Canada has changed — and the beef industry must, too, says marketer

Newcomers don’t celebrate over roast beef dinners, millennials 
want cheap and convenient, and boomers are big on healthy eating

If you want to sell beef, you’re going to have to learn about the new Canada, says a digital marketing expert. “They’re not the same people as before — these are not your grandpa’s target markets, by any stretch,” Doug Lacombe, president of Calgary-based Communicatto, said at the recent Alberta Beef Industry Conference. “Most of […] Read more


Mentoring program seeks up-and-coming researchers

Application deadline is May 1

Applications for the Beef Researcher Mentorship Program are now being accepted. Now in its fourth year, the program pairs up-and-coming researchers with two mentors — an innovative producer and another industry expert — for a one-year term beginning in August. Each of the 11 researchers who have participated in the program have reported very successful […] Read more



Nominations sought for outstanding beef scientist

Nominations must be received by May 1

Do you know a researcher or scientist who has helped make the Canadian beef industry more competitive and sustainable? The Beef Cattle Research Council is looking for nominations for the Canadian Beef Industry Award for Outstanding Research and Innovation. Read more: Mentoring program seeks up-and-coming researchers The award is for researchers who have been active in […] Read more


What’s your experience with mob grazing?

Do you use adaptive multi-paddock (AMP) grazing on your ranch? Richard Teague from the Department of Ecosystem Science and Management at Texas A&M Agrilife Research, is looking for ranchers who use AMP — a.k.a. mob grazing or intensive grazing — to participate in a research study. The Grazing Research Project, which is being co-ordinated and […] Read more



You need to think about shrink long before the transport truck arrives

Training your cattle to stay calm and properly preparing them for the stress of transport pays big dividends

Practising low-stress handling techniques has its benefits — it may actually help reduce shrink during transportation. “It’s about how we set animals up to interact with humans — any time you interact with them you’re training them how to respond and what to expect from humans,” said Christy Goldhawk who did her doctorate work on […] Read more


The lowdown on how buyers calculate shrink

‘Pencil shrink’ is actually designed to make the system fair and no buyer wants to see excessive shrink


What is shrink? And how is it calculated? “Actual shrink can be made up of two components,” said Sheldon Wilcox, manager at Direct Livestock Marketing in Edmonton. “One is gut fill (sometimes called excretory shrink) — which is the feed and water the animal consumes. The second one is tissue shrink.” Read more: Think about […] Read more



One last chance to comment on sustainable beef ‘indicators’

The indicators are ways to measure 
objects such as ecosystem health and animal welfare

The Canadian Roundtable for Sustainable Beef is seeking feedback on its revised “sustainability indicators” for beef production in Canada. The indicators are ways to measure sustainability objectives — such as ecosystem health and animal health and welfare. For example, one of the objectives is to maintain or enhance grasslands, pastures, and native ecosystems. Some of […] Read more


Accentuate the positive — consumers want a happy beef story

Canada Beef research finds consumers already in love with the product, the lifestyle, and the brand

Talk about Canadian beef in a positive way, and consumers will buy and eat more beef. That was a key finding of in-depth research by Canada Beef — and something that surprised marketing officials who figured today’s consumers are fixated on topics such as antibiotics and animal welfare. “Consumers wanted to hear about producers; they […] Read more



Market to the people who already love your beef, says expert

Beef hedonists, ranching romantics, and true patriots are the biggest fans of Canadian beef

Why would you try pursuing someone who doesn’t like you? That’s the key to romance — and to marketing beef. “As an industry, we have been starting with the logic perspective for a very long time,” James Bradbury, Canada Beef’s brand officer, said at the Alberta Beef Industry Conference. “We need to start coming across […] Read more


Participants wanted for survey on culling cattle

Another team of University of Alberta researchers is conducting a survey to gather information regarding producers’ current knowledge about transporting cull cattle and what factors influence their decisions to cull cattle. The survey was developed by students in the animal health/animal science program and Alberta Farm Animal Care. The survey information will be used for […] Read more