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We’ve all been in a situation
where someone starts asking questions about beef – like ‘Why is
beef healthy for you?’ or ‘How can I be sure beef is safe?’ And
we know we should be able to provide a well-educated answer, but
we’re just not quite sure what to say.
Now, a new program launched by NCBA
called the Masters of Beef Advocacy program, or MBA for short,
is designed to help beef supporters learn the facts and find
just the right words to help answer beef-related questions.
What does the program entail?
The program, which is funded with checkoff dollars, is a free,
self-directed online training that focuses on the topics of beef
safety, beef nutrition, animal care, environmental stewardship,
modern beef production and the beef checkoff. After completing
six courses, graduates are invited to attend a full day final
exam/graduation ceremony focusing on public speaking and
working with the media.
Beef industry experts say the program was created to help beef
producers become better advocates for sharing with consumers how
beef is raised, its health benefits and nutrition facts. Recent
trends indicate that consumers are interested in learning more
about where their food comes from – and they are particularly
interested in hearing from real farmers and ranchers.
Why is it important to speak up for the beef industry?
The beef industry increasingly faces opponents, like the
Humane Society of the United States, who are highly skilled at
profiling negative stories about agriculture. As well, the
majority of Americans are a couple generations removed from
agriculture – and really have limited knowledge about how food
is produced.
The good news is that studies
indicate consumers still trust farmers and ranchers and consider
them a highly reliable source of information. Thus, the MBA
program helps create opportunities for beef producers to connect
with consumers and tell the beef production story. The MBA
training is designed to help participants feel more comfortable
advocating for the beef industry in their everyday lives – from
talking to people they sit next to on a plane about what they
do, to correcting the misperceptions of the people talking about
beef in the grocery store.
What has the response been from the industry?
Daren Williams, executive director of communications with the
National Cattlemen’s Beef Association (NCBA), oversees the MBA
program and he reports that response to the training has been
overwhelmingly positive. “In four months since we opened the
doors on the MBA ‘virtual classroom’ we have enrolled 803
students and 220 have completed the six online courses.
This is well beyond my
expectations for what we would achieve in the first year. I
believe MBA struck a chord with producers across the country who
were feeling overwhelmed with the constant attacks on the
industry but didn’t feel empowered to do anything about it,”
says Williams.
How can you be involved?
Being an advocate for the beef industry can take on many
different forms – it may be as simple as talking to friends,
family and neighbors about positive things in the beef industry,
or you may feel comfortable going out to broader audiences, such
as schools, businesses and civic groups to tell the beef story,
suggests Williams. Here
are some opportunities to consider:
Write a letter. Respond to negative attacks on the beef industry
and submit proactive letters to the editor or submit blog posts
in online chat rooms.
- Several MBA participants
have also joined the MBA Alumni Association which works as a
network to respond to negative information about the beef
industry, particularly in the online community.
-
Pick up the phone. Contact your local media – newspaper,
radio or TV – and offter to do an interview sharing the
perspective of the beef industry.
-
Open the gate. Host tours of your beef operation for school
groups or local civic organizations and leaders.
-
Be
on the program. Take the time to tell about the beef
industry and your
own operation to civic groups and schools.
How will the MBA program
impact the beef industry?
Williams believes the MBA effort will have a lasting
beneficial impact on the beef industry. He says, “MBA
students are already hard at work reclaiming our legacy as
the original stewards of the land and genuine caretakers of
animals. As they share their stories they are reconnecting
consumers with the people who produce their food. The impact
on the beef industry will be felt one consumer at a time
when they visit their local grocery store or favorite
restaurant and choose beef because they feel good about
supporting the farmers and ranchers who produce it.”
The bottom line for the beef
industry is that taking part in programs like the MBA are
important because if we aren’t prepared to be the most
passionate and informed advocates for our way of life and
our products, who will be?
Editor’s Note: MBA
participants can take the courses on their own or
participate in a class organized within their state. For
more information about the program contact your state beef
council or NCBA’s Daren Williams at 303-850-3346 or MBA@beef.org.
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