The branding of Canadian beef was recently discussed at a Canada Beef Inc. (CBI) seminar. The thrust of the discussion was the value of having a genuine all-encompassing “Canadian beef” label for both domestic and export markets.
There is much to be said for such an approach, mainly that it fixes a familiar quality and national perception in the consumer’s eye. The trick then is for agencies like CBI to promote the qualities of the brand so that consumers instantly perceive the label as being a premium product compared to any other beef product that doesn’t have the label.
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There was a broad concensus that a “Canada” label worked well in export markets where Canadian beef faces tough competition from other national brands like U.S. or New Zealand Beef. But it seems the Canadian label may not have the same premium impact in the domestic market.
No one is disputing the quality and safety of our product — that is assumed by the Canadian consumer. But it seems some marketers might be wanting more of a competitive edge in retailing and just the Canadian label may not be enough. For example a Quebec restauranteur at the event reported he was using a “Western Canada Beef” label, because his customers assume that is where quality beef comes from. That seems logical.
That brought up further discussion on organic, natural and humane handling labels all for niche markets and where the Canadian beef label fits in with those marketing angles. I would suggest they all fit because the point is to sell beef in a way that the consumer will buy more of it. If that means lifestyle, production method or regional labelling, then full steam ahead. If that supercedes the Canadian label — then that’s the verdict of the marketplace and the consumer?
Which brings up a point many of the attendees I expect were quietly thinking after noting the Western Canada label being used in Quebec. There is a proven iconic label that has historic connections to quality Western beef and that seems ready for a glorious return to its rightful place in national beef marketing — you know it of course — “Alberta Beef.” I am willing to bet most retailers across Canada would welcome the return of that legendary label.
