BeyGOOD partnered with the Bill Pickett Invitational Rodeo Foundation, the longest-running Black rodeo in the nation, to commit $400,000 in grants to create entrepreneurial sustainability.

“We are deeply grateful to the BeyGOOD foundation. We did not know this was going to happen. These resources are going to go a long way to help us [serve] generations of Black farmers, and this kind of support is really just so foundational,” one grant recipient said.

"Because of BeyGOOD, the Black Cowboy Museum has been able to share a forgotten chapter of American history with communities who see themselves reflected in it for the very first time — and watching a child's eyes light up when they realize cowboys looked like them is a moment no words can capture," Callies said.