Organizational Vision & Mission
In taking up our job on behalf of Canadian beef producers we dedicate ourselves to a vision of a world in which Canadian beef and all those who participate in bringing it to market are recognized, appreciated and rewarded as among the world’s best.
We dedicate ourselves to increasing global demand and loyalty to the beef that is raised and produced in Canada.
In service to this vision, our mission is to strategically position the Canadian beef Advantage to stimulate and sustain global awareness, desire and demand for Canadian beef, positioning it as a premium brand and sought-after experience.
The Nature of our Business
Canada Beef is the organization. Canadian beef is the brand that Canada Beef as an organization globally positions, markets and creates demand for. Our organization is not the same as the entire Canadian beef industry, but our work benefits that industry, helping it succeed and generate greater profits for their efforts.
The Canadian beef industry is a widespread, diverse and complex network of ranching and farming families, feedlots, packers, government agencies, business partners, provincial associations, distributors, restaurant chains, retailers and beef consumers. Where is Canada Beef in this value chain? In truth we are not actually part of it. We reside somewhere above it. All the members of this complex value chain are doing their best to advance their particular part in the whole. It is only our organization, Canada Beef, who is tasked with translating the inherent value of the product into emotional connections, marketplace demand and consumer loyalty. As we succeed, the Canadian beef industry thrives.
We have ONE job
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.
Branding means living these three organizing initiatives…
The following three strategic initiatives indicate how we as a company organize to achieve our vision and mission. This is how we live our brand, how we put our brand into play, how we create our Canada Beef culture and how we engage the world with that culture:
Connections are valuable. Connecting to a global network of opportunities allows us to join forces and become stronger together, collaborate and share our stories.
At Canada Beef, creating connections is what we do best. Finding common ground, creating open discussions and connecting with others around the world is something that defines being Canadian. We reach out, communicate, share and collaborate openly with people, groups and prospective partners who not only share our values, but who’s actions reflect them. On this common ideological ground, we can work together to share Canadian beef stories with consumers and other stakeholders.
Innovation is growth, problem solving, creativity and opportunity seeking. Innovative ideas fuel the fire, and can lead and change the conversation about Canadian beef around the world, leading to sustained value.
We draw upon the deep experience and bold creativity of our team to leverage the resources, channels and programs of our partners to raise Canadian beef brand awareness and desire in the marketplace. Our strategy is not simply to convince our partners to promote our brand by any means in any venue; it is to show them how consumers’ appreciation of our brand and desire for our product will help them achieve their own goals and strengthen their own brand story in the process.
Innovation here is not limited to just finding ways to co-advertise. Rather, it extends to every possible way to make a positive impact on the consumer; for example, developing programs through the Canadian Beef Centre of Excellence. Leadership in the beef industry will stem from our own creativity in how we drive continuous improvement and innovation.
Inspiration is ignition. With the freedom to create and lead, we can connect with the hearts and minds of those who will tell and hear our story, driving the passion within our industry and for our product.
Inspiration triggers the emotional elements of our brand and the feelings people have about our beef. We inspire with stories, and that inspiration starts within our own team: with how we speak and work with one another. We never forget the technical details of what makes our product premium, but we always remember to elevate the conversations with imagery, symbolism and emotional connections to the reasons why our beef is great.
When we inspire people, we give them an opportunity to act: to taste, to sign up, to talk to others, to share, and to explore further, etc. This is how we turn consumers into fans and fans into a community.