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January 7, 2025
Checking in with ABP
An influential Canadian ranching experience
Have you noticed the recent mainstream popularity of Western fashion, country music, and romanticized aspects of ranching and rural lifestyle? This trendiness of all things ‘Western’ is an opportunity that the Canadian beef sector can capitalize on — and that is precisely what the Canadian Cattle Association (CCA) did this summer.
Influencers also experienced a tour through the Porcupine Hills to Trail’s End Beef’s summer pasture. The rolling hills were ablaze with wildflowers, and the expansiveness of the native prairie and grasslands was something most of the creators had never experienced.
Representatives from the Nature Conservancy of Canada and Ducks Unlimited Canada joined the grassland tour, speaking about the importance of the grassland ecosystem for wildlife habitat and as a natural climate solution. AS a result, all of the influencers mentioned in their content that the grassland ecosystem is more endangered than rain forests or coral reefs. They acknowledged Canada’s beef producers for the critical role they plan in conserving what is left.
Rounding out the day was a dining experience at Chop Steakhouse in Calgary. Executive Chef Stephen Clark served the group a tasting menu of dishes featuring Canadian beef, and he described why he loves showcasing Canadian beef on Chop’s menu and the importance of the restaurant’s CRSB membership.
Each influencer approached the experience and what they learned through their social platforms with different and unique content creation —some humorous, some more factual. Many went above and beyond, sharing more than they initially committed to base on sheer interest and excitement about the day.
The content reach and rollout from ‘The Ranching Experience’ have been a highlight for PSE and the CCA this year. It has reached more than 200,000 social media followers and new audiences with positive insights and education about our industry.
We thank the Nature Conservancy of Canada and Ducks Unlimited Canada for sharing their expertise, as well as partners Lammle’s Western Wear, Chop Steakhouse and Trail’s End Beef, who played integral roles in the initiative’s successes.
You can visit some of the Instagram reels from the day by visiting @raisingcdnbeef on Instagram.
This article was first published in Volume 4 Issue 4 of ABP Magazine (December 2024). Watch for more digital content from the magazine on ABP Daily.
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Boner Cows
Over 500 lbs: 232.66
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Livestock Price Insurance Index
| Expiry | Fed | Feeder | Calf |
|---|---|---|---|
| 17-Mar-25 | 246 | 348 | -- |
| 14-Apr-25 | 252 | 352 | -- |
| 12-May-25 | 254 | 352 | -- |
| 9-Jun-25 | 262 | 352 | -- |
| 7-Jul-25 | 256 | -- | -- |
| 4-Aug-25 | 250 | -- | -- |
| 1-Sep-25 | 246 | 360 | -- |
Last Updated on December 19, 2024
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