BrandingirON
The
NOVEMBER 2014
A MoNThLy MArkeTiNG reporT oN CANADA BEEF’S MARKETING ACTIVITIES
BuiLdiNG CANAdiAN Beef BrANd LoyALTy ArouNd The WorLd.
MISSED A PREVIOUS ISSUE? FIND THEM ALL HERE.
Sellingthe SIZZLE
SIAL PARIS PROVIDES WORLD CLASS BRAND WITH WORLDWIDE EXPOSURE
As an international platform, SiAL paris compliments all
existing Canada Beef branding efforts on a global scale and
showcases Canada as a premium beef and veal producing
country. Strategically partnering and working collaboratively
with members of the Canadian supply chain at this event
demonstrates the Canadian beef industry’s commitment to
sustainable long term trade to the eu and other key
international markets.
Canada Beef partnered with ALMA to deliver a world class
booth hosting The one earth Group (inclusive of heritage
Angus, Beretta farms, and Canadian premium Meats), JBS
Canada, Wagyu Canada inc/kobe Classic Beef, Brant Lake
Wagyu, Top Grass Beef, riz Global foods, Wolfe Brokerage
Group, Maple Beef Bacon, Carmen Creek Bison, Canadian
rangeland Bison, dolan foods, Wiltrade international, prairie
halal Meats/Simply Gourment, paradise farms/ransa
Canada and Berbecian royal foods.
Strategic partnerships with valued industry partners, such as
ALMA and others, allows Canada Beef to further enhance
industry brand loyalty and commitment to the Canadian beef
brand while simultaneously and collaboratively working together
to build enhanced value for Canadian beef producers.
The presence of Canada Beef and its valued industry partners
helped to maintain and increase current trade relations and
solidify new business representing increased Canadian
inventories. Being able to cut and prepare Canadian beef and
veal products for qualified attendees and deliver the Canadian
Beef Advantage (CBA), combined with the presence of the
supply chain, increased the awareness that Canada is a
producer of high quality beef and veal and drove demand
through real time trade facilitation.
All of these efforts help grow Canadian beef brand loyalty on
a global scale, driving value back to Canadian beef producers
by finding the optimum markets for their products.
To view a Global Meat News video & interview with Canada
Beef at the event, click HERE.
GLOBAL TEAM EFFORTS BUILD BRAND LOYALTY IN
JAPAN
in the true spirit of collaboration, Canada Beef’s teams in
Canada and Asia, and the Canadian embassy in Tokyo
partnered with purpose to deliver the first Canadian beef
seminar in two years. Speaking to a crowd of over 100, the
seminar focused on how to respond to growing demand for
Canadian beef, particularly at the retail level. in addition,
strategies for expanding Canadian beef sales, building a
strong sales infrastructure, and maximizing profit potential
industry-wide were shared. This content is particularly
relevant and helps build brand loyalty in light of the steady
upward trend in Japan's beef imports since the reduction of
age-related restrictions last spring.
The seminar opened with an address by Canadian
Ambassador to Japan Mackenzie Clugston welcoming the
participants. pointing out the growth of Japan's imports of
beef from Canada since last year, Mr. Clugston called it proof
of the high quality of Canadian beef and the dedicated effort
of people in related industries. in a warm and strong
message, he promised that the embassy will continue to
support beef-related concerns and expressed hope Canada
Beef events will help strengthen industry relations between
Canada and Japan.
As part of the event, guests were treated to knowledge
building sessions on the Canadian Beef Advantage, a cutting
demonstration, marketing and promotions strategies, and
sampling opportunities. All elements of the seminar were
built with the goal of enhancing in market relationships,
driving sales demand, and increasing value and Canadian
beef brand loyalty in this strategic marketplace.
THE CANADIAN BEEF CENTRE OF EXCELLENCE TAKES
SHAPE – CONSTRUCTION UPDATE
With the sound of sawing and hammering in the Canada
Beef office in Calgary, it is a constant reminder of the exciting
facility under construction next door. The Canadian Beef
Centre of excellence will be a tangible expression of the
Canadian beef brand. Construction is well underway with a
targeted completion date of early January 2015.
“This complex and detailed project” states Marty Carpenter,
director for the Centre. “it is a showcase for our industry and
we want to insure we have anticipated all the needs from a
wide variety of user groups from export trade customers to
packers, domestic retailers and foodservice operations, there
is lots to consider.”
