Beef Business

Matt Woolfolk

director of performance programs

The Christmas Gift

As we reach year’s end, there will be no lesson on genomics, performance data, or the philosophy of raising cows as I see. I just want to take a moment to wish you all a Merry Christmas and a Happy New Year as we head into 2023. Enjoy the moments with your family and friends, as they are so precious. I’ve learned the importance of this even more this year with the addition of Lane to our little family, but also through the loss of friends that aren’t with us this holiday season. It won’t ever be the same until we are all together again one day. Miss you, Crusty.

As I step up on my soap box, I challenge anyone who reads this with a simple task: don’t forget why we do this. I’m known for being vocal on both sides of my family that the Christmas season has become a spectacle way more focused on parties and presents than on the gift that was the birth of Jesus Christ. I’ve discussed with friends before that I don’t believe Jesus would enjoy what the modern world has made Christmas. Many have told me that my feelings will change when I experience a child’s joy on Christmas morning from a parent’s eyes, but Lane isn’t quite to that stage yet. Rather than the feelings of joy and excitement, December can be full of anxiety and exhaustion. I don’t believe that’s what the Good Lord had in mind 2,000+ years ago.

As Shorthorn breeders, don’t forget why we do this, either. All your “whys” will be a little different, but you all have a reason for being a part of this breed. The overarching reason any of us are involved in this business is that we want to help feed the world with healthy, great tasting beef. Whether you’re doing that through selling bulls and females or providing a young person with a show project that ignites their passion for agriculture, keep focused on what got you into Shorthorns, and why what you are doing absolutely matters to feeding the world. Current conditions make it hard to remember why we got into this sometimes, but deep down, we all have a love for this industry.

With all that said, we certainly wish you Merry Christmas and Happy New Year. Looking forward to a prosperous 2023 for the Shorthorn breed. = - Matt, Erika, and Lane