Listen To Ron Hays And Matthew Cleveland
In today’s Beef Buzz, Senior Farm and Ranch Broadcaster Ron Hays caught up with Dr. Cleveland this summer at the 2025 Beef Improvement Federation annual meeting- click here for his presentation from Amarillo. Dr. Matthew Cleveland, Global Senior Director of Bovine Sustainability at ABS, explains that sustainability is both simple and complex. “We can think about sustainability as really doing more with less, and ensuring that we can continue to do that over time and over generations. But I think it also is a fairly complex topic, because there are different components to it.” He highlighted that sustainability includes the environment, animal health and welfare, communities, and profitability, but perspectives within the industry often shape how people define it.
Cleveland highlighted genetic progress as one of the most powerful tools for enhancing sustainability. “When you look at the data, you can go back as long as you want, but let’s say you go back 50 or 60 or 70 years, we’ve seen massive improvements in productivity and that productivity leads to more sustainability.” He added, however, that the challenge has been quantifying how those productivity gains translate into measurable sustainability metrics, something the supply chain increasingly demands.
He noted that consumers also play a central role in the conversation. “Consumers want to see where their food comes from. But when consumers do see where their food comes overwhelmingly, they’re supportive of that. It doesn’t turn them off to wanting to eat animal protein.” Cleveland said there is “absolutely value in those sorts of efforts,” especially as transparency builds trust between producers and the public.
For cattle producers, Cleveland emphasized the importance of setting clear goals. “It really starts with understanding what their target is. What is their target for genetic improvement? What are they aiming for, both in the short term and in the long term, and then really building that plan.” He stressed the importance of not only making those improvements but also being able to communicate them effectively: “Here is the evidence. Here is the story that you can tell to make you feel good.”
Finally, Cleveland discussed the rise of beef-on-dairy genetics. “We really started to design genetics more than 10 years ago that were really targeting this beef on dairy space because we felt it was going to be important.” He explained that these efforts created more efficient and productive animals, filling critical supply needs in the U.S. While the industry was initially nervous about beef-on-dairy, Cleveland said, “Ultimately, I think our experience has now told” the story of its success.
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Ag Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR for today’s show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.