LINCOLN, Neb. (RFD-TV) — As colder weather sets in, cold and flu cases are expected to rise across the country. On this week’s Rural Health Matters segment on Market Day Report, we turned to the experts at the University of Nebraska to learn how to prepare for the season and protect ourselves and our families.
Dr. Jeffrey Gold, President of the University of Nebraska, joined RFD-TV News to share what to expect in the months ahead and the best ways to prevent illness. He noted that while cold and flu season follows a familiar pattern each year, early preparation is key to minimizing the spread and reducing the severity of infections.
In his interview, Dr. Gold emphasized the importance of prevention, from simple steps such as frequent hand washing and avoiding close contact with sick individuals to staying up to date on vaccinations. He also addressed the flu shot specifically, urging those who are eligible to get vaccinated as soon as possible to help protect themselves and vulnerable members of their communities.
Dr. Gold discussed the role of COVID boosters this season, advising that individuals should consult their healthcare providers to determine whether they should receive an updated vaccine in addition to their annual flu shot.
Finally, Dr. Gold outlined the steps to take if you do get sick — including resting, staying hydrated, and knowing when to seek medical attention if symptoms worsen.
University of Nebraska President Dr. Jeffrey Gold reminded viewers that proactive measures can significantly reduce both the spread and impact of seasonal illnesses. He encouraged everyone to prepare early and take steps to protect their health this fall and winter.
USDA Rural Development Director for Kentucky, Travis Burton, joined us to discuss the Princeton facility (formerly Porter Road Meats), now backed by the USDA, and its role in expanding domestic meat processing capacity.
January 23, 2026 03:39 PM
·
Farm CPA Paul Neiffer joined us to break down the recent Fifth Circuit Court decision overturning a prior Tax Court decision on self-employment tax for limited partners, the ruling’s impact on farmers, and potential next steps in Congress.
January 23, 2026 02:00 PM
·
Americans for Prosperity Arkansas Director Ryan Norris talks energy infrastructure, regulatory reform, and the role of critical minerals in supporting rural America.
January 23, 2026 01:54 PM
·
Pennsylvania Farm Show scholarship recipient Elizabeth Dice discusses her award, her background in farming, and her path forward in the agriculture industry.
January 23, 2026 01:48 PM
·
Mike Steenhoek with the Soy Transportation Coalition discusses supply chain challenges facing agriculture as snow, sleet and ice threaten most of the Eastern U.S.
January 23, 2026 01:36 PM
·
Congressman Adrian Smith of Nebraska joined us with the latest on efforts to secure year-round E15 sales.
January 23, 2026 01:12 PM
·
Rural population growth and stabilizing economic indicators point to post-pandemic recovery, but uneven income, shifting industries, and regional divides remain key challenges for rural communities.
January 23, 2026 08:00 AM
·
Brian Earnest, an animal protein economist with CoBank, shares insights into current demand trends and the challenges facing broiler production.
January 22, 2026 06:34 PM
·
University of Nebraska President Dr. Jeffrey Gold joined us to discuss seasonal affective disorder, winter mental health, and practical strategies for maintaining well-being in rural communities.
January 21, 2026 01:26 PM
·