The two campaigns — called The One & Only Beef, and My Canadian Beef Story — aim to dispel some of the misperceptions about beef.

Both campaigns remind consumers that beef plays an important role at our tables and in our communities. Additionally, they highlight the work of Canadian beef producers who implement the best farming practices to raise food responsibly.

To learn more, visit canadabeef.ca/MyCanadianBeef or thinkbeef.ca/Real.

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Meijer joined the revamped agency five years ago and was credited for having achieved “many milestones” by Linda Allison, chair of the Canadian Beef Cattle Research, Market Development and Promotion Agency.

In a statement, Meijer said the opening of the Canadian Beef Centre of Excellence in Calgary in 2015 was a major milestone in his plan to “bring the (Canada Beef) brand to life.”

The same statement said “the executive leadership staff will continue to lead the Canada Beef team.”

The agency hired Melinda German as general manager in March.

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The forum will include reports from agency officials and committee chairs as well as from the Beef Cattle Research Council and Canada Beef.

The research council is also hosting Bov-Innovation, a fast-paced session aimed at delivering innovative and emerging production practices for feedlot and cow-calf operators on Aug. 10.

More information on the Aug. 9-11 conference can be found at canadianbeefindustryconference.com.

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The centre has an increasing number of domestic and international visitors who are involved in the beef industry. As part of its outreach, the centre offers visitors a chance to experience the beef industry from gate to plate by visiting a cattle operation.

If you would like to become more involved by showcasing your operation and you live within driving distance of the centre, call Canada Beef or fill in the online survey here.

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In addition to market development, it also funds the Beef Cattle Research Council, and provincial cattle associations.

The annual report can be found at canadabeef.ca.

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“Mexico is an innovative culinary leader in beef and at the forefront of new and interesting flavours,” said Jorge Mendez, Canada Beef’s director of business development in Latin America. “In our strategic pursuit of culinary excellence, we have found innovative ways to bring the Canadian beef brand to these influencers and instil loyalty.”

The producer-funded agency has hosted similar events in Asia and the Middle East.

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When health studies are published that involve beef in some way, this is an opportunity for Canada Beef to weigh in and influence how the study gets communicated. In the case of positive beef stories, this is an opportunity to disseminate the key results, and in the case of negative beef stories, Canada Beef has a responsibility to provide another viewpoint and, where appropriate, a defence.

“The Global Burden of Disease Study (2010)” found that the three leading risk factors for global disease burden were high blood pressure, tobacco smoke and alcohol use. The study identified diets low in fruits and high in sodium as the most prominent dietary risk factors for disease.

In case you are curious, here’s what made the top 20:

1. High blood pressure

2. Smoking

3. Alcohol use

4. Household air pollution

5. Low fruit consumption

6. High body mass index

7. High fasting blood glucose

8. Childhood underweight

9. Ambient pollution

10. Physical inactivity

11. High sodium intake

12. Low nuts and seeds intake

13. Iron deficiency

14. Suboptimal breastfeeding

15. High total blood cholesterol

16. Low whole grains intake

17. Low vegetable intake

18. Low omega-3 intake

19. Drug use

20. Occupational injury

As you will notice, red meat is not on the list. The researchers evaluated red meat; it actually ranked dead last in the list of the 43 factors they examined.

This study is important as the findings provide us with the opportunity to position beef in a broader context with respect to risk factors for disease. When health professionals have facts, there can be appropriate prioritization of health efforts and messaging. For example, this study shows that low-fruit and high-sodium intakes are leading dietary factors contributing to disease globally.

It so happens that Canadians’ intake of fruit and veg is largely inadequate, and sodium intakes are too high. Clearly then, these are priorities. In contrast, Canadians consume a moderate amount of red meat (74 g/day on average), in line with Canada’s Food Guide. Thus, our messaging to health professionals is to remind them that efforts to increase vegetable and fruit intake and reduce sodium intake are likely to be beneficial, whereas advice to limit red meat, such as beef, is likely to prove ineffective.

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