Jake Couch has joined ADA Enterprises as Sales Manager, bringing a cattleman’s perspective and real-world experience to producers evaluating long-term calf care systems.
Based in Sulphur Springs, Texas, Jake has spent his life working with cattle and understands firsthand the daily challenges producers face — from labor constraints and sanitation demands to health consistency and durability expectations. His approach is rooted in practicality, respect for the operation, and helping producers think beyond short-term fixes toward systems that perform over time.
At ADA, Jake represents the company’s commitment to systems-level thinking, long-term investment, and producer-first decision-making.
Q #1: You’re a cattleman first. How does that shape how you work with producers?
Answer : Being a cattleman my whole life and a fourth generation cattleman, I have like any cattleman a deep love for animals but specifically cattle. I understand the challenges we face today, and I am always looking for new ways to help keep the lights on for the small family dairy farm, as well as make sure the large dairy’s stay profitable. Being a cattleman first, at the end of the day I am just that (a cattleman), which means putting the cows first and making sure they stay alive, comfortable and healthy which is why I believe in this product. I understand the struggles of talking to someone who hasn’t walked a day in your shoes, which makes my approach unique (someone who isn’t just as salesman but a friend and fellow cattleman).
Q #2: What drew you to ADA Enterprises?
Answer: Well, that’s a great question. My twin brother Josh Couch has been with ADA for almost 4 years now as the Swine Sales Manger, he has built a great career with the company utilizing his expertise and knowledge in the pig industry to serve customers. Subsequently I found out about their dairy products and was immediately drawn to their calf flooring and stalls, having raised hundreds of bottle calves I saw the value their product brought to the table in terms of health benefits that this industry needs.
Q #3: How do you help producers think beyond upfront cost?
Answer: It is easy as a producer to get overwhelmed by the cost of everything in a industry where it seems the price of everything is constantly rising. However you have to look at the full picture when it comes to your operation, there are a lot of hidden cost you might not think about that goes into calf care such as but not limited to labor, straw/ bedding cost and weight per day of age growth limitations by unhealthy environments when you look at things in that perspective then you will quickly see the savings outweigh the cost. Additionally with the price of calves at an ALL TIME high having a product that is 99.9% antimicrobial brings unrivaled cost savings to your operation in terms of morality loss as well.
Q #4: How do ADA’s values align with how you approach your role?
Answer: Customer satisfaction is #1 and there are a few different things that go into making sure that the customer is satisfied. Customer service, product quality and reliability. I have always believed that customer service is important because they are the ones paying the bills, product quality needs to always remain strong to ensure that the customer gets the most superior product they can so that the reliability of the company and the product are not tainted. Because just like anything else in life a bad name will follow you and its hard to look towards the future if you get a bad reputation. Its kind of like the old board game “Chutes and Ladders” you take one step forward but 3 steps back.
Q #5: What can producers expect when they work with you?
Answer: Customers can expect a honest, easy to talk to salesman that understands the key to success in life is by building life long relationships based on honesty, integrity and customer satisfaction. I am also someone who understands the needs of the everyday dairyman and cattleman; having shown registered Brown Swiss cattle for years and having my own herd of registered beef cows. Being a fourth generation cattleman, its in my blood and cows are my passion so I pride myself in being your kinda guy, not a salesman who is estranged to your way of life.
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