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C

onsumers today have more

questions than ever about beef

production, particularly Millennial

consumers. Growing consumer

trust in beef and beef production

through honest and transparent

communication will inspire greater

confidence in purchasing decisions.

INTRODUCING YOUR

OKLAHOMA RANCHER

The OBC conducted a state-wide,

consumer trust print campaign

showcasing Oklahoma farming and

ranching families to Oklahoma consumers

and educating them about the care with

which we raise beef. The campaign

reached a print circulation of 815,000 and

a total readership of 2,000,000 people in

publications like Oklahoma Living, Tulsa

People, and Oklahoma Today.

PEER TO PEER MAKES A DIFFERENCE

Empowering the next generation of Oklahoma agriculture

youth to be advocates for the beef industry lead the Oklahoma

Beef Council to continue it successful partnership with

Oklahoma FFA through the integration of the Masters

of Beef Advocacy (MBA) program into the classroom.

More than 500 students across the state received

their MBA in 2017 which catapulted Oklahoma into

the #1 slot in the nation for MBA graduates.

consumer trust

IF THERE IS NO

TRUST, THERE IS

NO SALE.

Why you

should

care

Tellusa littlebitaboutyourself,your familyandyourranch:

Tom:

My familyand Ihaveacow/calfand stocker ranch. Ialso

manageBuffaloFeeders,a30,000-headcustomcattle feeding

operation.

Mychildrenwillbe the fourthgeneration runningcattle,butwe

haveboughtourownplaceandbuilt it from scratch.Mywife

and Igrewuphere.After servingasaU.S.Army infantrycaptain

andArmyRangeraswellasworking forCargill in theTexas

Panhandle,wemovedbackhere16yearsago to raiseour family

wherewegrewup.

What isa typicalday like foryou?

Tom:

It startsoutbefore the

suncomesup.We

start feeding

30

,000headofcattleat6a.m.We

feeda thirdby9a.m.Thenext

round isdonebynoonandwearefinishedby3p.m.Wealso start

shippingfinishedcattleat6a.m.

Howdoyoumanageyour feedyard toensurecareofanimals,

landandwater resources?

Tom:

Wemanageevery individualanimal.Each individual

receivesaunique identificationand ismeasureddaily forweight,

gainandhealth.Allourproceduresare inaccordancewith the

BeefQualityAssuranceprogram.We

’reauditedannuallyby

an independent thirdparty inconjunctionwithourconsulting

veterinarianandnutritionist.

Wehavebothanutrientmanagementandpollutionmanagement

planmonitoreddailyandweeklyby theassistantmanager.

Weemployeeanenvironmentalengineerconsultant.Wehave

quarterly inspections tomake surewearecompliant.

Whatdoescaring for the landmean toyou?

Tom:

Tome, stewardship isabout if thepracticecanbe replicated.

Ithas tobegood for theenvironment, soilandpeople. Ifone leg

on that stool isnot inplace, it tipsoverand thatpractice isnot

sustainable.

Ifyoucouldexplainoneaspectofagriculture to someonewho

isn’t familiarwithagriculture,whatwould itbe?

Tom:

People Iknowengaged inagricultureabsolutely lovewhat

theydo. It’sa laborof love,apassionanda lifestylemore than

some loftycareergoal.Whenwegetupeveryday,we likewhat

wedo.Wearepassionateaboutdoingagreat

job.We’

recreating

food forour familyandyours.That’s somethingwe takevery

seriously.

Ifyoucoulddescribe inoneword the lifeofa rancher,what

would itbe?

Tom:

Passion.

MEET YOUR OKLAHOMA RANCHER

Tom Fanning

May,Oklahoma

“We’re creating

food for our family

and yours.

That’s something

we take very

seriously.”

Learnmoreabout the farmersand ranchersbehind

yourbeefandotherbeefquestionsat

www.oklabeef.org

Don’t forget tovisit

www.beefitswhatsfordinner.com

forgreatbeef recipesandcooking tips.

TulsaPeople_Tom.indd 1

9/1/2016 9:51:40AM