Canada Beef is responsible for developing business, marketing and branding the entire beef and veal industry in Canada. In support of those who do produce and sell the product, We don’t “sell” beef, and we don’t seek to “close” high volume beef purchasers who purchase at low prices; rather we work to create desire for Canadian beef and maintain its reputation as a sought-after, safe, nutritious, delicious premium brand. In a world of rising beef prices, our job is to support a perception of value that exceeds price.
How do we accomplish this? By deepening the marketplace’s appreciation of and desire for Canadian beef, promoting it as a premium product and as a special experience rooted in the emotions consumers associate with Canada, with cooking and great food, and with the science based facts that surround our product. Our most important job is to elevate a great product by giving it a great story.
We do our job well by embedding Canadian beef’s brand story and our marketing strategies in those enduring, overarching qualities and perceptions of Canada, as a country. These are the attributes that influence—and can be seen by our target audiences as influencing—the uniqueness of beef produced in Canada.
The one thing that will absolutely never change about Canadian beef is Canada. Our job is to help people make a greater connection between Canada and Canadian beef. We do our job by talking more strategically about Canada, infusing it into our communications. We also do our job by living the Canadian values that are intrinsic to our brand story.