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By Alice McFarlane

High honours

2025 Reg Schellenberg Next Generation Legacy Award Recipient Announced

Sep 12, 2025 | 11:21 AM

The Canadian Cattle Foundation (the Foundation) has presented the annual Reg Schellenberg Next Generation Legacy Award to a rancher from Sundre, Alta.

Brianna Elliot works as a project lead at Olds College’s Technology Access Centre for Livestock Production, where she focuses on integrating technology to improve livestock production and sustainability, particularly in forage production, grazing practices and soil health. In addition to her work at Olds College, Elliot runs a small cow-calf operation and serves as a director with the Western Stock Growers’ Association.

Bob Lowe, Chair of the Foundation, said the award recognizes individuals who exemplify the values Reg Schellenberg was known for—humble leadership, a commitment to mentorship, a spirit of collaboration, and unwavering dedication to the Canadian cattle industry.

“Reg had a deep belief in the power of mentorship and was dedicated to helping the next generation succeed—his leadership left a lasting mark on us all,” Lowe said.

Criteria for the award is based on the contribution from the Schellenberg family, including but not limited to being a positive, humble leader with the ability to bring people together to achieve a common goal, and being an overall exceptional ambassador of the Canadian beef industry. Interviews were conducted with the top nominees to select this year’s recipient.

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“It means so much to our family that Reg’s passion for the next generation and the cattle industry is being recognized in this way. Thank you to the Canadian Cattle Foundation and the Canadian Cattle Young Leaders Program for helping keep his legacy alive,” said Shannon Schellenberg, Reg’s wife.

Through this fund, each year a Canadian Cattle Young Leaders graduate is selected to receive the award. It includes a travel bursary to attend the 2025 Saskatchewan Beef Industry Conference, along with a belt buckle donated by the Schellenberg family ranch, Perrin Ranching.

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alice.mcfarlane@pattisonmedia.com