Animal protein is important and U.S. cattlemen feed the world humanely and efficiently. But is that message getting to consumers? Unfortunately, the people who are driving the conversation about beef production practices in the U.S. are the same people who are intent on driving cattlemen out of business. That means more cattlemen need to speak out. To counter all the misinformation about beef production, Jay Lehr encourages cattlemen to spend 30 minutes a week telling their story via videos on YouTube or on social networks.