Emma Coffman Selected as Advocate of the Year
Emma Coffman of Lubbock, Texas has been selected as the 2024 Beef Advocate of the Year. The award recognizes Coffman for her creative methods of telling beef’s story across Facebook, Instagram, YouTube and TikTok, along with breaking down barriers as a first-generation cattle rancher. With more than 80,000 followers across social media platforms, Coffman uses her platform to educate viewers about sustainable and innovative ways farmers and ranchers care for their animals and produce high-quality beef. Meet Emma.
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.
