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Epsiode 1: Connected Beef with Lamar Steiger

If you’ve ever wondered whether a better beef system is possible—one that rewards quality, consistency, and collaboration—this is your blueprint.

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What if the future of beef wasn’t just about genetics, carcass traits, or premiums—but about trust, data, and a handshake that holds all the way to the shelf?

In this foundational episode, Lamar Steiger—former Walmart consultant and co-founder of Ranch to Retail—joins Jim Johnson, Dr. Jessica Sperber, and Ian Wheal to unpack what it really means to build a connected beef supply chain.

Drawing from his roots on a Wyoming ranch and his leadership in creating Walmart’s beef traceability program, Lamar takes us on a journey from back-fence skepticism to front-end innovation. He shares how digitization, DNA tracking, and consistent communication are not only reshaping beef sourcing, but also offering ranchers new ways to protect their margin, prove their value, and finally stop operating in silos.

What You’ll Learn:

  • How Walmart built a supply chain from ranch to retail—and what went wrong and right
  • Why performance feedback loops matter more than premiums
  • The real economics behind ribeye size, consumer behavior, and eating experience
  • How to start connecting your ranch without selling your independence

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Meet your Hosts

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Jim Johnson is the creator and host of the Brands and Barbed Wire podcast, one of the most listened to beef cattle podcasts in the world.

Jim with his beautiful wife Martha also enjoy a small but successful purebred Charolais herd named JMAR Genetics, in beautiful, historic Appomattox, VA.

Jim began his professional career with the VA Cattlemen’s Association where he was active in marketing over 1 million head of feeder cattle.

He then moved into the field where he’s most passionate, beef cattle genetics and for the last 21 years has worked to help cattlemen improve their genetics and profitability with DNA technology.

 

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Ian Wheal is the CEO and Founder of Breedr and sits on the board of the Global Round Table for Sustainable Beef (GRSB).

Based in Texas, Ian is focused on building producer-led supply chains that are based on genomic, data and carcass feedback to rapidly optimize quality and consistency.

For the past 20 years, Ian has worked in agriculture, technology, data, and business development, with a particular focus on supply chains and technology. Ian was raised on a cattle and sheep farm in Australia, where he received a BEng and BSc in Computer Science, followed by an MBA from London Business School.

 

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Dr. Jessica Sperber was raised on her family’s 4th generation cow-calf and grain operation located in central Alberta.

Jessica attained her BS from MacEwan University in Alberta, master’s degree from West Texas A&M University specialized in meat science, and Ph.D. in feedlot nutrition from the University of Nebraska-Lincoln.

Upon completion of her Ph.D., Jessica moved to her home Province of Alberta, where she worked in industry as a feedlot nutrition consultant and technical specialist. Jessica joined the Department of Animal Science at the University of Nebraska-Lincoln in November of 2022 as an Assistant Professor and Feedlot Extension Specialist.

Her areas of interest include nutritional management strategies in feedlot production, technologies that improve feeder cattle efficiency, and carcass changes over the feeding period.

 

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Sponsors

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Drovers

Drovers is a leading U.S. media brand dedicated to serving the beef cattle industry. Established in 1873 as the Chicago Daily Drovers Journal, it is recognized as the nation's oldest livestock publication. Today, Drovers operates as a monthly magazine and digital platform under Farm Journal Media, based in Lenexa, Kansas .

They offer comprehensive coverage of the beef industry, including market trends, production insights, policy developments, and expert commentary. Its content spans various topics such as beef production, veterinary practices, ag policy, and cattle markets, providing valuable information to cattle producers, veterinarians, and industry stakeholders.

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Breedr

Breedr’s mission is to build the connected beef supply chains of the future, delivering premium beef that benefits producers, consumers, and the planet.

Founded to revolutionize the beef supply chain, Breedr’s easy-to-use app connects every production stage with real-time data, empowering producers to track and optimize each animal's genetic potential from embryo to finished product. 

Through advanced genetics, genomics, and AI tools, Breedr enables producers to create healthier herds, increase market competitiveness, and reduce environmental impact.

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