2023 Annual Report: Stakeholder Relations

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.

Connections

CBIC Tour

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.

Environmental Stewardship Award

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.

Youth Engagement

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.

Crisis Communications

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.

---

Numbers

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.

Media

From January to September, ABP saw more than 45 media interviews featuring discussions with directors, delegates, and this year’s ESA recipients.

Monthly Minute – ABP’s E-Newsletter

• 7.2 per cent increase in open rate
• 5.6 per cent increase in click rate

Social Media

• 89.8 per cent increase in Facebook reach in the past year
• 476.3 per cent increase in Instagram reach
• 8,029 X followers, up from 7,901 one year ago
• 1,848 LinkedIn followers, up from 1,212 one year ago

Cattle Country

• 14 stations
• 24 spots annually

AlbertaBeef.Org – September 2022 – September 2023

• 18K + users
• 42.61 per cent mobile users
• 55.52 desktop uers

ABP Daily – September 2022 – September 2023

• 290K views, up 8 per cent
• 17.9 per cent increase in average engagement time
• 6.2 per cent increase in new users
• 69K visitors, up 4.3 per cent
• 2.99 per cent tablet users
• 32.27 per cent desktop users
• 64.74 mobile users