Luebbering Shorthorn Farms: Continuing Traditions, Rooted In Authenticity
George Luebbering exited the dairy business in 2006, but he didn’t leave behind his decades of experience as a cattleman. Instead, his herd management, nutrition, and marketing took a new direction.
George’s daughter, Heather Lubbering-Gibson, purchased two registered Shorthorns that became the foundation of their next enterprise, Luebbering Shorthorn Farms, located near Koeltztown in #Agri-Ready Designated Osage County. The farm includes George and his wife, Shirley, and his daughter, Heather, and her husband Bobby. Several other family members lend a hand throughout the year. Together, they are building a niche Shorthorn beef business that continues their family’s goals and traditions. Their brand is rooted in authenticity, family values and strong Missouri cattle genetics.
From Dairy to Dual Purpose
The dual-purpose milk-meat use of the Shorthorn breed made it easy for George to transition from dairy to beef. He was convinced of the breed’s docility when his young children began showing cattle. What began as a way to raise family-friendly cattle for 4-H projects grew into a full beef operation. The farm is now home to about 80 Shorthorn cows. The Luebberings raise each calf crop from birth to beef.
Agri-Ready Designated Osage County
Agriculture, including food, feed and forestry, contributes $204.2 million in value added products, $625.6 million in economic output, over 3,100 jobs, and adds $243.3 million to household incomes in Osage County according to the 2021 Missouri Economic Contribution of Agriculture and Forestry Study. Osage County is agriculturally diverse with significant production in animal and pet food, forestry, and other crop production making up the bulk of its agricultural products.
Why Shorthorn Beef?
Known for their calm temperament, beautiful colors, and tender, flavorful beef, Shorthorns are the heart of Luebbering Shorthorn Farms, according to Heather. Since launching their direct-to-consumer business in 2019, the Luebberings have sold their beef at the Columbia Farmers Market, to local restaurants, and through direct orders.
“When we weigh a steer at harvest, I want a higher percentage of the weight to stand on the front two feet of the animal-it is an indicator of the value of the carcass,” George describes. “The filet and ribeye are our best-selling cuts of meat, they are in the front of the animal.”
Finding the Family ‘Why’
“I’m a farmer’s daughter – is there something else I’m supposed to do?” Heather laughs. “Farming is part of me. It’s part of how I was raised. My husband Bobby and I want our kids to grow up on the family farm. We want to build the family business so my husband can continue to work full-time on the farm. Another goal is to make our farm debt free so dad can truly retire someday.”
Herd Nutrition is Their Foundation
While ‘grass-fed’ is currently a buzz word at the meat counter, George is pleased that his customers support and approve of the flavor, tenderness, and nutritional value of grain-finished beef.
“Finishing is all about nutrition. Our animals have enough roughage, but they receive corn, soybean meal, and alfalfa too,” George describes. The Luebbering family translated their animal nutrition expertise from their years in the dairy business into feed rations that make their beef animals successful on the carcass rail or in the show ring. George grows 300-400 acres of crops. Most of the grain feeds the family’s herd.
Heather’s nieces are continuing a family tradition, showing Shorthorns in 4-H and FFA competitions.
“My biggest takeaway from showing cattle for many years was learning how to talk about what I had produced. I developed the skill of speaking to customers, by first learning how to explain why my animal was superior to a judge in a show ring,” Heather says.
Reaching Out to Consumers
Heather enjoys her career as a sales manager for Farm Business Network and seamlessly translates many of her skills to improve the family beef business. She is the driving force behind Luebbering Shorthorn Farms on social media, particularly TikTok and she shares a weekly newsletter from the farm.
“I want families to know that when they fill their freezers with our niche beef, they’re getting quality, consistency, and care — straight from our farm to their table.”
To diversify their farm-to-table business, the Luebberings raise Berkshire pork and sell farm-fresh eggs.
Luebbering Shorthorn Farms is a member of Missouri Cattlemen’s Association, a partner of Missouri Farmers Care.
About Missouri Farmers Care
Missouri Farmers Care unites the state’s agricultural community to support the men and women who provide the food and jobs that sustain Missouri. With the partnership of the Missouri Cattlemen’s Association and 45 other member organizations, MFC works to ensure all Missourians understand the truth about modern agriculture, food production, and the farm families behind it.
