370: How to Make More Money Without Owning More Cattle: Farm-to-Table Marketing with Jim Kraus

370: How to Make More Money Without Owning More Cattle: Farm-to-Table Marketing with Jim Kraus

What if the key to making more money isn't buying more cows, but creating more value from the ones you already own? In this episode of the Cattle USA Daily Podcast, Lauren had a great conversation with direct to consumer beef consultant Jim Kraus to discuss how cattle producers can build profitable farm-to-table beef businesses. Drawing from experience selling beef directly to consumers, Jim shares practical advice on marketing, pricing, customer retention, and avoiding the costly mistakes that keep many producers from succeeding. Whether you're selling one beef a year or looking to build a full-scale direct-to-consumer brand, this episode is packed with actionable strategies to help you grow. Links: Marketing Beef by Jim Kraus: https://www.amazon.com/Marketing-Beef-According-Jim-Kraus/dp/B0C7TCD4XK CattleUSA Insurance - https://info.cattleusainsurance.com/l/1102253/2025-06-04/288f5m [https://info.cattleusainsurance.com/l/1102253/2025-06-04/288f5m] ⁠CattleUSA Website - https://www.cattleusa.com/ [https://www.cattleusa.com/] CattleUSA App IOS: https://apps.apple.com/us/app/cattleusa/id1673147759 [https://apps.apple.com/us/app/cattleusa/id1673147759] CattleUSA App Android: https://play.google.com/store/apps/details?id=com.edgarmcbee.cusamobile&pcampaignid=web_share [https://play.google.com/store/apps/details?id=com.edgarmcbee.cusamobile&pcampaignid=web_share] Facebook - https://www.facebook.com/cattleusamedia [https://www.facebook.com/cattleusamedia] Instagram - https://www.instagram.com/cattleusa.media/ [https://www.instagram.com/cattleusa.media/] Subscribe to our newsletter - https://www.cattleusa.shop/products/cattleusa-drive-premium-daily-newsletter?utm_source=ig&utm_medium=social&utm_content=link_in_bio&brid=YWdncwFNXt0EmdzFy5cJJBp84J9g [https://www.cattleusa.shop/products/cattleusa-drive-premium-daily-newsletter?utm_source=ig&utm_medium=social&utm_content=link_in_bio&brid=YWdncwFNXt0EmdzFy5cJJBp84J9g] CattleUSA Media - https://www.cattleusamedia.com/ [https://www.cattleusamedia.com/] Lauren’s Instagram - https://www.instagram.com/_laurenmoylan/ [https://www.instagram.com/_laurenmoylan/] Lauren’s Youtube - https://www.youtube.com/@Showboatmediaco [https://www.youtube.com/@Showboatmediaco] The Next Generation Podcast Website - https://www.thenextgenag.com/ [https://www.thenextgenag.com/] Key Takeaways: * Why profitability doesn't always require owning more cattle * The biggest mistakes producers make when starting a direct-to-consumer beef business * Why marketing should be treated as a full-time job—not an afterthought * How to build a loyal customer base before your beef ever goes to the processor * Why farm tours and storytelling create customers who buy year after year * The importance of knowing your production costs before setting your prices * How referrals and local relationships outperform expensive advertising * Why quality, not price, is what ultimately drives long-term success. Chapters: 00:00 – Meet Jim Kraus and how he built a career helping producers sell beef directly 02:02 – Should your ranch start a direct-to-consumer beef business? 05:09 – The planning, pricing, and marketing mistakes producers make before selling their first animal 08:46 – How to market locally, build loyal customers, and pre-sell your beef 11:03 – Why farm tours and telling your ranch's story sell more beef than advertising 13:19 – Pricing your beef, knowing your costs, and creating premium value 15:07 – What successful direct-to-consumer beef operations do differently 16:50 – Jim's best advice for producers ready to build a profitable farm-to-table business direct-to-consumer beef, farm-to-table beef, farm to table marketing, selling beef direct, direct beef sales, how to sell beef, beef marketing, cattle marketing, direct marketing for farmers, local beef sales, ranch marketing, beef business, cattle business, direct-to-consumer agriculture, farm-to-consumer, beef sales, selling freezer beef, freezer beef, quarter beef, half beef, whole beef, grass-fed beef, beef producer, cattle producer, ranch profitability, diversified farm income, value-added agriculture, farm business, agricultural marketing, ranch business, beef branding, local food movement, food transparency, customer retention, pricing beef, beef processing, marketing beef locally, Jim Kraus, Lauren Moylan, Cattle USA Daily Podcast, agriculture podcast, beef industry, ranch management, farm income, family ranch, value-added beef, rural entrepreneurship

