Needed: A brand that shouts “I’m Canadian!"



After significant market research in China, Japan, Mexico and right here at home, Canada Beef, a national advocacy group, announced that it has determined what consumers, importers and processors like most about Canadian beef — it’s Canadian. Now, that may seem obvious. Maybe even simple. But what it’s Canadian really means is a huge question, with billions of dollars riding on it. For example, Ontario Premier Kathleen Wynne is just back from a trade mission to China with $2.5 billion in agreements, some of which are agricultural and directly connected to the perception that Canadian products are superior – in part,…

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