The Masters of Beef Advocacy
The American beef industry is proud to produce wholesome, nutritious beef for consumers across the world. Consumers love juicy flavorful steaks and burgers, however many have questions about how beef is produced, from pasture to plate. Tough questions like "is beef raised on factory farms?" and "are cattle pumped full of antibiotics?" are commonly flashed across television and newspaper headlines and social media sites and leave a lasting impression on viewers.
The average consumer is two generations removed from agriculture and has very little first-hand experience with food production. And they are hungry for information. It's up to us, the beef community, to engage them in conversations and answer their questions about how beef is raised, from pasture to plate. By completing the new and improved Checkoff-funded MBA 2.0 courses, beef community members can sharpen their conversation skills and equip themselves with the information and confidence they need to answer tough questions about beef production.
The new modules will address environmental sustainability, beef nutrition, animal welfare and beef safety while taking users through the beef lifecycle, from pasture to plate. The courses also offer historical context on the evolution of the U.S. beef industry from the time the first cattle were brought to North America to today.
MBA 2.0 will also be available on DVD form to allow agriculture educators, state beef representatives and other youth leaders to incorporate the modules into their curriculum.
The Checkoff-funded MBA program is a self-directed online training program designed to equip beef producers and industry allies with the information they need to be everyday advocates for the beef industry. MBA students will be required to complete five courses in beef advocacy, including:
• The Beef Community
• Raising Cattle on Grass
• Life in the Feedyard
• From Cattle to Beef
• Beef. It's What's For Dinner
Once you have completed all five courses you will continue to have access to the five courses on the Checkoff-funded MBA Classroom site, as well as the latest talking points, fact sheets and presentations you need to be successful beef advocates. You also will be invited to join the Masters of Beef Advocacy Alumni Facebook group – a virtual community for MBA graduates to share success stories with each other, Through these sites graduates will be encouraged and equipped with tools to reach out to broader audiences in their communities by:
• Giving presentations – schools, civic organizations, etc.
• Getting active in the online environment – posting comments/video on
web sites, blogging, etc.
• Participating in media interviews – print and/or broadcast media
All beef producers and others in the beef community with a genuine interest in promoting the beef industry are invited to enroll in the new Checkoff-funded MBA 2.0 program. You can enroll as part of a group/class or complete the program on your own schedule. THERE IS NO COST TO PARTICIPATE!