NCBA Picks the Beef Advocate of the Year


Tucker Brown, a Texas beef producer, is the National Cattlemen’s Beef Association’s 2022 Advocate of the Year. The award recognizes Brown for his creative use of storytelling across social media platforms, along with continuing his family’s legacy as a sixth-generation cattle rancher. Brown says his farm gate is always open, and he doesn’t hesitate to answer hard questions about the beef industry.

“Our goal is to help consumers understand where their food comes from and develop a deeper trust in us,” he says. Brown creates social media content that bridges the gap between consumers and producers, reaching millions of people. He has more than 176,000 followers on TikTok and 52,000 followers on Instagram.

On average, Brown gets a combined five-to-six million views per month on his videos and uses his influence to show what it’s like to raise beef. “I think it’s more important than ever to tell our story,” he says.