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 CBCE delivers culinary storytelling workshop The Canadian Beef Centre of Excellence (CBCE) delivered a culinary media workshop to professional chefs and educators. The workshop was designed to teach the necessary skills to produce educational and promotional multi-media Canadian beef content for consumer and trade audiences. The event began with a presentation from CBCE Executive Director Mathieu Paré who reinforced the group’s understanding of the Canadian Beef Advantage and the attributes of Canada’s beef production system focusing on the Canadian beef grading system. There was also a presentation of the extensive resources available to support industry partners, educators, and trade users. Participants toured the CBCE facility, explored its new content creation capabilities, and discussed collaborative opportunities with the CBCE team.  Culinary media specialist, content creator, and educator Sabrina Falone, who heads the digital marketing firm SF Creative, delivered a workshop titled Mastering Culinary Storytelling: Creating Engaging Video Content for Teaching and Promotion. Falone presented visual storytelling and production techniques for creating engaging content for all audiences and platforms. CBCE Studios Director Cameron Pappel presented Canadian beef multi-media best practices to ensure that beef is the star in any production. Pappel highlighted must-know information about procurement, handling, and presenting Canadian beef to the camera to achieve mouth-watering results. He also delivered a side-by-side product tasting to highlight the various Canadian beef quality grades and what differentiates their eating quality.Participants then set off to prepare their own multi-media content by developing storyboards and writing scripts highlighting product knowledge, techniques and recipes. Canadian beef quality attributes, butchery, and culinary skills were the cornerstone of each team’s production. Content included opportunity cut merchandising, culinary techniques, Canadian Beef Information Gateway consumer recipe promotion, and a demonstration of the professional foodservice recipe that won Calgary’s Chef Garrett Martin the 2025 Canadian Beef Masters Culinary Competition. In addition, the group toured a local feeding operation and saw firsthand the care and attention required to produce world-class Canadian beef. Visiting Canadian beef producers connects Canada Beef’s trade and educational partners with the value chain that delivers the high-quality ingredients they rely on. It further equips those operators to share that message with their customers, staff, and student learners.  Content developed by each team was edited into three unique Canadian beef video resources, which were then shared with the group for a roundtable review and discussion. Each new resource will be refined for distribution via Canada Beef digital channels, CBCE educational programs, and vocational school classrooms. Back to main page   CAMERON PAPPEL Director, Canadian Beef Centre of Excellence Studios MATHIEU PARÉ Executive Director, Canadian Beef Centre of Excellence |
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