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 The fallout of the COVID-19 pandemic on trade and commerce, and the food industry in particular, continued to be felt by supply partners, end-user clients, and consumers worldwide this past year. Canada Beef remained responsive by pivoting and repositioning marketing efforts on a continuous basis to bring proactive solutions to these and other pandemic challenges. Canada Beef’s commitment to address the market challenges of the pandemic continues in the 2022-2023 Investment Plan. The plan design is nimble and responsive to give Canada Beef the flexibility to direct resources to areas of opportunity or risk as warranted by continually evolving market conditions. The plan will ensure Canada Beef can continue to meet the needs of consumers and trade clients in domestic and international markets, said Canada Beef President Michael Young. The goal for Canada Beef is to address the challenges of the pandemic and find or create market opportunities that can come from change that will set it apart from its competitors and provide the maximum benefit for Canadian cattle producers and other stakeholders. Canada Beef resources developed for stakeholders in 2021-2022 will be refreshed as required and serve as an excellent information base. As well, the retrofit of the Canadian Beef Centre of Excellence (see story below) to a multimedia production studio will continue to meet soaring demand for digital media to support trade and consumer marketing programs. Resource development and dissemination in 2021-2022 included: Information, fact sheets, animated videos, and training programs for, respectively, Canadian consumers, meat professionals in domestic and international markets and supply chain employees. Virtual and online marketing and promotional initiatives to support new consumer and decision-making behaviours, for retailers in key export markets. Expanded distribution of point-of-sale materials (labels, beef grading stickers and signage) to support supermarkets and other retailers in key export markets that sell Canadian beef. Consumer marketing initiatives in the domestic market to meet the changing needs of Canadian consumers cooking at home. Simplified navigation of Canada Beef’s consumer website to facilitate quick access to recipes and information in high demand for at-home meal preparation. Back to main page

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