Our most recent market outlook for Montana and East Texas cattle markets.
RECOGNIZING RANCHERS’ WORK by explicitly marketing their high production standards and their animals’ quality performance characteristics. Currently, most beef labels make no effort to recognize ranchers’ commitments to animal husbandry. And when there is some voluntary marketing claim on a beef label, it is usually useless, generic, or in the practice of ranching, actually insignificant. Honest Cattle Recognizing Ranchers’ Work is vital to change this narrative. This is part of our effort in Honest Cattle Recognizing Ranchers’ Work. Our mission is to ensure that ranchers are honored for their dedication and hard work.
RANCHING IS HARD WORK, 365 usually long days a year, outdoors, in all kinds of weather, much inclement. Ranching requires large amounts of capital for land and equipment, significant labor, and empathy for cowboys and the cattle and horses. Many cowboy hours are spent responding to animal needs which are not scheduled or convenient or in working around weather. Unlike pork and poultry, ranching cannot occur inside barns. And frankly, the reward is rarely monetary, rather it’s intangible.
We believe that Recognizing Ranchers’ Work will create a more transparent and fair marketplace for beef consumers and ranchers alike.
EVERY DAY ANIMAL HUSBANDRY: Ranchers work every day because their cattle require attention every day. I ranched 40 years in the Upper Shields River Valley and observed this every day. And while the work can slow in the late fall and winter months until calving begins, every day ranchers still must feed and assure water sources are open.
NUTRITION: Ranchers understand the dietary needs of their cattle and how different cows, particularly pregnant cows, may need a special diet (more hay, better quality hay, salt and mineral, clear, clean water, and feed supplements Ranchers survey, measure, and evaluate the nutritional components of these feed stuffs and supplements. They regularly walk among the cows on the winter feed ground to identify special needs or particular animal health challenges.
HEALTH MANAGEMENT: A critical component of regular veterinary care of cattle is to develop herd health protocols. These protocols, even if informal, also must include whole herd annual or semi-annual vaccinations (distinguished from antibiotic treatment, disease prevention (such as scours), and proper sanitation, including clean calving ground.
ANIMAL WELFARE: Ranchers who raise cattle the right way focus on low-stress handling, clean water, good nutrition, and humane treatment every single day. Healthy animals are calmer, gain better, and require fewer medical interventions, which improves both welfare and beef quality. Honest Cattle highlights ranchers who put livestock well-being first.
BREEDING AND PREGNANCY: Responsible ranchers carefully select breeding stock for maternal traits, fertility, calving ease, and long-term herd soundness. Pregnancy management includes proper nutrition, timely vaccinations, and protection from stress to ensure strong, healthy calves. These practices support better genetics, lower loss rates, and sustainable herd growth.
QUALITY AND QUANTITY OF ANIMALS SOLD: Ranchers who invest in nutrition, health programs, and consistent genetics produce more uniform, higher-quality animals at sale time. Buyers pay premiums for calves that are healthy, weaned, well-worked, and predictable in performance. Honest Cattle helps consumers and buyers understand what these quality signals mean — and why they matter.
RANCHERS ARE FARMERS TOO: Most ranchers grow a significant portion of the feed their cattle rely on, from pasture and hay to grains and supplements. Good land stewardship is essential — healthy soil, water management, and grazing practices directly support animal health and long-term ranch viability. When ranchers take care of the land, the land takes care of the cattle.