369: The Damage Wildfires Are Doing to Your Cattle with Dr. Juliana Ranches

Wildfires don't just threaten fences and pasture but they can have lasting impacts on cattle health, performance, and profitability long after the flames are gone.In this episode of the Cattle USA Daily Podcast, Lauren sits down with Dr. Juliana Ranches, Assistant Professor and Beef Extension Specialist at Oregon State University, to discuss groundbreaking research on how wildfire smoke affects cattle. Dr. Ranches explains what happens inside an animal's body during smoke exposure, why calves may gain less weight, and the practical steps producers can take before, during, and after wildfire season. The conversation also explores how virtual fencing is becoming an unexpected tool for wildfire preparedness and why proactive planning could save both cattle and livelihoods. Connect with Dr. Ranches on LinkedIn: https://www.linkedin.com/in/juliana-ranches-72514a4a/Dr. Juliana Ranches: https://anrs.oregonstate.edu/users/juliana-ranchesResearch: https://extension.oregonstate.edu/catalog/how-protect-pets-livestock-wildfire-smoke CattleUSA Insurance - https://info.cattleusainsurance.com/l/1102253/2025-06-04/288f5m [https://info.cattleusainsurance.com/l/1102253/2025-06-04/288f5m] ⁠CattleUSA Website - https://www.cattleusa.com/ [https://www.cattleusa.com/] CattleUSA App IOS: https://apps.apple.com/us/app/cattleusa/id1673147759 [https://apps.apple.com/us/app/cattleusa/id1673147759] CattleUSA App Android: https://play.google.com/store/apps/details?id=com.edgarmcbee.cusamobile&pcampaignid=web_share [https://play.google.com/store/apps/details?id=com.edgarmcbee.cusamobile&pcampaignid=web_share] Facebook - https://www.facebook.com/cattleusamedia [https://www.facebook.com/cattleusamedia] Instagram - https://www.instagram.com/cattleusa.media/ [https://www.instagram.com/cattleusa.media/] Subscribe to our newsletter - https://www.cattleusa.shop/products/cattleusa-drive-premium-daily-newsletter?utm_source=ig&utm_medium=social&utm_content=link_in_bio&brid=YWdncwFNXt0EmdzFy5cJJBp84J9g [https://www.cattleusa.shop/products/cattleusa-drive-premium-daily-newsletter?utm_source=ig&utm_medium=social&utm_content=link_in_bio&brid=YWdncwFNXt0EmdzFy5cJJBp84J9g] CattleUSA Media - https://www.cattleusamedia.com/ [https://www.cattleusamedia.com/] Lauren’s Instagram - https://www.instagram.com/_laurenmoylan/ [https://www.instagram.com/_laurenmoylan/] Lauren’s Youtube - https://www.youtube.com/@Showboatmediaco [https://www.youtube.com/@Showboatmediaco] The Next Generation Podcast Website - https://www.thenextgenag.com/ [https://www.thenextgenag.com/] Key Takeaways: * Smoke exposure triggers an immune response and elevated stress hormones, diverting energy away from growth and production * Cattle exposed to smoke eat less, spend less time at feed and water, and may experience slower weight gains * Reducing additional stressors like weaning, hauling, and vaccinations during smoke events can help minimize impacts * Every ranch should have a written wildfire emergency plan before fire season begins * Virtual fencing is emerging as a valuable tool for locating cattle and improving evacuation efforts during wildfires * Technology and research continue to provide producers with new tools to improve resilience during wildfire season 00:00 – Meet Dr. Juliana Ranches and the growing research on wildfire smoke in cattle 03:08 – What wildfire smoke is doing to cattle health, stress levels, feed intake, and weight gain 10:56 – Practical management strategies to reduce stress and protect cattle during wildfire season 14:53 – How virtual fencing is changing wildfire preparedness and emergency cattle management 20:33 – Where producers should invest today to build more resilient cattle operations 23:58 – What's next in cattle research: methane, carbon markets, and the future of ranch technology wildfires, wildfire smoke, wildfire season, cattle, beef cattle, cattle health, wildfire effects on cattle, smoke inhalation in cattle, cattle stress, heat stress, cattle performance, calf weight gain, cattle nutrition, ranch management, wildfire preparedness, wildfire prevention, ranch emergency planning, livestock evacuation, livestock disaster preparedness, wildfire recovery, cattle producers, ranchers, grazing management, regenerative grazing, rangeland management, rotational grazing, virtual fencing, Oregon State University, Dr. Juliana Ranches, Lauren Moylan, beef industry, cattle research, livestock research, animal welfare, immune response in cattle, cortisol in cattle, forage management, drought,public lands grazing, wildfire mitigation, wildfire resilience, agriculture podcast, beef production, livestock management

