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 The Canadian Beef Experience 2024: Global Ambassador Training was developed through collaboration between Canada Beef’s Export Market Development program, the Canadian Beef Centre of Excellence (CBCE), and Canada Beef’s Mexico & Latin America office. The initiative brought together a distinguished group of international ambassadors for Canadian beef featuring influential representatives from export markets where Canadian beef is sold.  Participants included brand ambassador Chef Federico Lopez from Mexico, Michelin Star chefs, importers’ culinary advisors, grill masters, and gastronomic educators from Mexico, Chile, Colombia, and Germany. The detailed program featured four main elements, each featured on a separate day, including:
 Chef Frederic Emery, Culinary School Director, Chile, said Canada Beef’s dedication to supporting educational institutions serves as “a shining example of their commitment to sustainability and community development.” “Their collaborative approach is a benchmark for others to follow, and I hope it will inspire similar initiatives globally. Thank you again for this memorable experience. Canada Beef's pioneering work is truly remarkable,” he said.  The detailed training program and immersive experience provided an in-depth exploration of the exceptional quality of Canadian beef. Chef Michael Dyllong, Michelin Star Chef, Germany, said he gained a deeper understanding of the outstanding quality of Canadian beef. “The insights into the production and sustainability behind this product have left a lasting impression on me. I am very excited to integrate Canadian beef even more into my restaurants and to showcase its exceptional quality to my guests,” said Chef Dyllong. The program also fostered a meaningful connection to Canada and the values behind each cut. Gualberto Elizondo, Fire Master & Brand Ambassador Carnes Premium XO, Mexico, appreciated learning about Canadian beef production. "The passion and dedication of the producers is the driving force behind the beef industry, showcasing their commitment to livestock care and state-of-the-art animal feeding techniques. Each step in the process, from ranch to retail, is meticulously monitored by a rigorous traceability system, ensuring that the excellence of Canada beef reaches our tables with the highest quality. My deepest gratitude to Canada Beef for this extraordinary experience," Elizondo said. Participants departed the training program with increased knowledge about the attributes of the Canadian beef brands they commercialize. The training provided them with additional knowledge and experiences to allow them to more effectively promote the Canadian Beef Advantage and story in their respective markets, supported by a strong understanding of Canadian beef producers’ dedication to quality, animal welfare, and environmental sustainability.  Efrain Ramirez, Meat Specialist and Gastronomic Director at Atlantic Foodservice, Colombia, described the program as ‘"the best learning experience ever.” “The Canada Beef organization takes beef to the next level. From ranch to table, surrounded by great people, the best cattle-raising practices, sustainability-focused feedlots, and expert butchery techniques, I had the opportunity to learn from wonderful foodservice professionals who generously shared their knowledge. After this experience, I feel confident and honoured to promote and sell these quality products all over Colombia," he said. The organizers included Mathieu Paré, Executive Director, CBCE, who acknowledged the important contribution of the Southern Alberta Institute of Technology (SAIT). “A special shout out to the SAIT School of Hospitality & Tourism, instructors and students from the SAIT Retail Meat Cutting Program and the Butchery Team Canada members for their collaboration and support,” Paré said. Please see the following videos of each day’s events. Day 1: https://www.instagram.com/reel/DAJZzRHx7bD/?igsh=bHFzcTV2b2FjMjJs Day 2: https://www.instagram.com/reel/DAR3ooPsksK/?igsh=YWEwZ2JuYnR4NXh2 Day 3: https://www.instagram.com/reel/DAb7JCDukag/?igsh=MWd5ZTZqZ2o5d2w5eg== Back to main page |
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