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 The Canada Beef team was pleased to reconnect with about 400 producers and industry stakeholders at the Canadian Beef Industry Conference (CBIC) in Winnipeg, Manitoba. The August event and trade show provided Canada Beef with an ideal setting to showcase some of the quality work undertaken on behalf of Canadian beef producers to market and promote their product to consumers worldwide. Canada Beef hosted an informative session on the trending topic: The GLP-1 Effect: Weight Loss, Consumers, and the Future of Canadian Beef.   The session, presented by Karine Rekunyk, Canada Beef’s director of Health and Nutrition, and Michele McAdoo, executive director, consumer marketing, attracted about 100 participants. The presentation examined how the rise of GLP-1 medications is reshaping food, nutrition, and consumer eating habits, and why nutrient-dense foods such as beef remain critically important in supporting overall health and nutrition. Canada Beef’s strategic response to GLP-1 adoption for the beef industry, and resources like Canada Beef’s new GLP-1 consumer education brochure, Healthy Eating on Weight Loss Medication, to help users prioritize protein, were also highlighted. A second session showcased initiatives that communicate the Canadian Beef Advantage in a consumer-friendly way. Led by Canada Beef Executive Director, Market Development (Canada), Mathieu Paré, and McAdoo, the session demonstrated how strategic marketing and education efforts work together to keep Canadian beef top of mind with consumers. The Canadian Beef Advantage represents the functional and emotional attributes that differentiate Canadian beef from its competitors and is organized under four pillars: animal health, food safety, grading standards and beef quality. Paré and McAdoo shared how these core messages are applied to a consumer audience through effective, impactful marketing and promotion initiatives. About 30 stakeholders attended the presentation. Canada Beef’s refreshed booth display was a hit with CBIC attendees, who participated in contests and won prizes, including Canada Beef-branded clothing and items. The booth was busy, and many stakeholders stopped by to take part in the activities, socialize with the Canada Beef team, and learn about the latest initiatives and resources across all portfolios. Participation in the national consumer contest to select the names of the Canadian Beef virtual ambassadors was high. To learn more about the Canadian Beef virtual ambassadors and the contest, see the Consumer Marketing update in this issue.   Overall, the CBIC 2026 was a busy event, and Canada Beef was pleased to support the event for industry as a sponsor. 2026-2027 Market Development and Promotion Committee announced The Canadian Beef Check-Off Agency (Agency) Annual General Meeting was held in conjunction with the CBIC. The Agency announced its 2026-2027 Market Development and Promotion Committee (Marketing Committee). The Marketing Committee oversees Canada Beef’s strategic and operational goals and provides broad industry input from across the value chain. Committee members are elected and appointed – and all seats were elected by acclimation this year:
Canada Beef looks forward to continuing the positive working relationship established with the committee. Long-serving members who had reached the end of their terms were thanked for their contributions and dedication to strengthening Canada’s beef industry. Canada Beef presented the departing Marketing Committee members with Canadian-made custom accessories in recognition of their service. Committee members Chad Ross (Saskatchewan beef producer), Coral Manastersky (I.E. Canada), and Russ Mallard (Canadian Meat Council) were thanked for their leadership, guidance, and long service, which strengthened industry oversight and collaboration. For more information on the Agency’s AGM and elections, which were held during the CBIC, read their news release here. Back to main page  GINA TEEL Director, Stakeholder Communications |
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You’re receiving this newsletter because you’ve subscribed to Canada Beef Performs. No longer interested? Forward to a friend? Editorial contributor and oversight provided by Gina Teel, Director, Stakeholder Communications, Canada Beef. CONTACT US [email protected] canadabeef.ca © 2026 Canada Beef. All rights reserved. 
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