Contest connects consumers with life on an Alberta ranch

A horseback ranch tour, premium Alberta beef and a farm-to-table dining experience gave one consumer an up-close look at the people and practices behind Alberta’s beef industry.

As part of Alberta Beef Producers’ Every Cut Makes the Cut campaign, consumers had the opportunity to enter for a chance to win the Ultimate Alberta Culinary Experience. Nearly 7,000 people entered through Always Alberta Beef.

Contest winner Andrew Moore received a ranch tour, a steakhouse gift card and 50 pounds of Alberta beef as part of the grand prize package.

The experience took place at Plateau Cattle Co., where owners and 2024 Environmental Stewardship Award recipients John Smith and Laura Laing welcomed Moore for a horseback tour of the ranch.

The visit gave Moore a firsthand look at ranch life and beef production while offering an opportunity to connect directly with the people raising cattle in Alberta.

The experience extended beyond the ranch tour itself.

Guests enjoyed a tenderloin dinner prepared by Chef Jeremy Ouellette of Saint Vincent in Calgary. The prize package also included a beef package from Brant Lake Wagyu and a gift certificate to The Keg.

The campaign was designed to help strengthen the connection between consumers and the beef industry by giving one Albertan the opportunity to see where their food comes from and meet the producers behind it.

Experiences like this help bring consumers closer to agriculture, providing a greater understanding of the care, stewardship and commitment that go into producing high-quality Alberta beef.

For producers, opportunities to engage directly with consumers continue to play an important role in sharing agriculture’s story and building trust in the beef industry.

As interest in local food continues to grow, initiatives that connect consumers with ranchers offer a meaningful way to showcase Alberta beef production and the families behind it.

This was first published in Volume 6 Issue 3 of ABP Magazine (September 2026). Watch for more digital content from the magazine on ABP Daily