At AFR's recent convention, I had the chance to speak to the Peterson Farm Brothers who have entertained and educated millions with their own unique brand of advocacy for agriculture. You've probably seen their parody videos set to some of this decade's most popular hits that incorporate elements of their daily lives in agriculture.

According to Nathan, the middle of the three brothers, none of them ever guessed their first video that was just meant to share with their friends, would get as much attention as it did - receiving 5 million views the first week it was posted. That number has grown to 10 million today. Their most popular video though was their second, titled "Chore," that since its debut has been viewed more than 17 million times.

Through their videos, the Peterson brothers say they hope to share with others the importance of agriculture.

"We make these videos to educate the public, to enthuse the youth to want to be in agriculture and be a resource to share the story of agriculture - because the disconnect between consumers and farmers has never been greater," said Greg, the oldest brother. "A lot of people at the store don't thing about it, (so our videos) kind of give people a glimpse at the whole process of how different animal products are raised."


While all three brothers plan to continue to advocate for agriculture with their videos and speaking engagements, they also are committed to sticking to their roots and keeping up the family farm.

Listen to my complete conversation with the three Peterson brothers as they talk about their advocacy and internet fame, by clicking here.

 

The beef industry has made a real connection with consumers through its digital assets in recent years, especially with Millennials who are constantly searching for more knowledge on the products they buy. One of the most common questions Millennials have when it comes to beef, is what to do with it - how to prepare it and what cut is the right choice. According to Alisa Harrison, senior vice president of global market research for the National Cattlemen's Beef Association, the best way to answer consumers' questions is with YouTube.


"YouTube I think is the No. 1 platform for any consumer today, whether it's trying to figure out how to fix your washing machine to cooking that cut of beef you picked up in the grocery store that you're not really sure what to do with," Harrison said in a visit she and I had on the sidelines of this month's Oklahoma Beef Council Meeting. "It really is a great opportunity for us, because at least from a "Beef. It's What's for Dinner" standpoint, we are the experts in beef cuts and certainly preparation."


The new "Beef. It's What's for Dinner" website offers over 900 triple-tested recipes that help walk consumers through the cooking process for a variety of cuts and even suggests how to incorporate other cuts of beef if you don't have the right one on hand. The fact that beef offers so many different cuts, can be overwhelming to consumers, Harrison says. The digital tools available today though are helping solve that problem and giving consumers more confidence in their buying decisions and cooking ability. For example, Harrison and her team are working on integrating new artificial intelligence into Beef's new website and social media platforms that will allow customers in the store to actually have a conversation with the website to guide them in making the right purchases. This tool and others are all part of a larger strategy designed to keep beef on top in what Harrison says is the most competitive protein market ever.


"Our big focus is to make the information available to them in a way they want to receive it," she said. "The challenge is going to be keeping the brand fresh and in the front of consumers' minds as much as possible."

Hear Alisa Harrison and I discuss how the beef industry is reaching today's consumers, on yesterday's Beef Buzz - click or tap here.

 

Johnnie Keel, who has taught for 12 years at Truman Elementary in Norman, has been selected as the 2018 Oklahoma Ag in the Classroom Teacher of the Year. She is described as having a solid reputation for teaching AITC curriculum. Keel herself comes from a non-agricultural background, and actually learned about the industry through the Ag in the Classroom program.

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According to OSU's Glenn Selk, cows that lose body condition after calving and before the breeding season, will be slower to return to heat cycles and rebreed at a lower rate. Therefore, he says it is necessary that the cow manager understand the change in nutrient requirements of beef cows as they change from gestating cows to early lactation cows. Selk explains that an increase in both diet quality and quantity is necessary for cows after calving to insure that body condition is maintained into and through the breeding season.