Latest articles


Casting a wider net

Straight from the hip with Brenda Schoepp

In the beef industries’ quest to align with “sustainable” I would question from a health and wellness perspective if delivering sustainable through a hamburger is considered socially responsible. Are we leading children towards obesity and a heavy reliance on carbohydrates through the promotion of fast food? Is the beef industry defying the consumers’ fear of […] Read more


Changing the dialogue in agriculture

Straight from the hip with Brenda Schoepp

As a graduate student in global leadership, one thing is clear: all of humanity and all the actions of humanity centre around food. We cannot have peace without food. Nor can we progress, transfer knowledge, create communities or nurture growth. Economies fail and crisis prevails when food is uncertain or unattainable, governed or expensive, lacking […] Read more



Beef economy 4.0

Straight from the hip with Brenda Schoepp

As we enter the fourth industrialized economy, known as 4.0, we must consider the role of the beef industry in the big picture. This includes asking the question of where beef sits with regard to the elements of 4.0, which are robotics, artificial intelligence, nano-technology, genomics, bioscience and the complexity of full digitalization and cyber […] Read more


Ditching the red meat diet

Straight from the hip with Brenda Schoepp

Changing social dynamics are pressuring food, retail and research companies to offer plant- or cellular-based non-meats. Driving the consumption is a host of beliefs: Cows are bad for the environment, red meat is unhealthy, big food companies cannot be trusted (based on the concerns of animal welfare) and finally, folks are simply curious as to […] Read more



Young woman is standing by a fence on a ranch with cattle in the distance

#moveover

Straight from the hip with Brenda Schoepp

The recycling of board members in leadership roles has long been an issue for Canadian agriculture. The common complaint from those on the board or in the position of power is that there is no desire on the part of others to serve. We have all heard the conversation: “the young people won’t step up,” […] Read more


Town hall in Avignon, France

Do we need a French Revolution?

Straight from the hip with Brenda Schoepp

The question of who land belongs to continues to haunt discussions around the world. In my international travels it most certainly was common to discuss not only land ownership but land access. For Canadians, ownership appears to be a given but the reality of land accessibility and ownership is a conversation we need to have. […] Read more




Manuel Antonio, National Park in Costa Rica - beautiful tropical beach at pacific coast

A different kind of man

Straight from the hip with Brenda Schoepp

It was a unique classroom setting, sitting upon a log at the seaside. In the distance the mountain peaks were blue shadows and the ocean was this day like glass; gentle and caressing her shores with the hand of a guiding mother. The topic between this day’s teacher and I was the relationship between gross […] Read more



There is room for us all

Straight from the hip with Brenda Schoepp

I am excited. The passion and commitment of our young cattlemen and cattlewomen is catching, encouraging, and fills me with great pride. An active follower of social media, I watch with delight the posts that range from personal to professional. The topics and stories are amazing and the beef industry most certainly has been fortified […] Read more


Thank you k.d. lang

Straight from the hip with Brenda Schoepp

When k.d. lang entered the world of the beef industry, she did so full on. A talented young girl from the little town of Consort, Alta., lang had grown up with cowboys, dust and the soothing voice of Patsy Cline. She originally played small gigs around Alberta and especially in Edmonton at the Sidetrack Café. […] Read more