10/13/2026
Thereโs a meaningful story behind every cut of beefโfrom the land where our cattle are raised to the care, dedication, and hard work that go into producing wholesome, high-quality beef.
As cattle producers, we have an important opportunity to connect with consumers, share how beef is raised, and help people feel more confident about the food they bring to their tables. Through consumer education, creative marketing, and collaboration throughout the beef industry, we can build trust and inspire the next generation of beef consumers.
Iโm proud to be involved in advancing our industry through my work with the Cattlemenโs Beef Board and the Beef Checkoff, which invests producer dollars in marketing, education, and research to strengthen consumer demand for beef.
When we invest in telling beefโs story, weโre investing in the future of American cattle producers and the continued connection between the ranch and the dinner table.
Thank you for supporting ranching families and choosing beef.
Why cattle producers should care about what happens between the ranch and the consumer My life has always revolved around cattle. My late father was a large-animal veterinarian, and he bought Cow Track Ranch in...