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 The new Cuts by Colour Guide (Guide) is an effective tool to support butchers, abattoirs, and beef producers who sell directly to consumers; the Guide is fully integrated with the Canadian Beef Information Gateway (Gateway). New Brunswick beef farmers and ranchers initially requested the Guide. Trevor Welch, Chair of the New Brunswick Cattle Producers, said they approached Canada Beef to develop a resource that would improve communication with consumers. “We wanted a guide designed to help butchers, abattoirs, and beef farmers and ranchers who sell beef directly to consumers. This resource will bridge the gap between butchers and consumers by providing helpful information on the beef cuts that can be created when purchasing larger portions of a beef carcass. It will also help consumers who prefer to buy directly from local beef farmers and ranchers,” explained Welch. The Guide is a full-colour 24” x 18” poster highlighting six sections of the carcass including the hip, sirloin and loin, rib, chuck, flank and plate, and brisket and shank. The colour coding in the Guide provides simple and easy-to-understand visuals to show where the cuts originate, descriptions of the cuts, cooking methods, tips, tricks and more. The Guide comes with convenient takeaway cards printed with QR codes that take consumers to the wealth of information on the Gateway by simply scanning the codes with a smartphone. A holder is provided for the cards that can be easily attached to the poster.  The Guide is designed to be installed wherever direct sales are taking place so that consumers can visualize how they will use the beef they are buying and then take away the QR code card as a handy reference to access the Gateway for more information. Mike Guest, a member of Canada Beef’s Market Development and Promotion Committee, noted the Guide is another way Canada Beef can encourage Canadians to try new ways to cook the beef they love and try less familiar cuts; this will support higher carcass utilization, which benefits producers and may increase sales. “The Guide will help to ensure consumers experience maximum enjoyment of their Canadian beef,” he said. An online version of the Guide is available here. The information on the main landing page highlights primals, subprimals and retail cuts with recipes and other information from the Gateway. Canada Beef will provide the provincial cattle associations with copies of the Guide for further distribution to beef producers throughout their province. Guest, who sells directly from the farmgate, said he can attest that the Cuts by Colour Guide is an excellent resource for producers who sell beef from their family farms. “We hope Canada’s beef farmers and ranchers will take advantage of these Guides to better communicate with their customers, so they get the best out of their delicious Canadian beef purchase,” he said. To reserve your copy of the Cuts by Colour Guide, click here. Back to main page |
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