42 NEBRASKA CATTLEMAN November 2026 TELLING NEBRASKA’S BEEF STORY – A MILLION TIMES OVER! ADAM WEGNER | DIRECTOR OF MARKETING, NEBRASKA BEEF COUNCIL One of the most effective ways we can tell the story of beef production is to let the people who raise cattle tell it themselves. Consumers are increasingly interested in knowing where their food comes from and how it is produced. They want to hear from farmers and ranchers about the decisions they make every day to care for their cattle, manage their land and produce the food that ends up on their dinner plates. That’s why the Nebraska Beef Council has been investing in producer-focused videos that put real Nebraska beef farmers and ranchers in front of consumers. The goal is simple. We visit farms and ranches, spend time with the producers and let them tell their stories. There is no script telling them what to say. Instead, we ask questions and capture conversations about their operations, their families, their cattle and the practices they use to produce beef. The result is authentic content that gives viewers an opportunity to meet the people behind the product. Our producer video collection includes stories from operations such as Diamond Bar Ranch in Stapleton, Knobbe Feedyards in West Point, Shovel Dot Ranch near Bassett, Loseke Feedyards in Columbus and Weber Feedyards outside of Dorchester. These operations are all different, but together they demonstrate the diversity of beef production in Nebraska. Creating the video is only half of the equation. The other half is ensuring consumers actually see it. That’s where digital advertising has become such an important tool for the Nebraska Beef Council. We can take these producer stories and deliver them through YouTube, Connected TV and social media platforms such as Facebook and Instagram. Instead of simply placing an ad and hoping the right people see it, these platforms allow us to target audiences based on their interests and viewing habits. For example, someone who has demonstrated an interest in food, cooking, agriculture or outdoor activities can be part of the audience we reach with these videos. We can put the story of Nebraska farmers and ranchers in front of people who are more likely to be interested in hearing it. Another advantage is the efficiency of the advertising. With many of these video placements, we only pay PEERS CONTINUED ON PAGE 50
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