January 2026 NEBRASKA CATTLEMAN 19 DATA, GENOMICS AND DECISION MAKING The conversation shifted toward technology and the role of data in modern cattle operations today. As beef supply chains become more integrated, data is playing a larger role in management decisions. Luke Fuerniss, who works in business development for Schiff Cattle Co., explained how their feedyard uses data across employee performance, cattle projections and grid marketing. “You can’t expect someone to improve if they don’t know where they’re at,” Fuerniss said. “We use data to incentivize performance on the people side and to drive economic decisions on the cattle side.” Fuerniss analyzes expected premiums across grids, integrated genomic tools and develops weekly performance reports for customers. “One of our customers gets a video report each week,” he said. “If we see something odd in carcass data or dressing percentage, we want to communicate it before the kill sheet lands.” This level of traceability builds trust with the customer and informs forward breeding strategy. Pribbeno, representing a commercial perspective, takes a different perspective. “I’m pretty low-data,” he said, acknowledging that phenotype and functional traits drive most of his operation’s decisions. However, he sees value in sustainability programs tied to grasslands. “Grasslands are really having their moment right now with biodiversity and carbon programs.” Pribbeno sees the opportunities of ranchers partnering with large companies to encourage the work ranchers already do. SUPPLY CHAINS While producers focus on their segment, Fuerniss emphasized the importance of communicating across the supply chain. The Schiff team routinely adjusts feeding strategies and marketing windows based on packer needs and customer expectations. “Relationships are the key,” Fuerniss said. “We are trying to set ourselves apart in terms of communication.” Kemp echoed the importance of alignment. Sustainable Beef’s partnership with Walmart created a steady outlet for boxed beef, simplifying marketing and reducing risk for both the plant and its producer-owners. Technology like EID tracking is used as traceability is growing, and Kemp noted that any new system must justify itself financially. “We don’t do things just to do them. It has to add value to the producer, the plant and the customer.” Jessica Sperber (far left) moderates a producer panel during the 2025 Nebraska Beef Summit, featuring panelists, left to right, Luke Fuerniss, Rusty Kemp, Logan Pribbeno and Luke Kovarik who share insights on land access, labor and technology. CONTINUED ON PAGE 20 The Nebraska Beef Summit offers students a direct connection to each sector in the beef industry and the realities affecting them.
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