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January 6, 2025
Checking in with ABP
Annual Report | Public and Stakeholder Engagement
The Public and Stakeholder Engagement (PSE) program, jointly delivered by the Canadian Cattle Association (CCA) and Canada Beef, delivers national public trust issue management and proactive content on the societal benefits of raising beef cattle in Canada.
Issues Management
Issues management strategies continue to correct misconceptions on the environmental footprint of Canadian beef production. This included a submission to the Canadian Restaurant and Foodservice News, highlighting how keeping beef on the menu is a choice that brings sustainability benefits. Other issues included monitoring the Beef Cattle Code of Practice public consultation survey and high path avian influenza (HPAI) cases in dairy cattle in the USA.
Beef Industry Advocacy
New for this year, PSE launched the Public Advocacy Guide which is available both online and in print. The resource provides industry spokespeople with key messages and important statistics at their fingertips. Introduction to Media Training was provided to 21 industry stakeholders including primary producers, veterinarians, researchers, academics, and the regional Environmental Stewardship Award (TESA) recipients. The Beef Advocacy Canada program, a free online training resource for both producers and industry partners, has market over 130 graduations. Crisis communications best practices training was hosted by PSE and offered for the communications staff in all provincial, regional, and national cattle associations.
Partnerships
PSE is a member in the Canadian Centre for Food Integrity as well as the Global Meat Alliance. Amie Peck, PSE Manager, continues to co-chair the Communications Council at the Global Roundtable for Sustainable Beef as well as the Beef Cattle Committee at the Calgary Stampede. PSE staff also support various committees for the Canadian Roundtable for Sustainable Beef (CRSB) and the International Meat Secretariat (IMS).
Consumer Perception Research
Ten key performance indicators (KPIs) were selected to be surveyed on an annual basis, to monitor emerging trends. The healthfulness and safety of beef continues to see strong support and there was an eight point jump in the positive perceptions of consumers towards beef as an environmentally friendly food choice. This consumer research aids in the overall strategy of the PSE program by highlighting areas of concern by target audience (region, gender, age, income).
Public Outreach
The Guardians of the Grasslands game, a grazing simulation that connects players to the societal benefits of cattle on grasslands, continues to reach audiences in classrooms and beyond. This resource is curriculum connected for students in grades 7-11 in Alberta and promoted at the Calgary and Edmonton Teacher Conventions this past year. Over 90 schools across the province have registered with thousands of student plays.
A shorter version of the game, intended for public audiences, is used for events and fairs like the Haskayne Park opening ceremonies, Aggie Days, Cattle Trail at the Calgary Stampede, Open Farm Days and the Conservation Festival with the Calgary Zoo. The game is also part of the educational displays at the Ellis Nature Centre in Lacombe and soon to be featured at the Glenbow Ranch in Cochrane. These opportunities expose thousands of consumers to the environmental benefits of raising beef cattle in Alberta.
Other public outreach for the year focused on the upcycling ability of beef cattle to bolster recognition of the environmental benefits of feedlot systems, as well as cow/calf production. This is the focus of the third short documentary from PSE, called Reduce, Reuse, Ruminate. Nutrition and food influencers from across Canada visited various operations to learn how by-products and food loss contribute to a high-quality ration for cattle. In Alberta, Jasmin Shannon (@lemons.for.days) visited Kasko Cattle Company in Lethbridge, Alberta, and learned how French fries can be transformed in beef.
Prior to the public launch of the short film, screening events for influencers and media were held across Canada, including Calgary. Combined, the events drew nearly 250 attendees and reached Canadians through content creators on social media as well as print and digital articles. Global News in Calgary also covered the story on broadcast news, reaching millions across Canada.
Together with Trails End Beef, Lammles, Chop Steakhouse and conservation organizations, PSE also organized a full day ranch experience for 12 content creators across Canada this summer. You can read more details about the day in CCA Action News. The campaign amassed over 1 million impressions and 3500 engagements (comments, shares, likes).
Finally, PSE projects have received several accolades this year. The Guardians of the Grasslands game received a Best of CAMA award in the Exhibits category, as well as a Certificate of Merit in the Website category. Raising Canadian beef on Instagram, and an op-ed piece for the Future Economy written with CCA, also received Best of CAMA Certificates of Merit.
For the 2024-2025 fiscal year, PSE is operating with a $705,000 budget, with $528,000 to CCA to administer, and $177,000 to Canada Beef. The PSE program is in the second
year of a Sustainable Canadian Agricultural Partnership (SCAP) grant to support the Guardians of the Grasslands game and has also successfully garnered an Alberta CAP grant for $78,000 to support crisis communications, consumer research and public outreach.
It is our privilege to be able to work on behalf of beef cattle producers across this country everyday. Any questions or comments are welcomed by email to Amie Peck at pecka@cattle.ca.
This article was submitted for Alberta Beef Producers’ 2024 Annual Report. Find the full report here.
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Choice Steers
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Boner Cows
Over 500 lbs: 231.79
Canadian Dollar
$69.79 0.13
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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