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The objective of this study was to evaluate the effectiveness of the South Dakota State University (SDSU) Beef 2020 program on increasing participant knowledge and impacting production practices. Beef 2020 is a 3-day Extension program targeted to cattle producers, beef purveyors, and allied industry representatives and addresses the management factors that influence beef carcass traits. Beef 2020 provides the opportunity for participants to view market animals live, observe the harvest process, and participate in a hands-on fabrication of a beef carcass. Information gathered from fabrication is used to calculate carcass value. Participants (n = 138) were asked to complete a survey at the conclusion of the program. Session ratings were scored on a scale of 1 (not valuable) to 10 (highly valuable). Prior and post program knowledge was evaluated on a Likert scale of 1 (none) to 10 (highly knowledgeable). Data were compiled from survey responses from 2013 to 2019. Participation in Beef 2020 improved participant knowledge by 2.3 points (5.4 vs 7.7, P < 0.0001). Additionally, 84% of the respondents indicated they will implement strategies presented during the program in their own operations, while another 11% indicated they may implement new strategies. Participants also indicated the program was beneficial (9.5 ± 1.1) and it should be conducted again (9.6 ± 1.2). Beef 2020 effectively improved participant knowledge of the management factors that influence value differences in beef cattle, which resulted in improved marketing opportunities and carcass value for their operations. Introduction Marketing of fed cattle has changed drastically over the last 20 years. In 1996, an estimated 8.1% of cattle were sold through a grid-based marketing system (Schroeder, Ward, Lawrence, & Feuz, 2002). By 2001, this number had increased to 43.5%, and in 2018 it was estimated that over 70% of cattle were marketed using a value-based pricing system such as a grid (Schroeder et al., 2002; USDA, 2018). Changes in marketing methods means that producers’ economic returns are more impacted by the quality of their cattle than in the past, increasing the importance of understanding the changing marketplace and changing consumer demands (Bailey, Bastian, Menkhaus, & Glover, 1995). However, very few producers maintain ownership from birth to harvest. While these producers may be knowledgeable about their specific industry segments, they may not be as familiar with other aspects of beef production, or understand that management decisions throughout a beef animal’s life can affect carcass traits and consumer acceptability. To help bridge these knowledge gaps, SDSU developed Beef 2020 over two decades ago. This program is targeted to cattle producers, beef purveyors, and allied industry representatives and addresses the pre-harvest management factors that influence beef carcass value through a hands-on workshop. The objectives of Beef 2020 are to provide representatives of the beef industry with: 1) handson learning activities involving live cattle evaluation, carcass fabrication, carcass grading and pricing, and factors that affect palatability to effectively develop an understanding of factors

Sdsu Beef 2020 Increases Beef Industry Knowledge for Participants