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 CBCE presents the Gateway at Calgary Stampede 2022 The Canadian Beef Centre of Excellence (CBCE) participated at the Calgary Stampede July 8-17 to promote the Canadian Beef Information Gateway (Gateway). More than 1.2 million people visited the Stampede grounds during the 10-day event. Mathieu Paré, executive director, CBCE along with representatives from CBCE retail and retail meat cutting operations manned the booth. The team created an interactive display to educate Calgary Stampede attendees about the Gateway using grilling steaks as the featured cut. A physical display of a beef animal was used to start a conversation with attendees curious about where certain cuts came from within the carcass. A Gateway training animation video demonstrated how to access the platform and navigate it. Participants learned how to access Gateway through scannable QR codes associated with the featured grilling steak cuts, then were given guided tours on how to navigate Gateway features and benefits and discover available resources. These activities introduced the Gateway to consumers and supported a better understanding of Canadian beef cuts, where they come from, how to cook them and provided valuable recipes, videos, nutritional, product quality and safety information. “Our time at the Calgary Stampede allowed us to leverage a unique opportunity to engage with large numbers of enthusiastic beef consumers to present and share information about the Gateway,” said Paré. “We were also able to engage with industry partners and deliver support towards a collective interest in promoting Canadian beef and engaging with consumers about where their food comes from,” he added. Back to main page Canadian Beef Centre of Excellence Chef Mathieu Paré and Chef Cameron Pappel

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