Where's the (Canadian) Beef? Canada Beef works together with generations of Canadian farmers, ranchers, industry champions and brand partners to drive, enhance and sustain loyalty toCanadian beef. Canada Beef is harnessing the powerful Canadian beef brandstory to build consumer and customer loyalty for Canadian beef globally. Theseefforts increase demand for Canadian beef and the value producers receive fortheir cattle.

Canada Beef delivers its three-year business strategy through four core functions:1. Domestic market development (business development, brand building)2. Generic beef marketing3. Canadian Beef Centre of Excellence4. Export market development

Canada’s beef industry has an amazing story to tell the world about: world-classstandards; leadership in sustainability; hard-working and dedicated beef producers; and of course, the great quality products that the Canadian beef industry produces. These are the four core pillars that support the Canadian Beefbrand, which Canada Beef promotes around the world with consumers, brandpartners, packers, trade commissioners and more.

A study evaluating the economic benefits from the Canadian Beef CattleCheck-off was completed in 2016 indicating that every dollar of check-offinvestment into domestic and international promotion, market development andresearch brought back a benefit of $14 per head to producers – a benefit costratio (BCR) of 14:1. In 2018, the study was updated and showed that the BCRhad increased by 29% to 18:1. The updated study also looked at the benefit tothe industry of the Import Levy – a $1 per head equivalent levy collected onbeef imports into Canada used for domestic marketing. The updated studyshowed the combined BCR from the check-off and import levy is 25:1 or a $25 benefit for the beef industry.

14:1

2016

18:1

2018 + Import Levy

25:129%ratio growth

IMPACT OF CHECK-OFF AND IMPORT LEVYINVESTMENT

Domestic Market Development

Canada Beef invests domestically toensure Canadian beef remains a stapleof Canadian diets. Canada Beef workswith brand partners with large volumesand influence (e.g. Costco, Loblaw,Federated Co-op, Tim Hortons, SwissChalet, Montana’s, Subway and Sysco).Canada Beef ensures that these partners fully understand and appreciatethe Canadian Beef brand in order topromote the value and leverage themarketing power of the Brand.

This past year, two large national entities made the decision to advocate and promote 100% Canadian Beef: Walmart and Harvey’s.Partnerships like these continue to be a priority, focusing on Canadianbeef brand message and alignment.Canada Beef hosted several gate-to-plate “Canadian Beef Experiences” forindustry partners. To further leverageits influence, Canada Beef has

Generic Beef Marketing

The Import Levy (collected on beefimports at the equivalent rate of $1 per head) provides funding for positive generic (i.e. non-branded)beef messaging to Canadians. Withprice concerns, consumers’ diminishing food skills and health andwellness remaining an important sociallicense issue for the beef industry,Canada Beef developed targeted initiatives to positively influence consumer preference for beef as achoice over other proteins.

Activities in this area included printand TV advertising, Doctor Officevideo distribution nationally, CineplexOdeon advertising and video adplacement at national fitness locations. Responding to media inquiries and articles about beef andhealth, including addressing concernsabout the proposed changes toCanada's Food Guide; andresource/key message developmenton topics such as beef and cancer and red meat and health, beef and iron.

The call-to-action for advertising is tovisit ThinkBeef.ca for resources.

Canada Beef sponsored the Grand Slam of Curling, thelargest series of professional curling events on the WorldCurling Tour. It featured five events, 52 plus games telecasts and over 130 hours of live curling, providing theopportunity to build greater brand awareness and consumer loyalty of Canadian Beef. Television exposurereached over 4 million viewers along with attendance ofover 75,000 at the live events. Canada Beef also partneredwith the Canadian Men’s and Women’s National curlingteams before and after the 2018 Winter Olympics developing 18 videos and 30+ posts.

Canadian Beef shelf talker at Walmart stores

Team Koe Team Homan

Checkout this website at thinkbeef.ca

presence at industry shows such asthe Restaurants Canada and Canadian Federation of Independent Grocers trade shows which includedkeynote seminars and presentations.

Research shows that Canadianconsumer awareness of theCanadian beef brand is at 82.5%.The top two brand awarenesssources are: point-of-sale advertising (57%) and television(21%).

BRAND AWARENESS NATIONAL STUDY

BRAND AWARENESS

82.5YES

10.1NOT SURE

7.3NO

Q1. Have you heard of CANADIANBEEF or the CANADIAN BEEFBRAND?

(Intensions Research, February 9-11, 2018,among 500 respondents across Canada)

Digital and Social Platforms

Canada Beef’s social and digitalspaces engage and connect with producers and consumers to buildbrand loyalty. With over 54,000 followers and 3.2 million impressions,Canada Beef continues to successfullybuild relationships and drive demand.

Canada Beef is ensuring that consumers in our world markets valueand demand Canadian beef. Here aremore ways Canada Beef is putting theBeef Cattle Check-off investment towork.

At Canadabeef.ca website consumersand producers can source informationregarding recipes, beef know-how,media releases, beef campaigns andevents. In March 2018, a French-language website was launched toconsumers www.fr.canadabeef.ca.

