Elisabeth Loseke Elisabeth Loseke, a 2018 Colvin Scholarship winner

Written by: Diane Meyer
Photo by: Greg Nathan, University Communication

Senior animal science and pre-vet med student Elisabeth Loseke was among six aspiring college students who were awarded $33,500 through the Certified Angus Beef Colvin Scholarship Fund. Since 1999, the annual awards have supported future leaders in honor of the brand’s co-founding executive director of 21 years, Louis M. “Mick” Colvin. The program continues his legacy of inspiration and creative leadership.

Students who demonstrated commitment to the beef community through coursework and activities were awarded based on involvement, scholastic achievement, communication skills and references.

“The committee was blown away by the caliber of applications,” said CAB’s Lindsey Hoover, representing the selection committee. This year’s undergraduate contenders discussed marketing plans the brand might develop in the next decade to meet global demographics and growth.

Top winner Elisabeth “Liz” Loseke sees room for digital and traditional marketing alike in reaching out to consumers, medical experts, lawmakers and producers. “Billboards, promotions at the meat counter, radio and television advertisements, and weekly grocery fliers should not be quickly abandoned in the pursuit of trendy marketing methods,” the University of Nebraska-Lincoln senior wrote. “Maximizing the strengths of each generation will be imperative to anticipating demands of future consumers.”

Drawing on family experience in medicine, Loseke said many dietary advisors downplay the need for red meat. “Targeting all types of future health professionals will result in a generation of providers giving medical advice that supports a diet featuring healthy, safe beef.” The animal science and pre-veterinarian major hopes to “utilize preventative medicine to ensure high-quality carcasses” to support the growth of an industry she has grown up in. “A career as a veterinarian encapsulates the opportunity to be involved in something bigger than myself by combining my love for advocating for the beef industry with science and medicine,” she said.

Loseke, received $7500, also earned an all-expense-paid trip to the 2018 CAB Annual Conference in Maui, Hawaii.

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