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 The Canadian Beef Industry Conference (CBIC) 2024 proved to be a busy and productive time for Canada Beef staff. The team attended the Canadian Beef Check-off Agency Annual General Meeting and other industry meetings and engaged with stakeholders at the Canada Beef booth in the tradeshow area of the CBIC 2024, held in Saskatoon, Saskatchewan, August 20-22. Stakeholders had the opportunity to connect with staff to learn about various Canadian Beef resources and consumer projects and score a Canadian beef steer / flag pin along with a squishy cow with the Gateway QR code.   Canada Beef also hosted a professional development course and interviewed attendees for upcoming promotional videos (see following). Sharing what we do - video vignettes Canada Beef filmed over 30 short video vignettes (clips) featuring beef producers and other key figures discussing various aspects of the beef cattle industry. These videos will be used to promote beef in the retail and foodservice sectors and provide authentic perspectives from those directly involved in beef production. Consumer attitudinal research shows Canadians trust beef producers and are eager to hear more about their stewardship and care in the cattle industry. These stories will be used to highlight the collective efforts that produce the delicious Canadian beef that Canadians love.  Nutrition and brain health presentation Canada Beef offered an informational presentation during the conference. Doug Cook, a Registered Dietitian and Canada’s leading expert on nutrition and brain health, spoke about the links between food, nutrients, and our brains, with a spotlight on the important role of animal-sourced foods for optimal brain function and mental health. For producers and communicators, the session highlighted evidence that a diet devoid of meat is a cause for concern. This key message can be used when discussing beef’s place in the human diet in related conversations. The presentation was offered twice, and the sessions were well attended, with almost 100 conference participants participating. Canada Beef materials focused on the issue were also available for participants to take home. These included the brochures Feed Your Brain and Beef’s Remarkable Nutrition Story.  Back to main page |
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