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The B. C. Cattlemen’s Association (BCCA) advocates on behalf of over 1,300 rancher members and represents their interests on issues of importance. The BCCA is a non-profit association with voluntary membership that has been proudly representing ranchers since 1929. For more information, visit


New radio advertisements in Ontario and Alberta, touting the healthfulness of Canadian beef, are now airing as part of the Canadian beef multimedia consumer campaign launched by the Beef Information Centre (BIC).

The campaign focuses on the consumer brand position that Canadian beef is nutritious and lean. It aims to improve attitudes towards the healthfulness of Canadian beef and to increase awareness of the Canadian beef brand. The three-month campaign runs from March through May, targeting the beef consumer who eats beef one to two times per week with a specific focus on mothers 25-49 years of age, the food decision-makers of the family.

“As the primary media vehicle for the multimedia campaign, radio delivers high reach to the target group and allows for significant levels of frequency,” says John Gillespie, BIC chair and a feedlot operator at Ayr, Ont.

The 30-second radio advertisements promote not only the healthfulness of Canadian beef, but also its great taste and convenience, and they do it in a fun way. The ads are airing on the top four most popular radio stations in each of Toronto, Calgary, Edmonton, Red Deer and Lethbridge. The ads are also airing in the Alberta towns of Whitecourt, High River, Edson, Camrose and Taber.

To listen to the radio advertisements, visit,click on “A Bright Idea,” then click on “Check out the Campaign Ads” button.


The Beef Information Centre (BIC) has partnered with Costco Canada, one of Canada’s leading retailers of Canadian beef, to further develop Costco’s “Slice and Save” program.

The enhanced “Slice and Save” booklet provides the Costco shopper with detailed directions on the “how to” of meat cutting at home. In addition to illustrations on how to slice and trim sub-primal cuts, such as strip loins, rib eyes and tenderloins, this resource provides proper storage, handling and cooking instructions of cuts found at the grocery meat case, and profiles new cuts such as medallions.

According to Judy Nelson, BIC’s vice-chair and a cow-calf producer at Lundbreck, Alta., BIC and Costco Canada worked in consultation, utilizing BIC’s collective expertise, to create the 16-page booklet, which prominently features the Canadian beef brand mark, key consumer messaging around the goodness of Canadian beef, the attributes of AAA graded beef, Health Check information and directions to BIC’s website for great beef recipes.

For more good information on beef cuts visit this Canadian Beef website at:



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