The Canadian Cattlemen's Association

November 13, 2009 - BIC engages Hispanic retailers at seminar

The Beef Information Centre (BIC) is conducting a series of seminars for Hispanic retailers throughout the United States over the next few months.

The aim of the seminars is to educate and engage Hispanic retailers about the Canadian Beef Advantage (CBA), and to present the technical background that will strengthen the retailer’s position as an outlet for an exceptional quality beef line.

The Canadian Beef Advantage defines and communicates attributes of Canadian beef that differentiates it from its competitors. It also leverages the systems-based approaches utilized in Canada to ensure high quality, food safety and animal health that contribute to high levels of customer satisfaction and profitability.

Recently, BIC presented the first seminar to Hispanic retailers in the Chicago area. The seminar focused on providing technical and other information related to CBA attributes, and the quality and economic advantages that Canadian beef represents for Hispanic consumers in the area.

“Hispanic customers in the Chicago market have likely, at some point, used Canadian beef successfully,” says John Gillespie, BIC chairman and a feedlot operator at Ayr, Ont. “But they also want to learn about the way Canadian beef would allow them to differentiate their programs beyond a price point.

“This, in turn, allows Canadian producers to obtain better returns for high quality cuts that are greatly appreciated by the Hispanic community,” adds Gillespie. “Otherwise, the cuts would traditionally be diverted to ground beef and lose much of its potential value in the Canadian market, as Canadian consumption trends do not include thin meats, offal products and some end cuts on a year-round basis.”
Chicago’s geographic location makes it a perfect destination for Canadian beef products, and Canadian plants have the ability to maintain a steady supply of quality Canadian beef products into the Illinois market.

Held in partnership with Amigo Foods, Chicago’s largest Hispanic beef distributor, at the Westside Technology Institute in late October, the seminar attracted 22 attendees, primarily Hispanic retailers and multi-unit carniceria (butcher) operations, and a Hispanic foodservice company. Cargill Food Distribution Chicago also attended the seminar to promote their Canadian beef line of products.

“Chicago has one of the largest Hispanic demographics in the United States,” notes Gillespie. “That, and the short distance between Chicago and Ontario, makes this an ideal, reachable market for Canadian beef.”

Future seminars in Hispanic communities within the United States will be held in Sacramento, California In February 2010, and in Denver, Colorado in April 2010.
BIC’s efforts to maximize demand for Canadian beef and optimize the value of Canadian beef products is funded in part by cattle producers through the National Beef Check-Off, and through beef industry market development funds provided by the Government of Alberta.

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