CONNECT,INNOVATEAND INSPIRE

CANADIAN BEEF BRAND LOYALTY PROVIDES GROWTH AND OPPORTUNITIES FOR THE CANADIAN BEEF AND VEAL INDUSTRY.

Our Vision

STRATEGICALLY POSITION THE “CANADIAN BEEF ADVANTAGE” TO STIMULATE AND SUSTAIN OUR PREMIUM GLOBAL CANADIAN BEEF BRAND.

Our Mission

Our three year strategy looks to measure our successes, reflect on our goals and alter course as we need. We have a great opportunity in front of us for growth, sustaining a high demand for Canadian beef around the globe and to telling our story. We have a strategic, visionary approach to achieving these goals.

- Rob Meijer

Loyalty hinges on our reputation, image and ability to connect emotionally with the public in such a way that we earn their trust. As the brand, marketing and business development agency of the Canadian Beef industry, we are the lead ambassador of the brand and when we go to market, the results will translate into commercial returns for the entire beef value chain. Brand loyalty will show up as increased consumer “demand pull”.

Consumer confidence, public trust and our daily commitment to doing what is right are the very elements of a reputable brand.

Bring the Brand to Life

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- Rob Meijer, President

Brand loyalty is the desired state for the sustainability and relevance of our world class industry. Canada Beef is the national league and together we are greater than the sum of our parts. Canadian beef will be sought after and valued for more than its quality, or even its impressive technical advancements and economic engine.

LOYALTYBRAND LOYALTY IS INTEGRAL. WE ARE COMMITTED TO DOING

WHAT IS RIGHT AND AIM TO BUILD UPON THIS PROMISE.

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30,000 FOOTVIEW

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Strategy

Objectives

Tactics

We start all of our business processes with clear alignment to our corporate strategy. Working within our league approach requires strategies that help all of us in the industry work towards the same goals. To create the “demand pull” from consumers means that we must focus all of our efforts on commitments that resonate with the consumer.

Objectives bring definition to our strategies, as well as help us set goals and measure success. This “action plan” is how we have laid out our overall business so that we can properly achieve our strategic goals and set targets through meaningful tactics.

Tactics are the markers to measuring success. The very actions we employ in driving results. They clearly define our purpose and give us the wins to cheer about. The tactics are those visible and tangible marketing and business development efforts that the industry gets to see in action and be a part of, each and every day.

Path toMeasurable Value

MEASURABLE VALUE Canada Beef’s three year strategic plan will continue to measure the objectives and tactics that are a part of our everyday business. An agreed on goal at the start of every project helps our team at Canada Beef not only know what success looks like, but gives us a way to assess means and approaches to improve and learn. Measuring success also allows our community and investors to follow along our journey and help us celebrate our advancements.

THE CANADIANBEEF ADVANTAGE

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THE CANADIANBEEF ADVANTAGE

Canada Beef has built its value around the “Canadian Beef Advantage” leveraging technical strengths along with a host of hard-nosed facts. The focus of what gives Canadian beef its advantage is building from a technical base to a more emotional one, an effort to create loyalty to our global brand through the Canadian Beef Brand Pillars. Supported by our previous work, the pillars are the foundation for us to work from to tell our story, which will resonate with consumers and public in key priority markets. The pillars are based on the incredible efforts of our producers, the uniqueness of our product, our world class commitments as an industry, and of course, the evolution of sustainable practices. With the use of carefully constructed narratives, told with great passion, we build loyalty to Canada’s beef industry as a whole, and grow the confidence and value consumers have for our beef.

BRANDLOYALTY

BRANDPILLARS

BRANDPROOFPOINTS

When our public relates to us and we become relevant in their lives, they become advocates to our brand. They tell their friends about us and make us a part of their growing family and friendship circle. Canadian Beef is not a product as much as it is an experience worth sharing.

Our pillars guide our decisions on what stories need to be told and how. They make our brand relevant and memorable to consumers and the public. The pillars provide authenticity and confidence creating and sustaining brand loyalty.

