By Blake Jackson
The annual Partnerships in Action (PIA) conference, held from October 13-16 in Denver, Colorado, brought together state beef councils from across the nation to collaborate and strengthen their understanding of the Beef Checkoff program.
Representatives from the Wisconsin Beef Council joined the event to explore ways to extend national initiatives within the state and strategize for future implementation.
Organized by the Federation of State Beef Councils and funded by the Beef Checkoff, the PIA conference aims to build unity between state and national partners while fostering new ideas to drive beef demand.
The conference featured keynote speaker and professional baseball player Ty Blach, who shared how his agricultural upbringing shaped his discipline and perseverance. Growing up on his family’s ranch in Yuma, Colorado, Blach developed a deep appreciation for agriculture.
“Agriculture is at the heart of who I am and what I do every day,” Blach said, reflecting on lessons learned from branding cattle and working alongside his family. His motivational address focused on teamwork, mentorship, and shared purpose. “It is awesome to know state beef councils across the country are working together to share ideas and to be there for each other,” he added. “Everyone is here for a reason - sharing their passion about beef.”
Conference sessions explored how the National Cattlemen’s Beef Association (NCBA), a Beef Checkoff contractor, collaborates with state beef councils to increase beef demand. Participants examined consumer trends, marketing strategies, and upcoming Beef. It’s What’s For Dinner. promotions.
More than 65 professionals representing 30 state beef councils attended, including Wisconsin Beef Council’s Executive Director Tammy Vaassen, Director of Marketing Angie Horkan, Director of Communications and Outreach Kaitlyn Kesler, and Director of Compliance and Operations Emily Stumpf.
“Collaboration among state beef councils sparks innovation,” said Vaassen. “Every time we come together to exchange ideas, I leave motivated and equipped with new ways to enhance our programs in Wisconsin.”
Photo Credit: beef-checkoff
Categories: Wisconsin, Business, Livestock