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 Burger It Forward for Good The Burger It Forward national fundraiser for food banks is back, and beef ranchers and farmers across the country are set to make a big difference in the lives of many Canadians this February. Burger It Forward is a Canada Beef initiative partnered with provincial beef organizations. Now in its second year, the goal is to support ground beef sales at local restaurants and enhance consumer support for ground beef while raising funds for food banks regionally and nationally. Regional restaurants are recruited to join the campaign, dedicating either a burger from their menu or a unique campaign burger for the month of the promotion. To support the program and encourage Canadians to visit participating restaurants and purchase a burger, Canada Beef will donate the equivalent of one meal to Food Banks Canada for every burger sold, up to a maximum of 20,000 meals. As part of the campaign, provincial beef associations will help support food bank efforts with generous donations of ground beef or cash to their regional food bank organizations. Participating restaurants are also encouraged to give to their community food bank efforts. Last year, more than 110 restaurants in six regions across the country participated, resulting in over $53,000 in donations to local and national food bank efforts. Participating restaurants experienced a 24% sales increase, on average, for their beef burgers. This year, all provinces outside of Quebec are participating, with restaurant registration up by 75%. Alberta Beef Producers are hopeful to increase their $5,000 food bank donation from last year. In addition, the campaign has gained donation and promotional support from Atlantic Beef Products Inc., Dairy Farmers of Nova Scotia and New Brunswick, and Flanagan Foods. To date, commitments to food bank donations from the fundraising partners totals $55,000. Last year, the campaign created an emotional connection with restaurants, consumers, farmers and ranchers, and the media. With over 36 million impressions from traditional and social media and 147 unique earned media hits, the Burger It Forward campaign earned the advertising equivalent of $300,000. The media message was about the support of food security, and the importance of ground beef to food bank efforts and their clients. How can you help? Go to www.burgeritforward.ca and check out the participating restaurants in your province. Every participating restaurant is marked on a regional Burger Map, so try out a Burger It Forward burger and support food security in your community and the local restaurant businesses supporting your beef sales. Back to main page JOYCE PARSLOW Executive Director, Consumer Marketing

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