CattleCon 2025: A Future Fueled by Innovation and Uncertainty

This year’s CattleCon was the place to be for beef farmers and ranchers, industry professionals and agricultural companies looking to connect, learn and prepare for what’s next. As the industry’s premier event, it brought nearly 8,400 attendees to San Antonio, Texas, for a week of education, networking and hands-on experience. The massive National Cattlemen’s Beef Association (NCBA) Trade Show showcased cutting-edge advancements in genetics, feed, equipment, technology and animal health — giving attendees a firsthand look at the innovations shaping the future of cattle production.

Swanson Russell’s Andrew Warner (Account Director), Hannah Mezera (Account Manager) and Leah Giess (PR Counsel) attended in support of agency clients Cattlemen’s Beef Board (CBB), National Cattlemen’s Beef Association (NCBA) and Texas Beef Council (TBC). While the floor buzzed with excitement, the conversations surrounding the industry painted a more complex picture.

Despite optimism about innovation and strong consumer demand, producers are weighing their next moves carefully. Because of economic uncertainties and less than favorable long-term forecasts, producers continue to consider rebuilding the herd at a very slow pace. Throughout the event, one thing became clear: the industry is balancing opportunity with caution.

These four takeaways from CattleCon 2025 highlight the forces driving today’s cattle industry and what lies ahead.

1. Herd Sizes Remain Historically Low, But Rebuilding is Gradual

Cattle inventories are at their lowest levels in over 60 years, and while the rebuilding phase has begun, it’s happening at a measured pace.

• High input costs are slowing expansion with feed, labor and land being key factors.
• Many producers are waiting for better weather forecasts before committing to growth.
• Strong prices are benefiting those who remain in the industry, but the supply chain remains tight.

2. The Push for Efficiency is Driving Innovation

Rather than focusing on growth, producers are investing in technologies to optimize herd management. Some of the most notable innovations at the trade show included:

• Advanced genetic selection tools for improving herd productivity.
• Precision technologies to maximize feed efficiency and reduce waste.
• Animal health advancements including more precise vaccination programs and disease detection technologies.

3. Beef Checkoff-Funded Initiatives Adapting to Consumer Shifts

With beef demand at record highs, the Beef Checkoff is evolving its strategies to keep pace with shifting consumer expectations and industry needs. By prioritizing research, education and marketing efforts, the program continues to focus on:

• Expanding consumer education efforts to reinforce beef’s nutritional value and sustainability story.
• Strengthening retail and foodservice partnerships to keep beef at the forefront of purchase decisions.
• Investing in market research to better understand consumer trends and develop targeted marketing strategies.

As consumer buying habits shift, the Beef Checkoff remains a crucial force in ensuring beef stays competitive and relevant in a changing marketplace.

4. Weather Uncertainty is a Growing Concern

Long-range weather forecasts played a major role in discussions at CattleCon. Drought conditions, shifting climate patterns and water availability remain challenges.

• Many producers are hesitant to expand herds until weather conditions stabilize.
• Forage availability and feed prices continue to be top considerations in herd management strategies.
• Technology solutions like precision irrigation and improved grazing strategies are gaining traction.

Preparing for What’s Next

While the industry remains strong, it's in a strategic holding pattern. Producers who focus on efficiency, adapt to market demands and make data-driven decisions will be well-positioned for long-term success.

With herd rebuilding moving slowly, market stability will continue to be shaped by consumer demand, operational efficiencies and the ability to navigate unpredictable external factors. The next few years will test the resilience of cattle producers, but the innovations and strategies showcased at CattleCon prove the industry is prepared to adapt and evolve.

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