AUSTIN – In efforts to continue proactive outreach, the Texas Beef Council (TBC) teamed up with the Texas Farm Bureau to develop a video utilizing beef farmers and ranchers to tell the beef production story. The goal of the video is to educate consumers about the beef industry in order to dispel myths about modern beef production practices related specifically to animal welfare, the environment, nutrition and food safety.

“The Texas Farm Bureau is pleased to partner with the Texas Beef Council to tell the stories of the families involved in Texas beef production,” said Gene Hall, Texas Farm Bureau public relations director. “Their commitment to the land and their heritage, both passed down from preceding generations, is truly inspiring.”

Interviews were conducted with three beef industry families focusing on the dedication and commitment of beef producers. The video takes consumers on a virtual journey visiting the R.A. Brown Ranch, Texana Feeders and Star Ridge Land and Cattle Company.

“TBC was fortunate enough to work with Texas Farm Bureau to produce a first-rate video that will lend itself to multiple uses within the Texas beef industry,” said Richard Wortham, TBC executive vice president. “The video will help put a face on our industry and allow consumers to better understand the hard work and dedication cattle producers put in each and every day to supply not only the U.S., but the world, with a safe and wholesome product.”

The video is featured on TxBeef.org in a new section titled “The Beef Story”. It will also be utilized at various TBC events and seminars. Cattle organizations and beef industry groups are encouraged to utilize the video in their efforts to combat animal agriculture activist and explain the beef production process.