JBS Canada has launched a 100 percent Canadian beef portfolio to customers here and overseas.
Canadian Diamond Beef offers a range of domestic products of all grades, as well as ground beef. The boxed beef program will carry a new red diamond logo with a maple leaf in the centre.
The product is expected to be available at retail and food service outlets this month and includes the story behind the beef, which starts at the ranch and reaches through the supply chain to the employees who processed it at the JBS plant at Brooks, Alta.
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“It is an all encompassing beef identity and it is backed by a Canadian heritage,” said Rob Meijer, business lead for marketing and business development for JBS Canada. “They can subscribe to a high quality, considered safe and best in class product that can be selected out of Prime, AAA, AA, depending on what their needs are whether that is food service or retail,” he said.
Retailers and food service outlets choose how they want to promote the concept.
JBS offers other brands like Northern Gold, Aspen Ridge and Certified Angus Beef, but this identified as a high quality 100 percent Canadian product.
The product has also been launched overseas to Japan, South Korea, China, Hong Kong, Taiwan, Mexico and other JBS international customers.
