The Canadian Cattlemen's Association

December 23, 2009 - Unique products create retail opportunities for Canadian beef

The Beef Information Centre (BIC) works through a number of different channels to get Canadian beef brand messaging out to grocery retailers and their customers. Recently BIC partnered with several different groups to enhance the reach of the Canadian beef brand mark, by networking with key influencers, offering Canadian beef samples to urban consumers and through flyer advertising to rural customers.

Influencing the influencers at retail
BIC recently participated at the Canadian Council of Grocery Distributors (CCGD) annual conference. With 1,500 delegates from every facet of the retail industry, CCGD members make up over 80 per cent of those involved in the food distribution industry in Canada. This conference presented an excellent opportunity to reinforce the Canadian beef brand mark and to influence this important group of decision makers.

At the conference, BIC worked in partnership with TMF (The Meat Factory) Foods Inc. (a manufacturer of pre-cooked meals) to provide attendees a chance to enjoy TMF’s Lou’s brand Slow Roasted Beef Tips in Red Wine Gravy, made with 100 per cent Canadian beef. BIC had recently partnered with TMF Foods on the successful launch of their new line of slow roasted beef products at a major Toronto consumer trade show. Today, Lou’s Slow Roasted Beef Tips in Red Wine Gravy is available at Sobeys stores in Ontario, Walmart Canada supercentres nationally and in five No Frills test stores in Ontario.

Presenting this new, value-added beef product allowed conference delegates the chance to sample this high-quality meal solution and taste for themselves what a great addition to their meat case this Canadian beef product offered. BIC also provided delegates with promotional materials featuring the Canadian beef brand mark, and had an opportunity to speak with a number of key beef buyers during the conference.

“BIC’s attendance and contribution to these high profile events not only helps to enhance the reach and awareness of the Canadian beef brand mark, it positions BIC as a key partner in developing their business with Canadian beef,” says Judy Nelson, BIC’s vice-chair and a cow-calf operator near Lundbreck, Alta.

In-store demos offer Canadian beef-focused conversations
BIC recently partnered with Sobeys Ontario to hold 82 in-store demos focusing on source grinds. During these events, held the last weekend in November, about 25,000 shoppers sampled Canadian beef.

For the demo, BIC served The Orient Express, a hearty soup that uses Sterling Silver lean ground sirloin and Knorr chicken broth. The recipe can be found in the winter issue of BIC’s Make it Beef, which was also handed out to consumers, along with Knorr product coupons.

According to Nelson, in-store demos provide opportunity to deliver key consumer messaging regarding attributes and value of ground sirloin via on-pack labels featuring the Canadian beef brand mark, recipes, in-store sampling and point-of-sale materials.

“This demo represents an excellent example of cross promotion, working with all levels of the chain to enhance Canadian beef brand messaging and drive sales of source specific ground beef,” says Nelson. “In-store demos create the opportunity to Influence consumers’ shopping decisions and drives uptake of source specific ground beef.”

Reaching out to rural Canada
BIC worked with retail grocery buying group Triple 4 Advertising to leverage flyer activity that utilizes the Canadian beef brand mark and Canadian beef messaging to rural communities. BIC influenced the flyer copy which included proper cooking methods, meal solutions and quality photographs featuring Canadian beef.

The flyers were distributed between western Ontario through to Alberta, in 30 traditional grocery outlets and in over 250 smaller convenience operations. “The flyers are distributed through local newspapers, so all residents of these communities will be exposed to the Canadian beef brand mark as well as BIC’s messaging for cooking or meal solutions,” says Nelson. “The potential for reach is vast. Partnering with this buying group exposed the Canadian beef brand mark to customers who might not otherwise come in contact with this messaging.”

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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