Session Descriptions

KEYNOTE: Industry Situation Update & Outlook
Presented by: Kevin Good, CattleFax

Session 1: Breakout 1
Influencing the Plate: Nutrition & Culinary Experts on Beef & Consumer Demand Description
Panelists: Jenn Blaser, RD, LD (Corporate Hy-Vee Dietitian), Rachel Sweeney, MS, RD, LD, Iowa State University Extension and Outreach, Lauren Grant, Zestful Kitchen Blog, Culinary Food Scientist, and Journalist

What do consumers really think about beef? In this session, three leading nutrition and culinary experts pull back the curtain on today’s consumer mindset—from decisions made in the grocery aisle, to fueling young athletes, to food trends shaped online. Each brings a unique perspective on how beef fits into health conversations and daily choices. Walk away with fresh insight on consumer attitudes and emerging trends, and a clearer understanding of how beef can stay relevant in a changing marketplace. 

Session 1: Breakout 2
Conservation in a Cow Calf Operation - Producer Panel 
Moderated by: Denise Schwab, Iowa Beef Center; Panelists: producers Damien Matt, Jack Smith, and Shayne Wiese

Conservation practices can benefit both the land and the bottom line of a cow-calf operation. In this panel, experienced producers will share their experiences with cost-share programs and conservation initiatives, highlighting what worked well on their operations. By attending, you will hear real-world advice for implementing conservation practices that make sense for your farm.

Session 1: Breakout 3
Progress Driven Resilience: Practical Solutions for Iowa Cattle Producers
Presented by: Austin Knight, AgSpire

Iowa cattle producers know better than anyone that no two years are ever the same. Between shifting markets and unpredictable weather, finding ways to keep an operation resilient and profitable is more important than ever. This session will explore practical, cost-effective ways to build resilience and profitability on the land through improved grazing and feeding systems. Attendees will gain access to technical insights, real-world case studies, and funding opportunities such as Grass is Greener (GIG) and Ranching for the Future (RFF).

Session 1: Next Gen Breakout
Financing for Your Future (1st Hour)
Presented by: Cody Griffin, Farm Credit Services of America

These sessions will dive into the basics of agricultural lending and financial planning, and are perfect for those getting their start in the ‘real world’. Whether you want to build an operation, take over an operation, or enter into an industry career, the lessons shared will help set you up for success. This portion is being sponsored by Farm Credit Services of America.

Session 2: Breakout 1
Beef Market Innovation: Lessons from Entrepreneurs & Choose Iowa
Panelists: Beth Romer, Iowa Department of Ag & Land Stewardship, Choose Iowa, Ashley Recknor, Purple Ribbon Beef, and Tanner Heinkens, B&R Quality Meats Inc./Heinkens Family Foods

Today’s beef marketplace is evolving fast, with opportunities ranging from direct-to-consumer sales to big-box retail partnerships. In this session, hear from entrepreneurs who have built thriving business models and the Choose Iowa program supporting Iowa entrepreneurs. Panelists will share real-world lessons on regulations, labeling, marketing, and scaling—while giving producers a candid look at both the rewards and challenges of breaking into new markets. Gain insights to spark fresh ideas for adding value and growing your own operation.  

Session 2: Breakout 2
The Future of Water Quality
Presented by: Colin Tadlock, Iowa Department of Agriculture & Land Stewardship

Water quality continues to be a key focus across Iowa and the nation, with evolving initiatives shaping the way cattle producers manage their operations. In this session, Colin will share insights on where we’ve been and what lies ahead for water quality efforts. Attendees will gain a better understanding of current and upcoming programs, how policy developments may impact their operations, and practical ways producers can stay engaged in the conversation. 

Session 2: Breakout 3
Beef Supply Chain
Presented by: Grant Keenen, Walmart

From pasture to plate, every step of the beef supply chain plays a critical role in delivering high-quality beef to consumers. This session will take a closer look at how the supply chain operates, what buyers consider when selecting suppliers, and the factors shaping the future of the industry. Join this session and leave with a clearer understanding of how each segment connects and how producers can position themselves for long-term success in a changing marketplace. 

