AUSTIN, Texas (Feb. 2, 2023) – Tucker Brown of Throckmorton, Texas, has been selected by the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, as the 2022 Advocate of the Year. The award recognizes Brown for his creative use of storytelling across social media platforms, along with continuing his family’s legacy as a sixth-generation cattle rancher.
Well respected across the industry, Brown is active in his family’s operation, R.A. Brown Ranch and serves on the Leadership Development Committee for Texas & Southwestern Cattle Raisers Association. As a “farm gates always open” type of person, Brown said he doesn’t hesitate to answer hard questions about the beef industry and loves showcasing their West Texas multi-generational ranch.
“Our goal is if we can help consumers understand where their food comes from, they will have a deeper sense of trust,” said Brown. “Having people come to the ranch and ask questions helps us move forward and do better.”
As a modern-day influencer, Brown has a knack for creating intriguing and approachable social media content that bridges the gap between consumers and producers, reaching millions of viewers. A recent partnership with Texas Beef Council will bring more of Brown’s behind-the-scenes ranching content to Beef Loving Texans social channels this year.
“Now more than ever, it’s important to have dialogue about what it means to produce a wholesome product like beef in a way that protects our animals and the environment,” said Molly McAdams, executive vice president of Texas Beef Council. “Tucker and his family set a great example for beef producers here in Texas and across the country.”
With more than 200,000 followers across TikTok and Instagram, Brown receives, on average, a combined 5-6 million views per month on his videos and uses his influence to show what it’s like to raise beef.
“I like to use a word I call ‘edutainment’ which means entertaining viewers so much they didn’t realize they learned something until after the video is over,” said Brown. “There’s so many of us that post about the beef industry, so finding ways to keep viewers watching has been the most fun for me as an advocate.”
Brown said along with sharing beef facts and ranching stories, his passion goes beyond simply reaching consumers. He also strives to get more youth involved in the industry. When he’s not at work on the ranch, Brown is involved in his community and can often be found announcing local sports.
About Texas Beef Council
The Texas Beef Council (TBC) conducts the $1 per head national checkoff program for Texas beef producers and is also the contractor for the Beef Promotion Research Council of Texas (BPRCT), which administers the $1 per head Texas state checkoff program. TBC’s mission is to increase beef demand in the state through programs of beef promotion, research and education. TBC also helps fund national and international beef checkoff programs to increase marketing opportunities around the globe. The BPRCT’s mission is to improve Texas producer profitability by strengthening and expanding beef demand. The TBC and the BPRCT are directed by a 20-member board of cattlemen and women representing the state’s beef producers.
About NCBA, a Contractor to the Beef Checkoff
The National Cattlemen’s Beef Association (NCBA) is a contractor to the Beef Checkoff Program. The Beef Checkoff Program is administered by the Cattlemen’s Beef Board, with oversight provided by the U.S. Department of Agriculture.
About Masters of Beef Advocacy (MBA)
The checkoff funded MBA program was launched by the National Cattlemen’s Beef Association, a contractor to the beef checkoff, in 2009. The program, with over 20,000 participants, is designed to equip advocates to engage in conversations with consumers about beef and how cattle are raised. Applications to participate can be found at MastersofBeefAdvocacy.com.