Last week, CCA announced a rebrand, including a new logo and a new name. Previously known as the Canadian Cattlemen’s Association, the national organization changed its name to Canadian Cattle Association, to better include the people in the industry.
“We changed our name and logo because we wanted it to represent who we are today,” says Reg Schellenberg, the president of the CCA. “While we still honour the heritage of our organization, we want to recognize the critical role that the women have always played in the success of our farms and ranches.”
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In an interview, Schellenberg says the name change has been in progress for about two years.
“The name is more inclusive of the many people and organizations involved in bringing beef from pasture to plate in Canada,” he says.
Schellenberg says that includes the 60,000 members the CCA represents.
The new logo consists of a cow against a maple leaf on top of green hills, with the name Canadian Cattle Association beside it.
Schellenberg says each aspect of the new logo is by design.
“I think the logo is unique. So it has three components. Obviously, our maple leaf, we’re proud of our country. Our environment represented by land and water, recognizing environmental stewardship, and what we all produce — our cattle — which is some of the best beef in the world.”
Schellenberg says for the most part, they’ve received positive feedback, which has been echoed on social media channels as the CCA announced their rebrand. One Facebook user said, “We really like the new logo and the updated name better reflects the members.”
On Twitter, former premier of Saskatchewan Brad Wall said, “Great change made here. I’m green as grass but it doesn’t take a veteran hand to recognize that ‘cattlemen’s’ was missing half the sector…”
Although the majority of comments were positive, there were a few negative responses as well.
“We’ve had some positive feedback. We’ve had also some question why now, but the answer is that this is a great time to do it,” he says. “It’s also 2022, we’re celebrating the 90th anniversary for CCA. So, we thought we could roll that out at the same time as recognizing our 90th.”