368: The Man Who Changed Cattle Marketing Forever with Superior Livestock Auction's Jim Odle

In this special Hall of Fame edition of the Cattle USA Daily Podcast, Lauren sits down with 2026 Cattle Marketing Hall of Fame inductee Jim Odle, the visionary whose ideas helped transform livestock marketing through the creation of video auctions and what would eventually become Superior Livestock. From humble beginnings sorting cattle in a sale barn after losing his crop to hail, to pioneering one of the most influential innovations in cattle marketing history, Jim shares the story behind a career built on grit, integrity, and a relentless desire to serve cattle producers. He also reflects on the importance of local livestock markets, embracing innovation, and leaving the industry better than he found it. Links: Superior Livestock Auction: https://superiorlivestock.com/ Jim Odle Cowboy Church TV: https://cowboychurch.tv/about/ CattleUSA Insurance - https://info.cattleusainsurance.com/l/1102253/2025-06-04/288f5m [https://info.cattleusainsurance.com/l/1102253/2025-06-04/288f5m] ⁠CattleUSA Website - https://www.cattleusa.com/ [https://www.cattleusa.com/] CattleUSA App IOS: https://apps.apple.com/us/app/cattleusa/id1673147759 [https://apps.apple.com/us/app/cattleusa/id1673147759] CattleUSA App Android: https://play.google.com/store/apps/details?id=com.edgarmcbee.cusamobile&pcampaignid=web_share [https://play.google.com/store/apps/details?id=com.edgarmcbee.cusamobile&pcampaignid=web_share] Facebook - https://www.facebook.com/cattleusamedia [https://www.facebook.com/cattleusamedia] Instagram - https://www.instagram.com/cattleusa.media/ [https://www.instagram.com/cattleusa.media/] Subscribe to our newsletter - https://www.cattleusa.shop/products/cattleusa-drive-premium-daily-newsletter?utm_source=ig&utm_medium=social&utm_content=link_in_bio&brid=YWdncwFNXt0EmdzFy5cJJBp84J9g [https://www.cattleusa.shop/products/cattleusa-drive-premium-daily-newsletter?utm_source=ig&utm_medium=social&utm_content=link_in_bio&brid=YWdncwFNXt0EmdzFy5cJJBp84J9g] CattleUSA Media - https://www.cattleusamedia.com/ [https://www.cattleusamedia.com/] Lauren’s Instagram - https://www.instagram.com/_laurenmoylan/ [https://www.instagram.com/_laurenmoylan/] Lauren’s Youtube - https://www.youtube.com/@Showboatmediaco [https://www.youtube.com/@Showboatmediaco] The Next Generation Podcast Website - https://www.thenextgenag.com/ [https://www.thenextgenag.com/] Key Takeaways: * Jim Odle shares how a chance opportunity at a local sale barn launched a Hall of Fame career * The story behind creating one of the first successful video livestock auction companies * How Superior Livestock opened new marketing opportunities for ranchers across the country * Why innovation and technology strengthened not replaced traditional livestock markets * The challenges of introducing a completely new way to market cattle * Why mentorship and lifelong learning played a critical role in Jim's success * The importance of integrity, ethics, and earning producers' trust every day * Jim's advice for the next generation of livestock marketers and industry leaders Chapters: 01:12 – Growing up in Colorado and discovering the livestock marketing business 05:52 – Losing a sale barn to fire and finding a new opportunity 06:58 – The idea that would eventually become video cattle auctions 10:00 – Helping ranchers reach new buyers and stronger markets 11:38 – Launching the first video auction and proving the concept 17:18 – How technology transformed livestock marketing over the decades 18:01 – Mentors who shaped Jim's career and leadership style 18:57 – Advice for the next generation of auctioneers and livestock marketers 20:16 – Ethics, faith, and building a lasting legacy in agriculture 21:00 – Final reflections and Hall of Fame recognition Jim Odle, Superior Livestock, Superior Livestock Auction, Lauren Moylan, Cattle USA Daily Podcast, Cattle Marketing Hall of Fame, livestock marketing, video cattle auctions, video livestock auctions, cattle marketing, livestock auctions, sale barn, auctioneer, cattle auction, livestock industry, cattle producers, ranching, beef industry, feeder cattle marketing, livestock markets, cattle sales, agricultural innovation, livestock technology, cattle industry history, Colorado ranching, Brush Colorado, cattle business, agricultural leadership, livestock auctioneer, marketing cattle, Western ranching, Hall of Fame, ranch management, cattle marketing history, livestock legacy, agricultural podcast, beef production, cattle marketing innovation, rural America, livestock entrepreneurship, cattle industry leaders

