Back in the early days of social media we used the term, agvocate. But it really is advocating and there is a new 2024 Advocate of the Year. She’s Emma Coffman, from Temple, TX. She was selected by the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff. The award recognizes Coffman for her creative use of storytelling across social media platforms, along with breaking down barriers as a first-generation cattle rancher. The award is part of the NCBA Masters of Beef Advocacy (MBA) program.
After earning her bachelor’s degree in animal science from Texas A&M University, Coffman pursued diverse opportunities in agriculture, including cattle ranching in Australia, before returning to Texas to begin her professional career. With both classroom and real-world experience, Coffman has a wealth of knowledge to share on her social media platforms where she addresses misconceptions of the beef industry and utilizes her background as a first-generation agriculturist to connect with consumers.
“As a first-generation agriculturalist, what I initially saw as my biggest disadvantage has turned out to be the greatest blessing the Lord could have given me,” said Coffman. “It has provided me with the unique opportunity to break down complex topics and present them in ways that are more relatable and understandable to everyday consumers.” You can find Emma on her website here.
I interviewed Emma at the 2025 CattleCon:
Interview with Emma Coffman (5:24)