Bedford – The beef checkoff, through its Northeast Beef Promotion Initiative (NEBPI), and in partnership with the Pennsylvania Beef Council (PBC), is excited to announce the launch of the 2016-2017 ‘Millennial to Millennial’ (M2M) Advocate Program.
The M2M program, aims to identify young adults with a passion to advocate for the beef community within the commonwealth and the northeast United States. This team of Millennial advocates helps educate the public about beef at large consumer expos and events throughout the year.
This unique program will give students a one-of-a-kind learning opportunity to enhance their advocacy skills and build a voice for the agriculture industry. Students will also be tasked with additional assignments, such as social media engagements, media interviews, written press releases, beef advocacy efforts and others to connect consumers with America’s beef producers. These assignments are tailored to individual interests and talents to promote personal growth while in the program.
Interested students must attend either The Pennsylvania State University or Delaware Valley University and submit an application and resume by Monday, October 10, 2016, on the NEBPI website’s application page. Checkoff staff will host interviews on the student’s respective campus to determine placement on the Millennial Advocate team.
The program is now in its third year and has seen many successes in creating Millennial advocates for use at large consumer events with face-to-face engagement with Millennial consumers. PBC Executive Director, Bridget Bingham commented, “Our research tells us Millennials trust and respect other Millennials. The M2M program provides a platform for ag Millennials to build relationships with their non-ag counterparts about where their food comes from and how it’s raised. We witness trust transfer right before our eye and there is nothing more powerful than a face-to-face interaction with such obvious results.” Our student advocates have also seen tremendous personal growth, while participating in the program. “As a participant in the M2M program I have been able to promote the beef industry with a simple motto: each one, reach one. The fundamentals of this are simple, if I can reach one person through the help of the program and educate them about the beef industry, they will take their new knowledge and pass it on to at least one other person, this snowball effect will build until we have confident consumers who trust our industry. This effort ensures a more stable industry for the next generation of agriculturalists, like myself.” mentioned Lena Bioni, a junior at Penn State University and past M2M advocate.
For more information about the 2016-2017 M2M Program and to submit an application, visit the NEBPI webpage. For past event photos please visit the beef council and Northeast Beef Promotion Initiative’s Facebook pages.
Media Contact: Kaitlyn Carey, 814-623-2698; kcarey@pabeef.org.
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The Pennsylvania Beef Council is a producer-controlled and funded organization, which administers the Beef Checkoff Program in Pennsylvania. The Beef Checkoff Program assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. Checkoff revenues may be used for promotion, education and research programs to improve the marketing climate for beef.
Source: The Pennsylvania Beef Council
