Tips for finding your voice and sharing the beef story by Macey Mueller Each day, you can get on social media or turn on the news and likely find someone speaking negatively about agriculture. And, from false nutrition claims to misinformation about environmental effects, the beef industry often takes a particularly heavy blow. Fortunately, the truth is on our side and farmers and ranchers have a positive and encouraging story to tell, but without voices advocating and sharing factual information, it can easily get drowned out by negativity. As a livestock exhibitor, you have the unique opportunity to interact with consumers and answer questions about how animals are responsibly raised, talk about sustainable practices used in beef production and
ensure they have accurate facts about the beef on their plates. Amanda Radke is no stranger to advocating for animal agriculture. The fifth-generation South Dakota rancher grew up developing stories about the industry for 4-H and FFA competitions and has dedicated her career to serving as a voice for the nation’s farmers and ranchers. She regularly tackles industry issues as a writer and a speaker and said talking with consumers starts with identifying their key values – environmental stewardship, animal welfare, food safety, etc. – and having a conversation about those values to build common ground. “Whether you’re involved in agriculture or not, we all eat and we
all have the same values about the food that we want to eat,” she said. “We want it to taste good, be good for us, fit into our budget and be safe for us and the environment, so I always bring my message back to those core values because we might have a different vantage point than a consumer, but we can quickly find common ground and have a healthy exchange.” As a veteran livestock exhibitor herself, Radke knows it can be difficult to spend time visiting with the public when you’re focused on fitting an animal and preparing mentally for a show. She said it’s important to remember livestock shows were originally intended as a kind of a public relations event to celebrate agriculture and it might be the first time someone has ever talked to a farmer or seen cattle. “I truly believe show kids and their families are the first line of defense in reaching the general public, so we want to put our best foot forward and be the best ambassadors for agriculture because we’re not just representing ourselves and our own families, but truly the entire agricultural community.”
— Amanda Radke
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BUCKLE & BANNER | SUMMER 2022
