The US cattle industry is currently profitable but faces many challenges. It produces 25 billion pounds of beef annually from an 89 million head cattle inventory. While all segments of the industry are profitable now, structural changes and a looming generational shift threaten the future as the average rancher is nearly 60 years old. Attracting young people to the industry through education, high-value niche markets, and international cooperation can help address this and other challenges like increased regulations and input costs. Solutions require increased efforts across segments and countries to build understanding and sustainable industry growth.