Tag Archives: How do you raise beef with integrity?

Filling the Gap…


Managing a feed yard for 20 years inspired me to learn to identify and fill meaningful gaps. With thousands of animals relying on me each and every day, recognizing if an important gap existed between the care that I offered and what the animal needed was absolutely critical for good welfare. As an adult, I find myself continuously looking for gaps in all aspects of my life. I have found that when you look for them with the intent to fill them in a positive way, that it gives your life purpose.

Over the past several months, many people have asked about my new job and what I do for the Beef Marketing Group. The short answer is that I work to fill the gaps. An extra set of eyes can be a critical tool for evaluating if and where a meaningful gap exists; and I work with my teams to figure out the best way to fill them. While I enjoy the time that I spend outside at the cattle feed yards the best, helping to create the plans/protocols that ensure good care as well as the communication tools to share our story also refills my cup.

Our swim team mantra for this summer is “A goal without a plan is just a wish”, and I think that is true for any facet of life. Making goals is critical for improvement; but perhaps even more important than creating the goal is building a plan which holds you accountable to see it to fruition. I tell my athletes that no matter how good you are, you can always get better and I carry that same philosophy everyday with me as I go to work for the Beef Marketing Group. It makes for a good fit.

Started by a small group of cattlemen in the late 1980’s, the Beef Marketing Group fulfilled a longstanding dream to create a team and develop cooperation with the end goal of improving beef quality in the meat case. This multi-decade effort eventually led BMG team member Heather Donley to create the Progressive Beef program. Progressive Beef’s three tiered focus concentrates on beef safety, animal welfare and sustainability. It provides the necessary plan to accomplish the goal.

In the more than two decades that I have worked in the beef industry, I have never known a program better suited to finding and filling the gap in cattle care and resulting beef quality. Daily chore protocols come together with onsite visits from animal welfare consultants like me to ensure that we are doing our best every day; and that good cattle care is always the #1 priority. Yearly 3rd party audits ensure integrity of execution and provide verification of our efforts.

It’s pretty awesome to develop the ability to find the gap, but it is even more rewarding when you work within a system that allows for you to help fill the gap in a meaningful way. It gives my life purpose and inspires me to greet every sunrise with the natural enthusiasm that results from knowing that what I do every day makes a difference – not just in the lives of the hundreds of thousands of animals that are cared for by my team, but also for the millions of people that benefit from the high quality beef that we all help to ensure is grown with integrity.

How do you fill the gap to provide a sense of purpose to your life?

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Filed under General, ILS Beef / Beef Marketing Group