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As part of the 11th Annual International Meat Secretariat (IMS) Marketing Committee conference held in late April, thirteen contributing country members produced and presented 10-minute videos of their recent key marketing initiatives. The goal was to share learnings and generate discussion on the challenges of marketing red meat across a number of global markets.

Hosted by Australian Pork, there were over 200 registered delegates over the three days, with about 100 in attendance for each session.

The format for the event consisted of one-hour live Zoom sessions across a 3-day schedule with a moderator leading discussion groups about the videos under each of these three themes:
  • Best Practices: Meat Business
  • Detractors and Collaborators
  • Health and Sustainability
Canada Beef’s summary of the consumer marketing campaign The One & Only Beef (part of the Detractors and Collaborators theme) was well-received, spurring discussion about the need to ‘Be(ef) Positive’ and use humour rather than facts and figures when leading the defence against plant-based competitors.

Here is a link to the Canada Beef video presentation.

Video links of other country presentations will be shared with IMS members shortly – part of the value of the membership.



Some background on IMS:

The International Meat Secretariat (IMS) represents the global meat and livestock sector as a vital motor of growth and prosperity to meet the future demands for sustainable, high-quality, nutritious and safe animal protein.

The IMS is a non-profit organization that brings together livestock producer associations, national and regional meat associations, meat exporter associations, meat processing companies, government, and corporate partners from around the world representing over 75% of the global production of cattle, pig, and sheep meat.

Since 1997, the IMS Marketing Committee has held workshops every other year with two goals. Firstly, to openly share learnings and secondly to build a globally connected community.
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