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 German language cookbook Canada Beef participates in the Taste of Canada campaign led by the Canadian Trade Commissioner Service in Germany; a recent initiative of this campaign was the publication of a Canada-themed cookbook that explores Canadian cuisine. Germany is one of the larger destinations for Canadian beef in Europe and enters primarily via importers located in the Netherlands and Belgium. One of Canada Beef’s strategies in Germany is to educate potential buyers about the quality attributes of Canadian beef and where it can be purchased. The Taste of Canada campaign is designed to inform German consumers about Canadian cuisine and foods via a dedicated Taste of Canada website, social media posts and other promotional initiatives, including the recently published cookbook.  The target audience for the cookbook is German-speaking consumers in Germany, Austria, and Switzerland. Canadian beef was featured in a one-page advertorial that included a QR code linking readers to a Canadian beef web page that summarizes the quality attributes of Canadian beef and a directory showing where consumers can purchase Canadian beef in Germany. The first print run of 5,000 copies of the cookbook has been released; over 3,000 copies were sold in the first two weeks and a second printing is planned soon. The European Union (EU) is a small but high value export market for Canadian beef. In 2022, 1,158 MT of Canadian beef was exported to the EU-27 with a value of CAD $22.3 million. Back to main page  ALBERT ERINGFELD Executive Director, Export Market Development |
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