Cattle U: Where it started and where it’s headed
High Plains Journal has hosted Cattle U, an educational event for livestock producers, since 2019, but in 2025 Cattle U is set to merge with all other U event education in a new event, called HPJ Live. Although it sounds like Cattle U is riding off into the sunset, it is actually joining a larger outfit with more learning and networking opportunities for attendees.
HPJ Associate Publisher Kylie Reiss was on the special projects team in 2018 when the planning began for the inaugural Cattle U, held at the United Wireless Arena in Dodge City, Kansas.
“Our team had been putting events together for 15-plus years, and up until 2019, we had just focused on certain commodities,” Reiss said. “We saw a need for regional cattlemen and wanted to provide them the same type of in-person, educational and networking opportunity that we’ve provided for our growers.”
Since Cattle U was introduced, the event has been held annually for the past six summers. It was originally a two-day, paid educational event, which included a tradeshow and plenty of socializing for vendors, speakers and attendees.
In 2020, the COVID-19 pandemic forced HPJ to pivot to a virtual event—but still allowed attendees to access the education promised for the second year of Cattle U. In 2021 and 2022, the event was held in-person once again in Dodge City in the original format.
In 2023, Cattle U evolved into a free, one-day event and was held in Manhattan, Kansas, at the Hilton Garden Inn. Although the format and location stayed the same for 2024, HPJ partnered with Kansas State University and Certified Angus Beef to bring new and exciting elements to the already successful event.
K-State assisted with education planning and provided Beef Quality Assurance training and certification to all attendees, and CAB provided a meal with beef as the focal point for all in attendance.
Education highlights
The education sessions included topics such as nutrition, genomics, cattle markets, reproduction, wildfire preparedness, fly control, successful ranch management, rural veterinary care, heifer selection and estate planning.
“Our goal all along has been to simply provide practical, useful information cattlemen and women can apply to their operation,” Reiss said. “We want our attendees to walk away at the end of the day with knowledge that will improve their operation’s profitability, not only today, but for generations to come.”
Over the years, Cattle U has included speakers such as Joe Leathers, general manager of the 6666 Ranch; Matt Perrier of Dalebanks Angus; former sale barn owner and HPJ columnist Jerry Nine; Troy and Stacy Hadrick, fifth-generation South Dakota cattle ranchers; Courtenay DeHoff, founder of the Fancy Lady Cowgirl movement; Yellowstone actor Forrie J. Smith; blogger Brandi Buzzard Frobose; Mark Gardiner of Gardiner Angus Ranch; Shawn Tiffany of Tiffany Cattle Company; Lee Leachman of Leachman Cattle; Hank the Cowdog author John R. Erickson; Glen Klippenstein, Missouri cattleman and past president of Protect the Harvest; Clay Mathis, former director of the King Ranch Institute for Ranch Management at Texas A&M University-Kingsville and many more.
“This industry is ever-changing, and continual education is key to success,” Reiss said. “That’s why our team is committed to providing you the latest education and resources to keep your operation moving forward.”
In addition to the education, in 2021 the Cattle U awards were introduced to honor cattlemen and women for livestock stewardship and service to the beef industry. To be considered, individuals had to be nominated for an award by their peers. Winners were selected by HPJ staff.
Some of the award winners of the past include Dr. Tera Barnhardt, DVM; Lorna Marshall, vice president of Select Sires Beef Genetic Program; and Tom Jones, managing member of Hy-Plains Feedyard.
HPJ Live
Although Cattle U will no longer carry on as a standalone event, Cattle U content will be included under the umbrella of HPJ Live—an event HPJ staff are currently planning. This event will be a combination of past HPJ U events in a multi-day educational conference, complete with a tradeshow and networking opportunities.
“Attendees can expect a similar format as our past event, including producer panels, inspirational keynotes and timely education sessions.” Reiss said. “While also allowing the diversified producer to attend additional sessions that they would otherwise have to attend at another event, HPJ Live will offer producers opportunities to learn from the region’s most successful cattlemen, network with industry professionals, carry on peer discussions and attend specific education sessions that’ll take their operation to the next level, all in one setting!”
The first HPJ Live event will be held Aug. 6-8, 2025, at the Century II Performing Arts & Convention Center in Wichita, Kansas. Registration will open in the spring. More information about HPJ Live will be provided in the coming weeks. To learn more about sponsorship opportunities, contact Jason Koenig at [email protected] or 314-873-3125.
Lacey Vilhauer can be reached at 620-227-1871 or [email protected].
