Session Descriptions

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

ICA is excited to welcome Kevin Good from CattleFax as our keynote speaker. He brings over 30 years of experience with CattleFax and will share his expert insights on the ever-changing, global marketplace that is the beef cattle industry.

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 Heikens, B&R Quality Meats Inc./Heikens 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.

BREAKOUT SESSIONS GROUP 1 

Breakout 1: Influencing the Plate: Nutrition & Culinary Experts on Beef & Consumer Demand
Panelist: Jenn Blaser, RD, LD (Corporate Hy-Ve Dietitian)

With more than 10 years of experience as a dietitian, Jenn Blaser, RD, LD, is passionate about helping clients create a plan to tackle their health and wellness goals one grocery store visit at a time. As a mom of 4 kids, she is knowledgeable about children’s health and has firsthand experience with food allergies and intolerances. Jenn enjoys teaching children and adults cooking skills and recreating recipes to be healthier.  She is here to help you manage a diabetic or heart-healthy diet, tackle general wellness to feel your best, or address food allergies and intolerances.  Jenn has previous experience in food service management and production at a hospital and in a long-term care facility. She has clinical experience from her work in an acute rehab and surgical unit in the hospital.  She received her Bachelor of Science degree in Dietetics from Iowa State University, where she completed her dietetic internship. Jenn also received her Bachelor of Science degree in Nutritional Science from Iowa State University. She is a member of the Academy of Nutrition and Dietetics and the Iowa Academy of Nutrition and Dietetics. 

Breakout 1: Influencing the Plate: Nutrition & Culinary Experts on Beef & Consumer Demand
Panelist: Rachel Sweeney, MS, RD, LD, Iowa State University Extension and Outreach 

Rachel Sweeney works for Iowa State University Extension and Outreach as coordinator of AnswerLine. In this role, her team of five answers home and family questions for consumers in Iowa, Minnesota, and Wisconsin, via phone, email, blog, and social media communications. Over 60% of the questions they respond to relate to food - food safety, food preservation, food and nutrition, and health. Rachel grew up on a diversified farm outside Iowa City and graduated from Iowa State University with degrees in Dietetics and Exercise Science. She is a registered and licensed dietitian and completed her dietetic internship at Vanderbilt University Medical Center. She and her husband have three young children and reside outside Alden on their family farm, which includes a Registered Angus cow-calf operation and hay production. 

Breakout 1: Influencing the Plate: Nutrition & Culinary Experts on Beef & Consumer Demand
Panelist: Lauren Grant, Zestful Kitchen Blog, Culinary Food Scientist, and Journalist   

Breakout 2: Conservation in a Cow Calf Operation - Producer Panel
Moderator: Denise Schwab, Iowa Beef Center 

Denise is the ISU Extension beef specialist for northeast Iowa. She received her bachelor's and master's degrees from ISU and has worked for ISU Extension for 42 years, working with both cow-calf and feedlot producers. 

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

Austin grew up helping on the family century farm and now operates that farm with his uncle raising hogs, corn, and soybeans. Austin has seen the effects of incorporating conservation practices on his own farm and uses those experiences to help others incorporate practices on their operations. Previously, Austin worked as a Sustainability Agronomist working with producers across the country helping bring value to their operations through sustainable practices. Austin holds a bachelor’s degree in Agronomy from Iowa State University. He is also a Certified Crop Advisor (CCA) and Technical Service Provider (TSP) through NRCS, covering multiple practices and states. 

Next Gen 1 & 2: Financing for Your Future (1st & 2nd Hour)
Cody Griffin, Farm Credit Services 

Cody Griffin has been with Farm Credit for 20 years, working in both the feed and finance industries. An Iowa State University graduate in animal science, Cody grew up on a diversified grain and Red Angus cattle farm, giving him firsthand experience with the challenges and opportunities of a family-run operation. He enjoys helping livestock operations get off the ground and supporting their growth in ways that benefit all parties involved. Cody brings his years of experience and practical insight to the Financing Your Future workshop, helping young producers navigate lending options and plan for sustainable success. 

