The Canadian Cattle Identification Agency (CCIA) is set to launch a major communications campaign in January aimed at improving RFID tag retention in the livestock industry.
Throughout 2024, the CCIA will be providing new education materials and promoting best practices amongst producers and industry stakeholders, with the goal of elevating trust and confidence in the Canadian traceability program.
The “Retention Matters” campaign will run January through December 2024, inclusive, and will feature content based on five key tenets of retention – tag design, tag quality, environment, tag application, and myths and misconceptions.
This campaign, unanimously supported by the CCIA’s Board of industry members, will be one of the largest run by the Agency, with all the supporting content curated in one dedicated website – www.retentionmatters.ca. Across the year, content will be delivered through a mix of visual and interactive educational tools, national print and social media campaigns, and demonstrations at trade events.
Additional support and awareness will be provided through the CCIA’s Client Support Team, and every single pack of tags distributed by the CCIA, both to dealers and direct to producers, will include additional information on retention best practices. The CCIA is confident that the “Retention Matters” campaign will strike a positive chord and is looking forward to engagement from industry on this timely issue.