Miss Rodeo America Endorses BEEF Nutrition Program!

Posted on January 25, 2021

Pierre, SD – The South Dakota Beef Industry Council (SDBIC) and Sanford Sports Science Institute (SSSI) are excited to have Miss Rodeo America and South Dakota Beef Rancher, Jordan Tierney as the latest endorsee of the Build Your Base with Beef program. This comprehensive sports nutrition program developed through a collaborative partnership between the SDBIC, SSSI and Sanford Health utilizes Beef as the premier protein.

Tierney an Oral, South Dakota rancher, learned first-hand the importance of Beef at a young age and recently started her own herd in 2019. “I am fully invested in the Beef industry and want to be part of the promotion and longevity of it.” Tierney continues, “Families such as mine are stewards of our land and cattle, and we want to produce quality Beef for the public. Cattle are amazing animals and provide a wonderful protein source for us. It is important for us to get correct information out there, and I want to help in any way possible.”

Tierney’s recent crowning as Miss Rodeo America allows her to highlight her favorite protein. “Beef is important in my daily diet, especially when traveling and being on the road as Miss Rodeo America. My meals can be very sporadic, so when I eat, I want something protein packed and substantial and Beef gets the job done for me.”

The Build Your Base with Beef program goes directly into high schools and colleges. “I contribute my development as a child and athlete to my main protein source growing up, Beef.” Tierney states “It’s important for youth to realize the role Beef plays in muscle development and creation of a strong physiology. You don’t realize it in the moment, but looking back I am very grateful for the mindfulness my parents raised me with when it comes to the food I eat. This program allows others to experience all the great qualities Beef has to offer”

As she continues her reign as Miss Rodeo American through December of 2021, Tierney will travel thousands of miles and appear at hundreds of rodeos, as well as making appearances at schools, civic groups and other special events all while representing the Professional Rodeo Cowboys Association (PRCA) as well as promoting and educating consumers on BEEF as a whole protein.

SDBIC Executive Director, Suzy Geppert feels Tierney will be a great addition to the program as she will have the ability to represent the product all the way from pasture to plate. “We are excited to have Jordan’s endorsement of the program. She not only understands the nutritional value of beef, but the beef industry as well and is a true representative of the thousands of families working hard day in and day out to bring our product to Americas tables. Our beef story is rich in tradition and Jordan will tie that tradition to the next generation of consumers.”

The South Dakota Beef Industry Council works on behalf of South Dakota beef producers through the $1 Beef Checkoff program.

For more information on Beef Checkoff and statewide efforts visit and or contact Suzy Geppert at