Executive Director of the Oklahoma Beef Council (OBC), Heather Buckmaster grew up on a wheat and cattle farm in Hydro, Oklahoma. After receiving her degree in Agricultural Economics at Oklahoma State University, she spent two years as a Peace Corps volunteer in the Gambia, West Africa, working as an agriculture extension agent. She then returned to OSU for her master’s in agricultural economics. Her first job after graduation was as the director of marketing for the Colorado Beef Council, but she later moved home when her current position at the OBC opened up. Now, Buckmaster is responsible for overseeing administration and program execution for the organization. We caught up with Buckmaster and got her thoughts on …
… what ‘beef advocacy’ is.
Beef advocacy is all about educating consumers on everything related to beef – its beef cookery, nutrition, safety and sustainability. A big part of what we do is dispelling misconceptions. We take great pride in how beef is raised in the U.S. For example, the U.S. has the lowest greenhouse gas emissions per pound of beef produced, a leadership position we’ve maintained since 1996. That’s a story we want the public to hear.
On the nutrition side, most people know beef is a great source of protein, but they may not realize just how nutrient-dense it is.
With so much misinformation out there, beef advocacy plays a crucial role in breaking through the noise and ensuring consumers have the facts about beef’s benefits.
… what drew her to this industry.
My passion for the cattle industry runs deep – it’s in my roots. I grew up on a beef cattle farm in Hydro. On one side or the other, my family has been involved in the cattle business for generations, going back to a great, great grandfather who worked on ranches in the Panhandle. As a kid, I loved listening to my dad and his buddies talk about cattle markets, so you could say it’s in my DNA. After graduate school at OSU, I had the opportunity to join the Colorado Beef Council as the director of marketing. That first job set the stage for what has become a 28-year career advocating for beef farmers and ranchers and promoting beef.
… proudest accomplishments.
One of the most exciting moments was our partnership with NBA player Steven Adams when he played for the Oklahoma City Thunder. We created a simple video on a tight budget, posted it on social media, and before we knew it, it was being shared for free on national sports television. The campaign received national recognition, and no one realized it was produced by a small nonprofit in Oklahoma working with an equally small agency, Rural Gone Urban.
More recently, I’m especially proud of our partnership with the Oklahoma Secondary School Activities Association to enhance sports nutrition education through the Sports Nutrition Game Plan. For too long, nutrition has been an overlooked component of high school athletics, and the Sports Nutrition Game Plan was an opportunity to bridge the gap.
… what she wants Oklahomans to know about the OBC.
First and foremost, I want them to know about the incredible beef farmers and ranchers we serve. These men and women care deeply about their land, their animals and their communities. They work tirelessly to raise safe, high-quality beef while continuously improving sustainability practices.
For consumers who want to learn more, our website, oklabeef.org, is a great resource. There, they can find a local beef directory to purchase beef directly from Oklahoma ranchers, learn about beef’s nutritional benefits and sustainability efforts, meet actual beef farmers and ranchers through their profiles, and access thousands of beef recipes and cooking tips. Whether someone is looking for trusted information or simply wants inspiration for their next meal, we’re here to help.
… worldwide marketing efforts.
The Oklahoma Beef Council has long supported U.S. beef promotional efforts in key markets like Japan and South Korea through our partnership with the U.S. Meat Export Federation. More recently, we’ve extended that support to emerging markets in Sub-Saharan Africa, including Ghana and Angola.
With 1.2 billion consumers, a growing middle class and improving infrastructure, this region presents a significant long-term opportunity for U.S. beef. Work there is focused on introducing American beef to key buyers – brokers retailers, and food service operators.
We educate them on how U.S. beef is raised, the rigorous safety standards in place, and, most importantly, we let them experience the amazing quality of our product firsthand.
… a day in the life.
I once told my boss I needed a clothing allowance because in one day I could be in a suit and heels and then change to jeans and boots. He rolled his eyes the same as I would if a staff member said the same to me. In all seriousness, at a high level, our mission is to strengthen beef demand in Oklahoma and across the U.S. while also supporting the growth of U.S. beef exports. Our team’s job is to execute programs set by our board of directors, with a focus on three key areas: Building consumer trust by providing accurate, science-based information about beef production and nutritionShowcasing beef’s advantages from its wonderful nutritional profile to its versatility on the plate. And driving beef sales in both domestic and international markets.
Every day is different, whether I’m working on marketing campaigns, collaborating with industry partners, or engaging with consumers. But at the core, everything we do is about supporting Oklahoma’s beef producers and promoting the product they work so hard to raise.
