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New Advocacy Program blazes trail for beef

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Trailblazers will select, train, and equip 10-12 top-tier advocates per year.

Driving the demand for beef starts at the grassroots with a strong network of advocates willing to share beef’s positive message. The new Trailblazers program, developed by the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, takes advocacy to the next level by giving participants the tools and training they need to promote beef to new audiences while addressing and correcting myths.

“Trailblazers is a competitive, highly engaging and interactive program that is developing the next generation of beef advocates,” said Chandler Mulvaney, director of grassroots advocacy & spokesperson development at NCBA. “The goal of this program is to empower the beef community to share their stories, which ultimately helps safeguard the work of cattle farmers and ranchers across the country.”

Trailblazers is looking for its first class of spokespeople to participate in a year-long hands-on program designed to train, equip and empower beef advocates. Selected candidates 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.

Each year, 10-12 new Trailblazers will be selected to create a tight-knit community that works together to find solutions to social and practical issues impacting the beef community. Throughout the year, Trailblazers will receive advanced in-person and virtual training from subject matter experts, learning how to effectively engage on various social media platforms, interact with the media, and enhance public speaking skills. Upon completion of the program, Trailblazers will serve as industry spokespeople and inform beef advocates at the local and state levels on advocacy, media and spokesperson best practices.

The application process for the inaugural class of Trailblazers is now open. For more information and to apply, visit the website

Source: National Cattlemen's Beef Associationwhich is solely responsible for the information provided and is wholly owned by the source. Informa Business Media and all its subsidiaries are not responsible for any of the content contained in this information asset.

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