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.
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.
IF THERE IS NO
TRUST, THERE IS
Tellusa littlebitaboutyourself,your familyandyourranch:
My familyand Ihaveacow/calfand stocker ranch. Ialso
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
What isa typicalday like foryou?
It startsoutbefore thesuncomesup.We
round isdonebynoonandwearefinishedby3p.m.Wealso start
Howdoyoumanageyour feedyard toensurecareofanimals,
Wemanageevery individualanimal.Each individual
receivesaunique identificationand ismeasureddaily forweight,
gainandhealth.Allourproceduresare inaccordancewith theBeefQualityAssuranceprogram.We
an independent thirdparty inconjunctionwithourconsulting
quarterly inspections tomake surewearecompliant.
Whatdoescaring for the landmean toyou?
Tome, stewardship isabout if thepracticecanbe replicated.
Ithas tobegood for theenvironment, soilandpeople. Ifone leg
on that stool isnot inplace, it tipsoverand thatpractice isnot
Ifyoucouldexplainoneaspectofagriculture to someonewho
isn’t familiarwithagriculture,whatwould itbe?
People Iknowengaged inagricultureabsolutely lovewhat
theydo. It’sa laborof love,apassionanda lifestylemore than
some loftycareergoal.Whenwegetupeveryday,we likewhat
food forour familyandyours.That’s somethingwe takevery
Ifyoucoulddescribe inoneword the lifeofa rancher,what
MEET YOUR OKLAHOMA RANCHER
food for our family
we take very
Learnmoreabout the farmersand ranchersbehind
Don’t forget tovisitwww.beefitswhatsfordinner.com
forgreatbeef recipesandcooking tips.