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 Expert Advisory committee oversight ensures sound beef nutrition guidance Beef demand in Canada has been strong since 2020 and was particularly resilient in 2024. As much as people love their beef, Canada Beef understands that consumers want assurances that it is also part of a healthy diet. To support this, Canada Beef established an Expert Advisory (EA) committee, comprised of recognized, independent health and nutrition experts who provide recommendations and guidance on diet and wellness communication initiatives. The EA committee has contributed to several projects, including the Gateway's Diet and Wellness program and shaping the nutrition criteria for those diets. Canada Beef's Health and Nutrition team regularly consults with the EA committee on the wording and direction of educational resources aimed at consumers, as well as technical resources for health professionals and industry partners. The EA committee has reviewed various documents on topics ranging from nutrition during pregnancy to nutritional brochures for consumers like The Best of Beef. The EA committee has also been convened to assist in the development of special interest white papers, such as the one Canada Beef developed on the National School Food Policy and its Healthy Aging strategy. Committee members are also consulted on a case-by-case basis, based on their nutrition specialty. For example, a regulatory expert reviews advertising work that contains nutrition messaging, and a pediatric dietitian expert reviews nutrition messaging related to children. Providing informative, evidence-based resources that help consumers understand the role of beef in attaining and maintaining optimum health in all stages of life is one example of efforts underway at Canada Beef to win the hearts and minds of consumers and maintain mindshare for beef as supply-demand pressures continue. Back to main page KARINE REKUNYK Director, Health and Nutrition

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