Beef. It’s Still What’s for Dinner.

It is May 18, 1992. Families from across the nation got ready to wind down their day and turned on their TV sets. As they flipped through channels, they were greeted by the iconic sounds of Aaron Copland’s Rodeo. Celebrity voice overs encouraged them to discover the power of protein on their plates. It did not take long for beef to become the official dinnertime meal after the launching of the “Beef. It’s What’s for Dinner.” ad campaign. 

Today, the commercials have subsided, but people are still enjoying the numerous benefits of consuming beef. Just like many facets of agriculture, it is still imperative for agriculturists to advocate for their operations; in most cases, this is easier said than done. Farmers and ranchers do not have the television time and celebrity cameos, but what they do have is a new generation of leaders who are hungry to secure a future for their industry. 

As guests enter the 2022 National Western Stock Show, they are greeted by the familiar sight of perfectly cooked steaks, accompanied by the “Beef.” slogan. Especially curious individuals have the opportunity to visit with Carli Eubank, a cattlewoman and member of the Collegiate Beef Advocacy Program who recently graduated with a degree in Agriculture Communications from Oklahoma State University. Carli comes from a commercial cow-calf operation in Southwest Oklahoma, where her family raised Black Angus cattle and winter wheat.

Carli is passionate about advocating for not only her operation, but the American cattle raisers who work tirelessly to feed a growing world. “That’s our livelihood. It’s what we wake up and do every morning. You have your good days and bad days, but I wouldn’t want to do anything else,” said Carli.

“People don’t know what they don’t know. We just want to be able to provide information and facts about the beef industry. We’re open to having those tough conversations. If we have different viewpoints, we talk about them. We respect one another while doing so. Here at the National Western, we have had a lot of really good conversations.”