In today’s Beef Buzz, senior farm and ranch broadcaster Ron Hays speaks with Dr. Cheryl DeVuyst, vice chair of the Cattlemen’s Beef Promotion Board and head of agricultural economics at Oklahoma State University’s Ferguson College of Agriculture. DeVuyst, who also operates a cow-calf operation near Morrison with her husband, says her commitment to serving on the CBB comes from a lifelong connection to the cattle industry. “The beef industry is so important in the state of Oklahoma… and the producers across the country deserve what we can do for them to build demand for their product,” she says, adding, “I grew up on a dairy farm, so I have been in the cattle industry really my whole life.”
DeVuyst says she’s especially passionate about education, noting the checkoff’s growing emphasis on providing accurate, science-based information to young people. She highlights work with the American Farm Bureau Foundation for Agriculture, which brings urban science educators onto farms and ranches. “There’s so much misinformation out there,” she explains. “We want them to have the truth… not information that might be biased.” By giving teachers firsthand knowledge in areas like genetics, methane, and sustainability, she says students learn that beef is nutritious, environmentally beneficial, and produced by “upcyclers.”
The flagship “Beef. It’s What’s for Dinner.” campaign remains a major focus, DeVuyst notes, especially as consumer buying habits shift. “People still want beef,” she says, but many are moving from restaurants to retail and choosing more roasts or ground beef. That’s where recipes and digital engagement matter. “A good roast in the crock pot or a great casserole is always good information for them to have,” she says, emphasizing the value of chef-created meals and nutrition-focused social media content that makes beef approachable and practical for families.
International marketing is another major pillar, and DeVuyst says serving on the board has given her a deeper understanding of how U.S. Meat Export Federation (USMEF) stretches checkoff dollars across the globe. “That $7.9 million of checkoff dollars that goes to USMEF… they are actually able to use that to gather more dollars from the government to be able to have a larger impact,” she explains. With offices in 16 countries, USMEF staff can quickly adjust to market disruptions and develop new products that add value to cuts Americans don’t use as often. “I personally have never had a liver burger,” she says, “but there’s a premium on them in other countries.”
Ultimately, DeVuyst says the consistency, taste, and nutrition of U.S. beef keep global customers coming back. “They want it no matter what price we have on it,” she says. As vice chair of the Cattlemen’s Beef Promotion Board, she remains committed to ensuring producer dollars continue building demand both at home and abroad.
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.
