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 Promoting beef as a valuable food during pregnancy The importance of getting enough iron during pregnancy cannot be overstated. Iron requirements increase by 50% during pregnancy as the mother’s blood volume expands and the fetus grows and develops. Iron is necessary for a baby’s proper brain development, and deficiency during pregnancy can have lifelong implications for a newborn. Recent research suggests that iron deficiency during pregnancy, and in the years leading up to pregnancy, is very common in Canada. The good news is that research also suggests more frequent red meat consumption is the strongest dietary predictor of better iron status in women. Canada Beef developed an educational campaign targeting moms-to-be and their healthcare providers to share this information. The campaign aims to spread the word about high iron deficiency rates among this group and how beef can help.   Highlights of related campaign activities include: A new webpage dedicated to iron and pregnancy on Thinkbeef.ca that contains key facts, statistics, helpful information, and links to supporting educational resources. A new educational brochure reviewed by an external team of registered dietitians with expertise in this field. This brochure is available to download or order from Thinkbeef.ca. Physician offices across Canada can also order this resource through the Ashfield Engage Sample Cupboard program. To date, almost 30,000 orders for this resource have been fulfilled. Articles about this important topic have been featured in several magazines and trade journals. It is available on the ParentsCanada website, along with a dedicated article on the subject. The Iron for Pregnancy article has 2,573 page views and was distributed in the Parents Canada newsletter (60K subscribers) and through the Parents Canada social media channels (52K). A similar article will appear in the March/April edition of CanfitPro and in Canadian Food Focus (March). The new pregnancy educational brochure and associated research were also featured for the first time at the November 2023 Family Medicine Forum physician’s conference in Montreal. Back to main page KARINE REKUNYK Director, Health and Nutrition

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