The collaborative approach utilized at this years’ Restaurants Canada show was a very effective way to promote and leverage the marketing efforts of many Canadian beef brands as well as provide key messages on beef’s role in a healthy diet supported with consumer directed culinary information.
The Canadian Beef Pavilion demonstrated to industry partners the diversity of branded beef options available from Canada as well as key educational programs and marketing support available through Canada Beef. Ontario Beef brands on display ranged from small-scale grass roots provincially focused programs; large-scale quality assurance based programs as well as niche programs from RWA to Grass Fed beef. End user customers had the opportunity to interact with producers, packers, marketers and distributors of many unique brands.
As a major global beef producer, it is important for Canada to create marketing opportunities through a portfolio of unique brands of Canadian Beef and this event was an effective program to deliver that key message.