Session 2: Next Gen Breakout
Financing for Your Future (2nd Hour)
Presented by: Cody Griffin, Farm Credit Services of America
These sessions will dive into the basics of agricultural lending and financial planning, and are perfect for those getting their start in the ‘real world’. Whether you want to build an operation, take over an operation, or enter into an industry career, the lessons shared will help set you up for success. This portion is being sponsored by Farm Credit Services of America.

Session 3: Breakout 1
Behind the Buy: How Consumers Think, Eat, and Choose Beef 
Presented by: David Friedlander, National Cattlemen's Beef Association

Discover how the Beef Checkoff uses daily consumer research to track trends, perceptions, and preferences shaping the protein marketplace. David Friedlander, Sr. Director of Market Research, breaks down what today’s consumers are saying—and how it impacts tomorrow’s beef demand

Session 3: Breakout 2
Kicking Off the New Policy Year 
Presented by: Kelli Klink, Iowa Cattlemen's Association, and Jake Swanson, High Yield Strategies

As Iowa’s cattle producers prepare for the upcoming policy year, this session will set the stage for what’s ahead. Join ICA’s Director of Government Relations and Public Policy, Kelli Klink, and ICA’s lobbyist, Jake Swanson, as they share updates leading into the annual meeting and discuss the policies Iowa producers have helped shape. They’ll also provide insights on key issues to watch during the upcoming legislative session and how ICA will continue advocating on behalf of ICA members.

Session 3: Breakout 3
Navigating My Cattle Business During Uncertain Times 
Presented by: Todd Drake, Balance4Ward

Cattle producers are not strangers to uncertain times, but how we respond can make all the difference. In this session, Todd will help producers look at their operations through a fresh lens, focusing on practical ways to strengthen both business and mindset. From improving communication to managing your balance sheet, attendees will gain tools to adapt, plan ahead, and ensure the long-term success of their cattle business. 

Session 3: Next Gen Breakout
Building Leaders
Presented by: Ed Greiman, Upper Iowa Beef

This session will dive into what effective leadership looks like today, both on farm and within the broader beef community. Next Gen members will gain insights into how to build strong teams, develop confidence, and take ownership in shaping the future of the industry.

PRICING

The Iowa Cattle Industry Convention registration includes over four hours of educational sessions, with the keynote and 12 breakout topic selections to choose from. Registration fees also include lunch, tradeshow reception, dinner, and evening entertainment. This conference will be packed with value and actionable takeaways to enhance your operation. Register early and save!

Register on/before November 30

• Primary Registrant - $125
• Spouse/Guest - $75

• Primary Registrant - $200
• Spouse/Guest - $100

*Spouse/guest rate only available with a paid primary registration (one spouse/guest per primary registrant). Spouse/guest may attend all events throughout the conference, including sessions, lunch, reception, and dinner.

Location & Hotel Information

The Iowa Cattle Industry Convention is returning to the Meadows Events Center as we continue to increase participation. All event sessions will be held at the Meadows Event Center in Altoona, Iowa. There is also a block of rooms being held for Iowa Cattle Industry Convention participants at a discounted rate through December 1, 2025. Please click on the link below or call 515-967-1000 to make your reservations. 

Meadows Event Center
1 Prairie Meadows Dr
Altoona, IA 50009

Phone: 515-967-1000

Hotel Reservation Link

Speakers

Keynote: Beef Cattle Industry Situation Update & Outlook
Kevin Good, Vice President, Market Analysis and Industry Relations, CattleFax

Kevin Good, Vice President, Market Analysis and Industry Relations, has been with CattleFax since 1982. Kevin works with producers as well as agricultural-related companies in helping them understand the changes taking place in the commodities industries, with an emphasis on animal proteins and, in particular, beef. This includes analyzing interactions between supply, demand, leverage, global trade, production trends, weather, and other factors affecting commodity markets. He has given over 1,000 presentations/ outlooks in 40 states in the United States, as well as Canada and Mexico. Kevin is a graduate of Kansas State University, where he was a member of both the meats and livestock judging teams. Kevin has been married to his wife, Kammie, for 44 years, and they have three grown children.

Additional speaker information coming soon!

Sponsors

Coming soon!