Canadian Beef Branding to Land in Affluent Middle East

(Calgary, AB) – February 9, 2015 – After successfully hosting three Canadian beef branding series in China enhanced by the leadership of Agriculture and Agri-Food Canada Minister Gerry Ritz, Canada Beef will launch three branding series in the United Arab Emirates (UAE) and Qatar this week, in conjunction with the world- renowned Gulfood Show in Dubai.

The first branding series in the UAE will take place in Dubai on February 10th at Galleries Lafayette, a premium retailer in the Dubai Mall, who carries Canadian beef and veal products. Galleries Lafayette also distributes Canadian beef to premium foodservice operators in Dubai.

Canada Beef will engage with consumers through a second branding series in Dubai at the luxurious Emirates Towers, another Canada Beef partner on February 13th, and again with premium foodservice and retail operators at the Canadian Embassy in Doha, Qatar on February 15th.

The Canadian Beef Branding Series highlights the four pillars of the Canadian beef brand – Producer, Product, World Class Standards and Sustainability – and the scientific proof points to support the pillars. By engaging both the emotional and technical attributes, the series aims to create and sustain strong brand loyalty to the Canadian Beef Advantage (CBA), and ultimately, Canadian beef.

Ahead of the branding series, Canada Beef also has partnered with Alberta Agriculture, Food and Rural Development to sponsor the grilling station at the Taste of Canada reception at Gulfood on February 8th.

The partnership between Canada Beef and Agriculture Canada, the Canadian Trade Commission and Alberta Agriculture has again proven to be a highly successful way to leverage resources already in play in foreign markets.

Canadian beef and veal products, when ritually slaughtered under Halal, are able to capture a premium in high-end markets in the UAE and surrounding Middle Eastern and North African (MENA) countries. Since certain sectors of these markets continue to ban the trade of U.S. beef, Canadian beef products continue to capture premium market share and sustain it, based on the emotional and technical aspects of the CBA.

With the announcement by the UAE confirming the hosting of World Food Expo in 2020, growing tourism and the growth of other international events is set to encourage a spike of regional population to 500 million by 2020. By positioning Canadian beef through the Canadian Beef Branding Series, Canada Beef will ensure Canadian beef and veal continue to be a choice premium protein in the market.

The Canadian beef brand mark has seen growth and expanded use in the UAE and Saudia Arabia with loyal partners, including LuLu Hypermarkets, Galleries Lafayette, Tony G’s, Al Tamini Retailer, The Gulfwest Company and the Binzagr Group.

Canada Beef is the cattle producer-funded and run organization responsible for domestic and international beef and veal market development. It has offices in Canada, Mexico, Japan, China and Taiwan. Canada Beef works to foster loyalty to the Canadian beef brand and build strong relationships with trade customers and partners. These efforts increase demand for Canadian beef and the value producers receive for their cattle.

<blockquote>For more information, please contact:
Ron Glaser
VP, Corporate Affairs and Operations, Canada Beef
(403) 275-5890</blockquote>