Canada Beef Public & Stakeholder Engagement Update

Canada Beef Investment Plan for new fiscal year

Canada Beef’s Investment Plan for fiscal 2025–2026 (effective April 1) represents an upshift in strategies to maximize opportunities for Canadian beef and broaden consumer loyalty.

The investment plan will see Canada Beef utilize tactics to elevate customer experience and connection with Canadian beef and partner with industry to grow mindshare in areas of mutual interest. Mindshare - a term that describes a strong brand identity that customers recognize and have affinity for--is a key driver of the new plan.

Initiatives to increase visibility and recognition of Canadian beef range from resources that promote the value of beef as a protein and nutrition powerhouse for all ages and stages to new elements of the ongoing Pick the Beef with the Leaf year-long consumer campaign. The ‘buy Canadian’ aspect of the national campaign, initially designed to address consumer concerns about beef pricing and the proliferation of imported beef at retail, took on a whole new meaning in April in the aftermath of the U.S. Administration’s tariff decision.

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