Canadian Beef Centre of Excellence

The Canadian Beef Centre of Excellence (CBCE) is a pivotal resource in CanadaBeef’s abilities to connect and collaborate with clients in a meaningful way. TheCBCE is more than a physical space. It is also a rich resource for expertise on beefculinary and butchery that enriches resources and influences outside of the Centrespace. Top-notch chefs, butchers, home economists and industry professionals usethe Centre to develop technical and training resources working directly with industrypartners.

To date, the Centre has hosted over 480 domestic and international companies inbusiness development programming; hosted 142 domestic and international missions; featured 4 media/influencer events for Canada's 150 celebrations alone,including TV broadcasts from the Centre, with outreach estimated at 4.8 million consumers; and helped generate over $400 million in new Canadian beef business.

IF YOU DESCRIBE YOUR PERSONALITY AS ‘MEDIUM RARE’You’re a Beef Lover.

CanadaBeef.ca/theroundup

Download The Roundup™

Love Beef. Learn Beef. GET RECIPES, CUTS, COOKING TIPS AND VIDEOS

SCAN FOR MORE INFO

BALAYEZ POUR PLUS D'INFOS

ESCANEAR PARA OBTENER MÁS INFORMACIÓN

Available in English, French and Spanish

IF YOU DESCRIBE YOUR PERSONALITY AS ‘MEDIUM RARE’You’re a Beef Lover.

CanadaBeef.ca/theroundup

Download The Roundup™

Love Beef. Learn Beef. GET RECIPES, CUTS, COOKING TIPS AND VIDEOS

SCAN FOR MORE INFO

BALAYEZ POUR PLUS D'INFOS

ESCANEAR PARA OBTENER MÁS INFORMACIÓN

Available in English, French and Spanish

Canada Beef’s social mediaspace has grown to include a variety of social media platforms,each reaching target audiencesin helpful, informative, and engaging ways. Join the conversation by following and liking us.

The Roundup App is a mobile beefbuying and cooking app, designed tohelp consumers have better successwith beef when they cook at home.The Roundup App has the info theyneed to buy the right cut and cook it properly. There have been 26,000downloads of the app. This resourceis offered in three languages: English,French and Spanish and was adaptedfor the Chinese market.

Make it Beef (MIB) is Canada Beef’sconsumer e-newsletter database that operates with monthly e-blast releases to almost 40,000 subscribers, covering topics that areboth culinary and brand focused.

@CanadianBeef@CDNBeefCOE @LoveCDNBeefCanada BeefCanadian Beef@lovecdnbeef

Gate to Plate tourProduct Training Session

Final Thought: Capture High GrowthMarket Segments

The next ‘3 year plan' beginning in2018 will build on the foundation of theCanadian Beef Advantage and theCanadian Beef Brand through a ‘Customer Value Segmentation’ model.

Using market segmentation tools,Canada Beef will identify high growth,high value consumer groupings by demographics, behavior, ethnicity,

Export Market Development

With offices in China, Japan, Taiwanand Mexico, Canada Beef’s work inexport markets is creating opportunitiesfor the Canadian beef industry torealize greater value for the carcassthan what could be realized in the domestic market alone. Besides offering competitive bids on middlemeats, the export markets can deliverbetter returns for end meats,credit/thin meats and offal than hereat home contributing more than $500per head in additional carcass value.

In export markets, Canada Beefstrategically positioned the CanadianBeef brand as premium grain-fed beefthrough marketing activities includingthe Canadian Beef Branding Series.Key marketing activities focused onstrategic alignment with selected partners to communicate the advantages of Canadian beef to end

Asian market hubs successfully utilized the Canadian Beef BrandingSeries to drive education, understand-ing and loyalty to the Canadian BeefBrand. They also continued to posi-tion the Canadian beef brand througha series of educational cookingclasses and professional chef semi-nars; integrated marketing programslinking online and live events; culinaryseminars and competitions building aCanadian Beef community in the so-cial media platforms and brand mediacampaigns. The marketing initiativessuccessfully brought the CanadianBeef Advantage to end users as a reallife experience through cutting/cook-ing demonstrations and beef tasting -giving them an emotional connectionto the brand and creating on goingconversations between end users.

The Latin America market hubsupported various marketing and pro-motional programs as well as SocialMedia marketing in collaboration withleading export partners and retail andfoodservice distributors in Mexico andLatin America. With successful programs such as the Canadian BeefCulinary Series, promotions featuringhigh-profile celebrity chefs, and business development outreachthrough trade shows and trade missions, Canada Beef is creatingbrand awareness and positioning ourhigh-end product in the minds of consumers and key influencers.

We would love to hear from you. We can be reached at

info@canadabeef.ca.

Minister MacAulay and Francis Andres, at FHC China(Nov 2017)

users and consumers. Therebystrengthening their confidence and interest in Canadian beef and ensuringmarket penetration. This approach isworking so well there is often notenough supply to meet demand.

geography, etc. Once the customergroupings are established, CanadaBeef identifies respective needs, expectations and marketing/communi-cation strategies that would be most effective. Then an overarching blend ofemotional and technical attributes thatare meaningful and relevant to eachconsumer group are created. These willbe used as the “reason why” CanadianBeef answers their need. By under-standing consumer segments’ needsand wants, Canada Beef will develop

marketing and promotional campaignsrelevant to each segment resulting in increased awareness, improved perception, heightened product desireand ultimately increased purchase.