Beef Booster

Becky Mills
Progressive Farmer Editor

Between serving as student council president while at Lubbock Christian University and starting his online sports broadcasting company, Tucker Brown is used to being in the spotlight. But 3 million to 5 million views a month? In quite the understatement, Brown said, "Social media platforms really reach people."

The 30-year-old Texas rancher uses TikTok videos, as well as Facebook and Instagram, to bring ranching and beef's story to the public. He relies on what he calls "edutainment," his name for a combination of entertainment and education, to reach the masses. "Entertain them to hook them in," he said. "Then, educate them."

Brown's target audience isn't fellow ranchers and farmers, but the other 98% of the U.S. population. Growing up in Throckmorton, population 749, he said he noticed during college how he was around scores of people separated from the world of agriculture. That reality changed his approach to producing videos to share his passion for ranching and cattle.

"I love being around people in agriculture. They want to help you. They are God-fearing people who want to take care of their families and the land," he said. Skillfully sharing that message helped him win the title of "2022 Advocate of the Year" from the National Cattlemen's Beef Association (NCBA), a contractor to the Beef Checkoff.

THE REAL DEAL

Chandler Mulvaney, director of grassroots advocacy and spokesperson development for the NCBA, isn't surprised by Brown's mega following.

"Tucker is the same person on social media as he is in real life. He's authentic. He also has a high degree of respect for his audience," Mulvaney said.

There is also Brown's ranchy sense of humor expressed in his videos. One video shows him driving through a pasture gate on his utility vehicle while muttering those words cattlemen all know too well: "Just leave the gate open. We'll be right back."

Seconds later, he's making a mad dash and a grand leap for the gate just as all those bovines head straight for the opening.

Another fan favorite is what Brown calls "poopology," which is the art and science of analyzing cow manure for protein content.

Occasionally, the sixth-generation rancher sneaks in a serious video. One of his favorites is an imaginary conversation with his great-grandfather.

"He asked me if we were still ranching. I told him we were still ranching the same north-Texas land he did," Brown narrates.

He stressed that one of the goals for his family's R.A. Brown Ranch is to leave the ranch with the family and the family with the ranch. His social media followers see proof of that when he shares sincere prayers of thanksgiving for his grandparents, or when his wife, Karley; 3-year-old daughter, Rayley; and newest addition, Brooklyn, make periodic appearances on his social media feed.

Of course, there are plenty of videos of juicy, homegrown steaks and burgers on the grill. His audience eats it all up.

"The most feedback I get is from the audience I'm trying to educate -- those separated from ag. They are intrigued. They have real questions about beef," he said.

A NATURAL TEACHER

When answering audience questions, Brown said he leans heavily on what he learned during the yearlong ranch management program at Texas Christian University, as well as the six years he's been back at the ranch.

"Why do we move cattle like we do or feed like we do? It really pushes me to have a reason why. If I don't, it doesn't put us in a very good light," he said, adding while most of the feedback is really positive, there are negative comments, too. "Those used to bother me, but not anymore."

Brown encourages other cattle producers to tell beef's story. He's learned it's important to use high-quality videos and photos regardless of the social media platform.

"Lighting, sound, how short or long the video is (all matter)," he said. "Use catchy themes, get a following and share the page." Brown has also picked up tips from watching other videos, mostly from outside the ag industry, and edits all his videos himself.

Co-workers and interns pitch in as videographers and guest stars. And Brown relies on Morghan Ruggles, wife of ranch foreman Tell Ruggles, for her photography skills.

It can be a challenge to make his usual two to three weekly videos while doing his day job. On the ranch, Brown works mostly in reproduction, bull development and marketing. The operation runs some 1,000 registered Angus, Red Angus and SimAngus cows, 200 commercial cows, and develops and sells 800 bulls yearly.

KEEP THE FACTS ACCESSIBLE

Brown said some of his best insights come from Karley, who reviews his posts before they go up. "If she doesn't understand it, I don't figure other people will," he said.

Brown encourages others who want ideas on how to share their passion for the beef industry to check out the Beef Checkoff's Masters of Beef Advocacy (MBA) program. The online five-part course takes two-and-a-half to three hours to complete and covers the beef industry from the birth of a calf to the consumer's plate.

"It helped me change the words I use to resonate with my audience rather than be defensive and put up walls," he pointed out.

That was the intent of the Masters of Beef Advocacy program, NCBA's Mulvaney said. "It equips people to share the beef story effectively," he said, noting that to date, more than 24,000 people have completed the course.

Brown also takes part in the Checkoff's Trailblazers program. Introduced in 2021, this more in-depth training is opened to 10 beef advocates a year. They meet in person two to three times a year, then virtually once a month.

Mulvaney said, "Our goal is if there is an issue or crisis in the beef industry, we have a growing team of people to respond to the misinformation."

As for the future, don't worry about burnout from the nonstop young rancher. "Social media is a new frontier. I'm just getting started," Brown said.

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Editor's note: For more on Tucker Brown and the R.A. Brown Ranch, visit www.rabrownranch.com.

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