Tag: Vicky Horn

Monetizing the adjectives in beef production

Differentiating products through marketing has long been a goal of commodity groups. The Alberta Beef Producers have (according to their website) promoted the Alberta Beef brand for thirty years. It featured widely-recognized advertisements like that of three female ranchers leaning on a fence, with text that read, “If it ain’t Alberta, it ain’t beef.” Increasingly, the… Read more »