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January 25, 2022 Innovation & Technology

Something B.I.G. is coming to a beef retailer near you

Connecting producers and retailers to beef consumers is about to get a whole lot easier thanks to a QR-code UPC code-based education portal spearheaded by Canada Beef. The Beef Information Gateway is a new digital ecosystem that aims to put beef education in the hands of consumers and open their minds to new and different cuts of beef.

Michael Young, president of Canada Beef, explains, “The pandemic trained all of us to use scannable codes, not to mention [develop new] habits and skills, as we tried new recipes and cooked more meals at home. With beef prices where they are, we know folks are looking to save a few dollars at the store – The Gateway is an opportunity to expand horizons into new cuts of beef and new recipes.” 

The Canada Beef branded version is planned for an early 2022 launch. The Gateway will showcase 75 different cuts of beef, each cut with its own menu profile, details on carcass utilization, preparation methods, nutritional breakdowns, videos, and recipes – and that’s just the beginning. Later phases will feature co-branded partnerships with major retailers working with Canada Beef to create customized editions of The Gateway.

The goal of The Gateway is for consumers to have on-demand access to beef information and resources, making contemplation at the meat case a thing of the past. 

“The more we can empower consumers to try new things and request different cuts of beef at their retailer of choice, the stronger our domestic market becomes, which has a trickle-down effect back to our Alberta and Canadian beef producers,” says Young. “It’s going to be a game-changer – it’s a win-win for everyone in the industry.”

Local producers that direct market their beef and smaller abattoirs can request a general kit from Canada Beef. The kit includes promotional material, stickers and packaging material that features the QR code, making it simple for everyone to access The Gateway. 

The Canada Beef branded marketing kit will be available to order through Canada Beef in January 2022.

Launch The Gateway

This article was first published in Volume 2 Issue 1 of ABP Magazine (January 2022). Watch for more digital content from the magazine on ABP Daily.

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About the Author

Lindsay Roberts
Lindsay is the Marketing and Communications Manager at Alberta Beef Producers. She has an extensive background in agri-marketing, publication and brand development. Lindsay has a passion for creative storytelling and all things agriculture.

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