This message was originally posted in Alberta Beef Producers’ 2023 Annual Report. You can find the PDF of the report here.
Alberta Beef Producers (ABP) is committed to keeping producers informed and engaged on the issues that affect them. As part of its stakeholder relations portfolio, ABP celebrates producer achievements, encourages producer guidance, and shares relevant and valuable information about the beef and cattle industry.
ABP was pleased to lead the Canadian Beef Industry Conference (CBIC) pre-tour that highlighted some of the innovative and diverse operations in Alberta. The tour visited Canadian Cattle Identification Agency, Wray Ranch, Rimrock Feeders (Acme), and Sunterra Greenhouse.
The tour provided an opportunity for attendees to learn from each other, network with industry partners, and celebrate the achievements of our sector.
ABP was proud to recognize Wray Ranch and the Wray families as this year’s recipients of the Environmental Stewardship Award. The Wray families are committed to soil health, animal welfare, succession, community, and stewardship. Wray Ranch went on to receive the Canadian Cattle Association’s national award at the Canadian Beef Industry Conference in Calgary.
ABP sponsors 4-H scholarships to support the next generation of beef producers and leaders. This program awards six outstanding beef 4-H project members with $500 each, to support their post secondary achievements.
Recipients of 2023 Alberta Beef Producers’ 4-H Scholarship announced
New this year, ABP investigated new ways to encourage youth, and began inviting Canadian Cattle Young Leaders to board meetings as non-voting members. This provides participants with the opportunity to network, hear perspectives and insights on the industry, and consider themselves in future leadership roles like those of the board.
Many Alberta producers faced extreme weather conditions this year. While advocating for relief measures and support programs, ABP also focused on keeping producers informed. In the spring, ABP developed a wildfire resources webpage that included a map of offers from agricultural societies and rodeos from evacuated livestock. Over the summer months, ABP shared a similar drought resources page on ABP Daily. These efforts were guided by ABP’s Crisis Communications Plan, and supported by industry training and collaboration in crisis communications.
ABP reaches cattle producers through a variety of platforms, from quarterly print magazine (covered in Marketing and Communications) to Cattle Country radio spots, producer-facing events to digital platforms like our e-newsletter, websites, and social media.
From January to September, ABP saw more than 45 media interviews featuring discussions with directors, delegates, and this year’s ESA recipients.
Alberta Beef Producers partners with Canadian Cattle Association in youth initiatives like Canadian Cattle Young Leaders and Canadian Cattle Youth Council. This year, those collaborations saw increased opportunities for youth involvement with ABP, and the ongoing development of a youth engagement strategy.
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