The Alberta government has launched a $375,000 campaign to thank consumers for supporting the beef industry and encourage them to continue support.
The government will mail 1.3 million thank you postcards to every household in the province, said Terry Willock, Alberta Agriculture’s director of communications.
“It is a way of saying thank you and hoping we can get your support again,” said Willock, who added consumers need to know the problem of excess beef hasn’t disappeared.
The post card campaign will feature the Alberta Beef Producer’s popular RancHers, the three women who have become well known for their “If it ain’t Alberta, it ain’t beef” campaign.
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Willock said the thank you campaign was originally planned for the end of December but was delayed when BSE was found in the United States and linked to an Alberta farm.
The RancHers women will travel across the province until the end of March, making guest appearances at local events.
It’s estimated the BSE case has cost the economy more than $2 billion.
Willock said the second BSE case doesn’t seem to have resulted in a consumer backlash.
“We’re not seeing signs of decreased support, but hey, it doesn’t hurt to remind people.”
