“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.
Sebastian Meija Turcios of California, participant in the inaugural class of Trailblazers, said the following about his experience, “The Trailblazers program has provided me with invaluable opportunities to find my role as a leader in the beef industry and to make connections that will endure the test of time. As a scientist, Trailblazers has provided me with the tools and skills that will help me be a stronger communicator.”
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 [email protected].
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 Trailblazers
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 will provide 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.