Canadian beef joins world-class brands in Dubai

February 4, 2016– Canada Beef is proud to announce our partnership with Hilton Dubai Jumeirah Resort and Air Canada to bring the best of Canada to Dubai ahead of the Gulfood Show later this month.

Dubai residents and hotel guests will enjoy the three-day Canadian Beef Culinary Series at the Hilton property, an expression of the Canadian beef brand story, and be eligible for the grand prize of two return flights to Calgary via Toronto, courtesy of world-class partner Air Canada.

Canada Beef President Rob Meijer is also enthusiastic about the partnership. “It’s exciting to align Canadian beef with premium brands like Hilton and Air Canada. Dubai is a market that is inspired by world-class products such as ours,” said Meijer. “By telling our stories together, we are able to encourage loyalty to the Canadian brand.”

The three day Culinary Series will take place February 18-20, 2016 and include a Canadian beef beach barbeque, an intimate wine dinner and the Canadian Beef Soiree, where chefs showcase their skills at live cooking stations.

The world-class brand partnership in Middle East North Africa (MENA) also includes Prairie Halal Foods. Prairie Halal Foods has been marketing the Canadian brand in the MENA region since 2008, and has a strong network of premium brand partners that have supported the Culinary Series alignment with Canada Beef.

“We are proud to be part of the Canadian beef industry and the brand promise,” said Wahid Kandil, General Manager of Prairie Halal Foods. “Working with Canada Beef as an advocate of the Canadian beef brand has allowed us to create value in this world-class market”

The knowledge of the Prairie Halal Foods group of the market dynamics in this region help maintain a strategic focus for Canada Beef, with impactful results. They have continued to grow loyalty for premium Canadian beef through the development of brand specialists through trade missions to the Canadian Beef Centre of Excellence, where key influencers have experienced the Canadian brand advantage.

For more information on the Canadian Beef Culinary Series, follow along on Twitter at @CanadianBeef or with #CDNbeefexperience.

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.

-30-

For more information, please contact:

Ron Glaser VP, Corporate Affairs and Operations Canada Beef

(403) 275-5890