BREAKOUT SESSIONS GROUP 2 

Breakout 1: Beef Market Innovation: Lessons from Entrepreneurs & Choose Iowa
Panelist: Beth Romer, Iowa Department of Ag & Land Stewardship, Choose Iowa 

Beth Romer’s passion for agriculture propagated and grew on her family’s Century Farm where she learned firsthand the value of hard work and respect for stewarding the land for future generations. Beth’s marketing and communications expertise in agribusiness and production agriculture, forestry and conservation education strategically align with promoting and supporting Iowa’s farmers and the foods they raise through the Choose Iowa Program. She earned a Bachelor of Science in Business Marketing from Wayne State College and a master’s in business administration from Iowa State University.  

Breakout 1: Beef Market Innovation: Lessons from Entrepreneurs & Choose Iowa
Panelist: Ashley Recknor, Purple Ribbon Beef 

Ashley Recknor grew up showing Shorthorn and Simmental cattle across the country. After earning her master’s degree — and studying entrepreneurship — at Iowa State University, she returned home to marry her husband Jess and pursue a dream: building a business rooted in agriculture and her rural community. Together with Jess and her parents, she launched Purple Ribbon Beef in 2016, starting small at the Ames Farmers Market. Since then, it has grown into a direct-to-consumer brand offering over 40 premium dry-aged beef products, shipping nationwide, and featuring a thriving on-farm store. Ashley leads the marketing and business development, while the rest of the family supports operations. Jess and Ashley also expanded the farm’s offerings to include an elite female show cattle sale, Recknor Cattle. In addition to her role on the farm, Ashley serves as a senior executive at Iowa Specialty Hospital and raises her daughter, Rylan, on the family’s multigenerational farm.  

Breakout 1: Beef Market Innovation: Lessons from Entrepreneurs & Choose Iowa
Panelist: Tanner Heikens, B&R Quality Meats Inc./Heikens Family Foods 

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

Colin Tadlock serves as Chief of Staff at the Iowa Department of Agriculture and Land Stewardship, where he leads policy development, legislative strategy, communications, and political affairs for Secretary Mike Naig. He joined the Department in 2021 as Legislative Liaison after eight years working in the Iowa Legislature, including roles with the House Republican Caucus and as Communications Director for the Speaker of the House. A native of Kalona, Colin is a 2012 graduate of Central College. 

Breakout 3: Beef Supply Chain
Grant Keenen, Walmart 

Grant is the Senior Director of Cattle Management and Procurement for Walmart, US. He has been in this position for 5 years and was hired right out of the saddle and off the ranch. Grant is the first person to hold this newly created and unique roll at Walmart overseeing the live cattle side of their end-to-end beef supply chains. He has 30+ years of animal husbandry and ranch management experience. Grant graduated from the University of Arkansas with an Agriculture Communications Degree. His combination of beef production experience, industry knowledge and communication skills ­­have led him to where he is now. He has the incredible opportunity to connect farmers and ranchers across the country with the world’s largest retailer and their customers, which in the end are your customers too. 

BREAKOUT SESSIONS GROUP 3 

Breakout 1: Behind the Buy: How Consumers Think, Eat, and Choose Beef
David Friedlander, National Cattlemen’s Beef Association 

David Friedlander is a seasoned strategy and insights executive with over 20 years of experience helping brands understand and connect with their audiences. At the National Cattlemen’s Beef Association, he leads consumer intelligence efforts across retail and foodservice, translating data into actionable strategies that elevate the “Beef. It’s What’s For Dinner” campaign and support the broader beef industry. David’s work is grounded in understanding how consumers think, feel, and behave around beef and competitive proteins. He has developed tools like brand health trackers and custom perception studies that help producers and marketers stay ahead of shifting consumer sentiment. His research has informed everything from nutrition messaging to crisis communications, and he’s a trusted partner to creative, media, and advocacy teams.   

