View Poster Application


Extension Education

Rob Holland
University of Tennessee Extension


The cattle industry is one of the most historically significant agriculture enterprises in Tennessee. It has traditionally been dominated by cow-calf and feeder production.  In recent years, more producers have been considering adding value by finishing, harvesting, processing and marketing.  However, many challenges such as regulations, labeling, processing and packaging have been encountered.  After assessing and defining stakeholder needs, 22 individuals from 6 agencies and departments collaborated to develop and implement the Tennessee Value-Added Beef program. To date, 52 educational sessions in 29 counties have been conducted with 1,449 participants.  The programs were possible through the teamwork of 30 different local host Extension agents and five primary instructors/presenters.  Seven educational publications have been completed and just over $250,000 in external funds have been secured.  In one educational workshop series, a sample of participants was surveyed 4 months after the program and asked to rate their before and after knowledge of key topics that were taught.  Participants reported an average increase of 289 percent in knowledge gained.  The evaluation also revealed that 10 percent of participants had begun to market meat direct to consumers or market live animals for custom harvesting.  From December 2011 to December 2013, there was a 59 percent increase in the number of farm-based retail meat permits issued in Tennessee.  It is estimated that the practice changes of marketing beef under a retail meat permit, under wholesale registrations and live animal sales for custom processing results in a gross farm revenue impact of $744,480 annually. 


Poster has NOT been presented at any previous NACAA AM/PIC

This poster is being submitted for judging. It will be displayed at the AM/PIC if not selected as a State winner. The abstract will be published in the proceedings.

A poster file has not been provided

Authors: M.L. Bruch, R.W. Holland, J.D. Rhinehart
  1. Bruch, M. Extension Specialist, Center for Profitable Agriculture, University of Tennessee, Tennessee, 37174
  2. Holland, R. Director, Center for Profitable Agriculture, University of Tennessee, Tennessee, 37174
  3. Rhinehart, J. Assistant Professor, Animal Science, University of Tennessee, Tennessee,