A Rancher's Perspective on the Beef Initiative

"We're going in kind of sort of, I guess, is a black sheep in this type of environment because we do things different and change is always scary," he says. "I think we're just trying to provide perspective of another way in which ranchers can seek profitability ... not corporate America dictating what that looks like" The event will have representatives from pharmaceutical companies, the feed companies, the chemical companies. But most of it's just going to be producers.