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February 7, 2024
Checking in with ABP
How do Canadians feel about beef?
How do Canadians feel about beef – the product, the industry, its people and its practices? All of this is revealed in the latest public perception research from Public and Stakeholder Engagement (PSE), a national, check-off funded program jointly delivered by Canada Beef and the Canadian Cattle Association.
Survey Specifics
The public perception research is conducted every three years to determine must-win audiences, key
messages that improve sentiment and other vital information for public outreach. With PSE just coming into five years of being a fully funded program, this was the second research study conducted. There
were 2,300 participants included in the survey who were a representative sample of Canadians by age, gender religion, education, location, etc.
Beef – The Product
Canadians love our product. Impressions are extremely favorable for loving the taste (90 per cent), thinking of beef as high-quality food (89 per cent) and saying beef is healthy (84 per cent). In fact, beef is
seen as having the highest nutritional value amongst all animal proteins, followed closely by chicken.
However, beef is also perceived as having the largest environmental impact of all proteins and is tied
for the most expensive with fish/seafood. A large majority of people (86 per cent) say they consume
beef at least occasionally. About one quarter of Canadians feel they should eat less beef and state cost
and environmental concerns the main reasons. The majority (64 per cent) of Canadians say they should eat about as much beef as they do now, and 13 per cent say they should be eating more beef.
Impressively, 28 per cent of Gen Z respondents (born between 1997 and 2013) indicate they would like to eat more meat overall. When asked about eliminating animal-based protein completely, a strong majority of Canadians (83 per cent), including Gen Z, say it would be difficult.
Beef – The Industry
Canadians feel most positive about the industry’s ability to produce high-quality food (73 per cent good or excellent) and contribute positively to the economy (68 per cent). Canadians are less sure about the industry’s practices, with just more than half believing the industry humanely treats animals (52 per cent) and makes sincere efforts to limit environmental impact (52 per cent).
Most Canadians say the industry is headed in the right direction, and while about one-third say they’re unsure about the direction of the industry, a lack of positive impressions can mean uncertainty or
a lack of knowledge, not negativity. Beef farmers and ranchers are seen positively by 70 per cent of
Canadians, and this number has increased by 2 per cent since the last survey was done three years ago.
Consumer Interest and Communications Preferences
Canadians are very curious about where their food comes from, with 94 per cent wanting to know more
(36 per cent say they are really curious – with a majority being urban and young Canadians). However, consumers are not necessarily seeking out this information on their own or know where to do so from sources they trust.
So, how do we reach Canadians that are interested in learning more about how beef cattle are raised? Most Canadians get their information about food from grocery stores, documentaries and farmer’s markets, but the number-one preferred source of information on where their food comes come is farmers and ranchers themselves. Of everyone involved in the food system, it is farmers and ranchers that are most trusted, a fact that is supported in other national surveys. The second-most trusted stakeholder is groups representing farmers, demonstrating trust comes from the ground up.
There is a clear market for content on social media from beef producers with a high level of engagement. Canadians like to consume content in short-video or photo format. They also prefer content focused on entertainment, daily life and food, with some variation amongst generations. While only 16 per cent seek out content about where their food comes from on social media, 62 per cent say they would engage
with the content if they came across it, highlighting the importance of meeting the consumer where
they’re at.
The results show that the majority of Canadians love and support Canadian beef and want to know
more. Canadians want to hear directly from the source and groups that represent them, highlighting the
importance for producers to actively engage in public outreach. It is also why PSE highlights farmers and
ranchers in documentaries, social media content and with influencer outreach to amplify the reach and
leverage that trust from Canadians.
Questions?
Please contact Amie Peck, Stakeholder Engagement Manager, PSE.
Public and Stakeholder Engagement is a national check-off funded program that works to build public
trust in the way beef cattle are raised in Canada.
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Cattle Report
Updated: 20/11/2024
Steers
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Choice Steers
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Boner Cows
Over 500 lbs: 233.80
Canadian Dollar
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Livestock Price Insurance Index
| Expiry | Fed | Feeder | Calf |
|---|---|---|---|
| 27-Jan-25 | 238 | 324 | -- |
| 24-Feb-25 | 236 | 320 | -- |
| 24-Mar-25 | 236 | 320 | -- |
| 21-Apr-25 | 242 | 322 | -- |
| 19-May-25 | 246 | 324 | -- |
| 16-Jun-25 | 250 | 324 | -- |
| 14-Jun-25 | 238 | -- | -- |
Last Updated on November 1, 2024
