Long-term (cattle) games with long-term people

Prime Future 249: the newsletter for innovators in livestock, meat, and dairy

Picture this: A cattle feeder, a seedstock producer, and the COO of a vertically aligned beef brand for the world’s largest retailer walk into a room.

I’m no Midge Maisel, but that’s a great joke setup.

It’s also a great setup for a recent panel discussion that included those 3 distinct vantage points on everyone’s favorite subject: supply chain transparency.

As much as I hate that phrase for being overused and abused, I love this topic. Some place too much weight on its potential, while others write it off entirely. Per usual, the truth of how relevant supply chain transparency might become probably lies somewhere in the middle.

Today, let’s look at how these 3 “in the arena” players described their motivations for going down the path of capturing animal data and sharing it with supply chain partners — and what that might tell us about the future of US beef.