A new addition to Beef Month in recent years is a contest titled "Cattlemen of Beef Month." This friendly competition between county Cattlemen's Associations awards points based on beef promotional efforts hosted during October Beef Month, and it ends with one county earning the crown! In October 2023, the Elmore County Cattlemen's Association went above and beyond to design unique ways to promote beef and the western lifestyle across their home turf. Josie Jones sits down in studio with Chet and Carol Matthews, two of the masterminds behind the promotional efforts, to reflect on how Elmore County's cattlemen activated in order to earn the title "2023 Cattlemen of Beef Month."