The checkoff-funded Masters of Beef Advocacy (MBA) program reached a milestone in August when the 15,000th student graduated. During the 10 years since its inception, industry advocates have used the lessons learned and resources available to communicate with the public about high-profile issues surrounding beef.
Managed by NCBA, MBA requires students to complete five lessons in beef advocacy. Graduates have access to talking points, fact sheets and shareable infographics on the MBA Classroom site.
Producers, FFA members, dietitians and others with MBA degrees engage with consumers to answer questions, address concerns and, in general, build trust. This is accomplished through engagement on social media and in person.
“We all benefit when consumers better understand our product and how we produce it,” said Laurie Munns, a rancher from Hansel Valley, UT, and chair of the Federation of State Beef Councils.