367: What Nearly 50 Years in the Sale Barn Can Teach Every Producer with Dwayne Mayes

What can nearly five decades in the livestock marketing business teach today's cattle producers? In the first episode of our 2026 Cattle Marketing Hall of Fame series, Lauren sits down with Hall of Fame inductee Dwayne Mays to reflect on a remarkable career spanning nearly 50 years in the sale barn. From starting at the bottom to eventually owning one of the nation's most respected livestock markets, Dwayne shares the lessons, relationships, and values that shaped his career. The conversation explores the evolution of the cattle industry, the importance of integrity and trust, mentoring the next generation, and why faith has remained the foundation of his success. Links: Branded by Christ Podcast: https://www.youtube.com/@brandedinchrist CattleUSA Insurance - https://info.cattleusainsurance.com/l/1102253/2025-06-04/288f5m [https://info.cattleusainsurance.com/l/1102253/2025-06-04/288f5m] ⁠CattleUSA Website - https://www.cattleusa.com/ [https://www.cattleusa.com/] CattleUSA App IOS: https://apps.apple.com/us/app/cattleusa/id1673147759 [https://apps.apple.com/us/app/cattleusa/id1673147759] CattleUSA App Android: https://play.google.com/store/apps/details?id=com.edgarmcbee.cusamobile&pcampaignid=web_share [https://play.google.com/store/apps/details?id=com.edgarmcbee.cusamobile&pcampaignid=web_share] Facebook - https://www.facebook.com/cattleusamedia [https://www.facebook.com/cattleusamedia] Instagram - https://www.instagram.com/cattleusa.media/ [https://www.instagram.com/cattleusa.media/] Subscribe to our newsletter - https://www.cattleusa.shop/products/cattleusa-drive-premium-daily-newsletter?utm_source=ig&utm_medium=social&utm_content=link_in_bio&brid=YWdncwFNXt0EmdzFy5cJJBp84J9g [https://www.cattleusa.shop/products/cattleusa-drive-premium-daily-newsletter?utm_source=ig&utm_medium=social&utm_content=link_in_bio&brid=YWdncwFNXt0EmdzFy5cJJBp84J9g] CattleUSA Media - https://www.cattleusamedia.com/ [https://www.cattleusamedia.com/] Lauren’s Instagram - https://www.instagram.com/_laurenmoylan/ [https://www.instagram.com/_laurenmoylan/] Lauren’s Youtube - https://www.youtube.com/@Showboatmediaco [https://www.youtube.com/@Showboatmediaco] The Next Generation Podcast Website - https://www.thenextgenag.com/ [https://www.thenextgenag.com/] Key Takeaways: * Dwayne Mays reflects on nearly 50 years of leadership in the livestock marketing industry * Why starting at the bottom gave him the perspective to lead successfully * How trust, integrity, and long-term relationships built a Hall of Fame career * The evolution of cattle marketing from local sale barns to video auctions * Why timing, patience, and perseverance matter more than chasing quick success * The importance of investing in and mentoring the next generation of producers * How faith guided Dwayne's decisions throughout his career * Why the future of the cattle industry depends on strong leadership and lasting relationships Chapters: 00:00 – Introducing Hall of Fame inductee Dwayne Mays 01:06 – Growing up in Nebraska and beginning a career in the sale barn 03:15 – Starting from the ground up and earning opportunities 05:45 – Purchasing Ogallala Livestock and leading through decades of change 08:10 – The evolution of cattle marketing and the rise of video auctions 10:32 – The faith and values behind a successful career 12:05 – Retirement, moving to Indiana, and finding a new purpose 15:00 – Helping young producers get started in the cattle business 16:01 – The advice every young rancher and entrepreneur should hear 16:41 – Looking back on a lifetime in the livestock industry 18:11 – Why God's timing is always worth trusting 18:26 – Building a legacy that extends beyond the sale barn 20:02 – Reflections on the Hall of Fame and the future of the cattle industry Dwayne Mays, Lauren Moylan, Cattle USA Daily Podcast, Cattle Marketing Hall of Fame, livestock marketing, sale barn, livestock auction, Ogallala Livestock, cattle marketing, cattle auction, Nebraska cattle, ranching, cattle producers, beef industry, livestock industry, video cattle auctions, Western Video Market, cattle market history, agricultural leadership, ranch management, cattle business, livestock markets, cattle sales, Hall of Fame, agriculture podcast, mentoring young ranchers, succession planning, family ranching, faith in agriculture, agricultural legacy, livestock marketing career, cattle industry leadership, rural America, auction markets, cattle marketing history

