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 Building demand for Canadian beef through barbecue championship in Germany This summer, Canada Beef is partnering with Napoleon Barbecue Europe to showcase premium Canadian beef to barbecue and grilling enthusiasts across Europe. The partnership brings together two premium Canadian brands with a natural shared connection—Napoleon’s high-quality barbecue equipment and Canadian beef, renowned for its quality, tenderness and flavour. Together, they provide an effective platform to introduce Canadian beef to consumers who are passionate about outdoor cooking and grilling. A key event took place recently at the German Barbecue Championships, where Canadian Beef Ambassador Christoph Grabowski hosted a Canadian beef workshop for visitors to the Napoleon pavilion. Attendees learned more about Canadian beef, including its quality, grilling versatility, and its appeal to consumers interested in outdoor cooking. At the same time, Canada Beef marketing and promotional materials helped build awareness of Canadian beef and provided information on where consumers can purchase it in the European market. While Europe represents a relatively smaller-volume export destination for Canadian beef, it is an important high-value market with opportunities to develop demand for premium Canadian beef. Collaborations like this demonstrate the value of partnering with complementary brands to reach new consumers, strengthen awareness, and create opportunities for Canadian beef in international markets. Back to main page ALBERT ERINGFELD Vice President, Export Market Development

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