Public and Stakeholder Engagement Takes Home Canadian Agri-food Marketers’ Alliance Awards

The Public and Stakeholder Engagement (PSE) program collected several accolades at the Best of CAMA (Canadian Agri-food Marketers Alliance) awards on November 6, 2025. This ceremony recognizes the very best in agricultural marketing, publicity, and industry relations campaigns every year.

PSE’s newest short documentary, Homes on the Range, took home Best of Show—Digital across all digital marketing categories, qualifying by winning the Non-Traditional Video category. Homes on the Range highlights the critical role beef cattle farmers and ranchers play in preserving critical wildlife habitat on Canadian grasslands. The film is the fourth in PSE’s series of short documentaries, following the success of the flagship film Guardians of the Grasslands. Winning any category at the Best of CAMA awards is prestigious, but the four best of show awards are particularly sought after, making this achievement even greater.

In spring 2025, PSE collaborated on a campaign titled Confessions of a Canadian Beef Farmer with the Canadian Roundtable for Sustainable Beef and Canada Beef. The campaign featured videos of farmer Andrea Stroeve-Sawa “confessing” her passion for sustainability, highlighting key results from the 2024 National Beef Sustainability Assessment. Content was highlighted on YouTube, Meta platforms, and digital out-of-home platforms. This campaign received a Certificate of Merit in the Series Execution category, representing the success of this collaborative effort between industry groups.

A series of articles highlighting the 2025 Environmental Stewardship Award nominees also took home a Certificate of Merit in the News or Feature Article category. PSE wrote and pitched articles highlighting each nominee to media outlets in their home regions, resulting in pickup by more than 70 publications and reaching approximately 5.6 million Canadians. To achieve the same placements using paid media, the program would have needed to spend approximately $30,389, demonstrating the immense earned media value of this series of articles.

The PSE team is proud of the value generated with producer check-off dollars to enhance public trust in how Canadian beef cattle are raised and is excited about the additional exposure that CAMA offers to the hard work of our industry.

View the full list of CAMA winners here, including a Certificate of Merit granted to Alberta Beef Producers.