Featured photo: Pennsylvania Deputy Secretary for Animal Health and Food Safety Gregory Hostetter visited with students enrolled in the Beef Council’s “Millennial to Millennial” (M2M) Program.

The Pennsylvania Beef Council, through the National Cattlemen’s Beef Association (NCBA) and the Federation Initiative Fund, facilitated an interactive leadership training with Millennial students on November 12 at the Pennsylvania Department of Agriculture in Harrisburg.

The event was part of the beef council’s 2015 Millennial to Millennial (M2M) Program, which 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.

Eight Pennsylvania State University students and three Delaware Valley University students attended the day-long training and learned how to better create open and positive dialogue surrounding beef. Sarah Bohnenkamp, a millennial coach for Syzygy Coaching of Denver, CO, joined beef council staff to help facilitate the program, which included a tutorial on leadership development, tips for social media engagement and interactive consumer role playing scenarios.

The students also had the honor of visiting with Pennsylvania Deputy Secretary for Animal Health and Food Safety, Gregory Hostetter.

“Research has shown that our target consumer, the millennial, wants to hear directly from other millennials,” noted the beef council’s Executive Director Bridget Bingham. “This program helps connect those dots, all the while, providing our industry’s future leaders with the tools to confidently and proactively deliver the beef story.”

New this year, M2M Program participants will compete to become the 2016 Pennsylvania Beef Ambassador, made possible by a joint partnership between the beef council and Hoss’s Steak and Sea House. All participants will be eligible to earn points based on their advocacy efforts throughout the year and the winner will receive a $1,000 scholarship and the Pennsylvania Beef Ambassador title.