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 Canada Beef’s new Director, Culinary Initiatives, Emily Richards, may be a familiar face to anyone who has watched Food Network Canada over the last two decades. For more than 25 years, Richards has helped people learn to cook nutritious meals for their family through her TV appearances and cookbooks. In her new role at Canada Beef, Richards manages the generic beef program and is responsible for developing and executing culinary educational strategies for the selection, handling and preparation of beef products. The generic beef program, funded by the import levy, focuses on increasing the demand for beef in Canada through the ThinkBeef.ca website, and other health and wellness, culinary and educational programming. Richards is excited to be a part of the Canada Beef team and to promoting the versatility and nutritional value of beef. She’s also eager to connect consumers to the story of Canada’s farm families who work hard to bring an exceptional food experience into people’s homes. “I want to showcase how beef can be used in so many ways, and share the nutrition, food and cooking knowledge so that people can create amazing meals to share with their families and friends and create food memories,” she said. “Bringing people together to share food and stories, those are memories that live on.” Richards’ love of cooking and food started in her grandmother’s kitchen as she helped her make pasta, bread and meals for the family. After working in restaurants throughout high school and university, where she completed a degree in home economics specializing in food and nutrition, she landed a summer job at Canadian Living magazine that ended up being a nine-year career. Her experiences in the publishing world, and eventually presenting television cooking shows, led to a successful freelance career developing and testing recipes for magazines, cookbooks, food companies and grocery stores. Her goal has always been, and remains, to encourage people to cook and enjoy the experience. “I have always wanted success for people, for them to be happy that they have not only created an amazing meal, but they get to share it with family and friends,” she said. “It is special for me when someone has used a recipe I have created and it becomes part of their own family cookbook.” Richards reports to Michele McAdoo, herself in a new role as executive director, consumer marketing. McAdoo and her team will maintain and expand consumer awareness and trust in the Canadian beef value proposition through all Canada Beef’s consumer branded initiatives and oversee the generic beef program. Another change at Canada Beef is Kelly Hyde’s move from director, Canadian Beef Information Gateway to a new role as director, consumer promotions, where she will create and manage promotions that support the value and volume of Canadian beef sales. Canada Beef is also recruiting for a new contract role of digital marketing specialist to provide support for its social media and website marketing activities in international and domestic markets. Contributed by Angela Lovell Back to main page |
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