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The outbreak of COVID-19 resulted in significant wide-ranging impact to the livestock and red meat industry. As the U.S. moves back toward some semblance of normalcy, uncertainty still clouds the economic landscape. Nalivka will provide his outlook and key factors that he believes are key to assessing the road ahead.


John Nalivka

John Nalivka

Sterling Marketing, Inc.

John Nalivka is President and Owner of Sterling Marketing, Inc. an Agricultural Economic Research and Advisory firm. John has 30 years of experience in livestock and meat industry consulting. He holds a B.S. degree in Animal Science from the University of Idaho and an M.S. degree in Agricultural and Resource Economics with an emphasis on production economics and price analysis from the University of Nevada. From 1984 to 1986, Nalivka was an agricultural economist with the Economic Research Service of USDA, with primary responsibilities as a cattle industry analyst. Following his employment at USDA, Nalivka served as a Market Information Specialist at Oregon State University and Director of Research at the Helming Group. In 1991, Nalivka became a partner and Executive Vice President of Sterling Marketing, Inc., helping to develop the economic advisory services that the firm offers today. He purchased the firm in 1994, making him and his wife Sheri the sole owners.

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