The Arizona State Cowbelles (ASC) are dedicated to beef promotion and education, while continuing to adapt to the ever-changing world of information sharing and dissemination, and relying on the latest communications avenues. 

To reach consumers through one of these leading avenues, ASC, in conjunction with the Arizona Beef Council, invited social media influencers with large online followings to a first-hand experience of the beef community. On April 5, ASC hosted 9 Arizona-based influencers for an immersive tour to Arizona State Cowbelle Sara Burris’s family ranch, the EZ Ranch in Cordes Junction. The guests had various backgrounds: chefs, a registered dietitian, and a mule trainer!  

Combined, these influencers have the potential reach of 59,000 on Instagram, Tik Tok, and Facebook. By providing a first-hand experience of how cattle are raised and by building a communicative relationship with a cattlewoman, this tour laid the foundation for accurate knowledge to build trust in Arizona’s ranching community. 

The spring day was spent touring the EZ Ranch and showing the influencers the lifecycle of cattle. We discussed overall ranch layout, animal care and nutrition, breeding and genetics, and land, water and wildlife conservation. At the conclusion of the tour, all enjoyed an EZ Ranch beef hamburger lunch prepared with the help of the culinary influencers’ expertise. A variety of toppings were provided for a build-your-own-burger set up. There was everything from traditional toppings like lettuce and tomato, all the way to adventurous ones like peanut butter, candied jalapenos, and jalapeno jelly.

Cowbelles from across the state were immersed in the group, offering insights from their ranches, and answering questions. This tour was not only valuable to the influencers, but also for us as advocates for the industry because it helped us all better understand the consumers we don’t always get to talk to. After the event, social media coverage showcased what everyone learned and enjoyed.  

This outreach is part of the long-standing partnership between the Arizona State Cowbelles and the Arizona Beef Council. 

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About the Arizona Beef Council        

The Arizona Beef Council is a non-profit organization served by a nine-member board of directors representing cattle growers, cattle feeders, and dairy farmers, and are appointed by the Governor of Arizona. These volunteers oversee the Beef Checkoff and Checkoff-funded programs.

About the Beef Checkoff Program         

The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA Approval. For more information, visit BeefBoard.org.          

About the Arizona State Cowbelles

The Arizona State Cowbelles (ASC) work to contribute to the success of the beef cattle community by engaging in activities designed to promote the consumption of beef by engaging the public about its benefits, advocate statewide and nationally for the interests of the beef community, promote the heritage of ranching and support youth interested in agriculture, share the contributions of the rancher in stewardship of the land and protecting the environment, and participate in and contribute to the American National CattleWomen, Inc. To learn more about ASC, visit here.