gene balanced that professional career with hands-on work at home, effectively working two full-time jobs for decades. Today, with his lending career behind him, he focuses on managing the family operation while serving in a national leadership role.
Gene’s involvement with NCBA was not a single step, but a progression built over years of service.
He served in leadership roles within the policy division, including chairman and vice chairman, and led key committees focused on tax, credit and international trade. From there, Gene moved through the officer team, serving as vice chair of policy, chair of policy, vice president and president-elect before stepping into the role of president at CattleCon earlier this year.
Navigating uncertainty, demand
As Gene assumes his presidency, he does so during a time when the cattle industry is managing high demand along with persistent uncertainty.
“I think the biggest challenge is not knowing where the market is going,” he said.
Recent profitability across cow-calf, stocker and feedlot sectors has provided a positive foundation, but maintaining those margins will require careful attention to both market forces and policy decisions. Gene points to regulatory pressures and rising input costs as key areas of concern. Continued efforts to reduce burdensome regulations, he said, will be critical to protecting profitability. At the same time, he emphasizes the importance of strengthening risk management tools.
“We have better tools than we’ve had in a long time,” Gene said. “But we need to keep improving them and making sure they work for every sector.”
Gene acknowledged that increasing the value returned to producers is complex, highlighting the need for systemic changes in the supply chain.
“We need to look at how we get more of those dollars back to the countryside,” he said.
He stressed that all segments of the supply chain, including packers, must remain viable, noting that financial stress in any one sector can ripple throughout the system. Still, Gene believes there is room to examine how value is distributed, particularly as consumer demand for beef remains strong. That demand, he said, will be key to the industry’s future growth, and Gene sees herd expansion as a logical next step.
But growth must be paired with generational transition. Gene views the next generation of producers as essential to the industry’s long-term success and believes they are well equipped to lead.
“The young people I’ve worked with are intelligent and have a strong work ethic,” he said.
To support them, Gene calls for targeted tools that address both entry and transition challenges. That includes easing financial barriers, addressing tax implications and creating opportunities for new producers to build sustainable operations over time.
Policy challenges
International trade remains a central pillar of Gene’s growth outlook.
“Good markets are going to grow the herd,” he said, pointing to recent agreements with countries like Indonesia and Taiwan.
Export markets add value to cuts that may have limited demand domestically, increasing the overall value of the carcass. That value, in turn, flows back through the supply chain. Gene also points to the importance of continued product innovation and marketing efforts to maximize value.
Beyond markets and trade, Gene highlighted the looming threat of New World screwworm. Gene said NCBA is working closely with USDA and state affiliates to prepare for that possibility, including developing response plans and expanding infrastructure. At the same time, he cautions that measures taken to prevent the pest’s spread, such as border closures, could have unintended economic consequences.
“Our biggest worry is losing infrastructure,” he said, pointing to the recent closure of a feedlot in Lubbock, TX, and slowdown at the Tyson plant in Amarillo.
Maintaining that infrastructure, he noted, will be critical to preserving the industry’s long-term competitiveness.
Looking ahead to the next farm bill, Gene outlined several priorities that reflect the needs of cattle producers.
Labor reform, particularly changes to the H-2A program, remains a top concern. Gene supports expanding the program’s flexibility to fit year-round livestock operations better. Transportation policy is another area of focus, especially regulations that do not fully account for the challenges of hauling live animals.
“Live animals are different than anything else that’s transported,” Gene said.
Conservation programs, including funding for livestock-focused initiatives, also play a key role. Gene emphasized the importance of maintaining support through programs like the Environmental Quality Incentives Program.
He also raised concerns about state-level regulations such as California’s Proposition 12, which he believes could set precedents affecting producers nationwide.
“One state shouldn’t regulate how a product is produced in another state,” Gene said.
For Gene, the presidency is ultimately about representing producers and ensuring their voices are heard.
NCBA represents a wide range of stakeholders, from cow-calf producers to feeders, packers and allied industries. That diversity is both a strength and a challenge.
“We have such a big tent,” Gene said. “Every sector has needs, and sometimes those needs collide.”
The challenge, he says, is managing competing priorities within a diverse membership. For Gene, leadership comes back to listening, collaboration and staying grounded in the organization’s grassroots nature.
“We are a grassroots organization,” he said. “That’s our strength.” — Charles Wallace, WLJ contributing editor
