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 Canada Beef President Eric Bienvenue was part of a RealAgriculture Radio (RealAg Radio) panel that took place at the Canadian Beef Industry Conference (CBIC) on August 22. The show opened with RealAg host Shaun Haney interviewing Bienvenue about Canada Beef, his background in the animal protein sector and his perspectives on marketing Canadian beef domestically and abroad. They discussed Canada Beef’s latest campaign, ‘Pick the Beef with the Leaf,’ and the organization’s role in creating value for producers and the entire value chain in the industry. “Our goal is to make beef the protein of choice,” Bienvenue said. A panel session followed, in which Bienvenue and Canadian Cattle Association (CCA) President Nathan Phinney discussed how the two organizations coordinate and collaborate to work on issues of concern for the Canadian beef industry while staying in their respective lanes. Bienvenue detailed how Canada Beef, tasked with the marketing and promotion of Canadian beef to domestic and international markets, provides research and evidence-based information in the areas of beef, nutrition and human health and consumer preferences to the CCA and other industry policy groups who in turn use it to inform their advocacy efforts. Bienvenue and Phinney discussed the team factor between the organizations and noted the efforts are complementary and not duplicated. Canada Beef is focused on the plate side of the beef industry and CCA on the cattle production and advocacy side. Examples cited included Front of Package labelling, Canada’s national school food policy, and voluntary product of USA labeling. The relationship also extends to trade missions, where Canada Beef attends to promote and enhance Canadian beef and relies on CCA to stickhandle advocacy in the areas of trade issues and barriers. The RealAg session is available online here. By Gina Teel, Director, Stakeholder Communications, Canada Beef Back to main page

CONTACT US Suite 146, 6715 – 8th Street NE Calgary, AB Canada T2E 7H7 Tel: (403) 275-5890 info@canadabeef.ca canadabeef.ca	You’re receiving this newsletter because you’ve subscribed to Canada Beef Performs. No longer interested? UNSUBSCRIBE. Forward to a friend? CLICK HERE. Like to subscribe? CLICK HERE Editorial contributor and oversight provided by Gina Teel, Director, Stakeholder Communications, Canada Beef. © 2024 Canada Beef. All rights reserved.