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 The Canadian Beef Industry Conference (CBIC) 2022 proved to be a busy time for Canada Beef staff. In addition to the Agency annual general meeting, Canada Beef attended industry stakeholder meetings and hosted both a beef and wine tasting and professional development sessions (see stories below). Canada Beef also revealed its latest trade show booth, with high impact graphics and visual displays, which was well-received by producers and industry stakeholders. Most of the panels were equipped with QR codes with special URLs to allow the uptake of information to be tracked. The Make it Beef (MIB) Banner with a QR code linked to sign up to receive the MIB e-newsletter had 109 scans. The Canada Beef Performs QR code to sign up to receive this e-newsletter had 118 scans and the Gateway banner QR code had 110 scans. Canada Beef staff worked the trade show space and ran a special promotion involving Beef Pride E-store merchandise, which drew huge interest and made the booth a crowd favourite. Taste and Terroir CBIC 2022 was hosted in Penticton, B.C. right in the heart of wine country. To pay tribute to this beautiful winemaking region, Canada Beef presented a ‘taste and terroir’ experience Tuesday, August 16 to the conference delegates. Terroir is defined as the environmental conditions in which food is grown or produced that give that food its unique characteristics. Simply put, it takes time and the right conditions to create great wine or to raise good beef. Joyce Parslow and Michele McAdoo walked the attendees through a tasting exploration using two cuts of grilling steak paired with red wine. Much like wine, the taste of beef is a sensory experience and the pair discussed the juiciness, tenderness and flavour of beef alongside the wine. To further describe tenderness and to help participants understand the concept of the sheer force needed to bite down on food, attendees were given a gummy bear for comparison (which, given the event was in B.C. resulted in many questions about the type of gummy bear being served). The first pairing was a strip loin steak with a Jackson Triggs Merlot followed by the paring of rib eye with an Inniskillin Cabernet Sauvignon. The audience appreciated the lesson and learning about pairing wine with delicious beef.   Leger shares consumer research results with producers at CBIC Canada Beef’s participation in the CBIC included an informative session on consumer insights based on new research conducted by Leger research group – the largest Canadian-owned polling and market research firm. Canada Beef commissioned Leger to do extensive national research on how Canadians cook and shop for Canadian beef and their attitudes and understandings of Canadian beef, especially from a nutrition perspective. Lisa Covens, Vice President, Communications and Public Affairs at Leger research group, presented the research findings in two consecutive sessions during the workshops Wednesday afternoon. Covens presented some of the results from the most recent studies (four studies undertaken in spring 2022) and incorporated insights from previous Canada Beef studies in an effort to provide a big picture view of what Canadians think about Canadian beef and how it factors in their meal planning and purchasing decisions. The session included an interactive real-time polling component that tested producer and industry audience perceptions against the findings of the consumer research. The outcome demonstrated interesting contrasts between what producers believe Canadians think about Canadian beef and the research findings. The result provided interesting food for thought for Canada Beef marketing and promotion efforts in the areas of health, nutrition and sustainable beef production. This type of research is of critical importance to keep abreast of as the Canadian demographics and ‘food climate’ changes over time. Understanding where Canadians are right now with their ‘beef behaviours’ is what Canada Beef uses to shape its marketing strategies and tactics to maximize consumer marketing investments. Back to main page

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