The Producer Profitability Initiative has been the featured event held in conjunction with the 2024 Regional Cattlemen's Cookouts. This grassroots movement put into motion by the Livestock Marketing Association (LMA) was created by cattle ranchers who have a vision to create a sustainable future for the American livestock industry. Through listening sessions, cattlemen of all ages, management styles, and operations sizes— and supporters of the livestock industry— share ideas, concerns and opinions to continue working together toward a sustainable livestock industry and a secure domestic food supply. LMA Region Executive Officer Craig Taylor joins ACA's Kayla Greer in studio to share more about the initiative and the role of the LMA.