Call it a reboot for the government’s biggest animal ID undertaking ever. The U.S Department of Agriculture is preparing to take another shot at an animal disease traceability program this spring, while pinning its hopes that beef producers are more agreeable the second time around.

As if raising cattle in harsh conditions wasn’t hard enough, today’s beef producer faces an enormous uphill battle on the landscape of public relations. Eating beef remains popular, healthy and affordable in today’s market. And yet the growing percentage of the population with no direct ties to agriculture creates a complex obstacle for the beef industry.

It’s a new year for beef producers, and as fate would have it – it’s almost hard to think how conditions might be better.

Hard work. Determination. A vision peering beyond the horizon. A drive to weather setbacks and achieve desired results.