Abstract This study sought producer insight into strengths, limitations, opportunities, and threats to Arkansas’ beef cattle industry. The study included small commercial cow-calf (SC, <50 cows), large commercial cow-calf (LC), purebred (PB), and stocker (ST) operators. The study was completed in 2 phases. Phase 1 involved a listening session. Phase 2 involved a statewide survey based on comments from the listening session. A sample of 100 individuals from each industry group was selected randomly from a larger list of contacts. Participants only completed surveys that aligned with their production system. Participants ranked each comment on a 5-point Likert scale. Response rate was 47%. Response mean and standard deviation was calculated for each comment. The mean and median comment rank were 3.99 and 4, respectively. There was strong negative correlation (-0.72, P < 0.001) among comments mean rank and deviation. The overall 75th percentile (4.26) was used to identify greatest items of importance. Greatest current strengths included benefiting from off-farm income, benefits, and insurance (SC); being able to invest in quality bulls (LC); investing in genetic improvement (PB); and adding value to Arkansas’ cattle industry (ST). Greatest limitations included equipment (SC) and land costs (SC and PB), buyer education (PB), cattle health (ST), and state reputation (ST). Highly important future opportunities include economical feed (SC), beef demand (LC, ST), stewardship (LC), genetic improvement (LC, PB), consumer education (PB), disease management (ST), better marketing systems (ST), and value added programs (ST). Greatest foreseen threats included beef demand (SC), government regulations (SC, LC, PB), market volatility (PB), youth interest and aging farmer (PB), loss of antibiotics (ST), disease resistance (ST), escalating costs (ST), and feed shortage (ST). Listening sessions and surveys provide insight into producer thoughts and concerns and provide a foundation for Extension programming.
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