Manager, Youth Programs & Marketing
Alabama Cattlemen’s Association
The Alabama Cattlemen’s Association is preparing for a busy season of Beef 101 programs and expanded beef promotion efforts across the state. Baylee Watson with the association shared how these initiatives are helping connect consumers with Alabama’s beef industry.
“Beef 101 is a program that really allows us to give participants the pasture to plate experience of the beef industry.”
The Beef 101 program is designed to educate future consumers and food professionals about how beef moves from farm to table. Participants often include high school culinary students, FFA members, and food service professionals interested in learning more about beef production.
“Most of the time we have high school culinary students, but at the same time we also have some FFA students as well as some food service individuals who come into Beef 101. They come in and they are able to first get a presentation about the beef industry, also hear from some veterinary speakers as well as beef producers.”
The educational experience continues with a hands-on component at the Auburn University Meat Lab.
“The second half of the day they get to watch a beef carcass fabrication from the Auburn Meat Lab team. So it gives them that pasture to plate experience and really allows us to teach these consumers about how their beef gets from the farm to their plate.”
Interest in the program continues to grow. In fall 2025 alone, more than 350 participants attended Beef 101 events, reflecting strong demand for beef education and consumer outreach.
Beyond education, the Alabama Cattlemen’s Association is expanding its beef promotion campaigns ahead of grilling season. “As far as beef promotion goes, we have some digital advertisement that we’re pushing on some platforms to promote beef to the consumer, especially in the upcoming months as we kind of get ready to gear into grilling season.”
Competitive cooking events are also ramping up statewide. County-level beef cook-offs are wrapping up, leading to the Alabama Junior and Senior High School State Beef Cook-off scheduled for April 10. Students who win at the county level advance to compete at the state competition, preparing and presenting their beef dishes to judges.
Through Beef 101 programs, digital advertising, and statewide cook-offs, the association continues strengthening beef promotion efforts while educating the next generation of consumers and industry leaders.
Audio Reporting by Dale Sandlin for Southeast AgNet.