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 Liver Lovers recipe contest In support of the World Iron Awareness Week (WIAW) campaign in October (and featured in the December issue of Canada Beef Performs), Canada Beef’s Consumer Marketing team launched a recipe contest that challenged consumers to submit a favourite liver recipe, with a goal to encourage consumer engagement beyond sharing facts and figures about the importance of iron. As beef liver is one of nature’s highest-iron-containing foods, it made sense to make liver a focal point for the WIAW campaign. A beef liver recipe contest would raise awareness of the campaign and drive online engagement with information about the benefits of iron in liver .   Liver can be a polarizing beef cut—people love it or hate it. The contest asked entrants for recipes beyond basic liver and onions, along with a short story about what they liked about liver and how it was part of their lives.The contest was launched for one week in a special edition of the Make it Beef newsletter sent to 57,000 subscribers. During that week, social media efforts, including influencer outreach, encouraged participation. One dietitian influencer in the Atlantic region promoted it on her TV broadcast spot with a recipe she created especially for the promotion effort Crispy Air-Fried Ginger-Garlic Beef Liver Bites. There was strong interest in the contest with 340 entries submitted during the contest period - that’s twice as many submissions received for the most recent recipe contest. Recipe entries were sorted by uniqueness, completeness, and interest level in the submitted stories. The top qualified entries were prepared and evaluated in a home kitchen by a home economist specializing in recipe development and testing. The recipes were then professionally edited and photographed .  There were five winning recipes as well as one runner-up recipe chosen: Beef Pie with Liver and Stout Liver Fried Rice Liver, Shallot and Apple Sauté Salad Parsley, Sage, Rosemary and Thyme Liver Pâté Slow Cooker Ground Beef and Liver Chili Stovetop Liver and Mushroom Stroganoff Each winner received a $800 prize package that included a set of cast iron cookware, a gift card to their favourite steak house, and a Steak Your Claim prize pack from the Beef Pride eStore. The runner-up was also awarded a gift card to their favourite steak house. The team was pleasantly surprised by how well the nutritional contribution of beef liver was understood and appreciated by liver lovers. “Folks are passionate about liver and submitted many heartfelt and emotional stories about their fondness and appreciation of the nutritional benefits of liver,” said Joyce Parslow, executive director, consumer marketing at Canada Beef. “There were many warm and funny family stories shared about beef liver meals.” The winning recipes will be featured on the Gateway at cdnbeef.ca under the liver section. Back to main page  JOYCE PARSLOW Executive Director, Consumer Marketing |
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