1. CONNECT,
INNOVATE
AND INSPIRE

3. CANADIAN BEEF BRAND LOYALTY PROVIDES
GROWTH AND OPPORTUNITIES FOR THE CANADIAN BEEF
AND VEAL INDUSTRY.
Our Vision
STRATEGICALLY POSITION THE “CANADIAN
BEEF ADVANTAGE”TO STIMULATE AND SUSTAIN OUR
PREMIUM GLOBAL CANADIAN BEEF BRAND.
Our Mission
Our three year strategy looks to measure our
successes, reflect on our goals and alter course as we
need. We have a great opportunity in front of us for growth,
sustaining a high demand for Canadian beef around the
globe and to telling our story. We have a strategic, visionary
approach to achieving these goals.

4. - Rob Meijer
Loyalty hinges on our reputation, image and ability
to connect emotionally with the public in such a way that we
earn their trust.
As the brand, marketing and business development
agency of the Canadian Beef industry, we are the lead
ambassador of the brand and when we go to market, the
results will translate into commercial returns for the entire
beef value chain. Brand loyalty will show up as increased
consumer “demand pull”.
Consumer confidence, public trust and our daily
commitment to doing what is right are the very elements of a
reputable brand.
Bring the Brand to Life
4 ...........
- Rob Meijer, President
Brand loyalty is
the desired state for the
sustainability and relevance
of our world class industry.
Canada Beef is the national
league and together we are
greater than the sum of our
parts. Canadian beef will
be sought after and valued
for more than its quality,
or even its impressive
technical advancements
and economic engine.

5. LOYALTYBRAND LOYALTY IS INTEGRAL.WE ARE COMMITTED TO DOING
WHAT IS RIGHT AND AIM TO BUILD UPON THIS PROMISE.
5...........

6. 30,000
FOOT
VIEW
20,000
FOOT
VIEW
10,000
FOOT
VIEW
Strategy
Objectives
Tactics
We start all of our business processes with clear alignment to
our corporate strategy. Working within our league approach requires
strategies that help all of us in the industry work towards the same
goals. To create the “demand pull” from consumers means that we
must focus all of our efforts on commitments that resonate with the
consumer.
Objectives bring definition to our strategies, as well as help
us set goals and measure success. This “action plan” is how we
have laid out our overall business so that we can properly achieve our
strategic goals and set targets through meaningful tactics.
Tactics are the markers to measuring success. The very
actions we employ in driving results. They clearly define our purpose
and give us the wins to cheer about. The tactics are those visible and
tangible marketing and business development efforts that the industry
gets to see in action and be a part of, each and every day.
Path to
Measurable Value

7. MEASURABLE VALUE
Canada Beef’s three year strategic plan will continue to measure the objectives
and tactics that are a part of our everyday business. An agreed on goal at the start of
every project helps our team at Canada Beef not only know what success looks like,
but gives us a way to assess means and approaches to improve and learn. Measuring
success also allows our community and investors to follow along our journey and help
us celebrate our advancements.

9. 9......................
THE CANADIAN
BEEF ADVANTAGE Canada Beef has built its value around the “Canadian Beef Advantage” leveraging technical
strengths along with a host of hard-nosed facts. The focus of what gives Canadian beef its
advantage is building from a technical base to a more emotional one, an effort to create loyalty to
our global brand through the Canadian Beef Brand Pillars. Supported by our previous work, the
pillars are the foundation for us to work from to tell our story, which will resonate with consumers and
public in key priority markets. The pillars are based on the incredible efforts of our producers, the
uniqueness of our product, our world class commitments as an industry, and of course, the evolution
of sustainable practices. With the use of carefully constructed narratives, told with great passion, we
build loyalty to Canada’s beef industry as a whole, and grow the confidence and value consumers
have for our beef.

10. Canadian beef is raised with great pride and tradition. The greatness of Canadian beef has
been built up by generations of ranchers and farmers. It is a product that requires individual effort and
tending, attention to details, and investment in time and money along with a dedication to quality and
hard work.
Each animal is raised with exacting standards and with an eye to its individual needs, in
balance with the special requirements and opportunities that the landscape and natural resources
present. It is the toil of hands, working in concert with the great outdoors and Canada’s seasonal flux
that shapes and colours our great Canadian beef story.
In a time when consumers want to cut through the misinformation and learn more about
the food they feed their families, Canadian beef has a great opportunity to build loyalty and engage
consumers. It takes years for cattle to be raised to Canada’s high standards for quality and food
safety so that beef can feed a family at home or satisfy a restaurant guest.
This is a story worth telling.
Stories That Build Brand Loyalty

