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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