Branding, Wine and the CFL: An Update on Canada Beef Inc.


This week, Agriculture Minister Gerry Ritz introduced the first of the Canadian Beef Branding Series events in Ho Chi Min City, Vietnam. The series is meant to highlight the four pillars of the Canadian beef brand: producer, product, world class standards and sustainability.

It’s been a busy few weeks for Canada Beef Inc., also announcing their sponsorship of events held at Four Seasons Hotels and Resorts in Beijing, Shanghai, Guangzhou and Hong Kong. The events included dinner featuring British Columbian wines and Canadian beef.

“Canada Beef’s partnership with Wines of British Columbia is an excellent example of how we can work together to leverage our global brand strategies to build and then strengthen loyalty to Canadian beef, veal and agriculture overall,” said Rob Meijer, President of Canada Beef. “Canada Beef intends to create the demand pull and get closer to the consumer than ever before through programs like this partnership and the Canadian Beef Branding Series.”

Related: Canada’s National Beef Strategy Addresses Four Key Pillars for 2020

This isn’t the first time Canada Beef has worked with wine producers. The Canadian Beef Culinary Series is now into its second year. Each month, for five days, a chef and wine expert prepare events featuring AAA Canadian beef and fine wines in the Riviera Maya Mexico.

The organization has also been busy at home. In August of 2014, Canada Beef announced a three-year partnership with the Canadian Football League and in October, both Tim Hortons and Subway announced they would source 100% Canadian beef.

Canada Beef Inc. is a national organization that represents the Canadian beef and cattle industry.

In this video, filmed at the Alberta Beef Industry Conference in Red Deer, Meijer talks to Debra Murphy about some of the aforementioned events and partnerships, and the Canadian beef brand as it’s seen at home and abroad.

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