Texas cattle ranchers are expressing significant frustration with former President Donald Trump, citing his administration’s trade policies as a direct cause of plummeting beef prices. This growing discontent marks a notable shift among a demographic that has historically formed a bedrock of Trump’s political support, as he increasingly prioritises consumer affordability by encouraging foreign imports.

Initially, the Trump administration implemented sweeping reciprocal tariffs on international trading partners, which contributed to a sharp increase in the cost of various goods, including meat. US supermarket prices for ground beef climbed to over $6.31 a pound, a 13 percent year-on-year rise, while sirloin steak saw a 24 percent spike to $14.31 per pound, according to reports earlier this year.

However, facing mounting consumer concerns over the cost of living, Trump altered his approach. He subsequently announced a deal with Argentina to quadruple beef exports to the U.S. at a reduced tariff rate and rolled back a 50 percent tariff previously placed on Brazilian goods. These measures aimed to increase market access for South American beef, thereby driving down prices for American shoppers.

Ranchers across Texas feel the direct impact of these policy shifts. Jerrel Bolton, a livestock farmer, conveyed his bewilderment, stating, “He has just alienated a bunch of ranchers. He would turn us against him. And we are his biggest supporters.” Fellow rancher Hank Herrmann from Caldwell expressed a sense of betrayal, noting, “We feel attacked. People are suddenly looking at ranchers like we’re the bad guys.”

In response to the dissent, Trump defended his actions on his Truth Social platform, asserting that his initial tariffs were the reason ranchers had been “doing so well, for the first time in decades.” He specifically mentioned a 50 percent tariff on Brazil. While acknowledging his affection for ranchers, he also insisted they “have to get their prices down, because the consumer is a very big factor in my thinking, also!”

Beyond the volatility of trade wars, American ranchers are simultaneously navigating broader inflationary pressures impacting the economy. They face escalating costs for essential operational inputs, ranging from fertiliser and feed to heavy machinery like tractors, trucks, and trailers. Doug Bass, a rancher from Columbus, highlighted these challenges, complaining, “What a tractor costs is crazy! The parts, the repair bills. Your feed costs are higher. Your fuel is high.”

Milton Charanza, another Caldwell rancher, voiced the sentiment that “rural America expects America first in this country.” He added, “We are not anti-business with other people but we have to take care of farmers and ranchers here.” This perspective underscores the perceived disconnect between the administration’s policies and the ‘America First’ promise that resonated strongly with the agricultural community.

Despite the ranchers’ grievances, the Department of Agriculture maintains that farmers are performing better under the current administration. The USDA reported that farmers are now picking up 53-56 percent of the amount paid for beef in supermarkets, a significant increase compared to the 37-50 percent range observed between 2019 and 2024. This data suggests a different picture regarding the overall economic health of the farming sector.

The political ramifications of this agricultural discontent could prove significant for Trump. Many of these ranchers represent a crucial segment of his electoral base, and their alienation ahead of future elections could pose a formidable challenge to his efforts to regain power. The delicate balance between supporting domestic producers and satisfying consumer demand for lower prices continues to define this complex political and economic landscape.

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Keywords: Texas ranchers, Trump beef prices, US trade policy, cattle industry, South American beef imports, agricultural discontent, consumer affordability, rural America support