From City Streets to Ranch Roads

Texas Beef Team Pasture to Plate Tour Educates Beef Advocates

The sun is beginning to peak over the horizon as runners grab their water bottles, lace their tennis shoes, and prepare to journey through a marked course challenging their athleticism and work ethic. Of those, some competitors are easily spotted along the course either racing or volunteering by their bright red Texas Beef Team jerseys.

At the same time, ranchers are pouring their coffee, pulling on their boots, and heading out the door to produce a wholesome, high-quality protein — beef. September 6-8 in Lubbock, Texas, two worlds collided as 16 elite Beef Team members participated in a Pasture to Plate tour highlighting the beef industry in Texas.

“Providing hands-on beef industry experiences to influencer audiences, like the Beef Team, is one of our favorite ways for Texans to get a closer look at how beef is raised,” said Victoria Heller, Texas Beef Council’s (TBC) senior manager of education. “Pasture to Plate tours give us the opportunity to showcase the beef industry and Western lifestyle firsthand. It’s so rewarding to introduce ranching to Texas consumers.”

Boots on the Ground

Riding for the brand, the Beef Team is a group of 1,200 beef-loving fitness enthusiasts supported by Beef Loving Texans and representing 130,000 cattle producers across the Lone Star State — participating in 8,881 activations advocating for beef’s role in a healthy lifestyle.

“Beef Team members are some of our biggest advocates,” said Adriana Mora, TBC’s manager of consumer marketing and Beef Team coordinator. “They not only encourage a healthier Texas but also publicly demonstrate the strength and power they’ve gained by fueling their body with beef.”

This tour increased excitement and strengthened attendees’ knowledge of beef production through a hands-on educational experience they can now share within their community. First-hand experiences within segments of the beef industry better equip these members to share with others across Texas.

That is where this tour stood out for Beef Team member Bob Marabella. As an active member of the Beef Team within his community of San Antonio, Texas, he craved these types of experiences to better share the story of how beef finds its way onto his plate.

“When you're on the Beef Team, you probably don't go a week at a race without somebody asking what the Beef Team is,” Marabella said. “Being on it now for four years, you gather information, and you try to be as educated as you possibly can. That is one of the most important things is taking my education of the beef industry to a different level, so that I can have that conversation with consumers.”

The same sentiment was shared with fellow Beef Team member Adam Eiler. The college professor from Houston, Texas, had spent many hours reading and watching content about the beef industry. Even so, these hands-on experiences at The National Ranching Heritage Center, Texas Tech University’s meat science laboratory and Day Show Cattle offered him a unique perspective. He said this opportunity has equipped him with more confidence to share about beef with his family and friends and others he encounters on race day across the state, country, and internationally.

“I really appreciate the hands-on experiences,” Eiler said. “Actually being able to get your hands on beef through the meat laboratory experience makes it even more enjoyable. I can also take that background to relay to others as far as the value and the benefits of beef as part of a healthy nutritional diet as an athlete.”

Lasting Impact

For members of the Beef Team, representing more than 130,000 independent beef producers is not a task taken lightly. It is critical that they have background knowledge and industry experience to match their enthusiasm.

“Obviously, there's misconceptions out there about beef,” Eiler said. “But you can certainly have high-quality lean beef as part of a healthy diet, and I've already been instituting that in conversation. After this weekend I feel more comfortable being able to explain more in-depth.”

While Beef Team members are engaging with consumers on the industry’s behalf each time they proudly wear their jersey, Marabella said it goes far beyond the finish line.

“Being a beef-loving Texan is all about giving back to the community,” he said. “I love to give back to the community, and while I'm there, I want to be able to change maybe one person's opinion who doesn’t really understand how the beef industry operates and the nutritional value of beef.”

Whether preparing to lace up their running shoes or celebrating special moments with their community, the Beef Team left this weekend even more eager to spread their excitement for the beef industry.

To learn more about the Beef Team, how to apply for the team as a cattle producer, and other initiatives Texas Beef Council spearheads to bring Texans to the table, visit TexasBeefCheckoff.com.

Written by: Kayla Jennings. Kayla is a mom of two and no stranger to the beef industry. She and her husband reside in Mason, Texas raising cattle and enjoying the ranching way of life. She is a proud partner of Texas Beef Council as we reach producers across Texas.