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 Students, home cooks benefit from Beef Week awareness campaign As part of Canada Beef’s Thinkbeef.ca education program, the team launched the first Beef Week event on September 25 at five post-secondary school campuses. The campaign returns for a second week in the new semester term starting January 8, 2024. Beef Week was developed through a relationship between the Canadian College and University Food Service Association (CCUFSA) and the recipe/cattle producer article series featured in the Toronto Star called Cooking by Degrees. This series was produced jointly by the Canadian Cattle Association and Canada Beef’s Public and Stakeholder Engagement program in the fall of 2020. This year, under Thinkbeef.ca programming, Canada Beef adapted the recipes from that series for home cooks and put them together in a recipe booklet titled Cooking by Degrees. Recipe images, nutrition information and social media-worthy instructional videos support each recipe in the brochure. Recipes are also posted on Thinkbeef.ca in the Cooking by Degrees recipe categories. A partnership with CCUFSA secured the participation of five university and college campus foodservice chefs for two Beef Weeks at their campus foodservice operations. These included the University of Saskatchewan (Saskatoon), and Ontario’s Western University (London), University of Guelph, University of Waterloo, Algonquin College (Ottawa) and Trent University (Peterborough).   The events include: A featured Beef Week meal that includes a student draw with ballot issued at the time of meal purchase for a cash prize draw. A public-facing Instagram contest that involves interaction with the Cooking by Degrees content (video and recipe). Social media postings and TV screen placement advertisements focused on beef nutrition and environmental benefits/myth-busting. Posters promoting Beef Week. Social Media outreach and promotion working with the school’s social media marketing teams. The Cooking By Degrees recipe collection and the contest will bring some excitement to foodservice operations and garner well-deserved recognition for the chefs who work behind the scenes to offer inspiring and nourishing meals to their student communities. Beef Week and working with CCUFSA is timely given Health Canada’s recent launch of the food guide friendly initiative to further promote plant-based mandates at publicly funded foodservice operations such as post-secondary institutions. Back to main page JOYCE PARSLOW Executive Director, Consumer Marketing

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