Q&A: Heather Buckmaster Shares Beef Checkoff Priorities for 2025
HBJ Talk recently spoke with Heather Buckmaster, executive director of the Oklahoma Beef Council, about Beef Month promotions, digital marketing efforts, nutrition outreach and the future of beef promotion.
Q: What campaigns is the Oklahoma Beef Council focusing on during Beef Month?
Buckmaster: “We’re going to have a strong focus on summer grilling with our new national campaign targeting Oklahoma consumers in our key population centers through YouTube and connected TV. Our goal is going to be to keep beef top of mind as we head into the summer grilling season.”
She said the campaign focuses on the flavor, nutrition and convenience of beef while highlighting the people who raise it.
“We’re going to have ads playing on connected TV during the NBA championships, which is pretty important in Oklahoma right now,” Buckmaster said.
Q: What is the Girls Who Grill event?
Buckmaster: “We’re going to be hosting a Girls Who Grill event in Oklahoma City and this event invites women with various skill sets and areas of influence to learn more about grilling beef while networking with other women.”
She said more than 20 state beef councils are participating in similar efforts during grilling season.
Q: How are e-commerce campaigns helping beef promotion efforts?
Buckmaster: “For every dollar invested, we can say, ‘Hey, we invested this dollar and the return was $50 in incremental beef sales.’”
She said the campaigns place beef promotions in front of online grocery shoppers and help attract new consumers to beef purchases.
Q: How did your Peace Corps experience shape your perspective on agriculture?
Buckmaster: “I did spend two years serving as a Peace Corps volunteer in The Gambia, West Africa, essentially working as an ag extension agent.”
“That experience means that I have far greater appreciation for the food systems that we have in the U.S. because I’ve seen the lack of it,” she said.
Q: Why are you passionate about the Beef Checkoff?
Buckmaster: “Our role for 40 years, it’s the 40th anniversary of the Beef Checkoff, has been to drive and protect beef demand.”
She said Beef Checkoff investments have helped improve beef quality and export demand while supporting consumer outreach.
Q: How has beef advertising changed over the years?
Buckmaster: “The easiest way to explain it is that we went from a shotgun approach to a laser approach.”
She said modern campaigns rely heavily on streaming platforms, social media and targeted advertising instead of broad traditional media buys.
“So today, I think we do a great job of meeting people where they are,” Buckmaster said.
Q: What projects are currently underway for producers?
Buckmaster highlighted partnerships with Oklahoma high school sports programs focused on nutrition education.
“We have driven this point home through website advertising and advertising at the state high school basketball, football and softball state championships,” she said.
Q: What is the Route 66 Beef Trail?
Buckmaster: “The Route 66 Beef Trail is a little like a road trip with a purpose.”
The campaign encourages travelers to visit restaurants and attractions along Route 66 while highlighting beef-centered dining experiences.
Q: How is the beef industry engaging with health professionals?
Buckmaster said the Oklahoma Beef Council works closely with physicians, dietitians and nurse practitioners to share nutrition research.
“It’s important to know nutrition science is ever-evolving,” she said.
She added that Beef Checkoff-supported studies continue to provide research on beef’s role in healthy diets.
Q: What message would you like consumers and producers to hear during Beef Month?
Buckmaster: “I serve the most amazing farming and ranching families in this country who work hard every day to produce a high-quality, safe product.”
She encouraged producers to stay engaged with Beef Checkoff programs and outreach efforts.
“The Beef Checkoff is led by beef producers just like them at a state and national level,” she said.
