GFM Network News


Millennials, boomers, and new Canadians all present marketing challenges for the Canadian beef industry, says Doug Lacombe.

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

This is the picture — mountains in the background and a landscape made for ranching — that comes to mind 
when consumers here and abroad think about Canadian beef.

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


Lots to learn at beef conference

Alberta Beef Industry Conference runs from Feb. 17-19 in Red Deer

Industry trends, animal health, and the prospects for Alberta’s economy are on the agenda at the 2016 Alberta Beef Industry Conference in Red Deer next month. The Feb. 17-19 event will feature presentations from Gary Haley (CEO of Vantage Foods), Brian Evans (deputy director general, the World Organization for Animal Health), and Todd Hirsch (ATB […] Read more



Five beef advisers commented on the national cattle strategy. 
Left to right; moderator Bryan Walton, (Alberta Cattle Feeders CEO), 
Jeff Warrack, Dave Solverson, David Bolduc, Tim Oleksyn and 
Jack Hextall.

In their words: Beef leaders talk about new national strategy

More co-operation, research, and efficiency — and less red tape — hailed as keys to a more prosperous future

The new national beef strategy is being led by a group of “Canadian beef advisers.” Five of those industry leaders spoke about the five-year plan at the recent Alberta Beef Industry Conference. Here is a condensed version of some of their comments. Jeff Warrack, National Cattle Feeders Association past chair, on working together: “We’ve been […] Read more

Surveillance and BSE testing is more important than ever, CFIA official Craig Price said at the recent Alberta Beef Industry Conference.

Officials stress need for testing

The latest BSE case only increases the need for Canada to test 30,000 animals yearly

Keep calm and carry on testing. That’s the message going out to producers following the latest case of BSE in an Alberta cow. “At times like this, it’s as important, if not more so, to continue with surveillance and be vigilant,” Canadian Food Inspection Agency official Craig Price told attendees at the recent Alberta Beef […] Read more


McDonald’s has promised its customers that it will ‘begin purchasing‘ verified sustainable beef in 2016, and officials say they will make good 
on that promise in Alberta next year.

McDonald’s sustainable beef pilot moves into high gear

Fast-food giant has a long list of ‘indicators’ and is seeking producers 
ready to prove they’re good stewards

Updated Mar. 16, 2015 for clarification: This story states below (paragraph six) that the indicators for the verified sustainable initiative are scored from 1 (poor) to 5 (excellent). In fact, McDonald’s Canada is still developing the terms that go with the scoring system. In its presentation at the Alberta Beef Industry Conference, an example was given […] Read more