In 2013 an import levy was registered and became an official order and part of the regulations of Canada. An import levy of a dollar Canadian per head of cattle (the same value collected by domestic cattle producers), joins the National Check-off in order to fund the research, marketing and promotion of beef and veal products in Canada.
To show fairness to those beef importers, the funds collected from the import levy will be used in Canada to promote beef itself and have no relation to marketing Canadian Beef. This means that there will be a significant investment in the coming 3 years devoted to the qualities of beef in general, with a focus on beef’s nutrition messaging. This will be reflected in some strong marketing initiatives that focus on beef’s role at the family table as well as in athletic performance and sport with direct to consumer marketing efforts as well as those targeted to health influencers in the field.
Nutrition is a key battleground for beef and has a direct influence on consumer demand cycles for beef over time. Communicating beef’s nutrition message is important in continuing to positively influence regular beef purchases. Canada Beef has the skill set and resources to lead the charge to keep beef at the table with the help from Canada’s beef importers.
This three year strategic plan will continue to measure the priorities and tactics that are a part of our everyday business. An agreed on goal at the start of every project helps our team at Canada Beef not only know what success looks like, but gives us a way to tell how close we are to completion. Measuring success also allows our community and investors to follow along our journey and help us celebrate our advancements along the way.
All tactics in the three year plan have milestones or scheduled return on investments. Some measurements and successes are simply self-generated and easily tracked back to our strategies. For example, through on-line communities like Make it Beef, growth in membership and levels of membership interaction is evidence of success.
Critical to knowing the consumer and how they liked to be engaged is the research to back that up. Through our independent research, consumer surveying, social media interactions and even our sharp eyed business development experts in the field, Canada Beef has a firm grasp on the hearts and minds of consumers. Knowledge of the Canadian global beef markets, as well as agricultural and sustainable impacts is essential is essential to building the big picture understanding of how beef fits into minds of consumers and if they choose to invest in beef to feed their families. Our industry research partners provide us with the latest and greatest of information so that we can help our industry and business partners make the right marketing choices.
In the coming three year strategy we invest in brand and consumer research, building a nimble and proactive marketing organization designed to engage the consumer with a desired state of loyalty. We will also be able to use this research to measure our own results and that of our entire industry which establishes our return on investment and provides a backbone to the stories we will tell.