MIDLAND, Ont. – Coming this autumn to a media outlet near everyone will be the message that beef is a healthy food product.
At least that is the fondest wish of Delia, Alta., rancher Kevin Boon, chair of the Canadian Cattlemen’s Association Beef Information Centre committee. In September, the BIC will launch a $110,000 media campaign selling Canadian consumers on the merits of beef.
“We’re going to be countering some of the myths and legends that have been created,” Boon said at the annual Canadian Cattlemen’s Association convention.
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“I think we are seeing some switch in consumer attitudes and we want to support that.”
The media campaign will be supported by a $50,000 contribution from Pfizer Animal Health. Its contribution will be taken from profits on the sale of Dectomax pesticide.
There was evidence throughout the conference that consumer attitudes about the health concerns of red meat products have changed.
A few years ago, the image of red meat as a health hazard was so prevalent that the pork industry based its promotion on being “the other white meat.”
Last year, demand for beef increased, reversing a trend that saw several years of declining demand.
Anne Dunford, senior market analyst for Canfax, told the convention that domestic demand increased 2.7 percent last year – the largest increase in 20 years – and per capita consumption increased to 22.6 kilograms. During the past two decades, demand declined in all but five years.
Last year, beef sales increases exceeded demand increases for chicken or pork. After years of losing market share to white meat products, last year saw beef regain some ground.
“For the first time in 21 years, we’re kickin’ chicken,” proclaimed Lynn Cornwell of Glasgow, Montana, president-elect of the American National Cattlemen’s Beef Association.
