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May 17, 2021 Checking in with ABP

All for the Beef — An update from ABP’s Brad Dubeau

Change is the constant that propels us. It can be uncomfortable and challenging but also inspires us to build a better future from the tools we have, forging fresh connections and opportunities.

The constant of change is most apparent in spring. For many producers, calves are already on the ground, and as the season moves into full swing, we anticipate a brighter year ahead.

The first ABP magazine arrived in mailboxes in February, and ABPDaily.com launched too, providing real-time, curated digital content available online and via smartphone app. 

We’ve received an amazing amount of producer and industry feedback, the majority of it positive. We hear that it’s “stylish,” “a breath of fresh air,” and a “modern presentation of our industry.”

Change is difficult to embrace, but readers are engaging with us, and that’s excellent — we’re having an impact. We continue to be open to insights and ideas and look forward to your continuing feedback. 

ABP worked closely with WS, our marketing firm partner, to create a cost-effective, self-sustaining model, and it’s helping us evolve. Let’s talk numbers. In the last two budget years, ABP spent $52,000 per year on Grass Routes. Those dollars, along with $26,000 in annual spending on print advertorials have been redirected. From 2018 to 2020, ABP spent $133,000 per year on Cattle Country, which has been scaled back to $42,000 annually. The Annual Report has transitioned to online distribution, significantly reducing costs. Highlights from the budget will be included in the ABP Fall issue, with direction to the full Annual Report online.

These shifts allowed us to allocate funds to the new magazine and digital platform, hitting our target of investing in relevant communication tools for the future. We’re committed to helping raise the bar in beef production. Striving to connect and engage with our 18,000 Alberta beef producers in addition to industry peers, organizations and of course, consumers.

Since the first issue launched, we also held a successful AGM in March, with nearly 80 participants and 31  delegates. We have three seats yet to fill in the NW and one in central Alberta. We addressed a variety of issues brought forward by delegates. It was an opportunity to come together in challenging times to discuss and address issues. We came out of it with a new 12-member  board of directors, elected at large by the delegate body.

Kelly Smith-Fraser is serving as past chair after multiple years on the board and executive and as a delegate. Thank you, Kelly, we appreciate your hard work and dedication to our organization and the beef industry.

ABP delegates meet virtually for 46th Annual General Meeting

We started 2021 with steady to strong markets and look forward to seeing those advance toward a powerful fall run for long yearlings and calves.

I look forward to the opportunity to work with our new Board of Directors and board chair Melanie Wowk. Melanie is a dedicated individual who has served as a delegate, board member and on the executive for many years.

We started 2021 with steady to strong markets and look forward to seeing those advance toward a powerful fall run for long yearlings and calves. Consumers continue to ask for, demand, and embrace Alberta beef. I am excited about the season ahead which will continue to realize new opportunities and advancements for our industry and producers. 

I hope you enjoy our second issue of the ABP magazine. We have strived to bring even greater content that we hope will offer insights that inspire ideas, or opportunities to help elevate and evolve your beef operation.


This article was first published in the May 2021 edition of ABP Magazine. Stay tuned to see more content from the magazine.

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About the Author

Brad Dubeau
Brad Dubeau grew up on a commercial ranch west of Medicine Hat, Alberta, and has worked in the industry in a number of roles. Today, in addition to operating a grasser operation west of Medicine Hat, Brad is the General Manager of Alberta Beef Producers.

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