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 Canada Beef owns the stage at Canadian Beef Industry Conference 2021 Canada’s beef industry came together for the Canadian Beef Industry Conference (CBIC) 2021, a virtual event held from August 31 to September 2. The conference theme, A Whole New World, aptly captured the reality for the more than 550 registrants, as many industry members, stakeholders, and farmers and ranchers alike had to navigate another year of COVID-19 related challenges, not to mention drought and wildfire. Faced with a virtual format for the second consecutive year, the CBIC took a new approach to the lineup to keep things fresh. Each morning starting with engaging keynote speakers and hot topic issues followed by courses and breakout sessions in the afternoon.  John Deere sponsored two Lunch ’n Learn sessions hosted by Canada Beef team members. With the CBIC happening just before school started across Canada, the consumer and digital marketing team presented beef-focused lunch ideas to start the academic year on the right track. Joyce Parslow, executive director, consumer marketing, and Michele McAdoo, executive director, digital marketing (and both home economists), presented easy, economical and time-saving recipes and tips on how to turn last night’s dinner into lunch solutions everyone will enjoy eating. Joining the team was Karine Barlow, a registered dietitian with Canada Beef, who talked about beef’s remarkable nutrition story. Barlow highlighted interesting facts about beef, nutrition, and the new resources the team has created for the Canada Beef website and social channels. Canadian Beef Centre of Excellence (CBCE) presented at the CBIC. CBCE Executive Director Mathieu Paré and Culinary and Innovation Manager, Cameron Pappel, both talented chefs, walked viewers through the steps of photographing and videotaping a recipe (see story under the CBCE update).  Canada Beef President Michael Young presented the Global Canadian Beef Information Gateway (Gateway) during an afternoon breakout session. Quick response (QR) codes and smartphones have become increasingly important options out of necessity this past year – i.e. takeout orders at restaurants. The Gateway optimizes the intersection of food and technology by using scannable codes to drive the purchase and enjoyment of Canadian beef. Young highlighted how the program offers the ability to connect with consumers across three important stages – meal planning, point of purchase and meal preparation at home. While final conference numbers are not currently available, the majority of the 550+ registrants identified as cow/calf operators. Having the opportunity to highlight Canada Beef’s programs and projects to this audience is extremely important, as the National Check-Off dollars enable the teams to execute these important programs and initiatives. The next CBIC will be held in Penticton, B.C., August 16-18, 2022; save the dates on the calendar. Plans are for a return to an in-person event. Stay tuned. Back to main page  JOYCE PARSLOW Executive Director, Consumer Marketing  MICHELE McADOO Executive Director, Digital Marketing |
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