Florida Beef Council Congratulates Masters of Beef Advocacy Program for Major Milestones

Dan Beef, Cattle, Florida, Industry News Release


With Help from Florida, National Program Celebrates 10 Years, 15,000 Graduates


(FBC-September 10, 2019) — Beef producers in Florida are helping salute a program achieving major milestones in beef advocacy across the country. The Beef Checkoff-funded Masters of Beef Advocacy program celebrates its 10th anniversary in 2019 by welcoming its 15,000th graduate. The MBA program, which many Florida producers have completed, was created by the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, to equip and engage beef industry advocates around the country, helping them communicate about beef and raising cattle. It is one of the strongest beef advocacy efforts in the industry.

“The beef industry’s MBA program has been a tremendous asset in our efforts to better inform consumers and thought leaders about our industry and its products,” says Matt Pearce, a beef producer from Okeechobee, and President of the Florida Cattlemen’s Association. “In Florida we recognize the value of MBA’s outreach tools, and many of our producers are taking the next step by using them to communicate with interested consumers.”

A self-directed online training program managed by the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, MBA requires students to complete five free online lessons. Once the lessons have been completed, advocates use their boosted knowledge and communication tools to conduct their own outreach. Graduates are also invited to join the Masters of Beef Advocacy Alumni Facebook group, a virtual community for MBA graduates where they gain access to continuing education and the latest advocacy resources.


State training workshops also offer advocates in-depth training, communication skills and provide greater confidence to successfully engage with consumers. More than 70 such workshops and presentations, conducted by NCBA, a contractor to the Beef Checkoff, reaching more than 3,000 beef advocates, were completed nationwide in 2018. Each year, advocates reach tens of millions of consumers as a result of their advocacy efforts.

Florida has 290 graduates of the MBA program, and actively encourages producers, agriculture students, industry leader and advocates to enroll in this valuable cost-free program. Information to access the MBA program is shared through the Florida Beef Council website, and numerous workshops held throughout the year.

“Having a dedicated, trained and passionate team to carry our message is more and more important as the level of interest among consumers about what we do and why we do it increases,” says Jim Handley, Executive Director, Florida Beef Council. “MBA is a great tool we have been able to use in Florida to better communicate with consumers and help ensure they have an accurate and fact-based understanding of the beef industry.”

The MBA program is open to everyone, and there is no cost to participate. To enroll or find out more about this beef checkoff-funded program, go to MastersOfBeefAdvocacy.com.

Source: Florida Beef Council