Each year, the Beef Checkoff-funded Master of Beef Advocacy program recognizes an individual who’s successfully engaging in conversations with consumers about beef and how cattle are raised. The winner for advocacy work throughout 2022 is Tucker Brown, a sixth-generation cattle rancher from Throckmorton, Texas, who has been using social media platforms to tell his ranching stories.
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 Raiser’s 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.
@tuckerbrownrab Here is some cowboy science for you. There are lots of people on Tik Tok that will disagree with me. But there are many different ways to make ranching work. I could just lighten my herd and not feed at all. They would lose some weight but would make it through winter. But just supplementing 3 times per week, I can increase my heard without hurting the grasses. This helps spread my cost. Since we have registered cattle, there is more value per animal compared to commercial cattle. (Not dissing commercial cattle, I am just showing you my logic) #ranching #cowboy #cattle #redangus #angus ♬ The Home Depot Beat – The Home Depot
“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. With more than 176,000 followers on TikTok and 52,000 followers on Instagram, Brown receives, on average, a combined 5 million to 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,” Brown said. “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.”
@tuckerbrownrab Calving season is one of my favorites. New life brings new energy! It is amazing to watch God’s miracles in live action! Lots of work and preparation has already happened. From planning what bull each cow would be bred to, to figuring out their due date so we can watch them closely. This is a small reward for me to watch our plans come together. Now we continue to develop these animals for another couple years before they are sold as breeding stock. I LOVE IT! Also, why hasn’t @CBS Sports called me yet? 😂. #ranching #cbssports #sportsbroadcasting #cowboy #cattle #babycalves #babycows #angus #redangus ♬ NFL CBS Theme – Dr. Cover Band
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. As a graduate of the Masters of Beef Advocacy program, Brown emphasized the importance of development programs like these in identifying and preparing the next generation.
“I think it’s important to tell our story, but I think much of the industry hasn’t been trained on how to do that,” said Brown. “With these recent programs it’s been easier to get more young people involved and teach them how to be an advocate of truth in a way where more people are willing to listen.”