This report was developed by Canada Beef for Alberta Beef Producers. It highlights year-to-date domestic and international market development and promotion activities.
Canada Beef is pleased to provide Alberta Beef Producers (ABP) with year-to-date highlights of domestic and international market development and promotion activities to increase demand for Canadian beef while ensuring the maximum value for producer dollars.
The rising use of GLP-1 Receptor Agonist medications (GLP-1s) is on Canada Beef’s radar with the first Beef Watch of 2026, Growing use of GLP-1 drugs – Considerations for the beef industry, published in February. In April, the team published its first GLP 1 consumer education brochure, Healthy Eating on Weight Loss Medication, which provides simple strategies to help users prioritize protein. The brochure was added to the health professional resource distribution program Sample Cupboard in July.
The team was pleased to host an informative session on the trending topic: The GLP-1 Effect: Weight Loss, Consumers, and the Future of Canadian Beef at the Canadian Beef Industry Conference in Winnipeg, Manitoba in August. The Canadian Beef virtual assistants, designed to aid consumer and stakeholder audiences with culinary and cooking questions, were also featured.
Canada Beef’s Export Market Development (EMD) Partner Program began fiscal 2026–2027 with strong momentum, supporting Canadian beef exporters in expanding their presence across key international markets.
From April to June, 27 projects have been approved, with many already completed or underway. The approved initiatives include 11 incoming buyer missions, nine trade show participations, three outbound market development missions, and four marketing and promotional campaigns. Activities span six export markets with five Canadian beef packers through cost-shared financial support provided to Canadian exporters and their international importer and distributor partners.
The EMD partner program successfully completed 64 projects during fiscal year 2025-2026. Of these, 54 EMD projects in 2025-26 were eligible for the additional Alberta reimbursement portion.The program supported activities in 10 distinct export markets.
Canada Beef’s EMD program provides cost-shared funding support to help facilitate export market growth for Canadian beef representative company-initiated projects and activities.
Report continues below video.
Canada Beef 2025-2026
Watch the Canada Beef 2025-2026 Overview Video to see the key initiatives, accomplishments, and industry impacts from the past fiscal year.
Discover why this update received such a positive response from producers and industry stakeholders when it was unveiled in August 2026.
In March, Canada Beef created a new television commercial, “Beef Up Your Game,” featuring Canadian women hockey players Emerance Maschmeyer and Ella Shelton. The 30- and 15-second ads launched in April 2026 and aired for eight weeks on CBC News Network, CTV National and CTV News Channel.
Canada Beef partnered with the national four-man bobsled team piloted by Taylor Austin. The Fueled by Canadian Beef campaign featured web and social content, as well as a TV ad that aired across Canada. The 30 – and 15- second ads (short reel format) ran for four weeks and attained 26.3 million impressions.
Burger it Forward 2026 raised an estimated $71,191 for foodbanks across Canada while supporting ground beef and restaurant sales. The campaign attracted 360 participating restaurants and an estimated 111,525 burgers were sold. Full results are available here.
The Gateway’s integration with Instacart made it easier for consumers to shop for Canadian beef and recipe ingredients.
Canada Beef partnered with four provincial cattle organizations to support grassroots consumer marketing through major events including the Pacific National Exhibition (B.C. Cattlemen’s Association), Farm Fair International and Calgary Stampede (Alberta Beef Producers), and Canadian Western Agribition (Saskatchewan Cattle Association). Activities featured cooking demonstrations, barbecue masterclasses, and educational presentations that highlighted Canadian beef. Additional initiatives supported Manitoba Beef Producers’ events and Alberta Beef Producers’ Every Cut Makes the Cut campaign.
The Around the World with Beef campaign showcased beef as a versatile and exciting ingredient at the heart of dishes around the globe. The campaign achieved 6.1 million impressions and 65,000 clicks, driving a 198% year over year increase in ThinkBeef.ca website sessions.
ThinkBeef.ca launched one of its largest-ever back-to-school campaigns in September to raise awareness about nutritional deficiencies in school-aged children and position beef as a practical nutrition solution for families. The initiative generated a total reach of 2.9 million people.
The World Iron Awareness Week 2025 campaign focused on the increased iron needs of teen girls. The week-long campaign successfully reached approximately 1.4 million people across Canada.
Canada Beef’s Public and Stakeholder Engagement (PSE) supported ABP’s consumer outreach and Stampede Cattle Trail exhibit, with display and resource development, and works with Food Day Canada to promote/celebrate Canadian beef and agriculture.
Canada Beef PSE also supported Alberta Cattle Feeders’ Association’s community engagement initiative, ‘FEEDLOTS…Feed Lots!’. Ready-to-use member information packages were developed to help feedlot operators connect with their local communities and build greater awareness of the value of feedlot production.
Canada Beef’s 2026 Global Stakeholder Satisfaction Survey produced an overall global satisfaction score of 84%, an improvement from the previous year’s survey results of 82%. The survey’s full results are available in our 2025-2026 annual report here.
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