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 The Canada Beef booth in The Market in the BMO Centre enabled staff to meet Calgary Stampede attendees, offer samples of Canadian beef, and highlight the Canadian Beef Information Gateway (Gateway).  With a focus on culinary, product quality and resource distribution, the booth saw the Canadian Beef Centre of Excellence’s Cameron Pappel and Mathieu Paré paired with SAIT Butchery and Charcuterie Management students to connect with consumers, producers, trade professionals and other event attendees.  The 2024 Stampede set an all-time attendance record (1.477 million visitors), 46% of whom self-identify as a visible minority, making the event a great fit for Canada Beef and its focus on reaching new Canadians. The booth space featured a meat case display with a variety of beef cuts to spark conversations about the versatility of Canadian beef with curious consumers and then bridge them to the Gateway to build awareness around the preparation of various beef cuts, as well as information and resources on the Canadian Beef Advantage. Special stickers created for children and adults included a QR code leading to the Gateway.   The selection of Canada AAA product in the meat case display was donated by Cargill’s High River facility, and a poster showcasing the plant’s production practices and efficiencies was exhibited. A big thank you to special guest Tanya Thompson, National Account Manager and Customer Engagement Lead for the Canadian Certified Sustainable Beef Program at Cargill, who spent a day at the booth promoting Canadian beef quality attributes alongside Canada Beef’s team.  ‘Sign-up for the Make-It Beef Club' was advertised on a large banner to attract new members via a QR Code. The Make the Most of Your Beef program was featured in a print booklet to aid consumers in portioning large cuts of beef into steaks and roasts for skill-building and cost savings. Additional booklets were distributed. The Make the Most of Your Beef resource also inspired a live event co-hosted by Canada Beef and Alberta Beef Producers to highlight the excellence of Canadian beef from Alberta at the Stampede Kitchen Theatre Stage. Social media influencer Mel Chmilar Jr., known as Darkside of the Grill, showcased innovative ways to maximize less popular cuts resulting in cost-savings through home butchery skills. Over 60 attendees were also treated to delicious beef samples prepared with recipes from the Gateway. Canada Beef featured a big-screen video loop of how-to culinary videos, nutritional know-how, and detailed education on Canadian Beef Quality Grades. Additionally, Canada Beef’s newest retail merchandising poster was exhibited along with other professional trade resources. Visitors to the booth were offered pepperoni samples prepared by students from the Olds College meat store. Thanks to Canada Beef President Eric Bienvenue, and staff Mauricio Arcila, Albert Eringfeld and Kelly Hyde for working in the booth, and Don Cyr and Aaron McLaughlin, educators, and key contributors to the Canadian Beef Wholesale Gateway, who interacted with booth guests and promoted Canadian beef. Back to main page |
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