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 Quarterly regional TV broadcast programming Each quarter, a themed story pitch about beef & health and/or culinary education is developed for delivery by select trained spokespeople for TV/Radio media outreach in five national provincial locations: BC, Manitoba, Alberta, Ontario, Saskatchewan. The media outreach will be a mix of earned and paid spots. The spokespeople are experts in either food or nutrition and have existing media relationships. The segments include calls to action to visit ThinkBeef.ca, make a ThinkBeef.ca recipe or order a ThinkBeef.ca resource from the on-line order centre. Gains are measured by estimated broadcast reach and also posting of the segment on the station’s social media feeds. The program launched in November with the theme of the Goodness of Ground Beef. Media spots were secured in three locations with three different spokespeople – Calgary, Kitchener and Regina. To watch the segments, go to: https://thinkbeef.ca/news-events-quick-list/ Dietitian webinar with Sobeys Partnering with registered dietitian consultants and other commodity groups like Crop Life and Farm and Food Care Saskatchewan, a one-hour agriculture education webinar was delivered to 27 members of Sobeys’ registered dietitian team. Content highlighted some of the issues and facts about Canadian agriculture practices in an effort to help these dietitians address basic consumer questions about how food is raised/grown here in Canada. New ground beef healthy plate recipe series Given the pressure of new competition in the ground beef category from simulated meats and branded poultry products, efforts are underway to offer continued positive and inspiring messaging about ground beef. This includes a new ‘healthy plates’ set of recipes developed for ground beef, with imagery and recipes that represent the new Canada food guide visual and healthy meal approach. Each recipe features ground beef in combination with whole grains and colourful veggie combos, and often an addition of plant-based proteins. You can see the new recipes here. The recipes will be the basis for a new ground beef booklet resource that is designed to support the Channel Marketing Team’s Grinding Out the Profits retailer program as well as health and wellness communication and marketing efforts. What’s NEW at ThinkBeef.ca: Health Professional resource tab Thinkbeef.ca is updated twice a month, so drop by often to see new resources and initiatives produced under the import-levy-funded generic beef program. New this month: ThinkBeef.ca now has a section in the Resource Centre for the Health Professional, with brand new resources that cover how beef belongs in a heart-healthy diet. Just the Facts are deep-dive reviews of three key research papers. One of the evidence reviews concludes there is no need to reduce red meat consumption for good health. Physician Conference Toronto: Nov 28, 29 ASA Conference, College of Family Physicians ThinkBeef.ca participated with this conference by hosting an information/education booth, staffed by two registered dietitians who have collectively 20 years work experience with beef nutrition/nutrition education. Approximately 200 visitors dropped by the booth for quality discussions about beef and health, with an average conversation of 3-4 minutes. Learnings from discussions with physicians include: The message about the need to focus on reducing ultra-processed food was well received with many physicians agreeing that we eat too much of it. Physicians noted that red meat is likely not their issue to address. Some physicians said they are very positive about red meat and just remind clients to trim fat and keep portions under control. Lots of questions about beef and the environment. The Beef Untold Stories document answered the questions doctors asked about beef and environment. These basics were new to them. Greenhouse gases was the point doctors fixated on the most. Partnership with Osteoporosis Canada: ThinkBeef.ca is partnering with Osteoporosis Canada to talk to the public about the importance of beef as a powerful protein in terms of bone health. The collaboration includes the development of a 1-page education resource on the role of beef in bone health, five ThinkBeef.ca recipes featured on the Osteoporosis Canada website and social media support to leverage the content. As well, ThinkBeef.ca will provide resources at the Bones ‘n’ Beer men’s education event in Vancouver (Feb 2020) and the Bone Health Forum in Manitoba (Mar 2020). Public & Stakeholder Engagement Program New on-line Teaching Video: The Food Guide Demystified: How to put the new Food Guide into Practice Registered dietitian Carol Harrison developed and delivered a guest lecture presentation for both culinary and nutrition students to help clarify misunderstandings about Canada’s new food guide and provide suggestions about how to put the Health Canada recommendations into practice. The lecture content was turned into a video presentation which is featured on the LoveCDNbeef YouTube channel and posted in the Nutrition tab at Canadabeef.ca. The goal is to have some schools pick up the resource as part of school curriculum for foods and nutrition programs. Back to main page Consumer Team Joyce Parslow, Ron Glaser, Michele McAdoo

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