Ranching has often been misunderstood by the general public, leading to a disconnect between urban and rural communities. Today, more than 80% of Americans live in urban areas, and fewer than 2% work in agriculture, resulting in a widespread lack of awareness about where our food comes from, how land is managed, and the role ranchers play in stewarding ecosystems. This gap has contributed to a decline in the ability and desire to pursue a career in ranching, particularly among younger generations. 

At the same time, traditional ranching has become economically unsustainable. Land prices have skyrocketed due to competition from development and private capital, while operating costs continue to rise. As a result, multigenerational ranch families are being pushed out, and new entrants struggle to find a foothold. Without intervention, we risk losing not only working ranches but the knowledge, skills, and ecological benefits they support.

The Collective builds on the work of Ranchlands, our for-profit ranch management company, which has pioneered innovative practices in ranching and land stewardship. The Collective extends this work “beyond the fence line” by focusing on education and outreach to connect with those who may not yet have a relationship with the land, nor understand the important role ranching plays in conservation. Through programs that engage the public, train the next generation of ranchers, and promote sustainable land management, we aim to bridge the gap between urban and rural communities.

While Ranchlands demonstrates the economic viability of conservation-based ranching, the Ranchlands Collective amplifies this impact by inspiring and equipping people to become active contributors to our shared mission of ecological restoration and cultural renewal. Together, our for-profit and nonprofit arms work in tandem to ensure a future where ranching and land stewardship go hand-in-hand, fostering resilience and harmony between people and nature.