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 Value chain member engagement Regular engagement with value chain stakeholders is an essential part of Canada Beef President Eric Bienvenue’s role. Healthy dialogue and active listening are crucial to understanding challenges and gaps and identifying potential opportunities for Canada Beef to address through innovation. In October, the Canada Beef team met with Restaurants Canada in Toronto to discuss the Canadian Beef Information Restaurant Gateway concept and explore potential collaboration on this new initiative. The Restaurant Gateway is a consumer-facing tool which will help people find restaurants that serve Canadian beef, among other things. Canada Beef plans to feature videos from Restaurants Canada President and Chief Executive Officer Kelly Higginson and Chief Economist & Vice President, Research, Chris Elliott, in the Gateway. The Gateway will also showcase compelling information from Restaurants Canada about the significance of the restaurant industry and how supporting and dining locally can positively impact Canadian businesses and communities. Canada Beef is excited about the prospect of this partnership, as both organizations work together to add value for Canadian beef farmers, ranchers, and chefs and restaurants. While in Ontario, Bienvenue visited St. Helen’s Meat Packers in Toronto and met with its president, Robert Bielak. Later, Bienvenue and Canada Beef Executive Vice President Mark Klassen travelled to Cargill’s Guelph operations and met with Mike Kennedy, Cargill’s vice president Canada sales, and operations and business development leads. Discussions were held on marketing/branded beef, Canadian beef grades, the ethnic market, and the value of underutilized cuts – all areas of utmost importance to Canada Beef’s current and future investment strategies. Bienvenue also met with Lyndon O’Hearn, corporate chef of Lone Star Texas Grill. Earlier this year, the team at the Ontario Cattle Feeders Association and Ontario Corn Fed Beef program secured a deal with Lone Star Texas Grill that sees Ontario Corn Fed Beef served in all 23 locations in Ontario. Bienvenue took the opportunity to personally thank O’Hearn and the team for their support of the Canadian beef industry. Back to main page GINA TEEL Director, Stakeholder Communications

CONTACT US Suite 146, 6715 – 8th Street NE Calgary, AB Canada T2E 7H7 Tel: (403) 275-5890 [email protected] 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.