Cattle Calling: A job, a duty, a way of life and a project dedicated to telling the stories of the people who raise cattle.

Everyone relies on agriculture, but only 27% of consumers say they are familiar with how cattle are raised1. The Cattle Calling video project, produced by the National Cattlemen’s Beef Association and funded by the Beef Checkoff, aims to highlight the people who raise cattle and shed light on their way of life.

Somewhere, in all 50 states across the United States of America, beef cattle are raised. While the end goal of producing high-quality protein to feed the world unites them, farmers and ranchers across the country face unique challenges every day. To sustain their way of life they must know their climate, landscape and community so they can both adapt to it and protect it.

At the end of the day, farmers and ranchers are just like everyone else. They have a job to do, a family to provide for and a way of life to sustain. And only by caring for the land they are entrusted with can they sustain that way of life and pass it down to future generations.

1: Consumer Beef Tracker January – December 2022. CR1r1: Please indicate how knowledgeable you are about each of the following. Q9: How much do you consider each of the following when you are deciding to have a meal at home with beef, chicken, pork, fish, meat alternatives, or some other source of protein. Analysis: National Cattlemen’s Beef Association, on behalf of The Beef Checkoff.