The Journey to American Beef campaign is led by the U.S. Meat Export Federation, which works to promote U.S. beef and build consumer demand in international markets. Two Iowa farms are helping tell the story of American beef production to consumers in Japan through the Journey to American Beef campaign, an initiative highlighting the people and practices behind U.S. beef.
A video production crew recently visited two family-run operations in Iowa to capture the full journey of beef production, beginning with the farm of Shane Weis near Manning, Iowa.
For Wiese, sharing the story of his family’s operation is both meaningful and personal. His family has deep roots in the cattle business, with a legacy stretching back more than a century. “We got our first Herefords in 1904, and we started raising our own registered Herefords in 1912,” Wiese said. “We are century Hereford breeders, which is something we’re very proud of.”
Weis said telling agriculture’s story has become increasingly important as consumers grow more interested in how their food is raised. “It’s our obligation to tell our story,” Weis said. “It’s fulfilling to get to tell our story.”
His brother, Chance Wiese, emphasized that beef producers have a responsibility to educate consumers about the care, ethics, and stewardship involved in raising cattle. “We as agriculturalists and beef producers want to produce a premium product as ethically as we possibly can while taking care of the environment,” Chance said. “There’s a lot of good to be had in this industry, and I think it’s our duty and obligation to tell that story and share that story for the greater good.”
The second stop in the campaign featured a feedlot near Carroll, Iowa, operated by Tim Pudenz and his son, Chandler, whose family has been involved in cattle feeding since the 1950s. “Chandler and I are continuing the Pudenz family cattle feeding business that was started by my dad and all his brothers back in the ’50s,” Tim said.
Tim highlighted Iowa’s reputation for producing high-quality corn-fed beef and said that quality resonates strongly with international consumers. “Corn-fed beef is what makes the meat really good,” Tim said. “We feel that the people in Japan—once they try our beef—they’re going to be very excited, and they’re going to come back again.”
Family farm and ranch operations remain a central part of the Journey to American Beef campaign in Japan, which showcases the dedication, heritage, and quality standards that define U.S. beef production.
