By Caroline Stamm
Rising global food demand has forced beef producers to face significant challenges. Climate change, market volatility, shifting consumer preferences and pressure to adopt sustainable practices are just some of the issues they must tackle.
“The beef industry is complex,” said Adam Murray, beef cattle extension specialist with PRO-LIVESTOCK in Cornell’s Department of Animal Science. “Cattle require more land compared to other livestock like hogs, poultry or sheep. They’re bigger animals with greater nutritional needs, so efficiency is critical.” The challenges are especially pronounced in New York, where diverse climate and management practices impact the efficiency and quality of beef production.
Murray is the inaugural beef cattle extension specialist for the PRO-LIVESTOCK program, which began in 2024. PRO-LIVESTOCK serves as a bridge between livestock producers and Cornell, New York state’s land-grant university, by providing integrated education and programming while addressing industry concerns through targeted research. Programs are developed and implemented in collaboration with faculty, statewide specialists and Cornell Cooperative Extension educators. PRO-LIVESTOCK complements Cornell’s PRO-DAIRY program, which has supported New York’s dairy industry through education and applied research for over 35 years.
Murray’s role is to support producers of all sizes through programming, research and marketing initiatives. “I want to create a centralized resource for producers that breaks down the latest research and market trends into an approachable form that leaves them with practical advice,” he explained.
Teaching new and seasoned farmers strategies to improve cattle production and marketing is one of Murray’s passions. At the same time, he also helps them explore how management decisions across the lifecycle affect carcass quality and the beefeating experience
Born and raised in northern Virginia, Murray’s connection to livestock began early. “I grew up on my family’s small cow-calf farm raising primarily Angus cattle, but, at times while showing, we had Simmental, Shorthorn and crossbreds as well,” he said.
His hands-on experience inspired him to pursue degrees in animal science and food science from Virginia Tech, followed by a master’s degree in meat science and food safety at Texas A&M University and a PhD in ruminant nutrition at Virginia Tech. His master’s thesis was on beef sirloin tenderness, and for one of his PhD projects, he compared grass-fed and grain-fed beef to understand how different feeding systems affect tenderness, flavor components and overall palatability.
Murray was also part of the National Beef Audit data collection team. “The National Beef Quality Audit is conducted every five years as a benchmark to document improvements in the beef industry and opportunities to capture more value throughout the beef supply chain,” he explained.
Murray’s diverse experience helps him connect research and practical application. He has been working with extension educators, county groups and regional organizations to put together a beef symposium, potentially in 2025, to share the latest research and tools with producers.
He also sees consumer education as a priority. “There’s so much misinformation about modern beef production and environmental impacts, but the beef industry is doing a lot to be sustainable while producing high-quality, safe products,” he said.
At the same time, Murray is excited to work with youth groups like 4-H and will serve as a judge for county fairs. At Cornell, he has collaborated with the Beef Cattle Club and the vet school to speak on topics unique to the beef cattle industry. He recently helped organize an experiential learning trip centered around the National Western Stock Show in Denver where undergraduate students learned about large-scale cattle and sheep production firsthand.
Murray’s long-term goal is clear: to strengthen New York’s beef industry while improving the sustainability and profitability of local farms. He is enthusiastic about the possibilities his new role offers.
“Every day, I get to work with people who are passionate about producing quality beef while caring for their animals and land,” he said. “Supporting them with research and extension-based solutions while learning from their experiences is what makes this position so rewarding.”
Caroline Stamm ’24 is a communications assistant for the Cornell CALS Department of Animal Science.
Source : cornell.edu