Marvin Frink, an Army veteran and cattle producer in North Carolina, is an open book, willing to share his story of pain, mental health and perseverance not only with other producers, but also with consumers. His service and advocacy efforts were initially highlighted in the November 2021 Federation Page of National Cattlemen. What started as a story to honor cattle producers who served in the military, Frink’s message of hope and healing through cattle has now made it to mainstream newsstands. 

In May, Marvin and his wife, Tanisha, welcomed a dozen veterans with Post Traumatic Stress Disorder (PTSD) to their farm for a weekend to experience what Frink calls “agri-therapy,” working with the land and animals to help heal invisible wounds. A reporter for People magazine made the trip as well, documenting Frink’s work for a story featured in the July 25 issue. 

In addition to the print circulation of 2.5 million readers, People online has a potential reach of more than 45 million. People also posted a link to the story on their Twitter page where they have more than 7.7 million followers. 

Combine People’s outreach with Beef Checkoff-funded Beef. It’s What’s For Dinner. social networks, and Frink’s message is reaching consumers across the country. The Beef. It’s What’s For Dinner. Facebook page has more than 980,000 followers and the post about Frink’s story received the second most engagement of any post this year. The post has been “liked” more than 515 times and shared more than 160 times. 

State beef councils from coast to coast also shared the article with their followers and the story received more engagement than other posts typically receive. Wounded Warrior Project posted a link to the People story on their Facebook page where they have more than 3 million followers. More than 5,400 Wounded Warrior Project Facebook followers “liked” Frink’s story. 

This is an example of how one producer makes a powerful impact by sharing with others what he does to help his country, his family, his fellow veterans and his industry.