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 Canada Beef presents Gateway at GIC trade show The Channel Marketing team participated in the Grocery Innovations Canada (GIC) trade show held October 25-26 at the Toronto Congress Centre. Deemed Canada’s largest grocery trade show, this was the first in-person event since 2019. The show featured 500-plus exhibits from more than 850 companies and hosted 5,600 attendees. The team from Canada Beef included Executive Director Digital Marketing Michele McAdoo, Director Canadian Beef Information Gateway Kelly Hyde and Director Channel Marketing Nick Chirichella. The GIC trade show is designed to bring retailers up-to-date on the latest trends and best practices in the retail industry. This focus was the perfect backdrop for the Canada Beef booth to present the Canadian Beef Information Gateway (Gateway) to retailers.   The booth featured a six-foot meat counter filled with beef cuts and displays of the Gateway resources including dividers, QR code stickers, cooking instructions and grading labels. There was also equipment to demonstrate how the QR codes worked and the resources that customers could access with their phones. Other Canadian beef retail resources including demand planners and cutting guides were also available. Complimentary information kits were distributed to attendees and these included fridge magnets with a QR code to access the Gateway. Chirichella noted that there was a lot of interest in the Gateway from retailers, both chain and independent. “The show provided an opportunity to demonstrate how the program works, the information and resources available and how it benefits retailers and their customers,” he said. Back to main page NICK CHIRICHELLA Director, Channel Marketing

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