The Beef Information Centre (BIC) says it continues to encourage Canadian retailers and foodservice operators to take advantage of the Canadian beef brand logo and the tagline “Canadian beef. Goodness in every bite.”
BIC says it has worked with more than 100 industry partners and has signed 49 brand licence agreements with retail, foodservice and processing operations that want to use the beef brand to grow their Canadian beef sales. Some of BIC’s partners include XL Fine Foods; Costco Canada; Canada Safeway; McDonald’s; Boston Pizza; Panago Pizza; Sobeys in Ontario, Quebec and the Maritimes; abc Family Restaurants; and T&T Supermarkets.
John Gillespie, BIC chairman and a feedlot operator near Ayr, Ont., says the positioning includes quality attributes such as superior genetics, excellent animal health management and individual animal identification. In retail trade, this involves differentiating Canadian beef from imports, specifically U. S. beef.
The BIC says consumer promotion includes building an awareness of the Canadian beef brand by promoting the nutritional benefits of beef and encouraging consumers to enjoy Canadian beef more often.