In today’s beef buzz, senior farm and ranch broadcaster Ron Hays speaks with Gene Copenhaver, newly installed president of the National Cattlemen’s Beef Association, who officially assumed the role Thursday evening at CattleCon26. Copenhaver began by sharing his roots in southwest Virginia, where his family’s operation has evolved over generations. “We’re in the southwest corner of Virginia, not far from the Tennessee line, and we’re a total stocker operation,” he explains, noting that the farm was once diversified with cow-calf pairs, hogs, sheep, and burley tobacco before narrowing its focus.
Copenhaver says family and service to the industry are central to his story, especially with his son now playing a major role in the operation. “My son, middle child, is full time on the operation… and I’m very blessed to have him there,” he says, adding that his son also serves as chairman of the Virginia Beef Council. That commitment to leadership, Copenhaver says, reflects a shared belief that “we need to be servants for the industry.”
Looking at the broader cattle landscape, Copenhaver calls the past year “fabulous for the cattle industry,” pointing to key victories in Washington. Still, he cautions that strong markets won’t last forever. “The markets have been great, but we know the market will adjust at some time,” he says, stressing the need to focus on the input side, reduce regulations, and strengthen risk management. “Profitability is sustainability for the industry,” Copenhaver emphasizes.
One of the biggest opportunities ahead, according to Copenhaver, is the rollout of the new Product of USA voluntary labeling program in 2026, backed by significant USDA funding. “The Secretary’s put out $100 million to promote this. This is much needed,” he says. Copenhaver notes he helped lead early efforts to fix flaws in the old label, calling the new program the result of “a five-year process” aimed at ensuring “true labeling no matter what our products are.”
Copenhaver is also enthusiastic about recent wins in dietary guidelines and ongoing demand for beef. “I think the last two or three weeks might have been the biggest win we had,” he says, pointing to the emphasis on high-quality, dense protein. Even with higher prices, he notes consumers are staying loyal. “I think consumers are listening to us,” Copenhaver says, adding that strong science, taste, and texture continue to drive demand. As NCBA president, his goal is simple: “I just want to sustain what we’re doing… be at the table and not let up any, but keep on doing the same things we’ve been doing for several years.”
Coverage of CattleCon26 is powered by Farm Data Services of Stillwater, Oklahoma.
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.
