Some still brand but modern ranchers use ear tags, tattoos or even microchips. A lot of ranchers don’t like branding any more than the cattle. I have my grandfather’s irons on the wall.
Branding takes time and the burning hair and flesh really stinks, although I didn’t find it as bad as de-horning and nut-cutting.
Good Point. Doesn't the FDA or somebody require that each animal is uniquely ID'd in case of trouble so it can be traced back through the system?