My first time attending the National Cattlemen’s Beef Association was pretty memorable in the winter of 2011. The occasion was solidified in my mind since it was the debut of our magazine, Progressive Cattle, to the national audience.
Secondly, there was the weather. Denver, Colorado, was hit with nasty snow and ice, with temps going as low as -27ºC. Many attendees were snowed in from bad weather across the U.S. Since then, every NCBA industry conference has been held in warmer climates.
But still, many others made it to Denver that year. Among them was a hardy group of Canadian producers. On the first night as we climbed into a warm bus for a shuttle to the hotels, I met one of them and introduced our new magazine to him. This gentleman from Alberta liked what he was reading, then asked if we mailed issues to Canadian subscribers.
I was glad to tell him our digital issue was available to every reader anywhere in the world. But at that time, we were still only delivering print issues to certain regions in the U.S. For Canada-specific content, we would need to do our homework, but it was definitely one of our goals to hit the Canadian provinces.
Speaking honestly, as the only editor at that time, it felt like a heavy task to say we’d one day cover two countries. Now almost 14 years later, we’re ready to deliver on that promise.
The issue in your hands represents a decade of research and two years of specific preparation for content to the Canadian audience, in the first issue of Progressive Cattle – Canada. This issue will be followed by six more in 2025, delivered bimonthly, starting this coming January.
Today, our team of editors is bigger and smarter, our focus has expanded to a larger map, and our understanding of North American cattle production has grown, but our purpose remains the same. With the Progressive Cattle magazine in Canada, as with all our publications, we focus on relationships. We build relationships with readers, clients and customers that reward everyone with fulfillment in the ag industry. As our founder, Leon Leavitt, always likes to say, “When you think about it, we’re not really in the cattle business. We’re really in the people business.”
We see producers in Canada as dedicated families holding close to tradition, and also as leaders in this industry. We recognize the dynamics that make production different for Canada, with unique circumstances for local and global production.
Our editorial content in Progressive Cattle focuses on success, profits and proper stewardship. We see agriculture as an inspired work connected to the Lord’s hands. We invite you to subscribe at no cost to you.
In a recent feature of our magazine, one producer stated her goals thusly:
“I love my animals, but all of them will eventually die. I love my family, but all of us will eventually die. The one thing that remains is the land, and that’s what I most feel an obligation to protect. It’s a gift many don’t have, and that means I owe it and future generations responsible stewardship. That, more than anything else, is our true legacy.”
Those are the producers who define Progressive Cattle. We think you’ll belong right along with them.
