Why Canadian Beef
We put the best of Canada into our beef
Stewardship in Action…
Each and every day, Canadian beef is produced and delivered with pride and tradition. As exceptional as the land on which it is raised, Canadian beef is excellence without compromise. We will do what is right.
CANADA’S BEEF ADVANTAGE
Wide open spaces for cattle to graze: an environment conducive to grazing herds since time began
Fresh air, clean water, and fertile soil
High-latitude summers with long days of sunlight for growing nutritious grass and grains and just the right amount of precipitation
Cooler climes (even in summer) that are like a natural meat locker: much less stressful on cows than any hot-weather ranchland
Cold winters that are ideal for the very best genetics for breeding beef cattle
A heritage of hardworking ranching and farming families that is part of the nation’s culture
A society with a deep appreciation for agriculture, animals, nature and sustainability
A caring and effective government capable of ensuring the highest standards of quality and safety, and with sophisticated and enlightened trade policies
People who are caring, ethical, hardworking and always open to innovation
A country that doesn’t settle for the bare minimum in terms of regulations, but always does what’s right, leading this respect
A technologically advanced country capable of maintaining the very highest standards at every stage of a complex supply chain.
A globally savvy, multicultural people who understand the different roles and meaning of beef in different cultures and nationalities.
“Canadian beef has a strong foundation that is built around the producer, reflecting a legacy with a rich and proud heritage. Canadian farmers and ranchers produce Canadian beef with integrity, and personify the brand.“ Research confirms that both stakeholders and consumers in all our major markets think of Canadian beef producers, much as Canadians in general: as active, hardworking, dedicated, honest, careful, kind, friendly and diligent. This established reputation of Canadians has prepared the ground for us to speak about our producers. People are primed and ready to listen. This allows us to confidently tell our stories knowing that our audiences will appreciate the commitment, passion and good reputation of Canadian beef producers.
“By choosing Canadian beef, you are supporting your rural neighbours and Canada‘s economy. There are beef farmers and ranchers in every province in Canada, striving to bring good food to your table and working to be good stewards of the land and animals in their care.”
“Canadian beef is produced according to world class standards for quality and safety. The Canadian beef grading system and our interlocking controls for animal health and food safety are key contributors to an exceptional eating experience.” People worldwide associate Canada with honesty, ethical behavior, a deep respect for rules and regulations, and a high level of scientific and technological achievement. Canada and Canadians are known to be upright, fair-minded, ethical, and caring. Canada always does what’s right with care and precision. We might expect any of our competitors to speak of their standards, but their audiences might not be as ready to believe them as they are to believe in Canadian beef’s claims. In fact, Canada’s reputation for high standards and technological expertise is so strong that it can even help overcome individual or isolated setbacks in our industry.
Behind the Brand Mark
We serve Canada.
In fact, we are Canada. Through the deeply satisfying experience of Canadian beef, tens of thousands of producers and millions of consumers connect with one another and with the spirit of our country, our nation and our people.
We draw upon hundreds of years of human history, millions of years of Mother Nature, an enduring relationship between ourselves as humans and the animals we look after and the beef we consume. In this profound and necessary pact we represent something vital
to our very existence. Canadian beef is not only a product, but it is emblematic of a truly Canadian way of life and a way of living.
It is our good fortune to represent Canadian beef. Our beef is great because of Canada.
The world appreciates what we stand for. They admire Canada. They respect Canadians. They recognize goodness. The world is already on our side. All we have to do is remind them.