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 Engaging retail and foodservice partners In September, the Channel Marketing team engaged national partners representing retail and foodservice operators across Canada through a series of strategic meetings in British Columbia, Alberta, and Ontario. These engagements provided valuable opportunities to strengthen relationships, share insights on consumer trends, and discuss collaborative initiatives that support the growth of Canadian beef in both retail and foodservice channels. The team highlighted the Canadian Beef Advantage (CBA), explored education and training opportunities, and gathered feedback from operators on evolving market needs and customer expectations. Across all meetings, partners expressed continued interest in programs and resources that build consumer confidence, support merchandising, strengthen staff education, and drive demand for Canadian beef. Discussions also focused on opportunities to leverage Canada Beef’s tools, training programs, and promotional resources to support business growth and increase awareness of the CBA. “The opportunity to connect with partners in person is an important part of my role,” said Canada Beef Executive Director, Market Development (Canada), Mathieu Paré. “Face-to-face conversations during this tour helped build meaningful relationships, establish trust, and deepen our understanding of the opportunities and priorities shaping the Canadian marketplace. These discussions are invaluable in identifying ways we can work together to strengthen partnerships and support the growth of Canadian beef across retail and foodservice channels throughout Canada.” These ongoing interactions reinforce the importance of collaboration across the value chain and help ensure Canada Beef remains aligned with the needs of retail and foodservice operators while supporting demand growth for Canadian beef across the country. Back to main page MATHIEU PARÉ Executive Director, Market Development (Canada)

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