Highlighting how the cattle sector beefs up the economy and training those in the sector to talk persuasively about key issues are the latest efforts to win the hearts and minds of consumers.
A new infographic from the Beef Cattle Research Council aims to show at a glance that the cattle sector is a big force in the nation’s economy.
“For Canada in the 2018-20 period, the cattle sector contributed $51.6 billion in goods and sales, contributed $21.8 billion to gross domestic product at market prices, including $11.7 billion in labour income, and is directly or indirectly associated with creation of 347,352 full-time equivalent jobs,” the council said in a release about the new infographic.
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Meanwhile an online training program called Beef Advocacy Canada has been revamped, the Canadian Cattlemen’s Association said in a release.
“Consumers have many questions about their food, especially beef,” said Lynsay Beavers, the organization’s stakeholder engagement specialist. “The great news is consumer research has shown that when consumers are exposed to positive messages about Canadian beef production, increases in knowledge and awareness translate into more positive perceptions. Beef Advocacy Canada will help us equip more people with the tools to create these messages and increase their reach.”
The online learning program (available at beefadvocacy.ca) aims to give producers and others in the beef sector “the messages, tools and strategies needed to communicate in ways that resonate.”
It consists of five courses on the Canadian beef community; production practices and animal welfare; beef and the environment, beef on your plate; and beef advocacy. Those who complete the program also receive a quarterly newsletter and “access to a private Facebook group where they can share advocacy ideas, struggles and successes.”
