Marketing strategy: premier food shows

Getting in front of decision makers is important. By positioning Canadian Beef strategically at some of the world’s best food shows, Canada Beef is able to showcase Canadian beef in collaborative ways that have proven successful time and time again.

Restaurants Canada – Toronto

In December, Canada Beef launched a collaborative strategy with Restaurants Canada (RC) involving the creation of the first ever Canadian Beef Pavilion.  The show took place in Toronto February 24-26, and was considered a great success. RC is the largest premium food service show in Canada, catering to the who’s-who in the industry, providing an opportunity to keep Canadian beef and Canadian beef producers top of mind with foodservice decision makers.

The Canadian Beef Pavilion provided an additional opportunity to take the Canadian Beef Centre of Excellence on the road, and provide support to industry stakeholders involved in the show, right from beef producers through to packers and beef brand owners. The Canada Beef investment supported the physical environment for Canadian beef brand owners to network and facilitate a place for them to do business with potential beef customers.


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Gulfood – Dubai

February 17-21 also brought another premier foodshow, with GULFOOD 2019 in Dubai.  GULFOOD is the top trade event in the global food and hospitality business, attracting over 90,000 buyers from 160 countries.  Canada Beef, in partnership with Agriculture and Agri-Food Canada (AAFC) participated in the event with a booth featuring Canadian beef cuts, with a butchery display and culinary capacity, offering tastings of Canadian beef to show buyers. From the Canadian Beef Centre of Excellence, both Executive Director Mathieu Pare, and Technical Manager Abe van Melle were on site to network with buyers, and facilitate the key engagement strategies for Canada Beef.

They key message for the show was communicating the product as a safe, sustainable, premium quality product for buyers from the UAE, North Africa, the European Union, Asia and beyond. The Canadian beef presence was supported by multiple packers and key distributors servicing the region. There was also a strong Canadian showing at the AAFC Taste of Canada event, hosted by Canada’s Consul General to the UAE.

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By Tayla Fraser March 1, 2019

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