Welcome back to the American Cattlemen Podcast. Just ahead, we have Dustin Hector, he's the Director of Business Development for the American Cattlemen Media Group, and he sits down with Dr. T. Robin Falkner Beef Cattle Technical Consultant for Elanco Animal Health. 

Dr. Falkner shared his roots in North Mississippi, where he grew up on a multi-generational family farm that relied on beef cattle to sustain the family during challenging economic times.

With a doctorate from Mississippi State University and years of experience in private practice and extension work, Dr. Falkner brings a unique perspective to cattle health management. He challenges traditional thinking about animal health protocols, arguing that producers should move beyond simple vaccination checklists to a more holistic approach that considers the entire cattle production system.

Dr. Falkner emphasized that an effective animal health program does more than protect cattle from disease—it communicates value to potential buyers. He illustrated this point with a compelling story from a presentation in Wyoming, where he demonstrated how a comprehensive health program could transform the marketability of replacement heifers. By implementing strategic vaccination and management practices, producers can open up new market opportunities and potentially increase the value of their cattle.

The discussion highlighted the complex challenges in the cattle industry, including the disconnect between seasonal calf production and year-round beef demand. Dr. Falkner stressed the importance of understanding the entire production chain, from cow-calf operations through stocker and feedlot stages.

Throughout the conversation, his passion for veterinary medicine and cattle production was evident. He views his work not just as a job, but as a meaningful way to support agricultural families and improve the cattle industry. Dr. Falkner's approach goes beyond technical solutions, focusing on building relationships and creating value through thoughtful animal health management.

Elanco Animal Health

For previous episodes of the American Cattlemen Podcast, please visit:  www.americancattlemen.com.

American Cattlemen Podcast is Sponsored By:

DMTC Consulting

Rawhide Portable Corrals

Udder Tech, Inc.

Central Life Sciences