Since becoming President of the CCA in March, I continue to follow the most important advice that was shared with me when I was elected to represent Saskatchewan on the CCA Board: Remember your roots and the people you represent.
With the launch of our new brand this does not change. The focus and commitment of our Board and our staff is unwavering to advance the priorities of Canadian cattle farmers and ranchers both domestically and internationally and sharing our industry’s story with Canadians. One of my top priorities as president is rooted in my passion to leave a vibrant industry for our next generation. Canadian cattle production is always evolving. As our industry moves forward, so does our brand.
I’m proud to see the launch of the new Canadian Cattle Association.
We are fortunate to have a strong and diverse group of people invested in this industry, from coast to coast. Our new brand identity was created to encompass everyone in Canada who plays a key role in raising the world’s best beef. This sentiment holds true when it comes to my own ranch. As a fifth-generation ranching operation, our success is rooted in the contributions of all family members, and in the hard work and dedication of Canadians from pasture to plate.
Our new logo is inspired by the key elements of importance to our organization: Our country, our cattle, and our environment.
Despite the brand change, our organizational goal remains the same: Serving as the national voice of Canada’s 60,000 beef farmers and ranchers.
Our new brand will help us continue to tell our story.
One that highlights our environmental stewardship and generations of sustainable practices.
One that showcases our beautiful rural communities and the way we care for our animals.
One that focuses on how we utilize emerging technologies to produce more beef while using less land, water, and resources—all while continuing to lower our emissions.
One that is proud of our roots and encompasses everyone in the cattle industry.
Our industry is dynamic, forward-thinking, diversifying, climate positive, and quintessentially Canadian. It’s time we tell Canadians why. I’m confident our new brand will do this.
I’m proud of our heritage and our ongoing efforts to conserve our ecosystems, while producing consumers flavourful and nutritious beef.
We are cattle country.
Reg Schellenberg CCA President
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