Ambassadors of reindeer herding is a trainee programme for personal and professional development. The aim is to recruit reindeer herding youngsters who has the will and potential to assume leadership positions in the herding community. The project will prepare and develop young people, and provide supportive measures so that communicative competence can be achieved and that participation in national and international venues will be a natural part of the reindeer business. The project will also where possible, take advantage of knowledge of present leaders and specialists, so that the generated skills also in the future will benefit from reindeer husbandry. Mentoring is a way to take advantage of both older and younger knowledge so that it may have spread between the generations. The aim is also to this project shall be the basis of a permanent form of education for young people, and also can be applied to other groups within the Sami community.