The Rancher, You Know, Is Going to Hit Hard?

The last two years have depleted a lot inventory out of our supply in the united states. Nobody's really talking about it because people don't understand the industry. In every rancher that i've talked to in the last two weeks, they said, you'd better get ready. That's volatility, when you can't feed your family. And so if we can bring that perspective in and identify those touch points that we need, keep on pushing within this wave of innovation," he says.