Advocacy

15(1) The long-term sustainability and competitiveness of the beef industry is reliant on Alberta Beef Producers’ ongoing promotion of Alberta Beef, the beef producers in Alberta, and the Alberta Beef brand. ABP shall focus on:

• education on beef attributes, beef production, and beef safety.
• partnering with other organizations to ensure best use of producer’s service charge money.
• effective communication about ABP’s marketing and promotion efforts to beef producers and partners.
• continued promotion of the Alberta Beef brand.
• collaboration with other food organizations and commodity groups to educate and promote Alberta Beef to a larger and more diverse audience.

Approved: July 10, 2014

(2) Provincial governments should include agriculture and agricultural information, particularly related to the beef industry, in the junior and senior high education curriculum. Material should include:

• (a) nutritional benefits of beef,
• (b) knowledge of animal husbandry, and,
• (c) environmental benefits.

Approved: July 10, 2014

(3) Alberta Open Farm Days and Calgary Stampede are important events to participate in, and promote, to encourage greater public education about the beef industry.

Approved: November 22, 2023

(4) Digital marketing and high-profile social media influencers shall be part of ABP’s communication strategy to target specific consumers.

Approved: November 22, 2023

From Part 2 – Policy and Priorities of ABP’s Policy Manual