Responsible Beef

Challenge: Help cattle producers share their stories of responsible beef production in a new era of online communication in which messages about U.S. beef have become muddled.

Our Solution

Provide cattle producers with a voice so that they can better tell their stories of producing safe, responsible beef through a variety of tactics, from articles and infographics on the website to workshops on how to communicate better with consumers.

The Results

Responsible Beef has become a noteworthy brand for Merck Animal Health and a platform that is recognized by cattle producers across the country.