Search
Better Farming OntarioBetter PorkBetter Farming Prairies

Better Farming Ontario Featured Articles

Better Farming Ontario magazine is published 11 times per year. After each edition is published, we share featured articles online.


Beef marketing campaign targets GTA consumers

Monday, February 2, 2009

© Copyright AgMedia Inc

by TREENA HEIN

Canadians prefer Canadian beef versus imported product, even if it costs a little more.

That fact – the result of extensive consumer research conducted by the Beef Information Centre (BIC, the marketing division of the Canadian Cattlemen’s Association) and other organizations – is central to a new Canadian beef marketing campaign about to roll out in Ontario this spring.

The media blitz, which will include advertising, recipe booklets, and materials for public relations and health professionals, will target ‘light beef eaters’ in the Greater Toronto Area (those who enjoy beef one to two times a week).

Ron Glaser, BIC executive director of communications, says the GTA was chosen because it possesses the highest concentration of ‘light’ beef eaters in Canada.

“With this campaign,” says Glaser, “We are looking to move a certain percentage of these ‘light’ beef eaters into the ‘medium’ category, where beef is consumed three to four times a week. For the consumer, this campaign is about health and nutrition benefits that fit with the Canada Food Guide.”

The campaign in Toronto will utilize a global Canadian beef brand logo and the tag-line ‘Canadian beef. Goodness in every bite.’
The branding will also be used to target the retail and foodservice trade in Canada and around the world.

In Ontario and Eastern Canada, where there is more competition with U.S. imports in terms of consumer spending, Glaser says the campaign will help. “This is a tool for retail and food service operators to clearly identify their products as Canadian.”

While Glaser hopes the branding initiative will have a positive effect on producers who have had their U.S. exports cut due to COOL (country of origin labelling) legislation, he says its creation has been in the works a long time and was not intended to counter the effects of these new regulations.

“We in the beef industry asked ourselves some time ago how we could differentiate Canadian beef in a consistent and effective manner,” says Glaser. “This branding initiative will be useful in opening new markets and expanding established markets, to better differentiate ourselves in terms of what makes Canadian beef unique. That’s primarily production standards, quality and food safety aspects.”

Glaser says for partners in the U.S. market who want to continue to market Canadian beef or develop their own brand in-house private brands using beef sourced in Canada or source Canadian beef from the commodity market, this branding will help. BF
 

Current Issue

August 2025

Better Farming Magazine

Farms.com Breaking News

Soil Compaction Challenges

Tuesday, July 29, 2025

Ontario’s spring planting faced challenges from soil compaction, impacting crops like corn, soybeans, and wheat. Despite some areas experiencing rapid planting under ideal conditions, other regions, even those with lighter soils, struggled due to excessive rainfall. The team at OMAFA –on... Read this article online

2026 Grains Innovation Fund is now open

Tuesday, July 29, 2025

Grain Farmers of Ontario (GFO), the province’s largest commodity organization representing Ontario’s 28,000 barley, corn, oat, soybean, and wheat farmers, is now accepting applications for its . “This year marks another exciting chapter for the Grains Innovation Fund,” stated Paul... Read this article online

Applications Open for Grains Innovation Fund 2026

Monday, July 28, 2025

Grain Farmers of Ontario (GFO), the province’s largest commodity organization representing 28,000 farmers, is now accepting applications for the 2026 Grains Innovation Fund. The fund offers grants up to $75,000 to support innovative projects that promote the use of Ontario’s grains such as... Read this article online

BF logo

It's farming. And it's better.

 

a Farms.com Company

Subscriptions

Subscriber inquiries, change of address, or USA and international orders, please email: subscriptions@betterfarming.com or call 888-248-4893 x 281.


Article Ideas & Media Releases

Have a story idea or media release? If you want coverage of an ag issue, trend, or company news, please email us.

Follow us on Social Media

 

Sign up to a Farms.com Newsletter

 

DisclaimerPrivacy Policy2025 ©AgMedia Inc. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.
Back To Top