Reading Time: 2 minutes 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
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
Meijer steps down as president of Canada Beef
Reading Time: < 1 minute Rob Meijer had resigned as president of Canada Beef to spend more time with his family, the organization has announced. 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 […] Read more
Canada Beef wants to hear from cattle producers
Survey closes Oct. 30
Reading Time: < 1 minute Canada Beef is looking for stories from producers that it can use in marketing beef. The organization has created an online survey (via Survey Monkey) that can be found here. “This is your chance to explain how you are committed to do the best you can do to bring quality Canadian beef to the consumer’s […] Read more
Beef conference coming in August
Canadian Beef Industry Conference comes to Calgary, Aug. 9
Reading Time: < 1 minute The annual forum of the Canadian Beef Cattle Research, Market Development and Promotion Agency will be held Aug. 9 as part of the inaugural Canadian Beef Industry Conference in Calgary. 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 […] Read more
Feds fund Canada Beef export promotion
$6.4 million over three years
Agriculture and Agri-Food Minister Lawrence MacAulay has announced funding of up to $6.4 million over three years for Canada Beef Inc., the national agency for research and promotion. A government release said the funds will support Canadian Beef’s three-year market development and promotion plan targeting key regional hubs in Asia, Europe, North America and Latin […] Read more
Taiwan again accepting Canadian UTM beef
One of the top international importers of Canadian beef is back in the market after closing its ports to the product last year. Agriculture Minister Lawrence MacAulay and Trade Minister Chrystia Freeland on Friday announced Taiwan will again accept beef from Canadian cattle under 30 months of age (UTMs), effective immediately. Taiwan had pulled the […] Read more
Beef sector wants cattle producers to speak up
Beef Advocacy Canada says farmers are the best people to engage consumers because ‘no one knows the industry better’
Reading Time: 2 minutes Want to be an advocate for Canadian beef? There’s a program for that. Beef Advocacy Canada is about to launch a new training program for beef producers willing to be the faces — and voices — of the beef sector. “We are looking to empower advocates for the beef industry — people who are raising […] Read more
Consumers want sustainable beef, but defining that may be murky
CNS Canada –– McDonald’s plans on using sustainable beef by 2016, and intends on sourcing at least part of it from Canadian producers. The fast food giant’s latest step toward sustainability is to define what exactly that means. Defining sustainability is important, according to a beef brand officer, because in some cases it’s something consumers […] Read more
Here’s the (best) beef: New Centre of Excellence shows how good it can be
Beef Centre of Excellence showing chefs and buyers from around the world that Canadian beef is ‘best in class’
Reading Time: 3 minutes The new Beef Centre of Excellence is pursuing mindshare, not merely market share, says Canada Beef president Rob Meijer. The centre promotes Canadian beef at home and abroad, and is experimenting with ways to add value through how it’s cut, displayed, and cooked. “We need to change the paradigm to put (beef) producers and consumers […] Read more
Beef branding down in Mexico
Top chefs and the business community attend two-day event
Reading Time: < 1 minute Canada Beef launched its first brand series in Mexico City earlier this month. The agency hosted some of the country’s top chefs, as well as the business community, at the two-day event. “Mexico is an innovative culinary leader in beef and at the forefront of new and interesting flavours,” said Jorge Mendez, Canada Beef’s director […] Read more
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