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 The Calgary Stampede offers an opportunity to bridge the urban-rural divide and raise awareness among the more than 1.47 million visitors to the Stampede. Canada Beef made the most of this opportunity, setting up a booth in The Market in the BMO Centre. The Canada Beef booth featured a wide range of resources and information on Canadian beef, the benefits of buying local, sustainable beef production and the nutritional benefits of beef. The booth featured engaging displays on a range of topics, from nutrition and the Canadian Beef Advantage to an interactive kiosk that highlighted the Canadian Beef Information Retail Gateway (Gateway ). To encourage engagement, the booth also featured a contest and a prize wheel where visitors could spin to win Canadian beef-themed prizes, as well as puzzles and activities for the kids. As part of the Stampede activities, Canada Beef and Alberta Beef Producers (ABP) hosted a joint celebrity cook-off in the Calgary Stampede Kitchen Theatre. These events took place in front of a live audience, who learned about the quality attributes of Canadian beef and the sustainable aspects of beef production in Alberta and Canada. Audience members also had the opportunity to help select the winners of the cook-off. In the first round of the competition, Chef Jeromie Strom of Modern Steak - Stephen Avenue faced off against Chef Donald Cyr from Canada Beef. Congratulations to Chef Cyr, who won with his Grilled Steak Dippables recipe. The second head-to-head cooking competition featured an action-packed grill-off between Mel Chmilar Jr., aka Darkside of the Grill, and Chef Mathieu Paré from the Canadian Beef Centre of Excellence. Chef Paré’s dish, Grilled Steak Dippables, was once again declared the flavour favourite.   A special thank you to the Canada Beef team members Mathieu Paré, Kelly Hyde, Cameron Pappel, and Mauricio Arcila, who were at the booth to greet guests, answer questions, and celebrate Canadian beef over the 10 days. Back to main page KELLY HYDE Director, Consumer Promotions

CONTACT US Suite 146, 6715 – 8th Street NE Calgary, AB Canada T2E 7H7 Tel: (403) 275-5890 [email protected] canadabeef.ca	You’re receiving this newsletter because you’ve subscribed to Canada Beef Performs. No longer interested? UNSUBSCRIBE. Forward to a friend? CLICK HERE. Like to subscribe? CLICK HERE Editorial contributor and oversight provided by Gina Teel, Director, Stakeholder Communications, Canada Beef. © 2025 Canada Beef. All rights reserved.