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 Advertorials reach urban consumers with important beef sustainability messages Canada Beef’s Public and Stakeholder Engagement (PSE) program recently placed advertorials in several Vancouver newspapers to highlight the cattle industry’s commitment to sustainability. The advertorials focused on the 2023 B.C. Cattlemen’s Association Ranch Sustainability Award recipients Werner and Jody Stump of the Crystal Lake Ranch. B.C. placements in the Vancouver Sun, Vancouver Province, and regional National Post and Globe and Mail editions ran between July 13-15 and reached more than 1.1 million readers. The Stumps were featured as examples of the stewardship ethic common across the Canadian beef industry. A secondary message in the advertorial focused on the important role of cattle grazing in capturing carbon from the atmosphere to store in plants, roots, and Canadian soils managed by beef producers. It emphasized that grazed grasslands act as a natural and stable carbon sink that currently stores 1.5 billion tonnes of carbon. The advertorial also included a call to action to visit www.canadabeef.ca/whycanadianbeef/ to learn more about the beef industry’s commitment to stewardship, as well as beef nutrition and culinary skills. Back to main page RON GLASER Vice President, Corporate Affairs

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