By Scout Nelson
Michelle Rook, a nationally known farm broadcaster, is the 2025 recipient of the South Dakota State University Friend of the Beef Industry award. The honor recognizes her many contributions to the state’s beef sector and her dedication to telling the stories of cattle producers.
Rook currently serves as National News and Market Reporter for Farm Journal, producing daily market and news segments on AgDay and hosting the Markets Now podcast. Her reports cover cash cattle updates, futures prices, and market analysis, helping producers make informed management decisions.
Before joining Farm Journal, she was farm director at WNAX Radio in Yankton, delivering nearly 30 market and agriculture reports each day. Rook has also worked with several commodity groups to create consumer education pieces that highlight beef production and the work of South Dakota farmers.
She has earned many honors during her career, including National Association of Farm Broadcasting Farm Broadcaster of the Year in 2008 and the South Dakota Governor’s Ag Ambassador Award in 2016. Rook’s coverage of the COVID-19 pandemic’s impact on meat processing, which included hosting live call-in shows with lawmakers, helped raise national awareness of market challenges and contributed to later congressional hearings.
Rook’s passion for agriculture started early. She grew up on a dairy and crop farm in eastern South Dakota, was active in 4-H and FFA, and earned bachelor’s degrees in dairy manufacturing and agricultural journalism as well as a master’s degree in journalism from South Dakota State University.
She received the Friend of the Beef Industry award during the 2025 SDSU Beef Bowl football game on September 13. The award is presented by the SDSU Department of Animal Science and the College of Agriculture, Food and Environmental Sciences to honor individuals who advance the state’s beef industry.
Rook says the recognition reflects her lifelong goal to support farmers and share their dedication to producing high-quality beef while caring for the land and ensuring sustainability for future generations.
Photo Credit: south-dakota-state-university
Categories: South Dakota, Education, Beef Cattle