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 Joyce Parslow, Canada Beef’s executive director, consumer marketing, who retired in April, has been a tireless advocate for Canadian beef farmers and ranchers and a dedicated member of the Canada Beef team for 25 years. Parslow said she is proud to have been part of initiatives and campaigns promoting the positive story of Canadian beef, giving much credit to the collaboration across teams at Canada Beef and the beef industry. The Consumer Marketing program she led develops research-based marketing and communication tools to inform consumers and the industry and emphasize beef’s positive nutritional and environmental benefits.   In her work at Canada Beef, one of the challenges has been to be ahead of the curve in addressing emerging issues or challenges. For example, when mandatory Front-of-Package labelling for saturated fat content was proposed, Parslow’s team already had a Ground Beef Toolkit ready with information and speaking points for the food industry. “We work to have information and programs ready that help support the beef industry in advance of issues and challenges that could be detrimental,” Parslow said. Parslow and her team have won several awards along the way. In 2021, the ThinkBeef.ca campaign, “The One and Only Beef,” won a Platinum Hermes Award for Print and Integrated Marketing Categories and a Gold Summit Award in the Integrated Campaign category at the Summit Creative Awards. The campaign, a celebration of ‘real beef’ in response to the launch of simulated beef products, reminded everyone of the taste, sizzle and juiciness that only real beef offers. While her main focus has been building public trust, consumer confidence, and loyalty and affinity for Canadian beef, Parslow has treasured her time spent with beef producers and learning about the environmental benefits of beef production.  “Learning the sustainability story of beef production from a conservation perspective was fascinating,” she said. “We have got a good story to tell, and having the opportunity to get that story out there has been personally rewarding.” Parslow grew up on a dairy farm in Eastern Ontario, and after graduating from the University of Guelph with a Consumer Studies degree majoring in Foods, she worked at Nestlé Canada and Foodland Ontario before joining the Beef Information Centre (forerunner of Canada Beef). Parslow has contributed to building various platforms and databases, including the Make it Beef Club subscriber newsletter, the Beef Pride eStore, the RoundUp App: Canadian Beef Guide – a precursor to the Canadian Beef Information Gateway and the Canada Beef Marketing Library, an extensive repository of imagery and documents shared with stakeholders throughout the industry to help them promote and advocate the beef brand.  The best part of her job, though, Parslow said, was the satisfaction of promoting a product that many people genuinely love. “While there are some people who choose to malign beef for various reasons, there are many people who covet beef; consumers love it,” she said. “I am grateful I had the opportunity to do this kind of work. It fed my soul.” Ron Glaser, Canada Beef’s vice president, corporate affairs, said it has been a real pleasure to have had Parslow on the Canada Beef team for the past two-and-a-half decades. “Joyce’s genuine love and passion for food and agriculture enabled her to be an exemplary advocate for Canadian beef producers. While we are happy for Joyce as she starts an exciting new chapter in her life, it will be difficult to replace the creativity, energy, and excellence she brought to the team every day.” Watch a video interview with Joyce Parslow here. Contributed by Angela Lovell Back to main page |
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