Behind the Lens: How consumers see calving season

A recent CBC report offers an on-the-ground look at the realities of calving season, highlighting both the care and commitment of producers and the continued evolution of the sector.

As calving season continues across Alberta, it’s interesting to see how this busy time of year is portrayed in the news.

One example was a recent CBC News Alberta report that offers a look at calving season across the province, highlighting both the intensity of the work and the evolving tools and market conditions shaping the beef sector in 2026.

“Calving season is probably our most intense time of the year,” says John Smith of Plateau Cattle Co., in the report. “For those of us in the beef sector, it’s a labour of love . . . it’s that cycle of life.”

The story captures a familiar reality for producers, with long days and lots of hard work during one of the busiest periods on the ranch.

At the same time, it points to how many operations are integrating new technologies to support animal care and management.

Smith describes using GPS-enabled collars to monitor cattle in real time, noting how the technology can make a difference during challenging conditions.

“In that bad storm, I was able to look on the map on my phone and see that there was one cow way out…and I was able to drive right to her,” he says. “She calved and I picked her calf up, and it was a happy ending.”

Culture of care

Alongside technology, the report also emphasizes the importance of herd management practices. Ensuring cows are in good condition ahead of calving remains critical to calf health and overall outcomes.

“We’re thinking about nutrition before the calves are born,” Smith explains. “The cows need to be in good shape so that when they do calve, they’re able to supply high-quality colostrum.”

The report also reflects broader market conditions, noting that strong consumer demand continues to support cattle prices, even as herd rebuilding takes time following previous years of drought and higher feed and other input costs.

“Right now, North America has a very strong demand . . . that has been incredibly price supportive,” notes Brenna Grant, Executive Director of Canfax and Canfax Research Services, in the report.

However, the timeline for rebuilding remains long-term.

“We can’t turn on a dime,” says Smith. “It takes a long time to increase numbers.”

Plateau Cattle Co., operated by Smith and Laura Laing, was recognized by Alberta Beef Producers with the 2025 Environmental Stewardship Award, reflecting leadership in responsible cattle production.

A video featuring Plateau Cattle Co. as Environmental Stewardship Award recipients is available on YouTube.