EmpowerU – S05E01: “Catching The Bug... Featuring Ryan & Samantha Johnson”

Host: Weston Hendrix
Guests: Ryan & Samantha Johnson (RJ Cattle Company)
Release Date: January 10, 2026

Episode Overview

In this season five opener of EmpowerU, host Weston Hendrix sits down with Ryan and Samantha Johnson, the husband-wife duo behind RJ Cattle Company in Mitchell, South Dakota. They share their personal journeys in the livestock and show cattle industry, reflect on the changes and challenges in cattle breeding and marketing, discuss business philosophies, notable cattle and breeding strategies, as well as how parenthood has shaped their approach. The conversation is candid and practical, loaded with advice for both newcomers and veterans in the industry.

Key Discussion Points & Insights

Getting Started: Personal Histories in Livestock

[01:08–03:54]

• Sam's Path: Growing up in Indiana, starting with dairy cattle and transitioning to beef cattle through 4-H and eventually moving to South Dakota for work.
  • "I actually got started in the industry whenever growing up in Indiana through 4H... then in 2014, I actually moved out to South Dakota and started working for Bushy Park." (Sam, 01:35)
• Ryan's Journey: Raised amid corn, beans, horses, and a bit of cattle in Northwest Iowa and caught the “bug” for cattle through family, 4-H, and junior board experiences.
  • "I just kind of caught the bug...4H leads to one thing...start going to a few state field days, learn about regional shows and junior nationals and just kind of caught the bug from there." (Ryan, 02:31)

The Value and Evolution of Livestock Judging

[04:02–07:17]

• Both judged in their youth, but Ryan had little exposure until college at SDSU.
• Judging builds critical thinking, communication, and is highly recommended for young people.
  • "I think every kid that shows cattle should go through livestock judging. I just think the fact that you have to think on your feet so fast, you have to be able to publicly speak in front of people, I think it's such a great building block." (Ryan, 05:57)
• Industry judging and reasons have become more competitive; many more skilled kids now.

Industry Changes in Breeding & Production

[07:18–09:32]

• Shift from mostly AI-driven programs to highly competitive, ET (embryo transfer)-focused operations.
• Success now often requires potent donor cows and advanced reproductive technology.
  • "If you don't have a donor that has a very potent cow family... and you're not doing a lot of ET work... it's very, very tough." (Ryan, 08:28)

Early Challenges and Advice for Beginners

[09:33–14:30]

• Sourcing quality cattle to start from scratch was tough.
• Building trust and long-term partnerships with co-op herds is crucial.
• Advice: Get experience, don’t spend above your means, reinvest gradually, and be patient.
  • "I think every kid, I think they should, like, go for some experiences. Whether it's good or bad... you can have great experiences and learn from really smart people." (Ryan, 12:09)
  • "You have to look at it from the back end... do I really need that this year? Or can we wait until after your sale and see what we can do then?" (Sam, 14:04)

Marketing Livestock: From Bid-Offs to Online Sales

[14:49–24:28]

• Rise of social media and online sales platforms has dramatically expanded exposure and sales opportunities.
• Early bid-offs relied on people showing up in person; now, online platforms allow for much greater reach but also new logistics.
  • "When we first started having them bid offs, you would just wish... you'd see a car come... now it's like... can you guys please leave them alone?" (Ryan, 19:22)

Breeding Philosophy & Notable Donors

[27:09–37:18]

• Making decisions on ET matings is years in the making with long payback periods.
  • "Once you're committed, you are committed. If you're buying a heifer calf... she's gonna be four or five years old before you ever see much income." (Ryan, 27:53)
• Notable cows like 8543 (relentless, Bankroll, etc.), Judy 318k, Little Red, Lizzo, and others have been pivotal to their operation.
  • "Some of the best stuff you find is when you're not looking for it..." (Ryan, 30:40)
• Strong emphasis on buying cattle you truly believe in and on building cow families.

