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Global Heroes advertorial feature
Canada Beef’s Public and Stakeholder Engagement program placed an advertorial in several Greater Toronto Area (GTA) newspapers in mid-February to highlight the cattle industry’s commitment to sustainability. The advertorial was part of a special section titled Global Heroes which featured stories on individuals and industries making positive contributions to their communities. Total circulation for the advertorial was 1.8 million readers.

Canada Beef’s contribution focused on Dean and Catherine Manning, the Canadian Cattlemen’s Association 2021 The Environmental Stewardship Award (TESA) recipients for 2021. The Mannings are from Falmouth, Nova Scotia and were featured as examples of the stewardship ethic and commitment of the beef industry. A secondary message focused on the healthfulness of beef. The advertorial also included a call to action to visit www.raisingcdnbeef.ca to learn more about the beef industry’s commitment to stewardship.


The feature ran in the following publications:
  • The Global Heroes Section (Toronto Star - Full Circulation Print & e-Paper Edition) February 10, 2022 — 800,000 readership.
  • The Global Heroes Section (National Post - GTA Print Edition) February 11, 2022 — 271,000 readership.
  • The Global Heroes Section (Globe & Mail - Metro Print Edition) February 11, 2022 — 511,000 readership.
  • The Global Heroes Digital Edition, February 10, 2022 - 230,000 readership.
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RON GLASER
Vice President, Corporate Affairs

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