Fall is one of the busiest periods in the Canadian beef industry, and I’ve been fortunate to be able to experience this part of the cattle cycle first-hand. At the end of September, I toured Lethbridge County, home to some of Canada’s largest feedlots and situated near some of the country’s largest meat packers and processors, and visited the towns of Picture Butte and Taber, Alta., to “learn the trade” and participate in the feed crop harvest.
My appreciation goes out to Jeff Smith and family, and the folks at Albion Ridge Colony, Barrhill Feedlot, TFS Expanse, D&L Nieboer Farms and Deer Creek Livestock for their time. My biggest takeaway from the people I meet on farm visits such as this is a clear sense of the care of land and animals, community and pride in creating high-quality beef for consumers.
In early October, as part of regular engagement with industry stakeholders, I visited St. Helen’s Meat Packers in Toronto and met with its president, Robert Bielak. Later, Canada Beef executive vice-president Mark Klassen and I travelled to Cargill’s Guelph operations and met with Mike Kennedy, Cargill’s vice-president of Canada sales, and operations and business development leads. The discussions focused on marketing/branded beef, Canadian beef grades, the ethnic market, and the value of underutilized cuts — all important under Canada Beef’s current and future business strategies.
I also met with Lyndon O’Hearn, corporate chef of Lone Star Texas Grill. Earlier this year, the team at the Ontario Cattle Feeders Association and Ontario Corn Fed Beef program secured a deal with Lone Star Texas Grill that sees Ontario corn fed beef served in all 23 locations in Ontario. I took the opportunity to personally thank O’Hearn and the team for their support of the Canadian beef industry.
Canada Beef also met with Restaurants Canada to discuss the Canadian Beef Information Restaurant Gateway and explore potential collaboration on this new initiative. The Restaurant Gateway helps consumers find restaurants that serve Canadian beef and partnering makes sense as both organizations work together to add value for Canadian beef farmers and ranchers, as well as chefs and restaurants.
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Planning for the upcoming fiscal year is underway in collaboration with the new market development and promotion committee chair and members. This committee is the Canadian Beef Check-Off Agency’s operational committee that provides operational oversight to Canada Beef.
High rates of immigration in Canada are an opportunity for Canada Beef. We can shape our marketing strategies to introduce new Canadians to the attributes of Canadian beef along with awareness of how to use and incorporate beef products in traditional ethnic cuisines.
On the consumer marketing side, we will continue to influence consumers and make beef the protein of choice. This involves building awareness and understanding of the attributes of Canadian beef grades and choosing Prime and AAA for a memorable eating experience.
Positioning communications around the “Canadian beef advantage” to focus on the emotional and functional elements will continue to help differentiate Canadian beef, strengthen our marketing position, and influence consumer confidence.
Canada Beef’s international team is diligent about enhancing the Canadian beef advantage messaging in its market development and promotion initiatives, most recently at the Food Style Japan and SIAL Paris in October, and as the host of the Canada Beef Road Show in Japan and Korea in November, and later that month as an exhibitor at the COEX Food Week Korea. “Canadian beef advantage” messaging will also be centre stage when Canada Beef participates in the upcoming Team Canada Trade Mission to Indonesia and the Philippines in December. Consistent messaging builds consumer trust, and we are committed to reinforcing the idea that Canadian beef is a high-quality product and a safe and healthy choice for families around the world.
The Canadian beef advantage will continue to play an important role in the planning for the next National Beef Strategy as well. Canada Beef’s contribution to the next five-year strategy is to communicate the key attributes of quality, safety, value and sustainability that underpin the concept and work to enhance the messaging.
Additionally, technological advancements will offer new ways to engage with consumers and improve operational efficiencies. This involves exploring the use of modern imaging technology and real-time feedback systems and building out the Gateway platform to boost user, consumer and client engagement, thus ensuring that we can meet and exceed the expectations of domestic and international customers.
A greater emphasis will be placed on social license by promoting the evidence-based environmental benefits of beef production to build public trust. In a world where consumer perception can greatly influence market success, it is essential to undertake public perception research, to inform strategies that will effectively influence and build awareness about the positive contributions of Canada’s beef industry. This will involve telling authentic stories through trusted messengers on platforms that resonate with Canada Beef’s target audiences.
The overarching national strategy long-term planning dovetails with many priorities in Canada Beef’s current and upcoming annual business plan. Taken together, Canada Beef will build on our strengths, adapt to new challenges, and seize emerging opportunities. By continuing our focus on marketing and promotions, enhancing consumer confidence, and embracing innovation, we will ensure that Canadian beef remains a preferred choice for consumers worldwide, for now and into the future.
– 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, Que., Bienvenue is based out of Canada Beef’s Calgary headquarters and resides in Airdrie, Alta.
