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 Industry stakeholders can get a sneak peek of the Global Canadian Beef Information Gateway program at the upcoming Canadian Beef Industry Conference (CBIC). With a theme: A Whole New World: Globally, Nationally, Locally, the virtual conference provided the perfect backdrop for Canada Beef to unveil a new program designed to optimize the intersection of food and technology by using quick response (QR) codes and barcodes to drive the purchase and enjoyment of beef. “The team at Canada Beef has made a significant effort to develop the Gateway project. The digital resources that support this initiative include hundreds of videos and recipes with more being created on a continuous basis,” said Canada Beef President Michael Young. “There is a lot of excitement about the potential of this innovative project for Canada’s beef and veal industry.”  The Gateway pairs QR or barcodes with beef in the retail meat case and in grocery store print or e-flyers to enable a digital gateway to all things beef. The scannable codes provide consumers with the information they need when meal planning, at the point of purchase, and with recipes when preparing beef at home. The Gateway features a wide range of digital content created by Canada Beef to support beef purchases and preparation. Each cut of beef will have a digital profile accessible via smartphone or tablet. Each profile will feature essential information including recommended cooking methods, food safety and storage information, written recipes, ‘hands-in-pans” recipe videos, nutritional information and shopping lists. The information presented and the visual appearance of the Gateway program can be customized for retail partners.The impetus for the project stems from changes in consumer shopping habits, and increased interest in meal preparation at home and in the use of scannable codes. The ability to use e-commerce to order groceries or fresh meal kits for delivery, or QR codes and smartphones to place contactless takeout orders at restaurants, have become increasingly familiar options in the past year. E-commerce made significant inroads in the foodservice industry last year, something consumer research had predicted well before the pandemic as shoppers increasingly sought out experiences that brought convenience and efficiency to their lives. As we move past the pandemic and back to our busy lives, the convenience of online food shopping is sure to resonate with shoppers and has potential to become the new norm. In Asia, for example, scanning a QR code with a smartphone has long been a way of life for everything from shopping to identification for people and pets. Young said retail and foodservice operators are experimenting and innovating more than ever to remain competitive. Vendors are re-imagining sales strategies, positioning and communication with clients, customers and consumers. This business environment continues to present important opportunities for Canada Beef to be a trusted trade partner that can bring marketing solutions to the table. The Gateway program is now ready for launch in Canada and will later be made available in global markets. The CBIC runs from August 31 – September 02, 2021. Back to main page |
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