National Campaign Encourages Canadians to Enjoy Beef More Often

During the first weeks of March, BIC will partner with grocery retailers and foodservice establishments across Canada to encourage customers to 'Make it Canadian beef for all the right reasons.'

"Recent research, conducted by Ipsos-Reid, indicates that 67 percent of Canadians are willing to buy more beef if they know it benefits Canadian beef farmers and ranchers," says Margaret Thibeault, National Communications Manager with BIC. "They demonstrated that support last summer. Now we are giving them additional reasons for continuing to enjoy beef more often."

The spring campaign will highlight beef's great taste, versatility and good nutrition; integrated grocery and restaurant programs will feature value cuts, while targeted messages will remind Canadians that their beef purchases help sustain entire communities across the country.

A new consumer booklet, Simple Suppers, developed for the campaign offers easy-to-prepare recipes and tips to help time-starved families create beef meals in minutes.

"We fully expect this new campaign to keep Canadian beef top of mind with consumers, retailers, and foodservice operators." says Thibeault. "This will help not only farmers, but all Canadians whose work and livelihood depends on a vigorous beef industry."

Enjoy beef tonight with these great tasting, easy-to-make recipes. Make your dinner Canadian beef for all the right reasons!