Telling the story of AGRICULTURE

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

“People go to these fairs and shows to make family memories and we want it to be a positive experience for them, so if someone asks to ‘pet your cow,’ it might not be the best timing, but it is a touch point and an opportunity to engage,” she said. “We never want to brush people off or be rude, so if you’re in the heat of getting ready for the show, invite them to the ring to watch and then offer to answer their questions after competing.

“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.”

While sharing your story with fair goers and show spectators is important, there are also several ways to advocate for the beef industry outside of the show barn.

Radke said using social media and engaging with local audiences are also creative ways to share positive information about agriculture.

In a time when TikTok and Snapchat videos are so popular, she encourages everyone to create content that’s entertaining and relatable to reach a variety of audiences.

“Parents might roll their eyes or despise social media, but there’s a whole generation of young people who can totally rock these platforms in a way that is effective at sharing our story,” she said. “A short clip can often get millions of views before a lengthy article or blog post.”

From a personal development point of view, Radke said using social media platforms to talk about agriculture also looks very impressive to scholarship committees and potential employers.

“I always tell students to use those social media tools as kind of a living breathing resume to show people in our industry and outside

of agriculture who they are and what they’re all about,” she said.

As a writer, Radke has used her talents to publish several agriculturally accurate children’s books that reflect how food gets to the dinner table, and she regularly visits classrooms to read those stories and answer questions about farming and ranching.

“Whether it’s a county fair, a classroom or at the local library, find a book that talks about agriculture and offer to read it during a children’s story time,” she said. “It can be an easy pathway to interact with the public – both children and their parents – and it might be a little less intimidating than making TikTok videos.”

One of the best ways to improve your advocacy skills and gain confidence in talking with different audiences is to increase your knowledge about the beef industry. The Masters of Beef Advocacy program is a free, self-guided, online course to help all members of the beef community answer questions about beef and raising cattle.

Chandler Mulvaney, National Cattlemen’s Beef Association

director of grassroots advocacy and spokesperson development, said the Beef Checkoff-funded resource addresses environmental sustainability, beef nutrition, animal welfare and beef safety while taking advocates through the beef lifecycle, from pasture to plate.

“The MBA program is a great tool for those who want to learn how to effectively share their story and answer some of the tough questions about the beef industry,” he said. “If you have a vested interest, a passion or just a general curiosity to learn more about the beef community, then the Masters of Beef Advocacy course is going to answer those questions and help bridge the divide between producers and consumers.”

In addition to in-depth beef lifecycle information, MBA participants also learn how to approach conversations using the “Two C Model” that promotes expressing how much you care – both about being a member of the beef community and the other person’s concerns – and how capable you are as a producer.

“When we’re talking with consumers, we want to be intentional

and engaging while we answer questions and talk about how much we care about the work we do and the impact it has on providing food for the world,” Mulvaney said. “We also want to show how capable we are as stewards of livestock, land and other resources and how we continue to adapt and make improvements to be efficient beef producers.”

“When we’re talking with consumers, we want to be intentional and engaging while we answer questions and talk about how much we care about the work we do and the impact it has on providing food for the world,.”

— Chandler Mulvaney (pictured third from left)

Regardless of how you choose to advocate, Mulvaney challenges anyone involved in the livestock show industry to participate in the MBA program to gain confidence in sharing their beef stories on social media and in their communities.

“The MBA courses will help equip you to share key messages that are impactful and memorable and engage in those tough conversations about how cattle are raised and why beef is an important part of a healthy, sustainable diet,” he said. “It’s never been more important to tell our story and protect our industry.”

The Masters of Beef Advocacy program is an online course designed to empower producers to communicate with consumers and to create a grassroots network of advocates. Visit mba.beeflearningcenter.org to learn about all aspects of the beef supply chain, including:

• The Beef Community - Context of raising beef from pasture to plate focusing on the community of people involved throughout the beef lifecycle.

• Raising Cattle on Grass - An introduction to the first step in the beef lifecycle and the many benefits of raising cattle on our country’s vast grass pasture resources.

• Life in the Feedyard - A discussion on the role of feedyards, including animal care, nutrition and environmental stewardship, at this important step in the beef lifecycle.

• From Cattle to Beef - An in-depth look at the slaughter process and the humane handling and safety measures at today’s beef processing facilities.

• Beef. It’s What’s for Dinner. - A primer on choosing and cooking the right cuts of beef and the important role of beef in a healthful diet.