The Alberta Beef Producers (ABP) 2019-20 Plan identified, the improvement of communications with producers and the public through an enhanced communications strategy with robust measurements of engagement and effectiveness, as one of six strategic objectives.
Communication and engagement with Alberta’s cattle producers and beef industry stakeholders has been an ongoing priority for ABP that requires concentrated efforts, and a significant portion of the annual budget. The following motion was passed at the March 18, 2021, ABP Board of Directors meeting.
“Be it resolved that the ABP Board of Directors is fully supportive of the new tools developed by General Manager Brad Dubeau and his staff to engage and inform producers and stakeholders.”
Several months ago, ABP began to develop new communications tools to increase engagement with producers and stakeholders – the central component being ABP Daily, which houses real-time digital content. This daily content focuses on provincial and national check-off investments, as well as beef industry news and information. The next phase of ABP Daily will be supported by a smartphone app that allow users to tailor content according to their interests. ABP Daily will be complemented by the ABP magazine, published quarterly, for the foreseeable future. The Board of Directors has redirected the communications portion of the budget to support ABP Daily and the magazine with the expectation that these tools will improve two-way communication with producers, and be an effective resource for other stakeholders.