Targeted Extension Programming for New and Beginning Beef Cattle Producers Through a Multi-night Lecture Series

Abstract An introductory level-based educational program was developed for stakeholders interested in learning more about the basics of beef cattle management systems in Alabama. The Beef Systems Short Course was designed to 1) introduce concepts related to best management practices in beef operations to producers and 2) to create awareness among producers about educational services offered through Alabama Extension. Ten Beef Systems Short Courses were offered in fall 2019 and winter 2020 throughout Alabama. There were 136 participants enrolled in the program statewide. Eight topics were taught over a four-night time period (2 topics per meeting; 45 mins each). Topics included: Forages; Nutrition; Herd Health; Reproduction; Animal Identification, Genetics, and Records; Environmental Stewardship; Economics; Meat Science. A post-program survey was conducted to evaluate 1) potential change in knowledge and intent to adopt beef cattle management practices (n = 130 responses). Seventy percent of the producers in the program had less than 10 years of experience in the beef business, and the majority of these were part-time farmers (55%). Overall, producers were highly satisfied with the program with an overall rating of 4.7 out of 5 (Likert-type scale) across program topics, and 81% of participants planned to begin the adoption one or more of the management practices shared at the program in the next 12 months. The top three practices producers planned to implement included 1) establishing a calving season, 2) proper identification of livestock, and 3) improved forage management strategies. Participants reported significant knowledge gain across topics presented ranging from a 45 to 76% increase in understanding of practices. Notably, 55% of the participants reported that this was their first time attending an Extension program, demonstrating a great level of effectiveness in this program reaching new clientele. 100% of the participants indicated that they planned to attend Extension programs and use available online decision-making resources in their operations in the future. The total economic impact of the program was $525,450, with an estimated return on investment of 6:1.