Your Reading List

Delivering The Eat Beef Message

Just in case you think your checkoff dollars aren’t working — and they really are 24/7 — the Beef Information

Centre (BIC) is making a big push in March, which is national Nutrition Month, to spread the word to Canadian consumers on the benefits of eating red meat and beef in particular.

With input from BIC, there is a good red meat message in a new cookbook produced by the Dietitians of Canada, which was released this month, and a link to that is also included in a new recipe booklet produced by BIC calledCook! With Canadian Beef.

More than one million copies of thatCook!booklet will be distributed to consumers as inserts inCanadian LivingandReader’s Digestmagazines. They also produced a “how to” cook beef video, and links to these messages are also being included on Twitter, YouTube and Facebook social media networks. And if that wasn’t enough, about 200,000 copies of the booklet will be distributed by Costco stores to its shoppers, and another 20,000 copies of the booklet will be distributed electronically to members of the Beef Information Centre’s Make it Beef Club (which I didn’t even know existed).

But wait, there is more. Another 80,000Cook!booklets will be distributed to patrons who visit some 400 school, business and health-care cafeterias serviced by Compass Group.

BIC is doing something all the time, but that is a pretty impressive marketing and information effort with an important message that eating beef makes you smarter and younger looking (that’s my secret to success, anyway).

Judy Nelson, BIC chair and a southern Alberta rancher says connecting with dietitians and these other organizations during Nutrition Month is great support for the message about the nutritional value of beef and is a great opportunity to get the beef message out to consumers. She may even be breeding a couple extra replacement heifers this spring at their Lundbreck ranch to meet the anticipated increase in demand for beef later this year.

And I’m sure if you call the BIC office you can get a few copies of theCook!booklets to hand out to any misguided souls you see eating grilled chicken sandwiches. They need your help.

Lee Hart


Just before the funeral services, the undertaker came up to the very elderly widow and asked, ‘How old was your husband?’ ‘98,’ she replied.

‘Two years older than me’ ‘So you’re 96,’

the undertaker commented. She responded,

‘Hardly worth going home, is it?

About the author

Field Editor

Lee Hart

Lee Hart is editor of Cattleman’s Corner based in Calgary.



Stories from our other publications