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 The prospect for an in-person Canadian Beef Industry Conference (CBIC) 2022 in Penticton, B.C. this August has certainly piqued the interest of stakeholders, judging from the strong showing in early bird registrations and a sold out host-hotel facing Okanagan Lake. With the July 15 early-bird deadline fast approaching, producers wanting to take part in what is sure to be a spectacular event in Penticton still have time to take advantage of the savings. The CBIC website is loaded with information about the conference, registration rates and accommodation options in the area. Stakeholders attending the CBIC August 16 to 18 are encouraged to visit the Canada Beef booth at the tradeshow to say hello and learn about the team’s efforts to market, promote and support Canadian beef at home and abroad on behalf of producers. The CBIC tradeshow, along with meetings and seminars, will take place at the Penticton Trade & Convention Centre. Canada Beef will also provide a feature presentation called Invest in the Consumer: Nutrition. The presentation will share the findings of recent research conducted by Canada Beef to investigate consumer knowledge and concerns about beef and its impact on health and to test the nutrition key messages developed by the team for comprehension and relevancy with target audiences. The research involved both a quantitative study of over 1,500 beef-eating consumers nationally, including Quebec, and six moderated online focus group discussions with nearly 50 beef-eating, English-only consumers. The findings will help to track changes in consumer behaviour and understanding, and be used to optimize Canada Beef’s consumer and health professional education and marketing efforts. Attendees will also have the opportunity to interact with the Canadian Beef Information Gateway (Gateway), another Canada Beef innovation that supports beef consumption. The first phase of the Gateway launched to small or independent retailers in January 2022. Back to main page

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