Trust in Beef

Chad Ellis Named Founding Chair of Trust In Beef™

Texas rancher and conservation executive will provide strategic leadership to partners of the collaborative value-chain program designed to empower ranchers and beef marketers.

Lenexa, Kan., (Oct. 3, 2022) Trust In Beef™ has named Chad Ellis, a rancher from Lohn, Texas, and CEO of Texas Agricultural Land Trust, as founding chair of the collaborative value-chain program. Ellis is a longtime conservation agriculture executive whose deep experience includes leadership roles at Noble Research Institute and USDA’s Natural Resources Conservation Service.

The announcement comes as the program launches a fall education and outreach campaign for Nebraska beef producers with stories, videos and resources to support their sustainability journeys.

Chad Ellis

“The American beef producer is a sustainability leader and an innovative thinker who continues to adapt to changing environmental and market conditions,” said Ellis. “I am honored to serve as founding chair of Trust In Beef and to advance this work to elevate the visibility and measurable progress of sustainable beef on behalf of our partners and our industry, including beef producers and marketers.”

In his role, Ellis will serve as a strategic adviser to the Trust In Beef program, organized by Farm Journal’s Trust In Food™ and Drovers, as well as program partners Merck Animal Health, National Cattlemen’s Beef Association (NCBA) and U.S. Roundtable for Sustainable Beef (USRSB).

“Chad is a tremendous leader with a vision for the incredible potential for the future of sustainable U.S. beef,” said Amy Skoczlas Cole, executive vice president of Trust In Food. “As a partnership, we are thrilled to work alongside Chad to support beef producers in their journey of continuous improvement in areas such as implementing written grazing management plans, becoming BQA certified and strengthening the veterinarian-client-patient relationship.”

The Nebraska beef producer campaign continues through the fall with sustainability business information and resources drawn from leading industry sources including the USRSB goals. The campaign will raise awareness of beef sustainability resources and seek feedback from producers on barriers, opportunities and next steps for continuous improvement.

To learn more about Trust In Beef and its partners visit

About Farm Journal

Farm Journal is the nation’s leading business information and media company serving the agricultural market. Started 146 years ago with the preeminent Farm Journal magazine, the company serves the row crop, livestock, produce and retail sectors through branded websites, eNewsletters and phone apps; business magazines; live events including conferences, seminars, and tradeshows; nationally broadcasted television and radio programs; a robust mobile-text-marketing business; and an array of data-driven, paid information products. Farm Journal also is the majority shareholder of the online equipment marketplace, Machinery Pete LLC. In 2010, the company established the non-profit, public charity, Farm Journal Foundation, dedicated to sustaining agriculture’s ability to meet the vital needs of a growing population through education and empowerment.

About Trust In Food
Trust In Food is a purpose-driven division of Farm Journal dedicated to mainstreaming and accelerating the transition to more sustainable and regenerative ag practices, making every dollar invested in conservation agriculture more impactful. We bring business intelligence to agricultural production behavior change: helping farmers understand, want and feel capable of undertaking practice change through data science, social research and strategic communications deployed through the omnichannel Farm Journal platform in collaboration with our partners. Visit to learn more.

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