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Our noble profession

Today’s livestock producers must consider their vocation a noble profession. By continuing to care for, and nurture their animals, while telling this story, farmers and ranchers can preserve their freedom to operate and maintain successful animal agriculture in the United States.
So how do farmers and ranchers do this?
To begin with, livestock producers must understand how consumers think and feel. Get inside their heads if you will. Get inside their hearts.
Today’s consumers consider farmers and ranchers responsible for the humane treatment of their animals.
In a recent consumer survey, people rated animal well-being higher than the ...

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