11. BRAND
LOYALTY
BRAND
PILLARS
BRAND
PROOF
POINTS
When our public relates to us and we become relevant
in their lives, they become advocates to our brand.
They tell their friends about us and make us a part of
their growing family and friendship circle. Canadian
Beef is not a product as much as it is an experience
worth sharing.
Our pillars guide our decisions on what stories need to
be told and how. They make our brand relevant and
memorable to consumers and the public. The pillars
provide authenticity and confidence creating and
sustaining brand loyalty.
Our technical messages are what proves what we
say in our Brand Pillars, or our story components.
We must have a strong science base to ensure our
promise is substantiated.
THE PILLAR PYRAMID Over the years we have built technical proof points that continue to support our industry, but
it is our brand pillars that can truly help us define and tell our story. The combining of pillars and proof
points are the DNA of our brand that will help us to achieve our desired state of brand loyalty.

12. 12 ...........
Canadian beef has a strong
foundation that is built around
the producer, reflecting a legacy
with a rich and proud heritage.
Canadian farmers and ranchers
produce Canadian beef with
integrity. and personify the brand.
Canadian beef is well
marbled, flavourful and tender.
Packed with essential nutrients,
Canadian beef is a powerful
protein and anchor to healthy
eating with a taste that people
crave.
The Producer The Product
BRAND PILLARS

13. 13...........
Canadian beef is produced
through the efficient use of
pasture land, water management
and environmental conservation
practices, Canadian farmers and
ranchers work towards economic
viability, a sound environment and
social responsibility.
Canadian beef is produced
according to world class
standards for quality and safety.
The Canadian beef grading system
and our interlocking controls for
animal health and food safety are
key contributors to an exceptional
eating experience.
SustainabilityWorld Class

14. From our dedicated and talented creative team to our connections within the industry, Canada
Beef has what it takes to lead the way and dig deep to find opportunities for Canadian beef. Canada
Beef has the distinct advantage of global communications and planning which gives us the ability
to employ different approaches to solving problems. When combined with resources of our brand
partners and the assets they bring to our shared projects, we attain an expanded audience, greater
message impact and an elevated brand presence. It is this joining of capabilities that brings the
greatest return on investment.
CANADA BEEF AND
OUR PARTNERS

15. Consumer
Brand
Partners
Public
Relations
THE
SWEET
SPOT
Partners with a shared
brand story
Quality Product
Industry and
Issues Management
THE SWEET SPOT
WHERE BRAND MEETS
Canada Beef seeks out partners that understand
consumer needs and general public perceptions while
matching the character of our brand, our way of doing
business, the teams in our Canada Beef league and our
own staff. Together we build our mutual brand and drive
measurable success by finding the sweet spot. The sweet
spot is the shared brand values of our brand partners, our
public, the media and ultimately the consumer that help to
focus our brand pillar stories toward a common goal.

16. If Canada Beef did not exist, we would be competing with
ourselves. We would become a residual backfill to the US market, and I
don’t think we want to be there. If we were to do that then we are just a
commodity player in a commodity world and it is tough business doing
it that way. I really believe that as a country under the Canadian beef
brand, when we all work together, we all prosper.
Our
League.
Our
Teams.
Message from the Chairman
- Jack Hextall Chairman

17. Invest in the Future
Canada Beef is supported in part by the National Check-off (NCO), an investment that allows
beef farmers and ranchers the opportunity to invest in the future for Canadian beef. The
National Check-off fund is collected from cattle sales throughout Canada to fund research,
branding, and marketing initiatives.
The industry must work from a cohesive strategy and come together and
invest in the future of Canadian beef. The National Check-off helps us bring our
industry teams together under a common National league so that we can build the
value of Canadian beef in the minds of our public, increasing pull on demand for
the great products the industry produces. Our funding partners are a key asset
and the heart of the Canadian beef brand. This is a great time to invest in Canada
Beef and our future together.

18. Leading the achievement of Canada’s beef industry goals takes a team approach. Our
industry boasts a huge knowledge base with many deeply passionate people and it exists as an
economic engine for the entire Canadian economy. Uniting the resources at our disposal is essential
to forward progress that our industry has come to expect and our public demands.
Our investment in our future is of time, people power and financial need. To be competitive
in our global business requires a coming together with an eye towards achieving the aggressive
goals we set out. We have some amazing opportunities ahead of us, but it will be how we share
responsibilities and how we rally to a common voice that will ultimately be the judge of our true
success.
CANADA BEEF HAS A 3YEAR MARKETING STRATEGY DESIGNED TO TELL OUR
UNIQUE AND GREAT CANADIAN BEEF STORY.WE LOOK FORWARD TOYOU JOINING US
ON OUR ADVENTURE AND HOPE YOU WILL MAKE AN INVESTMENT IN OUR COMMON
FUTURE.
Working Together