The Canadian Centre for Food Integrity’s Public Trust Research Report 2024 contains several key takeaways for Canada’s agrifood sector. The annual survey measures public trust in the nation’s agrifood systems and public perceptions of food system issues. The recently released report shows four of the top five life issues relate to the themes of food and health. In its summary report, the centre noted that by emphasizing health and nutrition information in communications, the agrifood sector can address some of the Canadian public’s biggest concerns.
I am pleased to report that Canada Beef is very focused on evidence-based resource creation to address consumer concerns at the intersection of health and nutrition, with good reason.
Beef consumption is a common metric often used as a proxy for the assessment of the healthfulness of a diet. The notion that red meat is consumed excessively is pervasive, and this belief shapes diet recommendations advising consumers to reduce their red meat intake.
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A new factsheet developed by the nutrition team at Canada Beef challenges the belief that Canadians overconsume beef. In fact, research from various reviews and analyses indicates that red meat intakes in Canada are modest and in line with those of Mediterranean countries, an important observation since diets of countries in the Mediterranean are often used to model healthy eating patterns.
The Perspective on Red Meat Consumption in Canada factsheet also highlights Statistics Canada data that finds many Canadians are not meeting minimum recommended protein intakes as well as studies finding higher red meat consumption is beneficial to health.
An upcoming edition of the Beef Watch report will showcase this factsheet and others that examine how beef, and beef consumption patterns, fit into healthy diets.
The Canadian beef advantage is a familiar term to many producers. This term encompasses the many steps involved in the production of high-quality Canadian beef from cattle production to downstream processors. The Canadian beef advantage categorizes key attributes of the product and the production system — the practices, processes and assurance systems that together produce the advantage — under four pillars of animal health, food safety, grading standards and beef quality.
The attributes captured under the Canadian beef advantage are central to Canada Beef’s initiatives to influence domestic shoppers to make Canadian beef a protein of choice. A recent national survey of 1,000 Canadian consumers indicated that 93 per cent of respondents prefer to purchase beef from cattle raised on Canadian farms versus product imported from other countries — often for reasons that tie back to the world-class practices and systems that underpin the advantage.
Canadian beef grades are part of the Canadian beef advantage. The team recently released a new look for the Canadian beef grading labels used in Canada Beef’s marketing and promotional initiatives. These new grade marketing labels are harmonized in domestic and international markets for a uniform approach to Canada Beef’s visual brand identity. The Prime label features an enhanced presentation to differentiate and accentuate the top Canadian grade.
A new Canadian beef advantage brochure was created for meat professionals in the Canadian market and is being adapted for the U.S., Japan, Korea, Mexico, Vietnam, Taiwan, Hong Kong/China as well as Europe. A consumer resource is also being developed as part of a larger overall strategy to enhance awareness about all the elements that contribute to high-quality Canadian beef. Watch for more information on that project in the coming months.
Readers may recall my mentioning the team was headed to SIAL Paris — one of the largest international food and beverage industry trade shows in the world. Canada Beef vice-president of export market development Albert Eringfeld and Canadian Beef Centre of Excellence executive director Mathieu Paré and I showcased Canadian beef at the Canadian Beef booth alongside Canadian beef supply partners. Here are a few highlights of our efforts to ensure Canadian beef makes a lasting impression.
The five-day show saw the team engaged in strategic meetings to showcase the quality and sustainability of Canadian beef products. The team highlighted various beef cuts, emphasized the Canadian beef industry’s commitment to high standards in animal welfare and environmental practices, and presented various underutilized cuts to showcase their potential. Industry leaders and buyers learned about high-quality Canadian beef through tasting demonstrations and engagement that showcased the many elements that make Canadian beef a standout in global markets.
The team explored opportunities from Italy, Spain, Saudi Arabia, Egypt, Japan, Ukraine, Singapore, South Asia and the Gulf region, and expanding markets in Hungary, Kazakhstan, Trinidad, Côte d’Ivoire, Colombia, Egypt, UAE, Europe and Asia. Additional new interest was received from participants from France, Czechia, Mexico, Israel, Philippines, Bahamas, Germany, Morocco, Argentina, Africa, Thailand, and others.
Canada Beef also had the privilege to have a great discussion with the International Meat Secretariat and was invited to the residence of Stéphane Dion, Canada’s ambassador to France, and Monaco, and Special Envoy to the European Union and Europe, where we discussed the importance of market access to Canada’s beef industry.
SIAL Paris also enabled Canada Beef to provide a business-building environment for participating Canadian beef supply partners and co-ordinate a combined Canadian meat industry pavilion along with Canada Pork and the Canadian Bison Association. A big thank you to all those who participated.
Finally, on behalf of Canada Beef, please accept our best wishes for a happy and healthy holiday season. Thank you for your continued support, and may the new year be filled with peace, joy and prosperity. c
– Eric Bienvenue is a strategic leader with more than 25 years of senior leadership experience in Canada’s animal protein sectors. A native of Saint-Valérien, Quebec, Bienvenue is based out of Canada Beef’s Calgary headquarters and resides in Airdrie.
