Feeding the Future Campaign

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Source: Canadian Beef Cattle Check-Off

PSE is excited to announce a new upcoming campaign titled “Feeding the Future” that will aim to raise awareness of the impacts of COVID-19 on our industry and how that may affect consumers. There is an increased interest from Canadians about where their food comes from and the steps involved with getting those products into local grocery stores. This is a great opportunity to build an understanding of the beef supply chain and the reasons behind empty store shelves or higher prices being experienced.

PSE is excited to announce a new upcoming campaign titled “Feeding the Future” that will aim to raise awareness of the impacts of COVID-19 on our industry and how that may affect consumers. There is an increased interest from Canadians about where their food comes from and the steps involved with getting those products into local grocery stores. This is a great opportunity to build an understanding of the beef supply chain and the reasons behind empty store shelves or higher prices being experienced.

Through personal stories of people who raise beef, especially young producers that have been hardest hit by market uncertainty, we hope to build that awareness and ultimately garner support from Canadian consumers. Food security for all Canadian’s is at stake if we do not support our local farmers and ranchers.

This campaign is designed to be complimentary to a national advertising campaign that will be launched through the Canadian Federation of Agriculture but be specific to the beef industry and aimed only at consumer audiences.

This campaign will include new videos, a microsite added to the Guardians of the Grasslands page, social media advertising and two media presentations aimed at a mainstream audience. Stay tuned for updates on the Feeding the Future campaign in the coming weeks.

Campaign Updates:

Feeding the Future: Media Presentation #1

The Canadian Cattlemen’s Association hosted a special media presentation on the impacts of COVID-19 on young families in the Canadian beef industry. Participants included Kendra Donnelly from Alberta, Maryjo and Rob Tait of Ontario and Geoff Larkin of Nova Scotia. Each told their personal stories of how the pandemic has affected both the industry and their businesses. There was great participation from the media with both agricultural and mainstream publications attending and asking engaging questions. Each participant indicated that while there are certainly struggles at this time, there is also hope. These inspiring entrepreneurs demonstrate that the future of the industry is bright – if they have the necessary supports in place.

Watch the video below to view.

 

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