Generations of Canadian farmers and ranchers, in combination with industry champions have built an incredible beef industry, one that we can all be proud of.
Over the years we have enhanced our sustainability practices for land, air and water, delivering a world class product with measurable quality and safety parameters through high technical standards and accurate management systems, as well as creating one of the best genetic pools of cattle breeds on the planet.
All of that technical work has built a structurally and scientifically sound beef industry. Unfortunately, these are difficult topics to bridge with consumers. To help consumers realize the excellence that is Canadian beef, we need to carve out a positive position of our industry and our product in the hearts and minds of the consumer and share the pride and passion. Emotion needs to take the lead over the technical advantages in order to build love and loyalty for Canadian beef. It is our brand that will provide us all sustainable results based on an emotional connection with the very audience and people trusting our industry each and every time they make a purchase to buy our product. Canada Beef’s most significant value is to preserve, protect and increase “mind-share” not “market share” with consumers.
To accomplish this, we need stories that are relevant, genuine and memorable – ones that make a connection and resonate with diverse cultures. All of us need to live by The Promise of “excellence without compromise”. In an effort to build trust, we have to do what is right and communicate our efforts so that consumers can feel what that means. We will need to build fervent advocates, communities of them, giving power to the voices that both understand the facts and can relate them through compelling narratives and anecdotes. For us to accomplish this, we need a strong action plan to leverage a singular brand with a focused message.
In Year One of our brand journey you will see us shape and build this brand and the strategies to support it and bring it to market with veracity. In the second year, we will combine forces to enhance the elements and vehicles used to drive our brand so that in the last year of our three year plan we can grow our brand in a meaningful and global way.