Emma Coffman turns her ranching journey into advocacy

From Temple, Texas, Emma Coffman has been selected by the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, as the 2024 Advocate of the Year.

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.

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 knowledge and real-world experience, Coffman has a lot 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.

@doubleeranch I feel personally attacked by the wind and tumbleweeds… but we got ‘er done #wind #panhandle #texas #tumbleweed #blow #windy #dusty #dirt #cattle #ship #semi #trucks #horses #cowboy #cowgirl #livestock #rancher #windyday ♬ เสียงต้นฉบับ – John (Songs Station) – สุขภาพดีกับเภเบิร์ด

“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.”

As a modern-day influencer, Coffman has a knack for creating approachable and educational social media content that bridges the gap between consumers and producers. With more than 80,000 followers across social media platforms, Coffman uses her platform to educate viewers about sustainable and innovative ways farmers and ranchers care for their animals and produce high-quality beef.

“My purpose in advocating for beef is to empower people to make informed decisions based on knowledge. I want consumers to choose American beef confidently, understanding that it not only provides nutritious, sustainable protein but also helps support the hardworking families behind it,” she said.

Along with sharing beef facts and ranching stories, Coffman’s passion goes beyond simply reaching consumers. She also strives to inspire the next generation of ranchers through sharing stories that will motivate and guide them as they build their operations. Coffman also works to encourage producers and industry stakeholders to join the conversation to help grow consumer trust in the beef industry and establish a firm foundation for future beef advocates to flourish.

@doubleeranch Welcome to the future 🤖 #agriculture #drone #spray #insect #animalhealth #care #animalcare #livestock #future #cattle #technology #tech #future #ag ♬ original sound – Emma

“Through advocacy work, ranchers and industry stakeholders ensure that the hard work, dedication, and positive impact of beef production are recognized and valued. It is not just about protecting the industry — it is about ensuring a strong future for agriculture and the generations to come.”

You can follow Emma Coffman on Facebook, Instagram, YouTube, TikTok, or visit her website, Double E Ranch, here.