Advocacy is about building trust through genuine, engaging storytelling. That’s why Texas beef producer Tucker Brown is using social media to share the ranching experience and connect with consumers.
Brown was the featured guest in “The Future of Beef Show” podcast episode 12.
Brown is active in his family’s RA Brown Ranch with headquarters in Throckmorton, Texas. Immersed in the world of ranching from an early age, he plays a pivotal role in developing and marketing his family’s 800 registered Angus, Red Angus and SimAngus bulls.
Recognized as the 2022 Advocate of the Year by the National Cattlemen’s Beef Association, his approach to content creation is strategic and purposeful. He believes in telling the ranching story authentically.
“The thing that’s true is that if we don’t tell our story, somebody else will. And they haven’t been telling that story,” Brown says. “We can whine and moan all we want, but at some point you’ve got to just put the boots on, get in the saddle and tell the story yourself.”
Brown’s social media journey started unexpectedly.
“During COVID, we couldn’t do conventions anymore. My dad showed us that it takes five to seven times for somebody to see your brand for them to remember it.”
He created a humorous video impersonating his dad as the “seedstock superpuncher.”
His content strategy focuses on “edu-tainment” — combining education and entertainment.
“On social media, most people go to be entertained — not to learn about zinc in beef,” Brown says. “So, I try to follow what’s trending and mix those things together.”
He gives an example of connecting ranching to the Masters golf tournament by discussing grass and water.
Brown emphasizes the importance of showing, not just telling.
“When I talk about animal care, I don’t just say we care for our animals. I show it,” he explains. “If I can share a true story about saving a calf, that’s way more powerful than standing on a stage telling people we take care of our animals.”
On the podcast you can learn more about:
- Why advocacy matters for the next generation of ranchers.
- How Brown uses storytelling to connect with consumers and urban audiences.
- The role of humor and authenticity in building trust.
- Ways producers can amplify their own voices to support the beef industry.
- Why transparency and openness are powerful tools for ranching’s future.
Brown says his goal is to bridge the gap between ranchers and consumers.
“98% of people in the United States are not involved in agriculture. Social media is my way of reaching them,” he explains. “We’ve almost dehumanized agriculture. Consumers see ‘big ag’ instead of families working together.”
Tell Your Story
Brown offers this advice to others wanting to start on social media.
“Start by posting once a week about something you know,” he says. “Train your mind to see content opportunities. If you’re consistent for six months, you’ll start to see the value.”
His approach is about authenticity and connection. He uses social media as an opportunity to showcase the care, technology and passion behind modern ranching.
“When the truth is told, we win,” he adds. “We have nothing to hide. We just get to tell the truth.
I’m able to show how we’re adding trust to our customers by sharing our daily work — taking weights, doing ultrasounds, working on feed efficiency. It’s about creating a platform where people follow and trust what we’re doing.”
Follow Brown on Facebook, Instagram, Twitter, TikTok, or visit his family’s ranch website.
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