Masters of Beef Advocacy Equips Cattlemen to Share Their Story


Oklahoma Farm Report

19 Jul 2021


Unlike 150 years ago when most families lived an agrarian lifestyle, today fewer than two percent of the U.S. population resides on a farm or ranch.1 These changing demographics have resulted in a large gap between where food is produced and where it is consumed. Now more than ever, it is vital for producers, consumers, and all engaged members of the agriculture community to share their stories, instead of relying on someone else to do it for them.


The Checkoff-funded Masters of Beef Advocacy program was developed in 2009 to bridge the widening chasm between producers and consumers and to help farmers and ranchers share their stories and advocate knowledgeably for the beef industry. It is a free, self-guided online course that provides farmers, ranchers, service providers, students, consumers, and all members of the beef community the tools and resources to answer questions about beef and raising cattle.


“Every producer has a story to tell, which is the foundation of becoming a powerful voice for beef,” said NCBA Federation Division Chair Clay Burtrum from Stillwater, Oklahoma. “Sharing my ranch experiences and how I raise animals is vital to connecting producers and consumers. We promote a lifestyle that raises a wholesome, nutritious product that is also sustainable as we constantly improve our methods of preserving natural resources and caring for our animals.”


The online lessons address...