Canadians prefer Canadian beef: survey

by Bryan Salvage
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CALGARY, ALBERTA — In a recent survey, 96% of Canadian consumers said they preferred buying beef produced in Canada versus imported product. Even when imported beef costs less, more than eight out of 10 respondents said they would still buy Canadian beef.

The Canadian Cattlemen's Association and the Beef Information Centre (B.I.C.), along with Canada Beef Export Federation and Canadian Beef Breeds Council, developed a global Canadian beef brand logo. B.I.C. is building its brand identity through a new brand logo across all beef consumption markets, said John Gillespie, B.I.C. chairman and a cattle feedlot operator in Ayr, Ont.

"The new Canadian beef brand provides a consistent, unified voice within Canada and the U.S., as well as other international markets, on the attributes of the Canadian Beef Advantage," he said. "The Canadian Beef Advantage communicates the quality and food-safety attributes that differentiates Canadian beef from competitors."

One major component of B.I.C.'s consumer brand launch campaign is to encourage Canadian retailers and foodservice operators to take advantage of the brand logo and tagline: 'Canadian beef. Goodness in every bite'. The tagline was based on research showing the greatest growth opportunity is among consumers who eat beef one to two times a week.

"This group represents almost 70% of beef eaters in Canada," Mr. Gillespie said. "Persuading these consumers to eat beef more often has the most potential for maximizing market growth."

This spring, B.I.C. launched its new brand identity to consumers with an integrated multimedia campaign that included trade marketing roll-out, recipe booklets, public relations and health professional communications. The campaign focused on Canada's light beef-eater — people who consume beef one or two times a week in the Greater Toronto Area. The campaign also incorporated radio, print and web outlets and posters displayed in shopping malls and health clubs.

The new brand is also a permanent fixture on B.I.C.’s consumer web sites, www.beefinfo.org (English) and www.boeufinfo.org (French). The new Canadian beef brand logo replaces the ‘Make it Beef’ logo.

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