Kansas Beef Council (KBC) Manager of Industry Relations Weston Schrader led a workshop on how to tell the beef story during the 2026 Charolais Junior National in Hutchinson June 20-26. With more than 50 attendees representing 31 states, the interactive session broke down the basics of the beef checkoff and explored how checkoff dollars drive demand through targeted marketing, social media campaigns and export market development.
Participants learned how to turn their passion into industry advocacy by creating and practicing their own “elevator pitches.” The exercise illustrated a simple but powerful truth: consumer trust is built when producers can confidently share the story behind how they care for their cattle. Schrader emphasized that understanding the checkoff isn’t just about knowing where the dollar goes, but also the return it delivers.
“When producers see how their investment translates into real demand—whether that’s a social media campaign reaching millions or adding value through export markets—it clicks. And our young people are crucial to the long-term success of this industry. They’re the ones who will carry that message forward,” he said.