The Masters of Beef Advocacy

Today’s beef industry faces many great challenges with loss of market share to other proteins, changing consumer demands, food safety issues and anti-agriculture activists among other factors.  In relation to this, many concerns have been raised about the impact of beef production on the environment, the treatment of animals in food production, the role of beef in a healthy diet and the safety of the products we produce.  The beef industry is making headlines across the television, newspaper and internet—unfortunately the coverage of these controversial issues is often unbalanced which means consumers are left without the complete picture.  

As an industry we need to make our voices heard and show consumers that we have some of the best stewards of our nation’s natural resources and offer a safe, nutritious, wholesome product.  We have a great story to tell and need to be equally as passionate and vocal in telling our story.      

That’s what the Masters of Beef Advocacy (MBA) program is about--equipping beef producers and leaders across the country with factual information to help them share their story.  Whether it is through youth presentations at your local school, having conversations at church or civic groups, speaking out on television or local media and even spreading positive beef messages in the "virtual world" via the Internet--make your story heard.

Find out how to Earn Your MBA