Cliquer ici pour lire l'infolettre en français	View in browser

 Canada Beef conducted a Canadian Beef Taste Test in real time with consumers at the Royal Agricultural Fair (Royal) in November 2023. The goal was to develop video assets to support a consumer marketing campaign to enhance the awareness, understanding and appreciation of the value of graded beef. Consumer reactions were explored by using both a visual prompt and a tasting opportunity.   Canada Beef conducted 10 sets of blind consumer taste tests with ‘food-and-beef-interested’ consumers just prior to their participation in the chef-led cook-along program offered at the Royal. An executive chef from a leading Toronto restaurant prepared the steaks for sampling. Participants were shown images of steaks and asked about their preferences based on the visuals, followed by a tasting. Select enthusiastic consumer participants were captured on video discussing their Taste Test results. Most participants seemed favourable to the concept of visual marbling as an indicator in their beef selection, although some still seek a leaner looking steak with less intermuscular fat. ‘Fat means flavour’ was a comment often stated to explain a preference rating. In terms of observations, there appeared to be a disconnect between the understanding of beef grades in relation to the marbling content in cuts of beef. A lack of understanding that Canadian beef grades are a quality indicator also existed. While there was a vague awareness of the grades, participants generally didn’t know what to look for or how to use grades to inform their purchase decision-making. There was no idea how to determine beef grades at purchase – ‘How would I know the grade of beef when I am buying?’ was a common question. The results demonstrated an opportunity to educate consumers about Canadian beef grades to enhance the consumer experience with Canadian beef. The video content will be used as part of a Consumer Marketing campaign for grading in FQ4 titled Graded for Greatness. Back to main page

CONTACT US Suite 146, 6715 – 8th Street NE Calgary, AB Canada T2E 7H7 Tel: (403) 275-5890 [email protected] canadabeef.ca	You’re receiving this newsletter because you’ve subscribed to Canada Beef Performs. No longer interested? UNSUBSCRIBE. Forward to a friend? CLICK HERE. Like to subscribe? CLICK HERE Comments? Email our editor at [email protected] © 2023 Canada Beef. All rights reserved.