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 Pandemic recovery planning was a key focus of Canada Beef’s virtual presentation to the Canadian Beef Check-Off Agency Town Hall on August 10. Canada Beef President Michael Young provided a brief recap of external factors and lingering issues as well as key indicators of beef’s resiliency from domestic and global consumption and market performance perspectives. Canadians made a choice in 2020 to maintain beef consumption even as beef prices reached near record high prices and consumer food budgets were tight. Retail beef demand was up 5% in 2020 representing the third highest in recent history. The prices for animal proteins continue to climb in 2021 due to a combination of supply-chain disruptions, dry conditions in the west, higher prices for the grains needed to feed livestock, and increasing domestic and global demand. Chicken and pork prices have increased by 5% on average and the expectation is that beef prices will rise even higher as we move into the fall, Young said. On the foodservice side, Young said the sector is gearing up for what they are calling a snap back economic recovery as pandemic conditions improve. With that in mind, he shared Canada Beef’s innovative strategy to help food retailers connect with target demographics as well as to continue to engage beef loving consumers. Convenience and technology are crucial elements to connecting with Gen X, Millennials (Gen Y) and Gen Z. The Global Canadian Beef Information Gateway (Gateway) offers both by pairing scannable codes with smartphone and tablets to enable consumers to find the information they need to select, purchase, prepare and enjoy Canadian beef more often. Under the Gateway, every beef cut will have its own scannable code to access its own digital ecosystem of information. Each beef cut menu will include recommended cooking methods, recipes, videos, nutritional information, beef quality and grading information, food safety and handling tips and complete shopping lists to maximize the food basket.  The Gateway digital offering can be customized to a particular food retailer branding; a concept that has been well received by retailers. Check out the value proposition that the Gateway strategy brings to the table in this short overview video. The Gateway was introduced to industry at the Canadian Beef Industry Conference 2021. Back to main page |
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