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 The Canadian Beef Industry Conference (CBIC) is just around the corner, and Canada Beef looks forward to reconnecting with producers and industry friends in Winnipeg, Manitoba. Where better to host the first biennial CBIC than in the capital city of friendly Manitoba, the geographical heart of Canada? Canada Beef’s refreshed booth display in the trade show will feature all the latest and greatest need-to-know information and resources. Producers won’t want to miss Canada Beef’s two breakout sessions; one on the latest trend impacting beef and the other on how the team brings the Canadian Beef Advantage (CBA) to life.   Each breakout session is 45 minutes. The first session, The GLP-1 Effect: Weight Loss, Consumers, and the Future of Canadian Beef, is on Wednesday, August 19. The session examines how the rise of GLP-1 medications is reshaping conversations around food, nutrition, and consumer eating habits. Canada Beef Director, Health and Nutrition, Karine Rekunyk, RD, will provide the scientific perspective, examining how GLP-1 medications impact appetite and dietary patterns, and why nutrient-dense foods such as beef remain important in supporting overall health and nutrition. Canada Beef Executive Director, Consumer Marketing, Michele McAdoo, will explore the strategic implications of GLP-1 adoption for the beef industry, such as consumer trends, perceptions, and opportunities for retail and consumer engagement. The team will offer practical insights to help industry stakeholders understand this evolving landscape and prepare for the future. The Thursday, August 20 session will showcase initiatives that communicate the CBA’s foundational principles of beef production in Canada in a consumer-friendly way. From social media campaigns and engaging video content to industry training programs, Canada Beef is investing in initiatives that many producers may never see (but can read about in this newsletter or in the annual report) —that are making a measurable impact. McAdoo will highlight how strategic marketing and education efforts are working together to keep Canadian beef top of mind and on consumers’ plates. Canada Beef Executive Director, Market Development (Canada), Mathieu Paré, will discuss the training tools the team has built to strengthen industry knowledge, enhance the value of Canadian beef, and help maintain demand in an increasingly competitive marketplace. The booth also provides CBIC attendees with an opportunity to connect with the Canada Beef team and learn about the scope of work underway in domestic and international markets, and across culinary, foodservice, retail, and consumer portfolios, and more. Be sure to stop by and say hello! Submitted by Gina Teel, Director, Stakeholder Communications Back to main page  GINA TEEL Director, Stakeholder Communications |
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You’re receiving this newsletter because you’ve subscribed to Canada Beef Performs. No longer interested? Forward to a friend? Editorial contributor and oversight provided by Gina Teel, Director, Stakeholder Communications, Canada Beef. CONTACT US [email protected] canadabeef.ca © 2026 Canada Beef. All rights reserved. 
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