Trends and Ethical Considerations: Genetic Disease & Line Breeding

[37:18–45:26]

• Discussed philosophy on virgin flushing and the slow pace of cattle progress compared to swine.
• Clear on NOT breeding double dirty (TH/PH/Ds) cattle due to animal welfare concerns.
  • "If you've ever seen a TH calf, they got more will to live than anything else and you gotta put them down. And I just, I don't like it at all." (Ryan, 40:04)
• On inbreeding and current steer genetics: still works, but wishes for more outcrosses.
  • "I wish we could find an outcross, but I have no idea where you're gonna, you know, to use a purebred main bull... to actually raise a steer, you know, I think it'd be tough." (Ryan, 44:13)

Their Bull Battery & What Makes a Great Sire

[45:29–52:04]

• Bulls like Greater Good, Golden Rule, Trust Fund, and Hits Different have made a significant impact on their and clients’ programs.
• The importance of both cow and bull quality in creating the next big thing.
  • "I really, really think the cow has to be extremely good and extremely potent for that bull to work very good." (Ryan, 49:37)

The Human Side: Family, Faith, and Motivation

[63:47–68:59]

• Rhett, their young son, motivates them daily and brings new perspective and patience to their lives and business.
• Faith and community are central. Psalm 46:10 ("Be still and know that I am God") is a guiding verse.
  • "You gotta kind of clear your mind every day before you go out to the barn... let him do it. And he only throws what you can take." (Sam, 64:22)
• Emphasis on constantly striving for improvement: “If you’re not trying to do better, you’re falling behind.” (Ryan, 68:59)

Notable Quotes & Memorable Moments

• On the Power of Judging:
  “I think every kid that shows cattle should go through livestock judging...a great building block to raising great people in our industry.”
  —Ryan Johnson, [05:57]

• On Family & Persistence:
  “We did all of our stuff... we'd do a sale and we would figure out what we wanted to better our program for the next year.”
  —Samantha Johnson, [14:04]

• On Strategic Patience in Cattle:
  “Once you're committed, you are committed... she's gonna be four or five years old before you ever see much income.”
  —Ryan Johnson, [27:53]

• On Animal Welfare in Genetics:
  “If you've ever seen a TH calf... you gotta put them down. And I just, I don't like it at all. I feel like there's enough good cattle out there, we can make good ones without having to do that.”
  —Ryan Johnson, [40:04]

• On Finding Motivation:
  "Rhett, our son, is definitely what motivates us every day now... being able to do it with him, together, is really cool."
  —Samantha Johnson, [63:47]

• On Industry Progress:
  “If you’re not, like, trying to do better... if you are not, like, pedal to the floor trying to get better, like you’re falling behind.”
  —Ryan Johnson, [68:59]

Key Timestamps by Topic

• [01:08] – Ryan and Samantha introduce themselves; background in cattle
• [02:19] – Early cattle experience and “catching the bug”
• [04:02] – Livestock judging experiences and impact
• [07:18] – How breeding and sales have changed over time
• [09:05] – Challenges in starting a cattle business
• [10:56] – Building relationships and co-op herd importance
• [11:20] – Advice to newcomers: experience, humility, reinvestment
• [14:49] – Sale formats: transition from bid-offs to online sales
• [27:09] – Discussion on embryo transfer decisions, donor cow importance
• [37:18] – Virgin flushing, genetic progress, pig vs cattle industry speed
• [39:21] – The ethics and practicality of breeding for or against genetic conditions
• [45:29] – Bull battery: background and impact of top sires
• [63:47] – Motivation, faith, and what keeps them going
• [65:07] – How fatherhood has changed their perspective
• [68:59] – The need for constant improvement

Final Takeaways

This episode provides a thorough look into the realities of launching and growing a successful cattle operation, the evolution of technology and marketing in the industry, and the power of strong partnerships, patient investment, and family. Ryan and Samantha Johnson’s candid advice, rooted in both humility and ambition, offers listeners practical insights—whether they're show cattle enthusiasts, breeders, or simply curious about the livestock world.