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 Canada Beef has partnered with the national four-man bobsled team piloted by Taylor Austin, as they pursue excellence this winter season, Fueled by Canadian Beef. The Fueled by Canadian Beef campaign will highlight how nutrition and the benefits of beef support the team. The campaign will be delivered through web and social content, as well as a TV ad that will air in February across Canada. The campaign runs to the end of March 2026. Beef has always been a big part of the Lethbridge, Alberta-born athlete’s nutrition plan. In fact, Austin shared that it is his primary source of protein. The fridge is well stocked through his family's purchases of sides of beef from local farmers– an excellent meal planning strategy to fuel the nutritional needs of a world-class athlete. One of his favourite dishes is the beef taco bowl. He was filmed making this recipe at the Canadian Beef Centre of Excellence, providing excellent footage and stills to support the campaign’s digital and social promotional efforts. Austin was recruited to the bobsleigh team as a brakeman after playing football at the University of Calgary. According to his bio, he started sliding at age 21 for recreation and became interested in an Olympic pursuit after watching Canadian athletes win medals at the 2010 Winter Olympics in Vancouver. Austin was piloting his own sled on the North American Cup circuit midway through the 2012-13 season.  In January 2017, two-time Olympic medallist Lascelles Brown pushed him to his first two North American Cup victories. In 2019-20, Austin dominated the North American Cup circuit, taking overall titles in both the two-man and four-man disciplines, having finished first in 11 of the 16 races. After not competing in 2020-21 because of the COVID-19 pandemic, Austin was again a force to be reckoned with in the North American Cup races in 2021-22. He finished first overall in the four-man on the strength of six gold and two silver medals in the eight races. He finished second overall in the two-man, recording three wins and only missing the podium once in eight races. Austin made his World Cup debut in January 2022 on the Olympia Bob run in St. Moritz. He had a career highlight moment in the sport in December 2022 when he drove his Canadian four-man sled to the bronze-medal step of the World Cup podium at the Whistler Sliding Centre. Learn more about Austin’s career here. Please join Canada Beef and Canadian farm families by cheering Austin on as he competes against the world this season. Follow along for more about these talented athletes and Canadian beef in future stories. TikTok  Back to main page  MICHELE MCADOO Executive Director, Consumer Marketing  GINA TEEL Director, Stakeholder Communications |
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