January 12, 2022
Canada Beef is pleased to announce the launch of the Canadian Beef Information Gateway.
Find the news release here: https://canadabeef.ca/press-releases/
Or read the PDF version directly: https://bit.ly/3K52Lv4
January 3, 2022
Consumer will have the opportunity to try out the QR codes through a print ad featured in major Canadian publications resulting in over 20 millions impressions.
Check out the print ad directly: https://bit.ly/3foOETp
Mid-size and larger retailers will soon be able to create and customize their own edition of the Canadian Beef Information Gateway. Incorporate your own brand identity while providing this essential resource, designed by Canadian beef experts, to your customers!
The first edition of the Gateway is designed to achieve three key objectives.
1
Canada Beef has observed that a significant number of Canadian consumers are interested in information related to preparation of beef products. In fact, the most popular content for users of our consumer website at Canadabeef.ca addresses how to cook a roast.
Research commissioned by Canada Beef in Jan 2022 showed that almost a third of Canadians do not typically purchase roasts. Providing information at the retail meat case to support consumers could increase demand for this and other product categories. A key objective of the Gateway is to grow domestic demand across the entire carcass by providing information on how to select, prepare and achieve an outstanding eating experience from less familiar beef products.
The Gateway will launch with information on approximately 75 cuts divided into four beef product categories – roasts, steaks, roasts and other products.
2
While ownership of smartphones is significant across all age groups in Canada, they are particularly important to younger Canadians. The ability to scan QR or UPC codes with a mobile device offers a unique opportunity to share beef information with a younger and digitally engaged audience. It is these same age groups that often have less experience cooking beef at home. As many businesses move away from utilization of printed materials, the use of digital resources is increasingly helpful. Scannable codes allow your customers to access beef related information at the point of purchase as well as other key time points such as during meal preparation.
The way in which consumers shop, especially for younger demographics, is also changing with growing interest in online ordering and home delivery. The Gateway can provide your business with a digital asset library to support beef sales through e-commerce.
3
It is no secret that videos are the most popular choice for information consumption online. When it comes to communicating techniques for cooking beef a picture can truly be worth a thousand words.
With that in mind, the Gateway is launching with approximately 300 recipes to help Canadians get the very best beef cooking and eating experience from a wider variety of cuts.
Each recipe has a “hands-in-pans” video providing detailed ingredient shopping lists along with cook-along video instructions. Our collection is continuing to grow and the Gateway will be the most comprehensive source of information for consumers looking to learn more about Canadian beef.
New Gateway features under development.
1
The Public Health Agency of Canada has estimated that 44% of Canadians 20 years and older have at least one of ten common chronic health conditions1, many of which benefit from diet and lifestyle changes. Others will experience periods of time when special nutrient requirements exist, such as during pregnancy. The Gateway’s Diet and Wellness program will enable your customers with diet concerns to access beef recipes and meal solutions that are safe and suitable to their particular dietary needs. Users can search according to common medical conditions or specific nutrients of interest and find recipes that align with the dietary modifications they require. The development of the Gateway’s Diet and Wellness program is being done in consultation with an Expert Advisory group to ensure it is aligned with the best available science.
1. Public Health Agency of Canada, 2019
2
We want to make it easy for your customers to find inspiration for the next great meal with Canadian beef. We surveyed more than 1,000 Canadian consumers to establish the most desirable ways to organize our recipe collections. Selected categories include cooking method, cooking time, cuts of beef, and number of ingredients. In addition, we provide ratings on each recipe to appeal to the beginner, intermediate or advanced home chef.
3
The 2016 Census data produced by Statistics Canada provides an important perspective on Canada’s diversity with more than 250 different ethnic origins or ancestries being reported. The census data also found that 21.9% of the population was born outside Canada – the highest proportion since the 1921 Census1. The Gateway World Cuisine recipe collection will be inspired by Canada’s multi-cultural tradition with goal of introducing all Canadian’s to new and existing ways of preparing beef. Another way to grow your business with the Canadian Beef Information Gateway.
1. 2016 Census – Statistics Canada
Learn how the Canadian Beef Information Gateway program will encourage Canadians to purchase beef and enhance their beef eating experience.
Customers will scan a QR Code in-store or at-home and then follow these three easy steps to cook and enjoy Canadian beef at it’s best.
Who do I contact at Canada Beef regarding this program?
For more information regarding the Canadian Beef Information Gateway send an email to Shelby VanSickle at [email protected].
Is there a cost for the Gateway toolkit?
The scannable Gateway toolkit P.O.P. is FREE for retailers. For more details on the toolkit and to order CLICK HERE
Is there a Frequently Asked Question (FAQ) section available to support my customers?
For all customer questions regarding the Gateway program direct them to the following FAQ web page. We have compiled a list of questions along with a form customers can fill out should they have any questions or experience any issues or errors.
For any other questions or comments, please write to [email protected]
