Canada Beef has shifted marketing efforts to help Canadians enjoy more beef at home, reassure consumers on food safety efforts

Your burgers are still done at 71

Research on the Record with Reynold Bergen

Maintaining consumer confidence is crucial to our industry. Consumer confidence in the safety of Canadian beef was briefly shaken by the 2012 XL Foods E. coli outbreak that infected at least 18 people and resulted in the recall of 1,800 tonnes of beef, a $4 million legal settlement and the sale of the packing plant […] Read more



Three Frozen Hamburger Patties

Hot water treatment of beef trim

Combating bacteria would be simple if they stayed on the surface of beef. In that case, nearly any spray or wash could contact and kill the bacteria or wash them off. But beef isn’t smooth. Shallow cuts and cracks crisscrossing the meat surface can hide and protect bacteria. Killing these hidden bacteria is not simple. […] Read more


Raw Beef Steaks on a Plate

Canadians celebrate with steak

How will the industry keep the 'celebratory meal' affordable for everyone?

A rival to the traditional steak house, high-end burger joints, are making their mark in the food-service industry. This is part of the transition of the beef industry as it grinds its way onto the consumer plate. We know that folks buy ground beef to cook at home and they now choose the burger as […] Read more

hamburger patties on a barbeque

Lean in our approach

In a market where ground beef is highly popular, there are lessons to be learned

The beef industry in North America is changing rapidly. The invasive technology that introduced the concept of ground beef as a burger still holds the attention of the majority of consumers and the largest single slice of market share. Today, over 60 per cent of all beef sold in the U.S. is ground product. One […] Read more