Cassie Marchand receives Reg Schellenberg Legacy Award

The Canadian Cattle Foundation (the Foundation) proudly presented the second annual Reg Schellenberg Next Generation Legacy Award at the Canadian Beef Industry Conference, held in Saskatoon, Saskatchewan.

The Reg Schellenberg Next Generation Legacy Award is a tribute to individuals who exemplify humble leadership, mentorship, collaboration, and dedication to the Canadian cattle industry, reflecting the values and leadership of Reg Schellenberg.

This prestigious award was presented to Cassie Marchand of Vernon, British Columbia.

“Reg Schellenberg demonstrated strong leadership in the Canadian beef industry and was passionate about seeing future generations of producers succeed,” says Bob Lowe, Chair of the Foundation.

Reg Schellenberg, who was the President of the Canadian Cattle Association (CCA), passed away suddenly in December 2022. In his memory, the Schellenberg family requested donations to be made through the Canadian Cattle Foundation to support the Canadian Cattle Young Leaders (CYL) Program instead of flowers.

“On behalf of our family, thank you to the Canadian Cattle Foundation and Canadian Cattle Young Leaders Program for working with us to honour Reg’s legacy and his contributions to building a strong industry for the next generation,” said Shannon Schellenberg, Reg’s wife.

Each year, a CYL graduate is selected to receive the Reg Schellenberg Next Generation Legacy Award. The judging committee looks for an outstanding young leader who embodies the same dedication and leadership that Reg displayed. The award includes a travel bursary to attend the 2025 Saskatchewan Beef Industry Conference, and a belt buckle donated by the Schellenberg family ranch, Perrin Ranching 19960 Ltd.

CYLs were encouraged to nominate their peers based on criteria developed with the Schellenberg family, including qualities such as being a positive, humble leader; the ability to bring people together to achieve common goals; and being an exceptional ambassador for the Canadian beef industry. Interviews with the top nominees were conducted to select this year’s recipient.

The Foundation also acknowledged a generous donation of $10,000 from the Saskatchewan Beef Industry Conference in 2023 to support this award. The Foundation is grateful for the support from Reg’s home province of Saskatchewan, which will help continue his lasting legacy in the Canadian beef industry.

Those interested in contributing to the Reg Schellenberg Next Generation Legacy Award or partnering with the Canadian Cattle Foundation to invest in the next generation of the Canadian beef industry, are invited to e-mail foundation@cattle.ca.