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 Development of beef audience engagement package The team at Canada Beef knows that one of the best ways to tell the beef story is through in-person, two-way, face-to-face conversations with audiences who are interested, cautiously curious, or even skeptical about beef. As proven time and again at various tradeshows and events, asking people to think about and answer questions regarding beef is a powerful way to engage an audience, deliver beef key messages that make an impression, and address myths. This type of interaction can make people feel more positive about facts they may have been questioning. It can also provide powerful insights into how to speak to people about topics of concern and learn more about their attitudes and beliefs when it comes to beef. These interactions can provide an informal focus group opportunity. Canada Beef’s Consumer Marketing team set out to develop a beef engagement package for this type of interaction. The Beef Quiz was created for an education session (e.g., farm tour bus engagement), or to engage attendees at a booth at health professional and conference/consumer trade shows. Launched last summer, the kit was used at a Taste Canada event with culinary students, a Saskatchewan Farm and Foodcare tour with dietitians and students and the Family Medicine Forum in Montreal with healthcare professionals. Canada Beef Consumer Marketing Executive Director Joyce Parslow said the kit has proven to be an amazing tool to get conversations going. “We’ve had such a good response from health professionals and the public. In fact, we’ve been told several times that this activity changed people’s minds about beef,” she said. The Beef Quiz is comprised of questions about nutrition and some of the basic statistics around the topic of sustainability. The questions were carefully chosen, based on the most common misunderstandings or myths consumers have, and using the scientific information Canada Beef has available to refute these myths. All five of the Beef Quiz Engagement elements are free and available through Canada Beef’s marketing library. The team will promote the kit to beef producer groups and interested stakeholders and encourage use of the Beef Quiz at events nationwide. To access the kit components, search for item 12533 in the marketing library. The kit includes: A 10-question quiz focused on nutrition and environmental facts about beef (answers on the back page are shown as upside-down text). 20 Reasons infographic handout (an 8 ½ x 11 version of the 20 Reasons pull-up banner). This is a companion piece to the Quiz; it has all the answers in a visual/graphic depiction that allows for an ‘open book’ Quiz. Quiz answer key with conversation points and context about the questions and answers for the quiz leader. Reference sheet with the source of the answers. How to conduct the quiz guide for stakeholders interested in using the package in engagement activities. Back to main page KARINE REKUNYK Director, Health and Nutrition JOYCE PARSLOW Executive Director, Consumer Marketing

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