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 Canada Beef Marketing Committee met in February—staff update As part of the commitment by the Canada Beef Market Development and Promotion Committee to provide an enhanced level of communication of Canada Beef’s activities to beef producers, a Stakeholders Communications sub-committee was formed. The committee is chaired by Russ Mallard (Canada Beef Finance Chair) and includes sub-committee members Jack Chaffe (ON), David Francis (PEI), and Mike Guest (SK). The following is a summary of the most recent meeting of the Marketing Committee, held in Calgary on February 25, 2020. More detailed meeting minutes are available by request to Ron Glaser ([email protected]). The following topics were discussed at the meeting. Canada beef adds to its team to strengthen and grow export market opportunities Canada Beef recently added an important new staff position to support export market development and growth for the Canadian Beef industry. On March 2, Albert Eringfeld joined the team as Executive Director, Export Market Development. The position is responsible for directing all areas of Canada Beef’s export market development and emerging markets programs. Albert has extensive expertise in domestic and international food and agri-business development in both the public and private sectors. Most recently Albert served with Alberta Agriculture and Forestry as the international market development and relations lead of the Asia Pacific, Eurasia, Middle East and Africa team.  Two beef consumer marketing programs launch March 2020 In March 2020 Canada Beef is launching two national consumer marketing campaigns designed to support the ground beef category against competing proteins such as chicken and plant-based simulated meat alternatives. There will be two parallel campaigns—a branded beef campaign that focuses on pride/support of the Canadian beef producer and a Thinkbeef.ca based generic nutrition campaign. Market updates Domestic and export trade marketing updates as well as generic marketing and the Canadian Beef Centre of Excellence (CBCE) were also reviewed at the meeting. Detailed coverage of these activities are covered in this, and previous issues of the newsletter. Back to main page  Canada Beef Marketing Commitee Back: David Francis, PEI Cattle Producers; Hubert Lau, Member at Large; Alexandre Fontaine, Canadian Meat Council; Mike Kennedy (Chair), Canadian Meat Council; Russ Mallard (Marketing Finance Chair), Canadian Meat Council Front: Mike Guest, Member at Large; Jack Chaffe, Beef Farmers of Ontario; Helen Langford, Member at Large; Steve Christie, Retail/Foodservice; Coral Manastersky (Marketing Vice Chair), I.E. Canada. Missing: Becky Bevacqua, Member at Large; Leslie Bielak, Canadian Meat Council |
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