I was listening to the radio in the car yesterday when I heard Aaron Copland’s familiar “Rodeo” music and then a distinct southern drawl. It sounded just like… nah, it couldn’t be. As I continued to listen to the spot, I knew I was right. Matthew McConaughey has lent his folksy and endearing southern twang to a series of radio ads for the National Cattleman’s Beef Association. I also discovered I’m a bit late to the game. Evidently, McConaughey has been the ‘voice of beef’ since the introduction of the NCBA’s Powerful Beefscapes campaign in 2008.