Rome, NY (February 2023) –The Trailblazers program, developed by the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, takes advocacy to an unprecedented level by giving participants the tools and training they need to promote beef to new audiences while addressing and correcting myths. After a competitive application process, ten Trailblazers from eight states have been selected for the program’s second cohort of beef community spokespeople, including:
“We received more than double the number of applications compared to last year from interested spokespeople in 18 states,” said Chandler Mulvaney, director of grassroots advocacy and spokesperson development at NCBA. “The newly selected cohort will join efforts with previous Trailblazers, building community, providing opportunities for mentorship, and collaborating with other experienced grassroots advocates.”
The new Trailblazers will receive training to become expert communicators, excel in media interviews, and understand how to build confidence in beef-related practices when talking to consumers. Throughout the year, Trailblazers will receive advanced training from subject matter experts, learning how to effectively engage on various social media platforms, interact with the media, and enhance public speaking skills.
Shaye Koester of North Dakota, a participant in the inaugural class of Trailblazers, said the following about her experience, “The Trailblazers program increased my confidence to share the truth about beef in my own unique way while providing the resources, experiences, and network to do so. This professional yet fun program is like no other.”
Trailblazers will meet online and in person to foster constant growth and refinement of skillsets when speaking about beef. Upon joining the advanced advocacy program, Trailblazers serve as industry spokespeople and inform beef advocates at the local and state levels on advocacy, media, and spokesperson best practices. Every year, ten new Trailblazers are accepted into the program. For more information on the Trailblazers program and other beef advocacy efforts, contact Chandler Mulvaney at [email protected]
The Checkoff-funded Trailblazers program was created in 2021 to support the efforts of the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, in identifying, recruiting, empowering, and engaging with advocates in the beef community. The program provides a train-the-trainer model to support state beef councils and partner organizations in mobilizing a cadre of spokespeople who are equipped to have tough conversations and seek solutions in telling the beef story.
About the Beef Checkoff
The Beef Checkoff was established as part of the 1985 Farm Bill. The Checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents of the dollar and forward the other 50 cents per head to the Cattlemen's Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.
About NCBA, a Contractor to the Beef Checkoff
The National Cattlemen’s Beef Association (NCBA) is a contractor to the Beef Checkoff Program. The Beef Checkoff is administered by the Cattlemen’s Beef Board, with oversight provided by the U.S. Department of Agriculture.