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 Canadian beef grades international advertising campaign One of the tactics of Canada Beef’s export market development strategy is to invest in trade advertising to promote and highlight Canadian beef qualities and attributes to beef buyers in primary and emerging export markets. These advertisements also support Canadian beef suppliers and distributors selling to these markets. Canada Beef operates international offices in four countries. Each office provides support for Canadian beef suppliers and vendors, as well as to other countries in their region. This includes Japan, which also covers South Korea; China, which covers Hong Kong, and Taiwan, which supports Southeast Asia. The office in Mexico includes some countries in Latin America. During February and March 2022, a coordinated Canadian beef grading ad campaign was conducted by Canada Beef’s international office network under the tagline ‘Does Your Beef Program Make the Grade?’ A one-page advertisement was created that focused on the top Canadian beef quality grades and featured images and attributes for each of the top four grades. QR codes and web page links to Canadian Beef suppliers and the Canadian Beef and Veal handbook were also included. The advertisement was translated into Japanese, Korean, Chinese (simplified and traditional) and Spanish and published in major food industry magazines, newspapers, reports and websites. It was also distributed via social media channels and email in nine different countries. The target audience for the campaign was beef importers, distributors, wholesalers, processors, retailers, restaurants and end-users in Japan, South Korea, China, Hong Kong, Taiwan, Vietnam, Philippines, Vietnam and Mexico. Canadian beef exports continued their growth in January 2022 increasing 9% in volume and 37% in value compared to the same period in 2021. The U.S., Japan, Mexico, Vietnam and South Korea are currently the top five export destinations for Canadian beef. Back to main page ALBERT ERINGFELD Executive Director, Export Market Development

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