If you’re on any form of social media, you’ve probably seen elderly versions of your friends dominating your feed recently.

The continuing discussion about making the beef cattle industry sustainable is usually focused on improving land, water, feed and cattle. But rarely does the debate focus on the industry’s most critical resource: people.

The publication you’re holding, or reading online, is almost 10 years old. When we released our first sample issue in 2010, it was dedicated to delivering the best information to cattle-producing readers for the success and sustainability of their ranch and livestock.

My eyes glaze over, and I look for the nearest soda pop machine. It’s another spiel on telling our story.

Soon after winning college football’s national championship in January, the Clemson Tigers were welcomed to the White House like Roman conquerors with a feast consisting of Big Macs, Whoppers and Wendy’s singles.

Listening to USDA Secretary Sonny Perdue as he addressed cattle producers at NCBA in February, it was readily apparent this administration is misusing one of its best assets.

It was cold – painfully cold. The kind that instantly slaps you in the face, stiffens your coat and freezes your nose hairs. Horses were hunkered under trees, cattle were grouped up along fencelines, and anything smaller, or perhaps smarter, was nowhere in sight.

It’s been a good 15 years now since the cow that killed Christmas nearly took the entire U.S. beef export system down with it. How the industry bounced back should prove useful in tackling the next danger peeking over the horizon.

The good times didn’t always roll in 2018, but there was some nice music playing in the background. Prices were relatively stable on many commodities, production of beef escalated throughout the year, and demand held steady while energy prices began to taper off toward winter.

A few years ago, my wife asked me what I needed for Christmas. I racked my brain and offered some vain ideas. But in my heart, I knew the answer. I didn’t really need anything.