By all accounts, DeAnne Maples didn’t take the conventional route to become one of the most dynamic figures in beef promotion today. As the CEO of the Florida Beef Council, she stands at the crossroads of storytelling, agriculture and advocacy, building programs that stretch limited budgets and reach millions of consumers. But her career wasn’t born on a family farm. Instead, it grew from summers on her grandfather’s farm, lessons learned in FFA and a lifelong determination to find and follow her purpose.
Finding her voice
Though her parents were not involved in agriculture, Maples grew up around it thanks to several extended family members, including her grandfather, who owned farmland. These relationships helped plant the first seeds to her connection to the land.
“I was fortunate to be exposed to a whole generation of farmers, and through them, I learned the value of agriculture and the importance of doing something productive,” Maples told WLJ. “It taught me the meaning of a good, hard day’s work—something that truly leaves you with a sense of accomplishment.”
It was her grandfather who encouraged her and her sister to get involved in 4-H and FFA, sparking what would become a foundational experience in her life. Maples dove headfirst, encouraged by “four amazing ag teachers” who saw potential in her. Though she didn’t yet know what her career would be, she was beginning to recognize the power of leadership, communication and purpose.
“I was purposely putting myself in a lot of areas in FFA—public speaking, parliamentary procedure, cattle and swine production,” Maples said. “All of that helped me figure out where I belonged.”
Although she had considered veterinary medicine, a high school guidance counselor’s casual remark about her struggles with algebra redirected that dream. Instead, Maples pursued a degree in broadcast journalism at the University of Central Florida. “It was a shared degree—broadcast journalism, advertising and public relations. I thought I’d have a farm show someday, or maybe host the Today Show,” she said with a laugh.
Her journey was never about simply finding a job; it was about finding purpose. “I had some great jobs out of college, but they didn’t feed my soul,” Maples said. “When I returned to agriculture, I knew this was where I was supposed to be. It was my purpose and my passion. When you find both of those, you show up as the best version of yourself every day.”
Leading the Florida Beef Council
Maples’ path back into agriculture led her to the Florida Beef Council in 2018, following time at SeaWorld and Anheuser-Busch, where she worked in marketing and events. It was a phone call to former CEO Florida Beef Council Jim Handley that opened the door. “I had a friend tell me the job was open, and a year later, when it came open again, I finally called. Jim said, ‘Send me your résumé today,’ and within days I was interviewing,” she remembers. “It just felt natural. The conversations flowed, and I knew it was where I belonged.”
Since then, she has helped steer the council’s marketing strategy through both innovative and grassroots campaigns, all while navigating a limited budget and a vast audience. “We only collect the Beef Checkoff dollar once, and our cattle are usually shipped out of state after the cow-calf phase,” she explained. “Yet, we’re trying to reach over 23 million residents and 160 million tourists annually.”
That challenge has made Maples a master of “out-of-the-box thinking.” From beef-themed events at the South Beach Wine and Food Festival to influencer partnerships with Hispanic dietitians, she has a keen eye for where beef can shine. But perhaps nothing was as bold as her three-year push to bring beef to NASCAR.
“I live just 20 minutes from Daytona International Speedway and knew the brand loyalty NASCAR fans have,” Maples said. “I was at dinner with a NASCAR contact who mentioned a race sponsorship opening, and by the end of the night, I said, ‘I’m going to find the money for this.’”
That program, the “Beef. It’s What’s for Dinner. 300,” was a push to bring beef to NASCAR. It became the first time in decades that the campaign appeared during a major national sports event. “We connected with a quarter-million fans in person and millions more on TV. It wasn’t just about the event, it was about telling the beef story and connecting consumers directly to producers,” she said.
With Florida’s diversity and size, Maples knows she can’t rely solely on traditional outreach. She’s developing new campaigns, such as one that collaborates with a Hispanic dietitian to better connect with Florida’s growing Latino community. “We need to meet people where they are—culturally, geographically and emotionally,” she said.
At the same time, she leans into long-standing relationships with chefs, educators and dietitians through ranch tours and sustainability discussions. The goal? Build consumer confidence in both the product and the process.
“When we take chefs and educators out to ranches and show them how beef is raised, they take that message back to their classrooms, kitchens and clients,” she said. “We can’t reach 23 million people one-on-one, but we can reach the people who influence them.”
And despite the mounting pressure of food prices and public scrutiny, she’s bullish on the future of beef.
“I want consumers to keep beef in their carts and producers to feel proud of how we’re telling their story,” Maples said. “At the end of the day, my job is to help move one more package of beef into a shopping buggy—and to make sure the producers who fund these efforts feel that their dollars are well spent.”
A balancing act
As a single mom of three—now including a new granddaughter—Maples understands the balancing act between leadership and family.
Her 15-year-old daughter shows cattle and is still exploring her future. Her middle son works in engineering, while her oldest turned a childhood gift into a career. “I gave him his first camera when he was 10,” Maples said. “He just had an eye for it.” That spark grew into a passion, and today he produces agriculture-focused videos, including projects for the Florida Beef Council. “He probably won’t have a pasture full of cattle,” she added, “but he loves this industry and gives back with his talent.”
Maples credits the agriculture community for helping her make it all work. “There are things you might miss, sure, but the people I work for—Florida’s cattle producers—are incredibly family-oriented,” she said.
She’s also intentional about setting an example at home. “My kids see what hard work looks like. They see dedication and responsibility,” Maples said. “Just like I watched my grandfather growing up, they’re watching me now.”
And her story is far from over. With producers, consumers and her family alongside her, Maples continues to blend creativity, conviction and community, proving that purpose and passion aren’t just words. They’re a way of life.
Advice for the next generation
For those just starting in agriculture, Maples offers practical advice grounded in experience and perspective.
“If you’re starting a career in agriculture, the best thing you can do is build a solid foundation,” she said. “And that doesn’t matter if you’re new to ag or walked in off the family operation.” The key, she emphasizes, is showing up with humility, a willingness to learn and a deep respect for those who’ve built the industry from the ground up.
“Be humble, ask questions and seek out mentors—the people who’ve worked in the field and helped build this industry have lessons no textbook can teach,” Maples said. “You have to find a balance between honoring those who came before you and embracing the innovations that shape where we go next.” For Maples, that balance between old wisdom and new energy is where purpose and passion take root.
And while the road isn’t always easy, Maples believes the reward is in the work. “Agriculture demands hard work, resilience and a thick skin. It’s early mornings, long days and unpredictable challenges—from markets to media to weather. But it also offers unmatched purpose,” she said. Her advice is to stay engaged, stay curious and never stop pushing forward.
“Be patient, stay persistent, and never stop advocating, not just for your corner of the barnyard, but for agriculture as a whole,” Maples said.
Because at the end of the day, “Agriculture is one big village, and everyone has a place in it.”