Breakout 2: Kicking Off the New Policy Year
Kelli Klink, Iowa Cattlemen’s Association 

Kelli Klink serves as the Director of Government Relations and Public Policy for the Iowa Cattlemen’s Association. She leads state and federal policy advocacy, grassroots engagement, and the Iowa Cattlemen’s Leadership Program (ICLP). Prior to her role at Iowa Cattlemen’s, Kelli worked at the National Pork Board as the Manager of Market Growth serving as a project manager for market growth initiatives and preparing/assisting pork producers to represent U.S. Pork on international trade missions. Kelli grew up on a small cow/calf operation in Rockford, Iowa. She now resides in Roland, Iowa alongside her husband, Cutter. She earned her bachelor’s degree in agriculture and rural policy and international agriculture from Iowa State University. She then went on to earn her master’s degree in international agriculture from Oklahoma State University where she studied trade and market development. 

Breakout 2: Kicking Off the New Policy Year
Jake Swanson, High Yield Strategies   

Jake Swanson serves as Principal of High Yield Strategies, a government affairs consulting firm specializing in agriculture, and energy-related advocacy work. He most recently served as the lead agriculture and energy policy advisor to Iowa Governor Kim Reynolds. Prior to joining the Governor’s office, Jake served as policy advisor and legislative liaison to Iowa Secretaries of Agriculture, Bill Northey and Mike Naig. Jake is a graduate of Iowa State’s College of Agriculture and Life Sciences and holds a master’s degree from Emory University.

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

Founder and CEO of Balance4ward, Todd Drake started his career in Emporia, Kansas, working in animal health distribution sales. He would later return home to southwest Iowa, to build his ranch and first-generation feed yard with his high school sweetheart Kristi. After building the feed yard with zero farming efficiencies, it didn’t take long to see he needed to be better at sourcing ingredients. With the help of the ethanol boom, he started New Balance Commodities to help fill a void of the timing of contracting and logistics.    While the success of New Balance Commodities was undeniable, it was evident it wasn’t going to make the impact Todd wanted, to keep the mid-market cattleman thriving. The pivot to Balance4ward was the natural next move. Todd, along with his team at Balance4ward are leading the charge of an even bigger opportunity of building a better beef supply chain with their cattle business systems. Todd is a consistent advocate for the cattle industry and relies on his experiences to continue to build trust among himself and cattlemen across the Midwest. His passion for leveling the playing field for mid-market cattlemen has taught him many lessons and given him many mindset changing experiences. Todd says, “Cattlemen are genuine, grounded in faith, and have a deep respect for doing the hard things that most of society cannot fathom."      

Next Gen: Building Leaders
Ed Greiman, Upper Iowa Beef 

Ed Greiman is an Ag Business graduate from Iowa State University. He co-manages GB Cattle LLC with his brother, operating a feedlot and cow/calf operation in North Central Iowa. Ed also serves as General Manager of Upper Iowa Beef, a beef processing facility in Northeast Iowa, and is the President of Agriculture for Niewohner Entities, overseeing the company’s livestock and agricultural operations. Ed has a strong passion for the beef industry and has been involved in many aspects of the business. He has worked with the National Cattlemen's Beef Association (NCBA) on issues like price discovery, cattle markets, CME cattle futures volatility, contract design, and international trade. As President of the Iowa Cattlemen’s Association from 2013-2014, Ed worked with the EPA, the Iowa Governor's Office, IDALS, and the Iowa DNR to create a feedlot environmental plan for certifying independent farmer feedlots. He also collaborated with legislators and agencies to promote an agriculturally friendly and environmentally sound economy to expand cattle production in Iowa. Ed serves on the ISU Animal Science Department Advisory Board and is active in his church, showing his commitment to both the industry and his community.

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