CENTENNIAL, Colo. (July 6, 2021) – As the Beef Checkoff celebrates its 35th anniversary, the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, is shining a light on the successful promotion and research programs that drive the demand for beef. In this first installment, we look forward to the future by developing the next generation of beef advocates through the Masters of Beef Advocacy (MBA) program. Unlike 150 years ago when most families lived an agrarian lifestyle, today fewer than two percent of the U.S. population resides on a farm or ranch.1 These changing demographics have resulted in a large gap between where food is produced and where it is consumed. Now more than ever, it is vital for producers, consumers, and all engaged members of the agriculture community to share their stories, instead of relying on someone else to do it for them.