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 Channel Team engages industry executives in new training initiative The Canada Beef Channel Marketing team launched a new executive training program designed to expand industry leaders’ understanding of Canadian beef, the Canadian Beef Advantage (CBA), and the training resources available to support the channel professionals who sell Canadian beef products. The program is an extension of the Certified Canadian Beef Training Program (CCBTP) created for operational-level employees working at stores and restaurants. The Canadian Beef Executive Training Program recognizes that retail and foodservice executives come from diverse professional backgrounds and are likely to have varying degrees of Canadian beef knowledge and meat industry experience. With this in mind, the program provides a comprehensive overview of key Canadian beef industry topics through five core modules: The CBA – An overview of the four CBA pillars and ways to communicate the Canadian beef story to consumers. Supply Chain Market Dynamics – Insights into the cattle cycle and other economic factors that influence beef prices and supply. Market Insights and Tools – Consumer attitudinal trends, key market research, the RibAI platform, and Canada Beef’s partner program opportunities. Education and Training Resources for Industry Partners – An overview of the CCBTP and customized educational video resources for industry users. Butchery and Culinary Applications – Product familiarization, quality attributes, Canadian beef grading, and the grading system. In July, the Channel Team welcomed senior buyers from Longo’s to the Canadian Beef Centre of Excellence in Calgary for the pilot delivery of the program. Participants engaged in presentations, discussions, and training designed to strengthen their knowledge of Canadian beef production, product attributes, and consumer value drivers. According to Canada Beef Executive Director, Market Development (Canada), Mathieu Paré, the program provides the industry knowledge and market insights needed to make informed decisions, strengthen business, and create new opportunities for Canadian beef. Canada Beef Executive Vice President, Mark Klassen added: “The vast majority of Canadian beef sales in Canada are managed by fewer than 100 senior-level personnel. Engagement with retail and foodservice executives through this training initiative provides valuable insights for Canada Beef as well as our partners.” For more information about this program, please email [email protected]. Back to main page MATHIEU PARÉ Executive Director, Market Development (Canada)

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