The U.S. beef industry is poised for growth following increased contraction over the past decade that has resulted in the lowest cattle inventory in over 60 years. However, sustainable, long-term growth of the industry is dependent upon early identification of issues that may inhibit profitability. A series of seven listening sessions conducted across Iowa by the Iowa Beef Center identified land access, farm transition, production efficiency, marketing, genetics, data management, feedstuffs, and animal health as "mega-issues" facing producers. Specific issues under each of these overarching categories will guide future extension programming efforts within the Iowa Beef Center.

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