This summer in Colorado, 28 Trailblazers, food content creators and nutrition influencers came together for a Beef Checkoff-funded three-day immersive event in Colorado designed to educate and encourage collaboration among three unique and influential groups to promote beef. Following a series of educational sessions including information on today’s beef consumer, attendees watched a cutting demo, learned about beef’s role in a healthy lifestyle and engaged with producers through networking and tours.

For some, this was the first time to see (and touch) cattle and to buy their first cowboy hat. Beyond learning about the cattle industry lifestyle, attendees were able to ask basic questions about what cattle eat, how they are raised, and beef’s nutrition and versatility. The unique event armed attendees with science-based information to share with their social media followers. 

With a social media following of more than three million people, attending influencers have posted 250 Instagram stories about their beef experience. According to post-event surveys, 94% of attendees said their perception of the beef industry improved or was very positive and the same number said the information provided was extremely helpful. 

“We were excited to see how producer advocates and influencers with different perspectives came together to learn from one another and find common ground through beef,” said Chandler Mulvaney, director of grassroots advocacy and spokesperson development at NCBA. “The best part is that even after the event, they continue to collaborate and share beef’s positive story.”