If you've been following me for a while, you'll know that I write and appear in national media a lot. Way more than your average rancher. I talk about social justice, climate change, ranching, etc. However you'll never see my beef council or org share any of my stuff (1/3)

And at this point I find humor in it. I made them so upset they'd rather ignore me than use any of the media I've done. I connect with more people because I talk about these issue because I show the realness - the good the bad and ugly. It's a damn shame. (2/3)

Agriculture is cliquey. If you dare to be different or vocal about different things you will not be popular with the status quo. And it's funny because all the conferences and trainings I've been to, they tell us to reach beyond ag. I did, but apparently "not the right way". (3/3

I think the beef industry would be surprised to know how many people care about social justice, the environment, transparency, mental health, family drama and eat beef. I think if we were less glossy, we'd have more people support us.

If you look at the ad's and media the beef industry puts out you'll notice most everyone is wearing a cowboy hat, boots, wranglers, etc. Could you imagine if they used someone wearing skinny jeans, not riding a horse, or looked a little more like an average person?

I can tell you, just from my marketing direct to consumer beef, people like the realness.

Anyway just my thoughts on the state of beef marketing right now. I'm certain it will never change. But maybe someone with some sway will see this and plant a seed somewhere and in 50 years or so we'll see a whisper of change.