Rethink the Ranch

Masters of Beef Advocacy

Masters of Beef Advocacy is your go-to program for training and resources to be a strong advocate for the beef community. This free, self-guided online course provides farmers, ranchers, service providers, consumers, and all members of the beef community the tools and resources to become a beef advocate and answer tough questions about beef and raising cattle.

Earn your MBA

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Join more than 19,000 members of the beef community in this advocacy program! The checkoff-funded Masters of Beef Advocacy (MBA) course consists of five lessons in beef advocacy, including:

  • The Beef Community - Context of raising beef from pasture to plate focusing on the community of people involved throughout the beef lifecycle.
  • Raising Cattle on Grass - An introduction to the first step in the beef lifecycle and the many benefits of raising cattle on our country’s vast grass pasture resources.
  • Life in the Feedyard - A discussion on the role of feedyards, including animal care, nutrition and environmental stewardship, at this important step in the beef lifecycle.
  • From Cattle to Beef - An in-depth look at the slaughter process and the humane handling and safety measures in place at today’s beef processing facilities.
  • Beef. It's What's For Dinner. - A primer on choosing and cooking the right cuts of beef and the important role of beef in a healthful diet.

The online lessons address environmental sustainability, beef nutrition, animal welfare and beef safety while taking advocates through the beef lifecycle, from pasture to plate. The course also offers historical context on the evolution of the U.S. beef industry from the time the first cattle were brought to North America to today.

Upon completion of five interactive online lessons, advocates will be equipped with the communication skills and information to be confident in sharing beef stories on social media and in our communities to help others better understand how cattle are raised and how beef belongs as part of healthy, sustainable diets.

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BQA - Cow Calf

Infographic Library

These popular checkoff-funded infographics help tell beef's story from pasture to plate. From the nutritional profile of beef, choices at the meat case, and the beef lifecycle.

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Masters of Beef Advocacy in the News

2020 Advocate of the Year

Kiah Twisselman Burchett has been selected as the 2020 Advocate of the Year for her work helping mainstream Americans appreciate the cattle industry and feel good about enjoying beef. This award, given by NCBA’s Beef Checkoff-funded Masters of Beef Advocacy (MBA) program, recognizes an outstanding beef advocate for their success in reaching and educating consumers about cattle and beef.


The Masters of Beef Advocacy (MBA) program managed by National Cattlemen’s Beef Association, a contractor to the Beef Checkoff,  launched updated advocacy training modules – MBA NextGen. MBA NextGen updates the popular MBA training modules making it easier than ever for a new generation of farmers and ranchers to share their story and advocate knowledgeably for the beef industry. Updated information and resources to help answer consumer questions are all accessible with the click of a mouse. 

2019 Advocate of the YEar

The National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, has selected Brandi Buzzard Frobose, blogger, Kansas rancher and influencer, as the 2019 Advocate of the Year.


The Masters of Beef Advocacy (MBA) program from the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, was created 10 years ago to help close the gap between pasture and plate by engaging beef industry advocates and equipping them to effectively communicate with consumers.

2018 advocate of the year: Terryn Drieling

The National Cattlemen’s Beef Association, a contractor to the beef checkoff, has selected Terryn Drieling, influencer, owner of Faith Family & Beef, and Nebraska rancher, as 2018 Advocate of the Year.

2017 Advocate of the year: Anne Burkholder

The National Cattlemen’s Beef Association, a contractor to the beef checkoff, has selected blogger and cattlewoman Anne Burkholder as the recipient of the inaugural Advocate of the Year award. The Advocate of The Year is selected by NCBA and state checkoff staff as the standout advocate amongst the 12 monthly award winners.