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 Canada’s beef industry has talked about the Canadian Beef Advantage (CBA) for decades. For industry insiders, the CBA is a term that encompasses the many steps involved in the production of high-quality Canadian beef from cattle production to downstream processors. The CBA categorizes key attributes of the product and the production system - the practices, processes, and assurance systems that together produce the advantage - under four pillars of Animal Health, Food Safety, Grading Standards and Beef Quality. It's a little harder to make the CBA concept meaningful to shoppers at the retail meat counter. Many North American consumers are three generations removed from agriculture and so relating to complex production systems in unfamiliar territory is challenging, even if they have a stated preference for Canadian beef. A recent national survey of 1,000 Canadian consumers indicated that 93% of Canadians prefer to purchase beef from cattle raised on Canadian farms vs. product imported from other countries. This is an area of interest for Canada Beef. On the consumer marketing side, the team will continue to influence domestic shoppers and make Canadian beef the protein of choice. In the near term, that includes building awareness and understanding of the attributes of Canadian beef grades and of choosing Prime and AAA grades for a top-notch eating experience. Enhancing communications around the CBA to focus on the emotional and functional elements will continue to help to differentiate Canadian beef, strengthen our marketing position, and influence consumer confidence. On the trade side, a new CBA brochure is the first piece of a larger overall plan to enhance awareness about all the elements that contribute to high-quality Canadian beef. Stay tuned for more information on that project. Canada Beef’s international team is committed to enhancing the CBA messaging in its market development and promotion initiatives, most recently at the Food Style Japan and SIAL Paris in October, and as host of the upcoming Canada Beef Road Show in Japan and Korea and exhibitor at the COEX Food Week Korea in November. CBA messaging will also take centre stage when Canada Beef participates in the upcoming Team Canada Trade Mission to Indonesia and the Philippines in December. Consumer trust is built on consistent messaging, and we are committed to reinforcing the idea that Canadian beef is a high-quality product and a safe and healthy choice for families around the world. By Gina Teel, Director Stakeholder Communications Back to main page

CONTACT US Suite 146, 6715 – 8th Street NE Calgary, AB Canada T2E 7H7 Tel: (403) 275-5890 info@canadabeef.ca canadabeef.ca	You’re receiving this newsletter because you’ve subscribed to Canada Beef Performs. No longer interested? UNSUBSCRIBE. Forward to a friend? CLICK HERE. Like to subscribe? CLICK HERE Editorial contributor and oversight provided by Gina Teel, Director, Stakeholder Communications, Canada Beef. © 2024 Canada Beef. All rights reserved.