Jia Lissa
The abrupt termination of Katie Zacharia’s tenure as White House press secretary after a mere five days has opened a Pandora’s box of past professional controversies, with new revelations now linking her to an enigmatic AI-powered rare-earth mining operation called NRED Intelligent Mining. Her short stint in the highly visible role was dominated not by policy briefings, but by her strenuous efforts to clarify or refute elements of her professional history, highlighting a pattern of disputed claims and associations that ultimately proved unsustainable for a high-profile government position.
A Tumultuous Tenure and Rapid Departure
Zacharia’s appointment to the esteemed position of White House press secretary was met almost immediately with scrutiny. The role, a critical conduit between the administration and the public, demands unimpeachable credibility and a transparent professional background. However, within days, questions began to emerge regarding several aspects of her resume. Foremost among these was her long-standing claim to be an attorney, a assertion she was eventually compelled to retract, admitting she had never successfully passed the California bar examination. This disclosure alone cast a significant shadow over her suitability for a role requiring utmost integrity and precision in communication.
Adding to the burgeoning list of concerns, reports surfaced detailing her past involvement as an affiliate marketer for Beachbody, a well-known fitness multilevel marketing (MLM) company. While not illegal, involvement in MLMs often draws criticism regarding their business models, which some critics liken to pyramid schemes, and can be seen as incongruous with the gravitas expected of a senior White House official. The combination of these revelations quickly undermined her credibility and fueled a media narrative focused on her past rather than her official duties. The White House, sensitive to public perception and the need for a press secretary who could command respect and trust, found itself in an untenable position, leading to her swift dismissal.
The NRED Intelligent Mining Enigma: A Press Release Disputed
Amidst the swirling controversies surrounding her legal qualifications and MLM past, WIRED uncovered new details regarding Zacharia’s alleged association with NRED Intelligent Mining, a company that has recently pivoted to focus on AI-driven rare-earth mineral exploration. This connection, previously unexamined, adds another layer of complexity to Zacharia’s already intricate professional narrative.
The saga began on June 24, when NRED—then known as NovaRed Mining, a relatively obscure copper-and-gold exploration company based in Vancouver, Canada—issued a press release. The announcement stated that Zacharia, who had left her role as a Department of Homeland Security (DHS) spokesperson two months prior, was joining its advisory board. Significantly, the release also named former Department of Homeland Security Secretary Kristi Noem as a strategic adviser, positioning Zacharia alongside a prominent political figure. According to the press release, Zacharia’s role would involve providing "strategic guidance" to NovaRed’s board of directors, particularly as the company advanced its exploration projects and delved into "emerging artificial intelligence initiatives."
However, Zacharia herself strongly disputed the validity of this announcement. When questioned on Friday, she unequivocally stated, "That was fake," denying any active involvement with the company. She referred inquiries to Sam Amsterdam, a "strategic marketing and media engagement professional" whose diverse clientele has included the government of Kazakhstan and political parties in Georgia, Nigeria, and Zimbabwe. Amsterdam, whose brother is reportedly a member of NRED management, corroborated Zacharia’s account, asserting that "That release was not approved by Ms. Zacharia and was issued without her consent." He quickly clarified that while "there had been discussions of her joining the company," she had not, in fact, officially done so.
Valentin Saitarli, who served as NRED’s chief technology officer and is reportedly transitioning into the CEO role, echoed this sentiment. He confirmed that discussions regarding a potential role for Zacharia had taken place but ultimately "never materialized." Saitarli colorfully described the situation as "a bit like signing up for a gym but never actually going for a workout," suggesting an intent that never translated into action. Despite these denials, the press release announcing Zacharia’s appointment remained publicly accessible on NRED’s website as of Friday. Furthermore, archived versions of the website indicated Zacharia was listed as part of the company’s management team as recently as July, presenting a stark contradiction to her and Amsterdam’s claims. When confronted with this discrepancy, Saitarli stated that the site was in the process of being updated.
The Kristi Noem Connection and Canadian Outcry
The intertwining of Zacharia’s and Noem’s names on the NRED advisory board announcement also brought into focus their prior professional relationship. Zacharia had previously worked under Noem at the DHS, serving as deputy assistant press secretary for public affairs for approximately one month. During this period, Zacharia was also reportedly linked to Corey Lewandowski, a controversial figure described as the de facto DHS chief of staff, though Zacharia denied any such ties to The Daily Mail.
Noem’s own appointment to the NovaRed advisory board, announced just eight days prior to Zacharia’s, had already ignited a significant backlash, particularly among Canadians. Critics pointed to Noem’s controversial past statements, including her description of Canada as the "51st state," which were perceived as dismissive and disrespectful. This sentiment created an unfavorable context for a Canadian mining company to associate with her. At the time of Noem’s announcement, The Globe and Mail characterized NovaRed as "a copper and gold exploration company that generates no revenue." The newspaper further highlighted the company’s precarious financial position, noting that in January, NovaRed held only $65,689 in cash, an amount explicitly stated by the company as insufficient "to cover all of its expected expenses for the next 12 months." This financial instability, coupled with the political controversy, raised serious questions about the company’s strategic direction and its choice of advisors.
NovaRed’s Strategic Pivot: From Geology to Geopolitics?
The narrative surrounding NovaRed underwent a dramatic transformation around spring. The company, initially a junior mining enterprise that would typically seek geologists and technical consultants for its advisory board, began to recruit individuals with markedly different backgrounds. This shift saw NovaRed stacking its advisory board not with mining experts, but with "heavy hitters" possessing ties to the defense sector, the MAGA political movement, and various international entities. This unconventional recruitment strategy suggested a pivot away from traditional mining expertise towards leveraging political influence, media savvy, or strategic connections.
