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Cattle play a key role in community wildfire management
Canada Beef’s Public and Stakeholder Engagement (PSE) program placed an advertorial in several Vancouver area newspapers in mid-March 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 more than 1.1 million readers.

Canada Beef’s contribution focused on the use of cattle in community wildfire management. The article featured long-time practitioner Keith Manders and rancher Jordy Thibeault, a participant in pilot programs operated by the B.C. Cattlemen’s Association that research the effectiveness of grazing cattle in forested areas surrounding at-risk communities.

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 Global Heroes section of the following publications:
  • Vancouver Sun - Print Edition Saturday, March 19, 2022 — 399,000 readership.
  • Vancouver Province - Print Edition Sunday, March 20, 2022 — 354,000 readership.
  • National Post - Vancouver Print Edition Saturday, March 19, 2022 — 62,590 readership.
  • Globe & Mail - Vancouver Print Edition Friday, March 18, 2022 — 90.586 readership.
  • The Global Heroes Digital Edition - Friday March 18, 2022 - 230,000 readership.
Later in April, PSE will launch a short documentary on wildfire mitigation strategies involving grazing to reduce fire risk adjacent to urban communities.
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RON GLASER
Vice President, Corporate Affairs

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