Rick Rasby, professor of animal science and Nebraska Extension cow/calf specialist, retired June 30 after 40 years of service to the University of Nebraska–Lincoln and Nebraska’s beef industry.
Rasby leaves a legacy of supporting the state’s beef producers, providing research-based information and helping lay the groundwork for practical tools and resources.
Originally from Sutherland, Nebraska, he first immersed himself in the livestock industry through Lincoln County 4-H, livestock judging and hands-on experience working for local ranchers in the Nebraska Sandhills.
“Rick was raised at the Lincoln County Fair and could practically lead a calf before he could walk,” said Mike Kelly, CEO of Western Nebraska Bank and a longtime family friend. “The cattle and beef industry has always been in his heart.”
Rasby attended Mid-Plains Community College before continuing his education in the College of Agricultural Sciences and Natural Resources at Nebraska on the pre-veterinary track. While veterinary school did not become his next step, the coursework prepared him to pursue a master’s degree and doctorate at Oklahoma State University.
When considering the next step in his career, he chose the university and Nebraska Extension based on prior research experience and the impact of his county extension agent, Harlon Luttrell. For Rasby, the position offered an opportunity to work directly with producers while continuing to engage in applied research.
Colleagues Jim Gosey and Ivan Rush became early mentors as Rasby settled into his role in 1986, demonstrating the importance of developing solutions alongside producers rather than simply providing recommendations.
“Producers will challenge you in a way you do not realize, but that is a good thing because it helps you think a lot broader,” Rasby said.
Throughout his career, Rasby focused on developing programs and resources that producers could use to make informed decisions.
He played an integral role in the creation of programs such as Quality Feeds for Quality Feeding, PC Cow Card and Integrated Reproductive Management.
The introduction of the internet in the mid-1990s created new opportunities to provide producers with information and resources. Under Rasby’s direction, the UNL beef website was established.
Initially, the website functioned as a frequently asked questions forum driven by producer inquiries. Within two months, Rasby enlisted colleagues to help respond to the growing volume of questions. Today, the website continues to serve as a resource hub for cattle producers in Nebraska and beyond, providing timely information, educational resources and the BeefWatch newsletter.
During his career, Rasby also served in leadership roles, including associate dean of extension and agriculture program leader. However, he considers mentoring graduate students among his most meaningful accomplishments.
With a smaller research appointment, Rasby worked with only a handful of graduate students, but he takes pride in helping prepare them for careers in the beef industry.
“Working with the graduate students was like iron sharpening iron to me,” Rasby said. “I learned just as much as the students learned from me.”
His roots and early experiences in the beef industry helped him connect with producers in a way that did not go unnoticed by colleagues.
Richard Clark, professor emeritus of agricultural economics, said Rasby had a unique ability to “speak the language” of producers.
“Rick was open in the way that he worked with producers,” Clark said. “He was welcoming, conversational, nonjudgmental and humble.”
While the beef industry has changed significantly during Rasby’s career, he believes one thing has remained constant.
“What has not changed over the years in my career is that we have really good producers out there, not only in Nebraska, but across the nation,” Rasby said.
Over the past four decades, producers have adapted to rising input costs while embracing advancing technology and new management strategies. Extension has evolved, as well, expanding from phone calls and in-person meetings to include websites, webinars and newsletters.
Despite those changes, Rasby believes trusted relationships and science-based information remain at the core of extension’s work.
“Rick has earned the trust and respect of Nebraska cattle producers by making research-based information practical, accessible and relevant,” said Brent Plugge, livestock systems extension educator. “Whether through his leadership in developing the beef website, mentoring graduate students or supporting colleagues, he has always been committed to helping others succeed.”
