The Canadian Cattlemen's Association

December 11, 2009 - BIC maximizes impact at U.S. trade events

According to Judy Nelson, BIC vice-chair and a cow-calf operator near Lundbreck, Alta., within days of reaching a supply agreement with a Canadian packer, CBBC featured Canadian beef prominently at their premier annual customer event, A Taste of Colorado. This annual event is targeted to independent retailers from across the U.S., with over 600 in attendance.

“A Taste of Colorado Show welcome reception featured a Canadian beef Rib Eye Satay which utilizes the tender and flavourful cap section of the rib eye,” says Nelson, adding hundreds of the two-bite beef skewers disappeared quickly with high praise given for the quality of Canadian beef. “In addition, Canadian Sterling Silver Chateau Rib Eye Medallions were served at dinner the following evening. The opportunity to taste the product gave potential customers first-hand experience of the on-plate advantage of Canadian beef.”

Enhancing their understanding of the overall value that Canadian beef represents, as well as BIC’s commitment to developing a long-term partnership with a shared commitment to the program, helped move the CBBC away from their previous strategy of being a ‘transactional buyer’ based solely on price point, and positions Canadian beef as the product of choice for this influential distributor.

“Combined beef sales from CBBC to its customers are over 1.2 million lbs, and volume forecasts for the new Canadian brand represent a significant portion of that volume,” notes Nelson.

Michigan Restaurant Association

BIC recently participated at the Michigan Restaurant Association Show held in Detroit, Michigan. This foodservice industry show generates attendance from Michigan and surrounding states including Ohio, Kentucky and Pennsylvania, and is targeted to independent and chain restaurant operators and foodservice distributors.

BIC partnered with Gordon Food Service (GFS), a national foodservice distributor with a Canadian beef program, Mark’s Quality Meats, a Detroit distributor of Canadian beef and the office of the Canadian Consul General of Detroit. In a unique approach, BIC was invited to support these three partners in their tradeshow booths to bring a focus to Canadian beef and the CBA. At the GFS booth, for instance, BIC helped present six cutting demos. At the Mark’s Quality Meats booth, hundreds of interested delegates sampled Canadian beef. And at the Consul General of Detroit booth, BIC’s Hispanic specialist was a great asset as he demonstrated examples of the Canadian beef industry flexibility and applications for use among the diverse customers based throughout North America.

“The ‘three booth’ approach was extremely effective not only in reaching many delegates with CBA messaging, but also supporting the organizations who distribute Canadian beef in the U.S.,” says Nelson. “BIC’s participation was heavily sought after for this event, and it was a great opportunity to widen the reach of BIC in the U.S. The fact BIC was able to successfully support Canadian beef distributors and focus their messaging on the CBA meant that customers interested in Canadian beef were presented with readily available sourcing options in their market and could place an order today.”

Worldwide Food Expo, Chicago

BIC recently participated at the World Wide Food Expo held in Chicago, Illinois. The 20,000 attendees included manufacturers, processors, distributors, packers, foodservice chain restaurant operators and trade media.

The leading food equipment and processing show in North America, attendees are key decision makers looking to learn about the latest technology in the meat business. BIC focused on presenting the CBA and how it meets market and product development opportunities. BIC also presented to a full house at the meatingplace magazine demonstration theatre, focusing on the CBA and merchandizing techniques for heavy middle meat cuts.

“A number of key client meetings were secured as a direct result of BIC’s participation including a foodservice distributor/processor, a major quick-service restaurant chain and several meat distribution companies,” says Nelson. ”BIC continues to engage the value chain at every opportunity to communicate the attributes of the CBA. Participation at trade shows like this one demonstrates to U.S. buyers the Canadian beef industry is proactively working to meet their needs and looking for ways to maximize trade opportunities in the U.S. market.”

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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