WHILE BEEF PRODUCTION IN THE LOWER MIDWEST AND SOUTHERN PLAINS IS BIG BUSINESS, IT IS CHARACTERIZED BY SMALL AND MEDIUM-SIZED OPERATIONS. IN THIS REGION (OKLAHOMA, KANSAS, ARKANSAS, TEXAS, AND MISSOURI) THE PERCENT OF OPERATIONS WITH FEWER THAN 50 HEAD COMPRISE 77% OF COW-CALF OPERATIONS. THE INCLUSION OF BEEF COW HERDS OF UP TO 99 HEAD (STILL CONSIDERED RELATIVELY SMALL) ENCOMPASSES 90% OF BEEF COW OPERATORS IN THIS REGION. STRATEGIES TO INCREASE PROFITABILITY OF SMALL AND MEDIUM-SIZED BEEF COW ENTERPRISES ARE KEY TO INCREASING THE OVERALL PROFITABILITY OF THE INDUSTRY.PREVIOUS WORK INDICATES THAT EXTENSION'S EDUCATIONAL PROGRAMMING IS EFFECTIVE IN INFLUENCING BEST MANAGEMENT PRACTICE ADOPTION. PRODUCERS WHO HAVE PARTICIPATED IN EXTENSION PROGRAMMING SUCH AS OKLAHOMA STATE UNIVERSITY'S MASTER CATTLEMAN PROGRAM OR BEEF QUALITY ASSURANCE WORKSHOPS ARE MORE LIKELY TO BE ADOPTERS OF BEST MANAGEMENT PRACTICES (E.G. WILLIAMS ET AL. 2013). IMPROVING ADOPTION RATES AMONG PRODUCERS WHO ARE NOT TYPICAL PARTICIPANTS IN INTENSIVE EXTENSION PROGRAMMING MAY HOLD THE KEY TO IMPROVING ADOPTION RATES, AND THUS PROFITABILITY.THE OVERALL GOAL OF THIS PROJECT IS TO EXAMINE BEEF PRODUCER ADOPTION OF RESEARCH-BASED RECOMMENDED MANAGEMENT PRACTICES AND, ULTIMATELY, TO INCREASE PRACTICE ADOPTION RATES OF CRITICAL RECOMMENDED PRACTICES THROUGH HANDS-ON WORKSHOPS AND ACCESSIBLE EDUCATIONAL MATERIALS, INCLUDING VIDEO EXAMPLES. INCLUDED IN THAT PROCESS IS ESTABLISHING A BENCHMARKING SYSTEM FOR ADOPTION RATES OF KEY PRODUCTION AND MANAGEMENT PRACTICES AND IMPLEMENTING NEW AVENUES TO REACH PRODUCER AUDIENCES BEYOND THE EXISTING AUDIENCES WITH PROGRAMS TARGETED TO CURRENT AND FUTURE BEEF PRODUCERS THROUGH TARGETED TECHNICAL ASSISTANCE WORKSHOPS, THROUGH INDUSTRY AND GOVERNMENT CONTACTS, AND THROUGH HIGH SCHOOL AGRICULTURAL EDUCATION, 4-H PROGRAMS AND REGIONAL COLLEGIATE AGRICULTURAL PROGRAMS.