Antimicrobial use and misuse in the agricultural sector are driving causes of the ongoing antimicrobial resistance public health crisis. To enact meaningful on-farm stewardship and best-practice discussions, we need more research that provides in-depth understandings of producers’ beliefs, values, practices, and challenges surrounding the use of antimicrobials. Through a discussion of the experiences of twelve cow–calf operators in Ontario, we demonstrate how qualitative research methods can be mobilized to gain insights into the priorities and concerns that shape farmers’ use of antimicrobials, as well as barriers to their effective use.