Beef. It’s What’s for Dinner.

The iconic American marketing campaign, launched in 1992 to promote beef consumption, captured the attention of audiences nationwide.

Today, Oklahoma State University is capturing the beef industry’s attention by launching the Beef Center of Excellence, a cross-disciplinary effort uniting experts from across the beef supply chain to drive innovation, sustainability and profitability for cattle producers.

“The Beef Center of Excellence represents a bold step forward for OSU Agriculture and for the producers we serve,” said Dr. Jayson Lusk, vice president and dean of OSU Agriculture. “By bringing together world-class expertise, cutting-edge research capacity and a deep commitment to hands-on learning, we’re building a collaboration that will drive innovation, recruit top talent and secure the future of the beef industry for generations to come.”

With beef production contributing more than $3 billion annually to the state’s economy and ranking Oklahoma fourth in the nation for the number of beef cattle, the industry remains one of the most powerful economic engines driving rural communities in Oklahoma.

Supported by an advisory board, an executive director and endowed chairs in areas such as artificial intelligence, beef cattle economics and rangeland management, the Beef Center of Excellence, a cornerstone of the university’s broader Animal Excellence initiative, will fund impactful research and outreach.

“Creating the Beef Center of Excellence is a way to put a stake in the ground and say that Oklahoma State is going to be great at thinking about the broader cattle and beef industry,” said Robert Hodgen, president and CEO of King Ranch Inc. and member of the advisory board. “By having this, we can attract even more great students from around the world who want to focus on making a great-tasting product that’s nutritious for the consumer and grown in a sustainable manner.”

Not only is this initiative attracting the attention of top executives, but it is also drawing the attention of beef producers across the state.

As fourth-generation farmers and ranchers, Beef Center of Excellence advisory board members Tracie and Eric Chapman and their family operate approximately 15,000 acres of rangeland and 2,000 acres of wheat, maintaining around 800 cows, along with 1,500 stocker cattle, in Ardmore, Oklahoma.

“I believe the Beef Center of Excellence is essential to the future and long-term stability of the ranching industry,” Eric Chapman said. “It is critical that agriculture continues to evolve by embracing new technology, innovation and sound economics. Doing so ensures the next generation sees ranching as both viable and rewarding, encouraging them to carry on this important way of life.”

Chapman said it is vital to keep ranching and farming at the forefront, so they remain sustainable and attractive for young people who may wish to continue their family operations.

“Oklahoma State University provides an ideal environment to incorporate the Beef Center of Excellence, helping prepare future leaders in agriculture,” he said. “Continued support and advancement of these programs will ensure the industry stays on the right path for generations to come.”

In addition to the Beef Center of Excellence, OSU Agriculture is committed to modernizing OSU’s animal teaching and research units. OSU remains one of the few universities with operating units for all food animal species and is nationally recognized for the superior quality of livestock, teaching and research, all within proximity to OSU’s main campus.

OSU Agriculture seeks private philanthropic support for capital improvements. A master plan is currently being developed, assessing each unit and the critical infrastructure needs, advancing experiential learning and research capabilities to enhance human, animal and environmental health.

“Our first meeting of the Beef Center of Excellence Advisory Board earlier this year set important momentum as we identified the leadership qualities needed in a director and began planning strategic investments that will benefit the beef industry for years to come,” Lusk said. “There is still time to be part of this foundational effort as we continue recruiting board members and endowed chairs.”

Photos by: Mitchell Alcala

Story by: Mandy Gross | STATE Magazine