What does ABP do?

The mission of this organization is to strengthen the sustainability and competitiveness of the beef industry for the benefit of beef producers in Alberta.

This is achieved through the ongoing work and advocacy executed through our five pillars:

Government and Policy – Advises on industry policies and government advocacy.

Production and Extension – Provides policy direction and technical support in the areas of
cattle health and welfare, research, environmental stewardship and policy.

Marketing and Communications – Works to increase brand recognition and build on Alberta
Beef’s consumer and public loyalty.

Stakeholder Relations – Manages stakeholder-facing communications initiatives, maintains media relationships and advises on media inquiries.

Stewardship and VBP+ – Promotes and manages the uptake of the VBP+ program and liaises on wildlife and environment files as they relate to the beef industry.

This article was first published in Volume 3 Issue 4 of ABP Magazine (December 2023). Watch for more digital content from the magazine on ABP Daily.