Have you noticed the recent mainstream popularity of western fashion, country music and romanticized aspects of a rural lifestyle? Maybe it’s due to the hit series Yellowstone, or perhaps it’s Beyonce we must thank. Either way, the trendiness of all things ‘western’ is an opportunity that the Canadian beef sector can capitalize on – and so, the concept of a full day ‘Ranching Experience’ for content creators was born.
Content creators were sourced through an agency, which also managed communication and logistics leading up to the event. Creators applied for the chance to participate and selections were made based on the demographics of their following, the focus of their account and their content offering. Those chosen were from Ontario, British Columbia and Alberta and their accounts focus on topics like food, travel, fashion, and lifestyle.
The group of content creators at Lammle's
The exclusive experience started with a shopping event held at a new Lammle’s Western Wear store in Calgary. The 12 content creators were ‘suited and booted’ to play the part, thanks to a generous shopping budget provided by Lammle’s. The event fell on the hottest day of the summer up until then, so cowboy hats were not only fashionable but functional.
From Lammle’s, the group took a chartered coach to the foothills and spent the bulk of the day on a ranch near Nanton. Our hosts were fourth generation ranchers Rachel and Tyler Herbert, who proudly keep sustainability at the heart of their ranch. One content creator described the Herberts as ‘glowing with passion for what they do’ as they shared the story of their business, its history and their hopes for its future. Trail’s End Beef’s idyllic location and the Herberts’ ability to be tremendous spokespeople on behalf of the Canadian beef community made for the perfect ranch to visit.
Avery, Tyler and Rachel Herbert of Trail's End Beef
A long-table barn lunch was expertly prepared by Chop Steakhouse’s Executive Chef Stephen Clarke using Trail’s End Beef’s patties. Following lunch, creators were broken into groups where they rotated through interactive stations including learning about raising beef cattle; meeting ranch horses and hearing about how they’re used for cattle handling; a roping demo and chance to try their own hand; and lastly, and a visit to the on-farm store. The activities provided simultaneous content creation and learning opportunities and despite the heat, enthusiasm was high.
Following the hands-on activities, a reprieve in the barn was welcome with refreshments and a screening of Guardians of the Grasslands. The Herberts’ daughter, Avery, then gave a riding demonstration that had creators raving about the teen’s grit and the family’s dedication to working together.
From there, everyone loaded back into the bus for a short drive through the Porcupine Hills to Trail’s End Beef’s summer pasture. The rolling hills were ablaze with wildflowers, and the expansiveness of the native prairie was something most of the creators had never experienced. Here we met up with representatives from Nature Conservancy of Canada and Ducks Unlimited Canada who spoke about the importance of the grassland ecosystem for wildlife habitat and as a natural climate solution. All 12 of the creators mentioned in their content that the grassland ecosystem is more endangered than rainforests or coral reefs, and that Canada’s beef producers play a critical role in conserving what is left, demonstrating the impact of this message.
Representatives from NCC and DUC talk about the importance of preserving grasslands
Rounding out the day was a dining experience at Chop, which presented the group with a tasting menu of dishes featuring Canadian beef. Executive Chef Stephen Clark described why he loves showcasing Canadian beef on Chops’ menu, as well as the importance of the restaurant’s Canadian Roundtable for Sustainable Beef (CRSB) membership. We shared stories, laughs and more insights into the Canadian beef industry.
Seeing the content roll out from ‘The Ranching Experience’ has been a highlight for all involved. Each content creator approached the experience and what they learned from a slightly different angle. Some are humorous, some are more factual, and others went above and beyond sharing more than they initially committed to based on sheer interest and excitement about the day.
The Ranching Experience project was led by Public and Stakeholder Engagement (PSE), a national check-off funded program of the Canadian Cattle Association, which aims to build public trust in the way beef cattle are raised in Canada. Representatives from PSE, Canadian Cattle Young Leaders and CRSB were in attendance on the tour, and a ratio of about one industry representative to one content creator led to great discussion and questions throughout the day. We thank Nature Conservancy of Canada and Ducks Unlimited Canada for sharing their expertise as well as partners Lammle’s Western Wear, Chop Steakhouse and Trail’s End Beef, each of which was integral in the well-roundedness and appeal of the experience.
You can view some of the Instagram Reels from the day by clicking on the thumbnails below.
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