Labor of Love
20 years representing CCA, California beef producers and family values
by Managing Editor Stevie Ipsen As cattlemen go, there are few who would say they are in the business for the dollar signs. While making money is preferable to the alternative, most beef producers find themselves in the ranching business simply for the love of the game. The outdoors, camaraderie of fellow cattlemen and women, coupled with the joy of working with animals and even the challenges ranching can make it an attractive way of life for those tough enough to stick it out. When it comes to beef cattle marketing, the draws to the business are very similar. Never a dull day at the office, interesting folks to work with and the ability to continue the way of life he was raised with are two of the additional things that drew Matt Macfarlane, Rocklin, to the advertising sales position he took 20 years ago in 2001. To him that job was more than a job. It was the opportunity to carry on a way of life he was raised with as a representive of this publication, the advertisers within it and the mission of the California Cattlemen’s Association. Macfarlane took the job he still holds today after working for the Western Cowman, another longtime publication that was then based in the Sacramento region. Raised in the mountains of Central Idaho, the Western Desert of Nevada and the foothills of the Sacramento side of the Sierra Nevada Mountain Range, the Macfarlane family was led by patriarch Bob Macfarlane who is known across the west for his knowledge of the show cattle ring as well as the many facets of ranch management. Bob raised three sons, Chuck, Matt and B.J., and daughter Heather – all of whom have gone on to be passionate about the beef industry and advocates for its success. After graduating from Bear River High School in Grass Valley, followed by a bachelor’s degree from California State University, Chico, Matt worked in the Midwest semen sales 28 California Cattleman September 2021
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business and eventually returned to the Sacramento area where he was welcomed into the publication field both because of his education and his knowledge of seedstock and commercial cattle production. It’s fair to say his connections throughout the beef industry also made him an attractive candidate for the marketing business. When Matt joined the California Cattleman in 2001 it was as a partner at Cornerpost Publications alongside Kelli Toledo, Visalia, who managed this publication for 17 years, 14 of them with Matt. When seeking a partner to handle advertising sales for the magazine, Matt was a great candidate for a number of reasons, namely his passion for the cattle business. Matt had worked with the Danekas Family at the Western Cowman and knew how the business worked, he knew a lot of producers beyond just advertisers but his love of California cattle producers was paramount. Though Toledo now manages a different publication, her relationship and friendship with Matt is still driven by the same loyalty that Matt has always been praised for. Soon after he began working with Toledo, Macfarlane entered the sale management arena. Under the name M3 Marketing, Matt took on the role of assisting seedstock producers in marketing their purebred cattle at individual production sales and consignment sale events. As someone who has an eye for all kinds of livestock but isn’t necessarily particular to any one breed of beef cattle, Matt quickly found a niche in helping ranchers market their seedstock via live auction. With a background in livestock judging and a long-running knowledge of Hereford, Angus and Simmental pedigrees, the ease of quickly and efficiently evaluating animals also makes him an asset to have on the sale block.
