Beers & Steers: Bridging the Knowledge Gap with Common Interests
Agricultural Issues
Alicia Halbritter
Agriculture & Natural Resources Agent
UF/IFAS Baker County Extension
Macclenny
Abstract
What are two things many consumers love? Alcohol and a good steak. Utilizing common interests with the public can help draw attendance to agriculture awareness programs. The program “Beers & Steers” held by the agent in September 2021 was intended to increase consumer awareness on facts surrounding the purchase, preparation, and consumption of beef products, including the pairing of beef-centered meals with various alcohol choices. The event was hosted in a local brewery, this way attendees could purchase their own alcohol to consume during the program, generating $656 in sales for the business. Each attendee was provided a fact sheet that included information on the beef cuts prepared during the class and information on purchasing beef like marbling characteristics and beef labels (grass/grain fed); preparation of beef like marinades versus dry rubs, determining doneness, and ideal cooking techniques; as well as consumption of beef like nutrition and alcohol pairing tips. This fact sheet allowed attendees to follow along with the program topics and provided a take-home opportunity to serve as a reminder of the information learned or to share with others. During the workshop attendees participated in four blind taste test games. Each taste test highlighted a key point to enhance their eating experience, such as marinades versus no marinades, dry rub selection, importance of marbling, and grass fed versus grain fed beef. While the agent prepared the beef selections live in front of the audience using an electric grill, the participants were able to engage with other exhibits like a beef carcass puzzle and “guess the cattle feed ingredient”. The activities spurred further discussion with the agent about beef from pasture to plate and helped dispel common myths surrounding the industry. 82% of survey respondents indicated they increased their trust in the food production system as a result of the course. Attendees indicated on follow up surveys that the Beers & Steers program helped them improve beef purchasing decisions and their ability to effectively utilize cheaper cuts for a better eating experience, resulting in an estimated $9,500 in annual cost savings at the grocery store.
Authors: Alicia Halbritter
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Alicia Halbritter Agriculture & Natural Resources Agent, UF/IFAS Extension Baker County, Florida, 32063