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 Canada Beef Investment Plan for new fiscal year Canada Beef’s Investment Plan for fiscal 2025–2026 (effective April 1) represents an upshift in strategies to maximize opportunities for Canadian beef and broaden consumer loyalty. The investment plan will see Canada Beef utilize tactics to elevate customer experience and connection with Canadian beef and partner with industry to grow mindshare in areas of mutual interest. Mindshare - a term that describes a strong brand identity that customers recognize and have affinity for - is a key driver of the new plan. Initiatives to increase visibility and recognition of Canadian beef range from resources that promote the value of beef as a protein and nutrition powerhouse for all ages and stages to new elements of the ongoing Pick the Beef with the Leaf year-long consumer campaign. The ‘buy Canadian’ aspect of the national campaign, initially designed to address consumer concerns about beef pricing and the proliferation of imported beef at retail, took on a whole new meaning in April in the aftermath of the U.S. Administration’s tariff decision. The versatility of beef in terms of its ability to satisfy a range of budgets, tastes and preferences, will cultivate brand awareness among important audiences such as women, seniors and immigrant and new Canadian communities. As always, continued collaboration with industry on initiatives for Canadian beef is a priority for Canada Beef. New this fiscal is the Canadian Beef Marketing Alliance Program to support projects that expand the reach of messaging for Canadian consumers in priority areas. This innovative cost-shared initiative (50-50 projects) is open to industry partners that meet the program requirements for collaboration on projects with Canada Beef to promote Canadian beef. The strategies and tactics in the investment plan will help Canada Beef deliver on its mission to create value for producers and the beef value chain through impactful and innovative marketing solutions to enhance demand, experience, and awareness. Back to main page GINA TEEL Director, Stakeholder Communications

CONTACT US Suite 146, 6715 – 8th Street NE Calgary, AB Canada T2E 7H7 Tel: (403) 275-5890 [email protected] canadabeef.ca	You’re receiving this newsletter because you’ve subscribed to Canada Beef Performs. No longer interested? UNSUBSCRIBE. Forward to a friend? CLICK HERE. Like to subscribe? CLICK HERE Editorial contributor and oversight provided by Gina Teel, Director, Stakeholder Communications, Canada Beef. © 2025 Canada Beef. All rights reserved.