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 Value Cut Grilling Steak Program re-launch 2021 With the meat industry continuing to be affected by COVID-19, Canada Beef is working with partners to provide solutions. Canada Beef and Food Supplies launched the Value Cut Grilling Steak Program back in the spring of 2020. With a successful launch and almost 200 retail grocery stores supporting the program, Canada Beef and Food Supplies relaunched the program this past May just in time for the grilling season. “This program benefits both retailers and consumers,” said Rod Koning, executive director, Channel Marketing, Canada Beef. “It targets end-cuts that offer consumers good value, and require tenderization for the best eating experience. Retailers promote these less popular, tougher cuts of beef—like flanks and blades—by offering consumers a free sachet of 20-minute beef marinade with purchase.”   The goal of the program is to give retailers the opportunity to offer customers value-cut choices to help stretch their food dollar and make it easier to enjoy tender, flavourful marinated steak at home. Food Supplies provides retailers with a free point-of-sale package that includes signage danglers, a header card and a merchandising cane with their purchase of the Magic Creations 20-minute beef marinade. Canada Beef Domestic Market Development Partner Program The Channel Marketing team recently updated the Domestic Market Development Partner Program to provide well-defined guidelines for eligible cost sharing and cost coverage support.   “It’s been a number of years since this program was updated,” said Koning. “It’s important to have clear guidelines and detailed expectations for partnerships in order to maximize the effectiveness of the program.” The goal of the Domestic Market Development Partner Program is to increase Canadian beef branded and generic promotion and marketing activity in the domestic marketplace. Goals also focus on increasing Canadian beef sales volume, value and competitive position in the marketplace while improving the awareness and confidence in Canadian beef production and delivery systems from farm to table. The program also focuses on increasing consumer satisfaction, preference and brand loyalty for Canadian beef programs. The objectives of this program are to provide collaborative program support and services that enable the growth of existing and incremental Canadian beef business in Canada. It also aims to create strategic and tactical partnerships with stakeholder clients to achieve common goals and objectives in all distribution channels. The program will invest in volume and value creation sales and marketing programs that deliver commercial results and measurable return on investment for all partners. “It’s great to move forward with updated guidelines and bring a renewed energy to our partner program,” said Koning. “We’re looking forward to hearing from current and potential partners to see what kind of programs will be part of this market development opportunity.” For more information about these programs, please contact Rod Koning, Executive Director, Channel Marketing T: +1 (905) 821-4900 ext. 105 / C: +1 (416) 294-2282 [email protected] Back to main page  ROD KONING Executive Director, Channel Marketing  NICK CHIRICHELLA Director, Channel Marketing |
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