Welcome back to the American Cattlemen Podcast. Just ahead, we have Dustin Hector, he's the Director of Business Development for the American Cattlemen Media Group, and he sits down with Dr. T. Robin Falkner Beef Cattle Technical Consultant for Elanco Animal Health. 

Dr. Falkner shared his roots in North Mississippi, where he grew up on a multi-generational family farm that relied on beef cattle to sustain the family during challenging economic times.

With a doctorate from Mississippi State University and years of experience in private practice and extension work, Dr. Falkner brings a unique perspective to cattle health management. He challenges traditional thinking about animal health protocols, arguing that producers should move beyond simple vaccination checklists to a more holistic approach that considers the entire cattle production system.

Dr. Falkner emphasized that an effective animal health program does more than protect cattle from disease—it communicates value to potential buyers. He illustrated this point with a compelling story from a presentation in Wyoming, where he demonstrated how a comprehensive health program could transform the marketability of replacement heifers. By implementing strategic vaccination and management practices, producers can open up new market opportunities and potentially increase the value of their cattle.

The discussion highlighted the complex challenges in the cattle industry, including the disconnect between seasonal calf production and year-round beef demand. Dr. Falkner stressed the importance of understanding the entire production chain, from cow-calf operations through stocker and feedlot stages.

Elanco Animal Health

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