More than 4 million people witnessed a meaningful joint effort at the National Finals Rodeo, beyond the cowboys and bucking broncos. The Texas, Nebraska and Oklahoma Beef Councils collaborated to create a promotional campaign that aims to bring together ranchers and consumers. The videos show appreciation for both the producers who raise beef and the consumers who purchase, cook and enjoy it.

Molly McAdams, executive vice president for the Texas Beef Council says the National Finals Rodeo demographics include a good amount of the targeted consumer audiences. Because of the diverse range of viewers, the campaign has been able to reach an increasingly large number of consumers who are not involved in production agriculture while simultaneously showcasing the care and passion producers put into raising their cattle.

Read more on the collaboration here.