Megan Webb, a current graduate student at South Dakota State University, began her involvement in the beef industry on her family’s Angus operation in Burlington, WV. Over time, their farm became vertically integrated and turned into a meat business. Megan remains involved in the operation by assisting with processing plans and youth FFA projects. At the state and national level, she has conducted Checkoff-funded research ranging from consumer beef flavor preferences to marketing, calf management and fetal programming. Her complementary dissertation targets understanding consumer responses to beef raised with and without common production technologies (antibiotics, implants, beta-agonists) with the goal of gaining valuable economic, marketing and consumer messaging techniques to improve brand differentiation with a sustainable perspective. By being innovative, Megan believes she can help others improve their agricultural enterprise and offer consumer transparency in the retail case.