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CBCE brings the sizzle to Canada Beef trade shows
The Canadian Beef Centre of Excellence (CBCE) provides programming to deliver enhanced support to Canada Beef marketing efforts at industry events and conferences. Simply put, CBCE brings the Canadian Beef Advantage to life through activities that educate and engage trade show attendees.

These activities include butchery and culinary demonstrations that highlight beef’s quality attributes and encourage tradeshow attendee engagement. The CBCE team also provides skillfully merchandised product displays and mouth-watering product samplings that support the premium attributes of Canadian beef.

“When there is action in the booth, whether it’s a cutting demo or sampling event, it creates a buzz of activity around the trade show booth,” said Mathieu Paré, executive director, CBCE. “This buzz brings people to the booth and into the Canadian beef conversation.”

The CBCE is also in great demand to assist professionals and students at culinary and butchery demonstrations and competitions at trade shows. The team often works with culinary and butchery students to support their education and training as part of these competitions and events.

In addition to presenting engaging events and demonstrations at the Canada Beef booth, the CBCE team is often invited to deliver workshops and seminars in collaboration with trade show managers and partners creating additional opportunities to promote Canadian beef.

Past event activities include industry trade shows like the Restaurants Canada Show and Grocery Innovations Canada; special events like the Calgary Stampede and Agribition; conferences including the Canadian Beef Industry Conference and the Canadian Chefs Federation Conference and international events like Anuga and SIAL.

“The CBCE has the tools, resources and expertise to bring Canadian beef to the forefront of any event or show,” noted Paré. “Our team enjoys the opportunity to interact with customers and to showcase the attributes of Canadian beef.”
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Canadian Beef Centre of Excellence
Chef Mathieu Paré and Chef Cameron Pappel

Suite 146, 6715 – 8th Street NE
Calgary, AB Canada T2E 7H7
Tel: (403) 275-5890
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