ABP expands communications team to strengthen producer engagement

Alberta Beef Producers (ABP) is expanding its communications team, building additional capacity to support producer engagement, share information and strengthen connections across Alberta’s beef industry.

The expansion reflects the growing role communications and stakeholder engagement play in ABP’s work and the value the Board of Directors sees in continuing to invest in these areas.

Over the past several years, ABP has expanded the ways producers can stay informed and engaged in the work of their commission, including through ABP Daily, ABP Magazine, social media, the Monthly Minute, and regular communications with delegates and industry partners.

Those efforts have helped strengthen producer pariticipation and engagement in the commission. As General Manager Brad Dubeau recently noted during a presentation at the Pacific NorthWest Economic Region Annual Summit, communication is more than a support function for ABP – it is an important leadership tool for building trust, relationships and meaningful engagement.

Stakeholder Team

With Kara Mastel returning from parental leave and Brad Brinkworth continuing his work with ABP, Stakeholder Relations Manager Debra Murphy will lead an expanded three-person team.

While all three will contribute to writing, editing and communications across ABP, each will also have specific areas of focus.

• Murphy will continue to lead ABP’s stakeholder relations and communications strategy, including relationships with producers, delegates and industry partners, while providing strategic oversight across the team.
• Mastel will combine digital content responsibilities with an expanded focus on stakeholder engagement programming, including the Environmental Stewardship Award and Young Creators Contest.
• Brinkworth will focus on media relations, social media and digital content, while helping identify and develop timely content opportunities across ABP’s areas of work.

The expanded structure will also provide additional capacity for broader stakeholder initiatives, including continued development of ABP’s stakeholder strategy, communications planning and other projects supporting stronger connections between producers, their commission, and the beef cattle industry.

Ad sales

Alongside these changes, ABP is also pleased to welcome Devyn Inch as Advertising Sales Representative. In this role, Inch will coordinate advertising sales for ABP Magazine and ABP Daily, helping connect industry businesses and organizations with ABP’s producer audience.

Organizational growth

The Stakeholder Relations expansion is part of broader growth underway at ABP. Additional organizational capacity is also being developed in Government Relations and through the addition of an Assistant General Manager.

The growth will strengthen ABP’s ability to serve producers, respond to emerging issues and opportunities, and ensure Alberta’s beef industry has a strong and effective voice.