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 Canada Beef launches Certified Canadian Beef Training Program The Channel Marketing team is pleased to announce the launch of the complete Certified Canadian Beef Training Program (CCBTP) for retail and foodservice stakeholders. The programs are easily accessible online through the Retail webpage (ret.ccbtp.ca) and the Foodservice webpage (fs.ccbtp.ca). The launch was announced via an email (shown following) to over 1,000 industry stakeholders in August, and a comprehensive launch plan is in place to further promote the program to educational institutions, retailers, foodservice operators and distributors, said Shelby VanSickle, Canada Beef’s senior director, Channel Marketing. “We will be promoting the CCBTP by way of in-person meetings, live webinars (with the opportunity to learn from a Canada Beef staff member), and workshops hosted at educational institutions led by the Canadian Beef Centre of Excellence. Additionally, the team will be collaborating with industry associations and print and digital advertising channels,” she said. Sandesh Rodrigo, Canada Beef’s foodservice manager, Channel Marketing, said the platform is an opportunity for culinary students and professionals in the foodservice industry “to significantly further their Canadian beef knowledge, enabling more confident and qualified positioning of Canadian beef to their guests.” Larger organizations will have the opportunity to work with Canada Beef to develop co-branded, customized content, with the Canadian Beef Centre of Excellence leading the development of this aspect. A pilot program is already underway to produce customized training materials for a Canadian retailer. Mark Klassen, Canada Beef’s executive vice president, said the CCBTP was developed to enhance the industries training capabilities. “It was good to hear from management personnel of the retailer involved in our first pilot that the content in the CCBTP fulfilled a long-standing need within the organization.” To learn more about the CCBTP, please visit each program’s respective website (ret.ccbtp.ca for Retail, and fs.ccbtp.ca for Foodservice), or reach out to VanSickle and Rodrigo using [email protected] Meat managers take in a presentation of customized materials by Cameron Pappel, CBCE Studios Director Back to main page SHELBY VANSICKLE Senior Director, Channel Marketing SANDESH RODRIGO Foodservice Manager, Channel Marketing

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