june 25, 2023

Step into the world of the modern-day cattle rancher as they navigate the trials and tribulations to continue the lineage of the American beef producer. 

During today’s Heritage Fire Tour event in Minneapolis, Minn., the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, will be debuting the very first episode of the docuseries, “Cattle Calling.” Attendees will be among the first to experience this highly anticipated release that will provide consumers with an in-depth look at the cattle farming and ranching Industry.     

The first episode of Cattle Calling focuses on Kinzie Burtrum and the Burtrum family (Burtrum Cattle, LLC of Oklahoma) as they work to ensure their ranch and their family thrives despite a complex and changing landscape. Follow along to see how this family adapts to care for the land and the cattle, and ensure their operation can continue. Cattle Calling continues the Beef Checkoff’s ongoing emphasis on connecting with consumers and sharing the stories of beef producers. The video project aims to connect consumers with the cattlemen and women who are working to ensure they are adopting tools and technologies that help beef farmers and ranchers become more sustainable over time.      

The Heritage Fire Tour is a three hour live-fire event that centers around educational opportunities in the culinary field. The Beef. It’s What’s For Dinner. brand is excited to showcase all things beef during the event, from the video to burgers and steaks and everything in between.   

To view Episode 1, visit

About the Beef Checkoff
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen's Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.

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.