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.”
Hailing from Livingston, MT, Sierra Jepsen is the owner, lead butcher, and meat scientist of Butcher Solutions, LLC – a traveling butcher school. Sierra delivers hands-on training for meat processors to help build and retain a skilled workforce to serve livestock producers and communities.
Sierra grew up on a grain and cow-calf operation in Amanda, OH, where she attended The Ohio State University and was introduced to meat science. She has been directly involved in the meat industry for 9 years, first competing on the 2016 Ohio State meat judging team, followed by four years of coaching collegiate meat judging teams at the University of Wyoming and leading the Cowboy Branded Meats program. In 2022, Sierra received her master’s degree in meat science from the University of Idaho.
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.
