"On The Ranch" was the theme of a beef checkoff-sponsored event hosted on Nebraska ranches and feedlots. The goal of the event was to introduce topics like nutrition, food safety, culinary, environment, animal welfare and food security to industry professionals in a real working environment, where hard work was mixed with ample opportunity for participants to ask questions about modern beef production.

"Events such as these are really designed to bring the city to the farm,” says Richard Gebhart, Oklahoma cattleman, University of Tulsa professor and vice chair of the checkoff's Joint Issues Management Subcommittee."We are passionate about sharing our beef production messages with influencers in hopes to connect families to their food. And, it's our hope that outreach efforts like this will be duplicated on more family farms, in more states."

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