Senior Farm and Ranch Broadcaster, Ron Hays, is visiting with beef advocate and sixth-generation cattle rancher from Throckmorton, Texas, Tucker Brown.
Brown is active in his family’s operation, the R.A. Brown Ranch, and is on the Leadership Development Committee at the Texas and Southwestern Cattle Raisers Association. Because of his great advocacy work throughout 2022, Brown was recognized by the National Cattlemen’s Beef Association as Advocate of the Year.
“NCBA has done a really good job of trying to create and build the next group of advocates to get the word out to our consumers to build that trust back that we may have lost over the years,” Brown said.
The Masters of Beef Advocacy program, Brown said, helps train ranchers and farmers how to communicate an effective message to consumers.
“I have had success through social media and through working through Texas and Southwestern Cattle Raisers, so that is where I spend most of my time, and had my most success of sharing that story,” Brown said.
Part of the Masters of Beef Advocacy program that Brown found to be most valuable was learning to put himself in the shoes of the consumer.
“Research that NCBA and others have done tells us that the consumer trusts the rancher,” Brown said.
Along with that trust, Brown said, it is important to know how to communicate with the consumer and be relatable.
“We are just like them,” Brown said. “This is the food we put on our table for our families, and we want it to be safe and healthy too. So, making that connection I think, has been where the most success has happened in building that trust back.”
As a spokesperson for the beef industry, Brown said he plans to keep doing what he loves and advocating to consumers.
“The future is bright for the ag industry as long as we take care of business and connect back with the consumer,” Brown said.
A large part of Brown’s advocating is on social media, Brown said, and the key is to make content interesting enough to keep the consumer engaged enough to take it all in.
“They are interested more now in this lifestyle than ever before,” Brown said. “I want to be the one to share it rather than someone who is not in the industry and doesn’t know the truth about it.”
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Ag Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR for today’s show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.