Internship Reflection: Lanie Milliken

Growing up on a commercial Angus operation, I have always understood that the beef represents much more than the end product. It represents early mornings, long days, dedication, and a commitment to caring for animals and the land. I have grown up watching my family and other producers invest their time, resources and passion into raising cattle, while also carrying the responsibility of providing safe and nutritious food for others. Because of that, I have always recognized the importance of telling agriculture’s story. My summer with the Missouri Beef Industry Council (MBIC) provided me with a deeper appreciation for the work that takes place beyond the farm gate to strengthen the connection between producers and consumers. 

When I began my internship with MIBC, I already had a solid foundation in agriculture and a deep passion for the beef industry. I understood the importance of advocating producers, but I wanted to gain a greater understanding of how the Beef Checkoff strategically communicates the value of beef to audiences who may not have a direct connection to the ag industry. Throughout my internship, I learned effective communication extends far beyond simply sharing information. It is about fostering understanding, cultivating relationships, and establishing trust with your targeted audience. 

One of the most valuable aspects of this experience has been witnessing the diverse ways the Beef Checkoff supports the industry. Before this internship, I understood the importance of promoting beef, but I did not fully grasp the amount of planning, collaboration, and strategy involved in each initiative. From consumer education to promotional resources and industry outreach, every project serves an impactful purpose. The work is designed to address questions, provide credible information, and help consumers better understand the dedication and responsibility behind every beef product they purchase. 

During my time with MBIC, I had the opportunity to contribute to projects that allowed me to combine my agricultural background with my passion for communication. I developed resources that helped share information about beefs' nutritional value, assisted with educational materials, and contributed to efforts focused on engaging both consumer and producer audiences. Each assignment challenged me to consider how the industry is represented and how we can communicate our message in a way that is accurate, relatable, and impactful.  

One of the greatest lessons I gained throughout this internship is the importance of understanding your audience. A producer may understand the daily decisions, challenges and commitments involved in raising cattle, while a consumer may have questions about animal care, nutrition, or where their food originates. Effective communication requires recognizing these differences and discovering meaningful ways to connect. The goal is not simply to promote beef, but to highlight the people, values and dedication that make the industry what it is. 

This experience also reinforced the importance of agricultural communicators who understand both sides of the conversation. Coming from a cattle background, I have witnessed firsthand the pride producers have in their operations and the care they provide for their animals. This internship allowed me to see the importance of sharing that perspective with individuals outside of agriculture. Producers have powerful stories to tell, and organizations like MBIC provide the platform and resources necessary to share those messages.

One of the most rewarding parts of this internship was seeing the dedication behind the scenes. Many consumers only see the final message, advertisement or educational resource, but there is a significant amount of research, collaboration and creativity that goes into making each piece effective. Every decision is made with the goal of representing producers accurately while providing consumers with reliable information. Seeing this process firsthand strengthened my appreciation for the role communication plays in the success and sustainability of the beef industry. 

The MBIC staff played an essential role in making this internship such a meaningful experience. Their commitment to the beef industry is evident through the work they accomplish every day. They are dedicated to supporting producers while also helping consumers feel informed and confident about beef. Being surrounded by individuals who are passionate about agriculture and communication encouraged me to continue developing professionally and reminded me of the significance of teamwork within the industry. 

Another important takeaway from this summer is the role of advocacy. Advocacy is not always about having the loudest voice; it is about delivering the right message with purpose and authenticity. It requires listening, learning, and creating opportunities for meaningful conversations. In a time when discussions surrounding food production can often become complex, the need for accurate, science-based information and trusted voices are more important than ever. 

As I continue pursuing a career in agricultural communications, this internship has helped shape my understanding of the role I hope to have within the industry. My desire is to be someone who helps bridge the gap between producers and consumers by sharing agriculture’s story with honesty, accuracy, and authenticity. The future of agriculture depends on individuals who are willing to communicate effectively, educate others, and advocate for the people who make the industry possible. 

My summer with the Missouri Beef Industry Council has been an experience I will carry with me throughout my career. I leave with expanded knowledge, meaningful relationships, and a greater appreciation for the work that goes into promoting beef and supporting producers. This internship reminded me that every producer has a story worth sharing, and I am grateful for the opportunity to help tell it. 

About the Beef Checkoff

The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen's Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.