How This ED Boosted a $11.2 Billion Sector Through Strategic Connections

In this episode, Cherry sits down with Steven Heckbert, the Executive Director of the Canadian Pork Council. Steven's journey is nothing short of inspiring—he's got over 15 years of teaching experience and 20 years working in communications. We talk about how he made the leap from being a professor to leading in the nonprofit world and why he believes communication and genuine connections are at the heart of making a real difference.

Steven shares some amazing insights on how the Canadian Pork Council drives an economic impact of $11.2 billion and supports over 100,000 jobs in rural communities. He talks about the creative ways they've been getting the government's attention, like recently holding 30+ meetings in a single day to make sure pork producers' voices are heard.

One of the standout stories he shared was about partnering with Rib Fest on Spark Street in Ottawa. They drew in 250 attendees—all while building stronger connections with lawmakers in a really fun, engaging way. He also opens up about how they're preparing for challenges like African swine fever and working closely with the government to protect the industry.

Steven's genuine and down-to-earth approach is truly refreshing. We chat about the power of simply saying thank you, valuing your team, and keeping your messaging simple and honest. This conversation is packed with great advice for anyone looking to make a real impact in the nonprofit world.