Beef Spokespeople Join Newest Group of Trailblazers
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 have been selected for the program’s third cohort of beef community spokespeople, including:
● Mandy Atterholt, Ohio
● Amanda Hall, Kentucky
● Cara Henri, California
● Jessie Jarvis, Idaho
● Sierra Jepsen, Montana
● Katey Johnson, Oklahoma
● Anna Kobza, Nebraska
● Max Krupp, Texas
● Lettie McKinney, Kansas
● Arlie Reeves, Washington
“It’s evident that producers are seeking community across the industry as we received almost 50 applications for this year’s program, a 76% increase from last year,” 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.”
Trailblazers receive in-depth 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.
Sierra Jepsen of Montana, a participant in the class of Trailblazers, said, “Growing up on a grain and cow-calf operation, I came to realize that the producer and consumer do not always understand each other. But the butcher needs to understand them both! I now own a traveling butcher school, Butcher Solutions LLC. I travel the country helping butchers learn and perfect meat-cutting practices in local meat shops, while also advising farmers and ranchers on meat science principles important for raising and marketing high-quality beef. The NCBA Trailblazers program is going to help me stay connected with current industry issues and hone my skills in addressing consumer questions regarding the beef community.”
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 community building program.
For more information on the Trailblazers program and other beef advocacy efforts, contact Chandler Mulvaney at cmulvaney@beef.org.
