The Canadian Hereford Association launched its new brand, “Better Your Beef,” at the 50th anniversary of Canadian Western Agribition. The “Better Your Beef” plan has been developed over the last 18 months with consultation from the commercial cattle industry, feedlots, members and youth from the cattle industry.
The new brand is accompanied by a new website and bold marketing material that speaks to the findings that came directly from feedback from the commercial industry. Along with a fresh face and messaging, the Canadian Hereford Association is investing in a breed strategy directed towards the continual improvement of the breed to meet the evolving commercial industry’s needs.
At the outset, the breed strategy will strive to capture data from Hereford and Hereford-influenced carcasses from feedlots, feed efficiency data, ultrasound data and genotypes to improve selection tools for breeders, and ensure the breed is meeting the demands of the commercial cattle industry today and in the future.