366: The Hard Truth About Today's Cattle Market with Bryson Wright

In today's episode of the Cattle USA Daily Podcast, Lauren Moylan sits down with feedlot manager and risk management professional Bryson Wright for an honest conversation about what's really happening inside today's cattle market. From managing high-priced feeder cattle and navigating shrinking margins to understanding the feeder cattle index and making disciplined decisions in volatile markets, Bryson shares the perspective of someone making high-stakes decisions every single day. The conversation also explores the future of the cattle cycle, why producers should embrace technology instead of fearing it, and Bryson's candid thoughts on topics like New World screwworm, global competition, and the long-term future of the U.S. beef industry. Links: Connect with Bryson on LinkedIn: https://www.linkedin.com/in/bryson-wright-18a2b9175/ CattleUSA Insurance - https://info.cattleusainsurance.com/l/1102253/2025-06-04/288f5m [https://info.cattleusainsurance.com/l/1102253/2025-06-04/288f5m] ⁠CattleUSA Website - https://www.cattleusa.com/ [https://www.cattleusa.com/] CattleUSA App IOS: https://apps.apple.com/us/app/cattleusa/id1673147759 [https://apps.apple.com/us/app/cattleusa/id1673147759] CattleUSA App Android: https://play.google.com/store/apps/details?id=com.edgarmcbee.cusamobile&pcampaignid=web_share [https://play.google.com/store/apps/details?id=com.edgarmcbee.cusamobile&pcampaignid=web_share] Facebook - https://www.facebook.com/cattleusamedia [https://www.facebook.com/cattleusamedia] Instagram - https://www.instagram.com/cattleusa.media/ [https://www.instagram.com/cattleusa.media/] Subscribe to our newsletter - https://www.cattleusa.shop/products/cattleusa-drive-premium-daily-newsletter?utm_source=ig&utm_medium=social&utm_content=link_in_bio&brid=YWdncwFNXt0EmdzFy5cJJBp84J9g [https://www.cattleusa.shop/products/cattleusa-drive-premium-daily-newsletter?utm_source=ig&utm_medium=social&utm_content=link_in_bio&brid=YWdncwFNXt0EmdzFy5cJJBp84J9g] CattleUSA Media - https://www.cattleusamedia.com/ [https://www.cattleusamedia.com/] Lauren’s Instagram - https://www.instagram.com/_laurenmoylan/ [https://www.instagram.com/_laurenmoylan/] Lauren’s Youtube - https://www.youtube.com/@Showboatmediaco [https://www.youtube.com/@Showboatmediaco] The Next Generation Podcast Website - https://www.thenextgenag.com/ [https://www.thenextgenag.com/] Key Takeaways: * Why record cattle prices also create record levels of risk. * How disciplined decision-making separates successful cattle operations. * The growing importance of the feeder cattle index in today's market. * Why feedlots are keeping cattle on feed longer than ever before. * Market signals every producer should be watching beyond cattle prices. * The risks of reacting emotionally instead of following market data. * Why technology and better information will shape the next generation of ranching. * Bryson's outlook on the future of the cattle industry and global competition. Chapters: 02:12 – What's keeping feedlot managers up at night during record cattle prices 08:43 – Why the feeder cattle index has become such an important market tool 10:47 – Using market data instead of emotion to make better cattle decisions 13:25 – The market indicators Bryson watches every single day 18:30 – Outlook for the cattle market and where prices could be headed 24:02 – Hard truths producers need to hear right now 27:12 – New World screwworm, consumer confidence, and protecting beef demand 30:31 – Global competition, China, Mexico, and the future of U.S. beef 36:17 – Technology, profitability, and preparing for the future Bryson Wright, Lauren Moylan, Cattle USA Daily Podcast, cattle market, cattle prices, feeder cattle, feeder cattle index, live cattle futures, cattle futures, cattle risk management, feedlot management, feedyard management, commodities, cattle procurement, beef cutout, cattle cycle, cattle industry, beef industry, ranching, cattle producers, livestock markets, agricultural economics, beef demand, risk management, cattle feeding, feedlot economics, feeder cattle market, cash cattle, cattle market outlook, cattle health, carcass quality, cattle grading, cattle marketing, beef supply chain, New World screwworm, Mexican cattle imports, China beef industry, global beef markets, agriculture technology, ranch management, commodity trading, beef production, livestock podcast, agricultural podcast