Earlier this month, NRED solidified this new direction by announcing a complete pivot away from its flagship Wilmac Copper-Gold Project. Instead, the company declared it would dedicate all its resources to developing and commercializing "MetalCore," its "AI-assisted mineral exploration platform." This ambitious reorientation signals a move into the cutting-edge, yet capital-intensive, realm of artificial intelligence and advanced robotics for mining. Saitarli articulated this grand vision to WIRED, stating, "I want to build a new generation of robotics and mining… We will bring robotics and AI to global mining and beyond our planet, hopefully." This aspirational rhetoric, however, stands in stark contrast to the company’s previously reported financial fragility and its sudden change in advisory board composition.
An Unusual Advisory Board: The Case of Phil Ehr
The unusual composition of NovaRed’s advisory board is further illuminated by the experience of Phil Ehr, a retired US Navy commander and a Democrat currently running for Congress in Florida. Ehr joined NovaRed earlier this year, openly admitting, "I know nothing about mining. I know nothing about commodities." His rationale for joining was a belief in the critical need for more copper and essential minerals, aligning with broader national security interests in critical mineral supply chains.
Ehr recounted being blindsided by NovaRed’s announcement that both Kristi Noem and "another DHS spokesperson"—whom he recalled as Zacharia—had joined the advisory board without any prior consultation. "To the best of my knowledge, [Zacharia] came at the same time as Kristi Noem did without any consultation to me and was just like, boom, there," Ehr stated. Given Noem’s recent controversial oversight of the "disastrous ICE occupation in Minneapolis," Ehr expressed immediate discomfort with the association. "I just can’t work with her because she is so controversial. We are on different sides of what’s right and wrong in, in the federal government," he explained.
Ehr also found it "odd" that the company seemed to be populating its ranks with individuals, like himself, who lacked extensive mining industry knowledge. He expected to see geologists or technical consultants, yet the new recruits included figures such as Gregory Fedun, described as a "key advisor to the United Arab Emirates’ Al Mualla Royal Family on a range of international projects," and media executive Lee Caplin, co-producer of HBO’s critically acclaimed True Detective series. The absence of traditional mining expertise on a board supposedly advising a mining operation, coupled with the political controversies, led Ehr to resign from the advisory board shortly after Noem’s appointment. This raises questions about the true purpose and strategic focus of NRED’s revamped advisory board. Is it genuinely about mineral exploration, or is it more about attracting investment and influence through high-profile, albeit unconventional, connections?
Revisiting the Beachbody Affiliate Marketing Role
Even as the NRED controversy unfolded, Zacharia continued to grapple with her past as an affiliate marketer for Beachbody. On Thursday evening, while still serving as White House press secretary, she proactively reached out to a WIRED reporter, suggesting they contact fitness influencer Jenelle Summers for "clarity" on Beachbody. Summers was the individual who had initially introduced Zacharia to the MLM company.
Summers, who stated she met Zacharia online, recalled little specific detail about her involvement, other than that "she was always kind to me and someone that was into fitness and believed in the products and programs." Summers added, "To my recollections, she didn’t do much with it." Crucially, Summers rejected Zacharia’s own characterization of Beachbody as a "pyramid scheme" to WIRED, stating, "That’s kind of old-school thinking. It was a network marketing business model." While declining to comment on Zacharia’s sudden rise to prominence, Summers reiterated, "I don’t have any comment on that other than to say she’s always been kind to me." This exchange underscored the ongoing public relations challenge Zacharia faced in clarifying and managing her professional narrative, even as new controversies emerged. The distinction between a "pyramid scheme" and a "network marketing business model" is often debated, with critics arguing that many MLMs exhibit characteristics of the former, such as a strong emphasis on recruitment over product sales, which can lead to financial losses for the majority of participants.
Implications and Unanswered Questions
Katie Zacharia’s brief and tumultuous tenure as White House press secretary, ending in her abrupt dismissal, serves as a stark reminder of the intense scrutiny faced by public officials and the critical importance of a transparent and verifiable professional background. The evolving narrative surrounding her disputed role with NRED Intelligent Mining, a company pivoting to AI-powered rare-earth exploration with a financially precarious past and an unconventional advisory board, adds significant layers to her professional controversies.
The implications extend beyond Zacharia herself. The episode highlights the challenges of vetting high-level government appointees, especially when their professional histories involve multiple, sometimes fluid, roles and associations. The conflicting accounts from Zacharia, Amsterdam, and Saitarli regarding the NRED appointment raise fundamental questions about corporate governance, press release protocols, and the integrity of publicly available company information. Why was a press release issued without clear consent? Why did it remain online for so long despite denials?
Furthermore, the involvement of high-profile political figures like Kristi Noem and the subsequent resignation of advisors like Phil Ehr due to political differences underscore the intersection of business ventures, political influence, and public perception. For a company like NRED, aiming for an ambitious pivot into AI-driven rare-earth mining—a sector with immense geopolitical significance—the controversies surrounding its advisory board could hinder its ability to attract legitimate investment and establish credibility. Rare-earth elements are crucial for advanced technologies, defense applications, and the green energy transition, making their supply chains a matter of national security for many countries. A company venturing into this field would typically require a highly credible and technically proficient leadership team, rather than one embroiled in public disputes.
As for Zacharia, her rapid departure from the White House amidst these accumulating revelations leaves numerous questions unanswered about her future career trajectory and the full extent of her past professional engagements. When asked for comment on her firing, Zacharia did not respond. Sam Amsterdam’s reaction, "Well, that’s news to me!" suggests a lack of direct communication or perhaps a carefully maintained distance from the immediate fallout of her White House dismissal, further adding to the enigmatic nature of this unfolding story. The incident underscores the unforgiving nature of the spotlight on those who seek to serve in the highest echelons of government, where even past associations can become front-page news.
