ThinkBeef.ca: The Central Hub for Generic Import Levy Funded Beef Programming

When ThinkBeef.ca launched in 2017, it created a new way for import-levy investments to connect with Canadians. Instead of scattering nutrition facts, culinary tips, and campaign material across multiple channels, the site brought everything into one credible, centralized hub. That decision made it easier for industry stakeholders to share consistent messaging, for consumers to find inspiration and facts, and for Canada Beef to monitor and report on the outcomes of levy-funded initiatives.

INSPIRING CANADIANS TO THINK BEEF

From the beginning, ThinkBeef was built to do more than host recipes. It was designed to inspire Canadians who enjoy meat and want to eat well, helping them celebrate or rediscover their love of beef and fit it into a balanced diet. Its emphasis on nutrition and beef know-how has made it a trusted source for consumers looking for practical cooking tips, as well as for health professionals who need credible, evidence-based information to share with their audiences. By positioning itself at the intersection of nutrition science and everyday cooking, the site ensures that beef is seen not just as another protein option, but as a wholesome, versatile food choice backed by facts.

A RESOURCE FOR THE BEEF INDUSTRY
ThinkBeef also plays a unique role as a tool for the beef industry itself. By housing the most current research and messaging in one place, it avoids the confusion that can come when information is spread across different sites. Whether the audience is consumers, dietitians, or journalists, stakeholders can draw from the same accurate and up-to-date resources, giving the industry a stronger, unified voice. At the same time, the site doubles as a tracking system, providing proof of performance for campaigns and helping demonstrate how levy dollars are being put to work.

POWERED BY IMPORT LEVY FUNDS

Because import levy funds must be invested in generic marketing and research, ThinkBeef is a natural fit. It provides a platform where levy-funded campaigns can live, reach their audiences, and be measured for effectiveness. Each campaign can link back to the site, extending its reach while maintaining consistency in how beef is represented. This creates efficiencies for the industry, ensuring every dollar collected through the import levy has maximum impact by supporting not just the development of content, but also its distribution, amplification, and evaluation.

EVOLVING TO STAY RELEVANT
Over time, the site has evolved to remain fresh and relevant. A major refresh in 2023 updated the design, improved navigation, and expanded content to include emerging topics such as beef’s role in mental and bone health. Recipes were reorganized into user-friendly categories like “Big Batch,” “Portables,” and “Cook Smart,” while a more accessible resource centre made it easier to find e-books, downloadable materials, and orderable tools. These updates reflect the reality that consumer expectations and information needs change quickly, and ThinkBeef must stay current to remain credible.

STRATEGIC VALUE AND IMPACT

The strategic value of ThinkBeef lies in how it combines credibility, reach, and accountability. For consumers, it is a reliable source of inspiration and reassurance about the role of beef in a balanced diet. For health professionals, it offers evidence they can confidently integrate into their own nutrition messaging. For the beef industry, it is proof that levy dollars are being invested into programming that drives real outcomes. By acting as both a communications platform and a reporting mechanism, ThinkBeef underscores the transparency and value of import levy investments. In short, ThinkBeef.ca is more than just a website. It is a unifying voice for beef in Canada, a place where Canadians can learn, share, and celebrate beef, and a direct example of how generic import-levy funds translate into meaningful, measurable impact across the value chain.

VISIT THINKBEEF.CA TO LEARN MORE

thinkbeef.ca / thinkveal.ca