MEAT People

Sara Scott on Gate-to-Plate Perspective & Marketing Meat on Value (Not Price)

Neil interviews Sara Scott at the MEAT Forum. Sara shares her background growing up on a Central Valley, California cow-calf and stocker operation, studying ag business and marketing at Oklahoma State, and building a career at Certified Angus Beef working with retail and foodservice buyers, packers, and processors—giving her a “gate to plate” view of the supply chain. Now based in southeast Kansas with her husband Travis and two kids, she runs Sara Scott Coaching, helping meat companies define their ideal customer and sharpen messaging to stop competing on price and start competing on value. She discusses bridging producer-consumer knowledge gaps without overwhelming audiences, why marketers suffer from the “curse of knowledge,” retailer pricing tactics like good-better-best and loss leaders, and the importance of trust, relationships, and industry networks such as SMA.   Topics 01:03 Sara’s Ranch Roots 03:18 Stillwater and Youth Ag 04:54 Gate to Plate Perspective 05:43 CAB Career and Trust Gaps 09:15 Ag Storytelling on Social 12:01 Meat Judging Detour 14:17 Coaching Meat Brands 21:29 Retail Pricing and Value 26:42 Going Solo as Entrepreneur 28:50 Favorite Work and Change 32:22 Wrap Up and Travis Scott

Pat Nicholson on Generational Meat Businesses

The guest is Pat Nicholson, who recounts moving to Mertzon, Texas at age 10 and growing up as a third-generation butcher as his father left corporate grocery to buy a locker plant in 1974, later building Nicholson’s Meat Company into a regional smoked-meats brand that ran for nearly five decades before being sold. The conversation highlights succession planning challenges and respect for fourth- and fifth-generation operators, along with Pat’s belief that timing, experience, and faith shape business outcomes. Pat describes his current work with Texas Best Proteins, including farm-to-market kettle-cooked foods (queso, chili, Cajun items) serving customers like Taco Cabana and Brookshire Brothers, plus Kennedy Sausage and retail stores emphasizing Texas-made products. He also shares lessons from 15 years at Danhill packaging, founding the Meat Board, and deep involvement in SMA—using it to appreciate customers, grow networks, and raise scholarship funds—while emphasizing perseverance, preparation, and not quitting.   Topics 00:52 Growing Up in Mertzon 02:29 Succession and Legacy 04:05 Timing Faith and Opportunity 04:51 Texas Best Proteins Overview 07:17 Meat Board Partnership Origins 08:04 Hard Work and Family Stories 10:17 Packaging Career at Danhill 12:15 Jay Daniel Leadership Lessons 13:46 Why SMA Matters 17:55 Scholarships Networking and Mentorship 20:23 Hard Times and Fundraising Wins 22:39 Plant Rebuild and Growth 23:59 Career Reflection and Roots 25:48 Winning Mindset and Closing

Deidrea Mabry on Leading AMSA, Partnerships & the Expanding World of Meat Science

The guest is Deidrea Mabry, COO of the American Meat Science Association (AMSA), about her path from 4-H and FFA to Texas Tech, meat judging, and ultimately joining AMSA remotely after moving to Wyoming. Mabry describes her COO responsibilities, including managing sustaining partner and association relationships (including SMA), budgeting and financial stewardship, and organizing AMSA’s annual Reciprocal Meat Conference. She highlights how AMSA supports students through networking, leadership and professional development, and multiple career pathways beyond meat judging, from food safety and R&D to equipment, ingredients, pet food, aquaculture, marketing, law, and medicine. Mabry outlines AMSA’s outreach tools—Meat’s Pad podcast, newsletters, social media, monthly webinars, and websites like meatscience.org and a meat locker resource site—and encourages schools and extension agents to contact AMSA for help starting youth meat judging.  Reach out to AMSA at https://meatscience.org/ [https://meatscience.org/] Find SMA at https://southwestmeat.org/ [https://southwestmeat.org/] Topics 00:52 Meet Deidrea Mabry 01:33 Path to AMSA COO 03:04 AMSA and SMA Partnership 04:16 Meat’s Pad Podcast 05:09 COO Duties and Budgeting 08:36 Beyond Meat Judging Careers 11:56 100 Years of Meat Judging 13:51 Sharing Resources and Webinars 17:37 Student Membership and RMC 20:48 Youth Judging and Closing

Bo Garcia on Meat Judging, Scholarships & Teaching Gen Z

Recorded at the Southwest Meat Association (SMA) meat judging contest with support from Forum Meat and Columbia Packing, Neil interviews Bo Garcia, a University of Nebraska–Lincoln extension assistant professor who coordinates the meat judging program and is finishing his PhD. Garcia, originally from La Vernia near San Antonio and a Texas A&M graduate, credits SMA scholarships and describes the SMA as a supportive family network. He shares how he began meat judging in 2018, fell in love with its academic and interpersonal benefits for students, and has coached teams since; his current team is small, with two new students competing for the first time. Garcia encourages students to apply for SMA scholarships and advises young judges to trust themselves and the process. His research focuses on youth education and Gen Z learning preferences and how higher education and employers can adapt training and expectations.   Topics 00:56 What SMA Means 01:46 Nebraska Role 02:26 Aggie Ring Story 03:12 Meat Judging Journey 03:51 Family Influence 04:53 Team Update 05:19 Scholarships Explained 08:27 PhD Plans Ahead 09:54 Advice Trust Yourself 11:18 Gen Z Education Research 13:11 Wrap Up Thanks

Grace Bryson on SMA Scholarships & Meat Judging

Neil interviews Grace Bryson, a Southwest Meat Association (SMA) scholarship recipient and first-year master’s student in meat science at Oklahoma State under Dr. Gretchen Macy. Grace shares that her first SMA experience was attending the Texas convention, where she felt welcomed and supported by industry members from across the U.S. She explains the scholarship relieved financial stress so she could focus on classes, research, teaching, and helping coach the OSU meat judging team. Originally from near St. Louis, she entered animal science after showing pigs, discovered meat science through an intro class, and joined the OSU judging team in 2023, later earning high individual honors at Houston. She describes judging beef, pork, and lamb carcasses and wholesale cuts, emphasizing anatomy and industry specifications, and discusses interest in people-focused industry roles and possible future PhD considerations.   Topics 01:01 Grace Meets SMA 01:46 Roots and OSU Path 03:04 Scholarship Impact 03:49 Finding Meat Science 04:55 Career Goals and Networking 05:40 Judging Team Wins 06:01 Competition Mindset 08:23 How Meat Judging Works 09:53 Teaching and Coaching Students 11:11 What Judges Evaluate 12:35 Wrap Up and Thanks