Masters of Beef Advocacy Program Reaches 20,000 Graduates

Beef industry reaches new milestone in grassroots advocacy and education efforts.

The Masters of Beef Advocacy (MBA) program managed by the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, hit 20,000 graduates in early February. Created in 2009, the MBA program is a free, self-guided online course that provides members of the beef community — from farmers and ranchers to students, supply chain members and consumers — the tools and resources needed to become a strong advocate for the beef community.

“Consumers are becoming increasingly removed from agriculture and understanding where their food comes from,” says Paul Dybedahl, associate director of communications for the Masters of Beef Advocacy Program. “This is an exciting milestone because it shows that consumers and cattle producers alike want to learn more and share their stories, and the MBA program is here to help.”

2021 was a big year for the MBA program, and Dybedahl credits the launch of MBA NextGen for much of the success and continued growth of the program. NextGen, which was launched in January, updated training modules, splitting the course into five online lessons:

• The Beef Community — Context of raising beef from pasture to plate with a focus on the community of people involved throughout the beef life cycle.
• Raising Cattle on Grass — An introduction to the first step in the beef life cycle 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 life cycle.
• From Cattle to Beef — An in-depth look at the slaughter process and the humane handling and safety measures in place 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.

The updated training modules make it easy for a new generation of farmers and ranchers to learn about the beef industry and answer tough questions about beef and raising cattle.

After completing the course, MBA graduates can remain involved in the growing community with monthly newsletters and access to a variety of resources and additional lessons of beef’s nutrition, sustainability and animal welfare. Graduates can also join the program’s Facebook community, where updates are given on the latest consumer trends.

Anyone interested in learning about beef’s journey from pasture to plate is invited to enroll here.

Beef. It's What's For Dinner. brand announces Tony Romo as new spokesperson
The iconic Beef. It’s What’s For Dinner. brand, managed by the NCBA and funded by the Beef Checkoff, announced a new partnership with celebrity athlete and former football star Tony Romo at the 2022 Cattle Industry Convention. The partnership, which will last one year and tap into Romo’s vast fanbase, will promote all things beef — from beef nutrition, to how beef is raised, and of course beef’s great taste.

“Kicking off this partnership in early 2022 is the perfect time to gear up for summer nutrition and grilling, spending time with friends and family and, of course, tailgating,” says Sarah Reece, senior executive director of brand marketing. “From his nutrition expertise to his love of beef and family, Romo is the perfect spokesperson for the brand.”

“I’m really excited to be your new spokesperson,” says Romo. “Me, my wife and the kids eat beef all the time, and I think we’re going to eat it even more if that’s even possible at this point. Hearty and sustainable beef is my new team.”

In addition to the general consumer appeal associated with celebrity spokespeople, Romo will be featured promoting beef in photo and video advertisements on digital and traditional media platforms. Additionally, social media content will be developed for organic and promoted posts across the Beef. It’s What’s For Dinner. social channels and on Romo’s personal pages.

To view the latest content and updates on the partnership, make sure to check out BeefItsWhatsForDinner.com and follow the brand on Facebook, Instagram and Twitter.

Editor’s note: This article is compiled from releases from The Beef Checkoff.

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