The key components of the Centre include a 30 seat
boardroom/dining room, a 30 seat state of the art
demonstration theater with a full consumer kitchen and large
commercial cooking line for foodservice presentations, and a
refrigerated beef fabrication room with all the latest
equipment to allow for cutting and fabrication demonstration,
and product development. The Centre will also be wired and
equipped with global broadcast capability to allow
presentations, demonstrations and client interactions to be
provided to clients globally.
“it is a unique facility that will allow us to address clients’
needs specifically, working with them to develop solutions
and create opportunity for Canadian beef and our Brand
whether it is in Canada or in key export markets” says
Carpenter.
INDUSTRY COLLABORATES TO ENSURE ACCURACY OF
FOOD LABELLING
Canada Beef, in collaboration with ALMA, dairy farmers of
Canada, and university of Alberta, have provided an industry
response to health Canada’s proposed changes to the daily
values (dVs) for use in nutrition labelling.
health Canada's food directorate completed a review of the
daily Values (dVs), which are used to calculate the percent
dV (% dV) declared beside some nutrients on the Nutrition
facts table (Nft). The consultation document outlines the
rationale for health Canada’s proposed changes to the dVs
and their subsequent impact on the % dV declaration in the
Nft.
it was these changes which caused the industry to act, collaborate, and respond.
Canada Beef and its valued industry partners provided
health Canada with a series of recommendations on an advanced approach which would help to:
• Give consumers clear guidance on food sources of
industrial trans fat to limit.
• encourage food manufactures to remove industrial
trans fat from their products.
• Avoid confusion about the natural trans fat found in
meat and milk products.
• prevent possible adverse nutritional consequences
due to misguided food choices.
• facilitate the monitoring of industrial trans fat in
processed food products.
The industry’s response, which can be obtained in full by
contacting Canada Beef, concluded: “To avoid confusion it is
critical to distinguish between industrial trans fat and natural
trans fat. As it stands, the proposed dV for trans fat would
likely lead health conscious Canadians to limit or avoid
wholesome, nutrient-rich foods containing natural trans fat,
such as beef and milk. We sincerely hope health Canada
will be open to these considerations.”
Canada Beef works actively on strategic nutrition programs
with retailers, the government, and industry partners to
ensure Canadian beef continues to be recognized as a
wholesome part of the Canadian diet.
Figure 1:
The proposed Nutrition
facts Table
PARTNER PROFILE:
FUELING BEEF EDUCATION & POWERING UP
PARTNERSHIPS
Canada Beef has partnered with 65 Loblaw’s stores
nationally to deliver a winning campaign to consumers
through their network of in store Registered Dietitians
(RD). With the goal of communicating easy, healthy
tailgate and football watching fare to consumers, and
strengthening relationships with all Loblaw’s team of instore RDs, the campaign will deliver easy beef recipes
and nutrition tips in the weeks leading up to this year’s
Grey Cup.
To follow along on Twitter, be sure to follow
#CDNbeefFuelingtheCFL.
HAVE YOU Recipe of the Month
HERD?
A collaborative project to design, build and
execute market development plans for exporting
Ontario produced and halal certified meat
products into international markets is underway
with support from Growing Forward 2 (GF2).
With up to $340,750 in funding through GF2,
Riz Global Foods is working with Abingdon Meat
Packers Ltd., Cardinal Meat Specialists Ltd.,
Springer's Meats, R. Fielder Meat Products Ltd.,
Canadian Select Meats Inc. and St. Ann's Inc.
each of these processors has specific niche
capabilities and product lines that can be
successfully exported to halal markets.
Canada Beef Inc. is also a collaborative member
of this project and will broadcast project results
amongst Ontario producers and processors,
encouraging them to also access this growing
market opportunity.
To read the rest of this Agriculture Adaptation
Council release, click HERE.
TweeT OF
THE MONTH
Check out all the tweets,
instagrams, and other social
mentions of Canadian beef online
CLICK HERE:
holiday Roasting just got easier! From videos, stepby-step instructions, to e-magazines, Canada Beef
has you covered when it comes to cooking roast
beef. It's easy, versatile, involves little prep—and best
of all, virtually cooks itself! So check out the Roast
Beef Toolbox, it's bound to make you more "handy"
when it comes to cooking with the great taste of
Canadian beef this holiday season. Click HERE.
NOW SHARE THIS:
host the ultimate Grey Cup party with the help of the
Canadian Beef. Download the full copy of the
Playbook with great recipes perfect for fueling your
game day pride. Click HERE.