As the end of very challenging 2020 draws near, I seem to be spending more time looking for the positive things that have happened in the past 365 days.
Despite a pandemic, a deeply divisive presidential election, government shutdowns and more, I have seen the agricultural community shine in so many ways this year.
You’ve heard me speak frequently on how producers have found ways to innovate, pivot, connect, serve and lead through these hard times. And not only has this attitude helped to skyrocket successful businesses and reinvigorate consumer interest in cooking with beef, but it has also helped to change hearts and minds about who we are in rural America.
A great example of this sentiment is a Nebraska rancher who recently received national media attention for feeding his cattle this winter, with a unique and special twist.
David Schuler is a Red Angus cattle rancher from Nebraska. He recently paid tribute to healthcare workers who have been on the front lines of this pandemic with a special video.
According to Jennifer Hardy for ABC8 Nebraska News, “Schuler lined up his cattle in a field in the shape of an EKG with a special heart shape in the middle, sent up a drone, and made a dedication video to doctors, nurses, first responders, and all other essential workers who’ve repeatedly gone above and beyond this year of battling a pandemic.”
Schuler said, “This year the only thing that made sense to me was to honor our true heroes, the backbone to the heartbeat.”
This is Schuler’s third video featuring cattle in the field. He has previously set the cattle up in the shape of a heart for Valentine’s Day and to spell out the word “BEEF” for a beef promotional campaign.
Hardy writes, “How does he do it? He just put the food down in the shape of the design he wanted, something he has been experimenting with for years, and the cows just stood there to eat while he recorded the video. Schuler said he had about 15 minutes to snap the perfect production until the cattle got bored and wander away. Schuler may have captured hundreds of cattle but he has now captured the attention of millions of people.”