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April 24, 2024 Checking in with ABP

Reduce, Reuse, Ruminate documentary premiers on Stop Food Waste Day

By Public and Stakeholder Engagement (PSE)

The short documentary, “Reduce, Reuse, Ruminate” has publicly premiered on YouTube as of April 24, 2024, coinciding with “Stop Food Waste Day.”

The film is the third in a series of short documentaries from Public and Stakeholder Engagement, a national Check-Off funded program that works to build public trust in the way beef cattle are raised. Each documentary showcases an environmental benefit of raising beef cattle on the Canadian landscape and include ‘Guardians of the Grasslands‘ and ‘Too Close to Home.’

In order to amplify the reach of the short documentary prior to its public launch, campus screenings were held at the University of Saskatchewan, University of Manitoba, and Dalhousie University. As well, exclusive events targeted towards media and content creators (influencers) were held this spring in Toronto, Vancouver, and Calgary. After the screening, attendees heard from an expert panel including feedlot producers, experts in circular food systems, and a sustainability lead from Cavendish Farms, the official sponsor of the event series.

Since transforming beef byproducts and French fries into beef are two of the incredible sustainability stories featured in the short documentary, beef, potatoes, and beer were a natural fit for the menu at each event.

Eastbound Brewing Company was the location of the successful Toronto event, which took place the same week as the Beef Farmers of Ontario annual general meeting. Panelists included seventh generation producer Allison de Vos from Brown Farms in Kawartha Lakes, John MacQuarrie, Director of Sustainability with Cavendish Farms, and Tara Lee, Head Chef and owner of Eastbound Brewing company. The panel was moderated by Amanda Brodhagen, Perth County producer and Director of Communications for the Ontario Ministry of Environment, Conservation, and Parks. Media coverage included DINE magazine, who covered the story online and in their print magazine as well as the most recent issue of Foodism Toronto.

The second event was held at Howe Sound Brewing in East Vancouver. Here, university professor and cattle producer Ryan Scorgie moderated a panel that included feedlot owner Andrea van Iterson, Jamie White from Loop Resources, which sources and diverts food from grocery stores to local farms, and again, John McQuarrie from Cavendish. One of the content creators in attendance, Tyler Heppel, showcases potato production on his British Columbia farm across his social channels. You can watch his instagram reel from the event by visiting @potatoty and Tiktok @heppellspotato.

Calgary was the final leg of the tour of urban centres. The event was held at Last Best Brewing & Distilling, which diverts their spent grains to cattle. Here, the panel was moderated by Melissa Downing of Alberta Cattle Feeders Association. In addition to the representative from Cavendish, panelists included Ryan Kasko, of Kasko Cattle Co, who is featured in the short documentary, as well as Victoria Ross, of aGRO Systems, a waste upcycling and livestock feeding service provided.

Combined, the events drew nearly 250 attendees and reached hundreds of thousands of Canadians through content creators on social media, print, and digital articles as well as a broadcast TV segment with Global News.

About the Author

Public and Stakeholder Engagement (PSE)

The Public and Stakeholder Engagement (PSE) operates as a division of the Canadian Cattle Association (CCA) but is funded by the Canadian Beef Cattle Check-Off. PSE aims to deal with consumer-facing issues related to beef production in Canada and maintain public trust in the Canadian beef industry.

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