Inspired by the Masters of Beef Advocacy program offered in the United States, Canada’s Beef Advocacy Program will be available to the public in the new year, and will be comprised of two levels. The first level will be for anyone with interest in the beef industry, providing information “right from genetics and breeding all the way to different cuts that end up in  the supermarket,” says Jolene Noble, program coordinator for the Canadian Cattlemen’s Association (CCA).

The second level, open only to cattle producers, will cover industry issues, agvocacy and, upon completion, the opportunity to receive media training.

In the following video, we hear more about the program, its launch, and participant graduation from both Noble and Canada Beef Inc.’s industry communications director, Annemarie Pederson.

For more of our show coverage, check out: Canadian Western Agribition 2013.

If you cannot view the embedded video, click here.

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