Social media influencers are a bridge between the general public and producers, says Beavers. In the lead up to the release of its documentary, Reduce, Reuse, Ruminate, the CCA invited influencers to tour cattle operations.

Content creators head to fields and feedlots ahead of CCA documentary release
A made-in-Canada tool reveals breed composition and scores cattle on hybrid vigour
It’s a big investment, but return on investment can be about six years