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 Royal Agricultural Winter Fair 2025 The Royal Agricultural Winter Fair 2025 proved to be a busy time for Canada Beef. The fair was packed with students, many of whom visited the Canada Beef booth, and Canada Beef’s culinary activations on the fair’s cooking stage sold out. Held at Toronto’s Exhibition Place from November 7–16, the annual event showcases the best of Canadian agriculture, world-class equestrian sport and local cuisine, including live cooking demos and celebrated chefs. More than 300,000 visitors were expected to attend the fair. Canada Beef’s crowd-pleasing culinary activations featured participants cooking along with top Toronto Chefs and creating recipes for two people. Canada Beef also sponsored a Dinner Series where participants tasted Canadian beef over a three-course meal and completed three Canadian Beef Taste Challenges featuring underutilized cuts of beef to gain insight into consumers’ preferences. Ontario Premier Doug Ford and Minister of Agriculture, Food and Agribusiness Trevor Jones, stopped by the Canada Beef booth and chatted with staff Michele McAdoo and Kelly Hyde. The booth highlighted a key Canada Beef initiative - the Canadian Beef Information Gateway (Retail Gateway). To help drive traffic to and within the platform, a special contest, The Great Canadian Steak Search Contest, was launched. Attendees were encouraged to visit the Gateway to participate. Each person could earn up to three entries, with each entry requiring them to answer a question about the proper cooking method for a specific steak cut. The contest was also promoted through social media. Prizes included a $1,000 cash award (equivalent to roughly 40 steaks at $25 each) and a Canadian Steak Your Claim Kit featuring a variety of fun and practical Canada Beef promotional items. Both the contest and the Gateway received positive feedback from producer and consumer audiences. Back to main page KELLY HYDE Director, Consumer Promotions MICHELE MCADOO Executive Director, Consumer Marketing

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. © 2025 Canada Beef. All rights reserved.