The U.S. beef industry is poised for growth following increased contraction over the past decade that has resulted in the lowest cattle inventory in over 60 years. However, sustainable, long term growth of the industry is dependent upon early identification of issues that may inhibit profitability. A series of seven listening sessions conducted across Iowa in November and December of 2013 by the Iowa Beef Center identified land access, farm transition, production efficiency, marketing, genetics, data management, feedstuffs, and animal health as “mega-issues” facing producers. Specific issues under each of these overarching categories will guide future extension programming efforts within the Iowa Beef Center.