While the COVID-19 pandemic disrupted the first year of the Ontario Beef Market Development program, the strategy has the Ontario industry well-positioned to capture future opportunities that exist at home and across the world. John Baker, director of the program, provided an update and an overview during presentations to the 2021 Beef Symposium and the Beef Farmers of Ontario (BFO) Annual General Meeting. The Spring edition of The News Feed features a comprehensive report on John’s presentations.
This edition of The News Feed also includes an update on the Ontario feed bunk management and cattle behavioural study and the 2021 Ontario Cattle Feeders’ Association Membership form.
To view the issue, click on the following link:
Telling The Brand Story Through Attributes
So, how do you like your beef? If you’re meat industry expert Dr. David Hughes, you like it with a generous helping of adjectives, please. Dr. Hughes is Emeritus Professor of Food Marketing at Imperial College London, and Visiting Professor at the Royal Agricultural University in the U.K. He is a much sought-after advisor and speaker on meat industry issues. He delivered the keynote presentation at the BFO Annual General Meeting.
He discussed several trends impacting the consumer’s buying decisions, many of which have been accelerated by the COVID-19 pandemic. One discernable trend is that consumers are increasingly interested in where their food comes from and how it’s produced. Leading brands have taken note of this interest and are immersing people in the food production story. If you’re marketing beef, the key to doing more storytelling is to use adjectives or attributes to differentiate Ontario beef products, which Hughes believes is essential in the marketplace.
Calf Club Sales Benefiting Cow-Calf and Feedlot Producers
With an aim to help grow the Ontario industry, this year’s Beef Symposium featured the efforts of the Ontario calf clubs and their successful pre-sort sales. For more than 20 years, the calf club members have focused on providing Ontario feedlots with a uniform set of quality Ontario calves. In essence, the idea is to get as close as possible to a large, one-ranch sale as the group of smaller operations follow the same protocols, including vaccinations. In return, the feedlot producers pay a premium for a well-prepared calf. The News Feed article summarizes the comments of the panellists, who provided various perspectives on the benefits of the calf club sales.