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, a contractor to the beef checkoff, is designed to create a network of grassroots advocates equipped with the tools, training, resources and professional development to promote beef to new audiences and find solutions to issues impacting the industry. The initial cohort is made up of ten participants from six states, three of which are from Nebraska—Brianna Buseman (Lincoln), Natalie Jones (Stapleton), Jaclyn Wilson (Lakeside).
As a result, NBC had an active role in the most recent Trailblazer workshop hosted in Kansas City. As part of the workshop, NBC highlighted the planning and execution of state beef council (SBC) programs with emphasis on the exploration of how working together, we can foster an environment of long-term engagement and increased involvement between Trailblazer advocates and local state beef councils. Nebraska has a dynamic group of industry professionals who upon completion of the program, will serve as industry spokespeople and inform beef advocates at the local and state levels on advocacy, media and spokesperson best practices.
The Nebraska Beef Council is a non-profit organization served by a nine-member board of directors. The volunteers oversee the beef checkoff in Nebraska and checkoff-funded programs. Programs for marketing and promotion are funded by the $1/head beef checkoff.