The Canadian Cattlemen's Association's Public and Stakeholder Engagement, the Canadian Roundtable for Sustainable Beef (CRSB) and Canada Beef teamed up on a public culinary and sustainability campaign. The “Cooking by Degrees” campaign, featured in the Star Metroland family of newspapers, features 16 recipes submitted by university and college chefs, highlighting their favourite beef cut.
Each recipe is accompanied by an interview with the chef, outlining how they developed their menu item and their commitment to nutritious, quality, affordable Canadian food. The recipes feature a wide variety of different cuts of beef including often under-used brisket, short ribs, flank steak and heart. Flavours are equally as diverse, with recipes infusing French, Peruvian, Indian, and Italian influence.
Beef producer profiles from coast to coast round out each recipe and provide readers a snapshot into the lives of the farmers who produce their food. Sustainability, a routinely identified topic of consumer interest, is a focal point of these stories, each offering a slightly different perspective.
Both the chef and producer articles were expertly crafted by well-known agriculture reporter and university professor Owen Roberts. His way with words makes readers feel as if they have just been in the kitchen with the chef preparing each featured dish or stood in the yard chatting with each producer profiled.
The online campaign launched December 2nd and will run for several weeks and live on thestar.com websites, which have large readership in metropolitan cities across Canada. Digital ads from each of the three industry partners involved will run alongside the campaign featuring promotion of Guardians of the Grasslands, CRSB’s Beef for the Planet and CRSB Certified websites, Canada Beef e-books and more. The ads were created to enhance the articles and drive readers to further information, beef know-how and facts, and will be tracked by Toronto star with stats provided to the teams.
Check out the entire Cooking by Degrees content hub HERE.
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