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Lake County JCA members win national marketing contest at NCBA convention

RELEASE DATE: February 19, 2013

TAVARES — After months of preparation, members of the Lake County Junior Cattlemen’s Association (JCA) were awarded the National Title on Feb. 7 at the National Cattlemen’s Beef Association (NCBA) annual convention in Tampa.

The Lake County JCA Marketing Team was comprised of Karah Bradley, 18, Clay Cravey, 18, and Luke Raney, 15.

This past year, the team won the right to represent the state of Florida at the NCBA Team Marketing Contest by placing first at a statewide contest hosted by the Florida Cattlemen’s Association, which advanced them to the National Team Marketing Contest. The contest is designed to encourage team participation while promoting the development of communication skills, marketing techniques, and an understanding of cattle performance and pedigree data.

Teams are given 10 minutes to convince a panel of judges to purchase their cattle. Each team prepares a business plan, designs promotional materials, and demonstrates confidence and competence when speaking to an audience.

“Helping youth to develop public speaking and decision making skills, and encouraging them to think like agricultural entrepreneurs, are important components of the youth extension program,” said Megan Brew, a livestock and natural resources agent with the UF/IFAS Lake County Extension, and co-advisor for the Lake County JCA. “These are skills that they will take with them through college and out into the workforce.”

This year, the winning team from Lake County marketed a purebred Beefmaster bull sale. After researching the merits of the breed, they designed a performance bull sale that involved a competitive buyback program, and a mock feed-yard performance test. They developed flyers, a sales catalog, a slideshow presentation and a blog to support their marketing plan.
Brew said, “This year’s field of competitors was especially strong and the success of Lake County youth was a testament to their talent and hard work.”

Lake County Extension provides research-based information and educational programs cooperatively with the Lake County Board of County Commissioners and the University of Florida. For more information, call the UF/Lake County Extension office at 352-343-4101. The foundation for the Gator Nation – An Equal Opportunity Institute.


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