Beef Ambassador

By Virginia H. Harris
Progressive Farmer Associate Editor

Chandler Mulvaney was just 18 and working his first big farm show as a National Beef Ambassador. Having grown up around cattle, Mulvaney thought he was prepared to answer any question that might come his way. But when a middle-aged woman attending the Pennsylvania Farm Show walked up and asked if it was safe to feed her kids beef from cattle that had eaten GMO corn, he couldn't find the words.

Since that exchange, which took place about a year ago, Mulvaney is no longer at a loss for words when answering tough questions. Mulvaney now explains to consumers biotechnology is just another way ranchers can be more efficient and sustainable. He likes to add that beef can be part of a lean, heart-healthy diet.

EXPERIENCE COUNTS

Mulvaney learned two lessons from that early encounter. One, time and experience are valuable teachers.

"I feel like I'm better prepared to answer at this point," he said. "The biggest thing is learning by doing and understanding that every consumer is different."

The second lesson is one Mulvaney stresses -- the ability of his generation of farmers and ranchers to meet global food demands. This issue especially resonates with him. "Our generation that is serving on the team is going to be the generation that has to find the technology to feed the growing world," he said.

Both lessons apply when talking to anyone with questions about the beef industry, Mulvaney added. "Ask them their perspective," he advised. Engaging with consumers will help show producers care about bringing a safe, wholesome product to local markets.

TRUSTED SOURCE

"The thing we need to realize when we're talking to consumers is we've got to be dependable and build up a sense of trust," Mulvaney said.

If you can't tell, the Opelika, Ala., native isn't exactly your average college sophomore.

He's spent the last year traveling the country as one of five National Beef Ambassadors. Mulvaney is also a full-time student majoring in agribusiness and political science. Growing up, he and his sister bred and showed Hereford cattle. Mulvaney said traveling across the country showing cattle gave him an expanded view of the American beef community and is one of the reasons he applied for the ambassador program.

The National Beef Ambassador Program, administered by the American National CattleWomen, helps college students share their passion for the beef community by traveling around the country promoting the safety, health and quality of America's beef products.

The ambassadors share stories about their own experiences in the beef industry face-to-face with consumers at trade shows, state fairs and major events like the Boston Marathon. They also share personal stories through Facebook, Twitter and blogs.

Sarah Bohnenkamp, executive director of the American National CattleWomen and the Ambassador adviser, said the ambassadors set a goal each year of how many consumers they want to reach in person and online. Currently, they're at half a million personal conversations, and that's before the year's halfway point (at press time).

And, the ambassadors no longer focus just on parents shopping for food for their families. They are reaching out to their own generation and the millenials, too. "We would like them to consider beef as a convenient option and an option they feel good about," Bohnenkamp explained.

She pointed out young people make great representatives because they are enthusiastic and approachable.

"When [consumers] see somebody who's a student and see they're part of the beef-production process, they're oftentimes shocked," Bohnenkamp said. "They tend to think about the standard cattleman or woman who has been around for some time."

When Mulvaney answers questions, he tries to tie everything back to the obligation to feed a growing world. He said beef producers globally need to work together to achieve that feat.

Mulvaney mentioned his experience while attending a dinner at the Alltech Annual Symposium, which gathered a panel of agriculture representatives from around the world. He recalled: "It started as a general conversation about sustainability and developed into an aggressive discussion about each country's beef-production practices. It was evident that everyone believed their standards and production means were best."

While this was disheartening, Mulvaney said, "The term that defines us is 'beef community.' So we've got to come together globally and figure out ways to become more united in meeting the challenge of feeding the growing population.

"We have to build for future generations," he pointed out.

BECOME A BEEF AMBASSADOR

How does the National Beef Ambassador Program prepare students for their task?

The competition is fairly rigorous, nothing like the first competition in 1985 when just one National Ambassador was chosen.

Candidates are judged in four areas: a consumer demonstration showing consumers how to prepare different cuts of meat; a media interview discussing hot topics of the day; an issues response responding to an anti-beef article with a letter to the editor; and education and outreach with classroom or campus visits. Applicants also must be a state Beef Ambassador already.

Mulvaney said he started preparing a year in advance for the competition. He spoke with animal science professors at Auburn University, conducted a cooking demonstration on a news broadcast in Montgomery, Ala., and completed three different elementary classroom demonstrations.

Bohnenkamp added judges look for ambassadors to complete the masters of beef advocacy curriculum. It's a checkoff-funded program available online to cattle industry stakeholders. Individuals learn how to approach various beef industry topics like nutrition, production and environmental stewardship.

After the National Beef Ambassadors are selected, they go through several training sessions. Some of the training includes becoming familiar with resources like BeefItsWhatsForDinner.com and FactsAboutBeef.com. Ambassadors also attend the Cattlemen's College at the annual Cattle Industry Convention.

Bohnenkamp said these resources help give ambassadors the information they need when answering questions about beef production.

So why go to all the trouble of an intensive competition? Bohnenkamp explained the goals of the program are simple: To develop leaders and to reach out and have conversations with meal-time decision makers.

"We want to develop those strong leaders and leverage them because we know they're persuasive," she explained.

The program prepares the ambassadors to continue advocating and supporting the beef industry, Bohnenkamp pointed out. A few Beef Ambassador alumni have even gone on to work for their state beef councils and the National Cattlemen's Beef Association.

The National Ambassadors also each receive a $1,000 scholarship and $1,000 cash prize.

For more information on the National Beef Ambassador Program, visit www.nationalbeefambassador.org.

(CZ)

(VM/CZ)

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