The Canadian Cattlemen's Association

November 13, 2009 - BIC delivers CBA message to over 6,000

BIC recently participated at Grocery Innovations Canada 2009, the largest Independent retail trade show in the country, with over 6,000 industry attendees from across North America.
 
Targeted to independent retailers, the annual show – held in Toronto – attracts attendees such as franchise and corporate retailers, manufacturers, brokers, wholesalers and distributors.

This year’s show provided BIC the opportunity to speak directly to purchasing decision makers, gather targeted leads, network with industry leaders and discuss marketing opportunities for Canadian beef. Specifically, BIC delivered information and resources to attendees on the Canadian Beef Advantage (CBA) and the Canadian beef brand mark, and explained opportunities for growing meat case sales using Canadian beef.

“With independent operators making up 47 per cent of the grocery trade in Canada, this is a key market segment for the Canadian beef industry,” notes John Gillespie, BIC’s chairman and a feedlot operator at Ayr, Ont.

As part of BIC’s continuing efforts to align with the value chain, this year St. Helens Meat Packers Limited and buying group Retail Ready Foods Inc. participated in BIC’s booth, increasing the number of visitors to the booth.

“This event not only provides a forum to deliver CBA and Canadian beef brand messaging, it also allows our organization to meet with key industry leaders,” says Gillespie. “From packers to processors to the retailers who put beef in the meat case, these trade shows provide an excellent opportunity to get in front of the decision makers who are buying Canadian beef.”

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 and the Government of Canada

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