Our technical messages are what proves what we say in our Brand Pillars, or our story components. We must have a strong science base to ensure our promise is substantiated.

Canadian beef is raised with great pride and tradition. The greatness of Canadian beef has been built up by generations of ranchers and farmers. It is a product that requires individual effort and tending, attention to details, and investment in time and money along with a dedication to quality and hard work.

Each animal is raised with exacting standards and with an eye to its individual needs, in balance with the special requirements and opportunities that the landscape and natural resources present. It is the toil of hands, working in concert with the great outdoors and Canada’s seasonal flux that shapes and colours our great Canadian beef story.

In a time when consumers want to cut through the misinformation and learn more about the food they feed their families, Canadian beef has a great opportunity to build loyalty and engage consumers. It takes years for cattle to be raised to Canada’s high standards for quality and food safety so that beef can feed a family at home or satisfy a restaurant guest.

This is a story worth telling.

Stories That Build Brand Loyalty

BRANDLOYALTY

BRANDPILLARS

BRANDPROOFPOINTS

When our public relates to us and we become relevant in their lives, they become advocates to our brand. They tell their friends about us and make us a part of their growing family and friendship circle. Canadian Beef is not a product as much as it is an experience worth sharing.

Our pillars guide our decisions on what stories need to be told and how. They make our brand relevant and memorable to consumers and the public. The pillars provide authenticity and confidence creating and sustaining brand loyalty.

Our technical messages are what proves what we say in our Brand Pillars, or our story components. We must have a strong science base to ensure our promise is substantiated.

THE PILLAR PYRAMID Over the years we have built technical proof points that continue to support our industry, but it is our brand pillars that can truly help us define and tell our story. The combining of pillars and proof points are the DNA of our brand that will help us to achieve our desired state of brand loyalty.

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Canadian beef has a strong foundation that is built around the producer, reflecting a legacy with a rich and proud heritage. Canadian farmers and ranchers produce Canadian beef with integrity. and personify the brand.

Canadian beef is well marbled, flavourful and tender. Packed with essential nutrients, Canadian beef is a powerful protein and anchor to healthy eating with a taste that people crave.

The Producer The Product

BRAND PILLARS

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Canadian beef is produced through the efficient use of pasture land, water management and environmental conservation practices, Canadian farmers and ranchers work towards economic viability, a sound environment and social responsibility.

Canadian beef is produced according to world class standards for quality and safety. The Canadian beef grading system and our interlocking controls for animal health and food safety are key contributors to an exceptional eating experience.

BRAND PILLARS

SustainabilityWorld Class

From our dedicated and talented creative team to our connections within the industry, Canada Beef has what it takes to lead the way and dig deep to find opportunities for Canadian beef. Canada Beef has the distinct advantage of global communications and planning which gives us the ability to employ different approaches to solving problems. When combined with resources of our brand partners and the assets they bring to our shared projects, we attain an expanded audience, greater message impact and an elevated brand presence. It is this joining of capabilities that brings the greatest return on investment.

CANADA BEEF AND OUR PARTNERS

Consumer

BrandPartners

PublicRelations

THESWEETSPOT

Partners with a shared brand story

Quality Product

Industry andIssues Management

THE SWEET SPOTWHERE BRAND MEETS Canada Beef seeks out partners that understand consumer needs and general public perceptions while matching the character of our brand, our way of doing business, the teams in our Canada Beef league and our own staff. Together we build our mutual brand and drive measurable success by finding the sweet spot. The sweet spot is the shared brand values of our brand partners, our public, the media and ultimately the consumer that help to focus our brand pillar stories toward a common goal.

If Canada Beef did not exist, we would be competing with ourselves. We would become a residual backfill to the US market, and I don’t think we want to be there. If we were to do that then we are just a commodity player in a commodity world and it is tough business doing it that way. I really believe that as a country under the Canadian beef brand, when we all work together, we all prosper.

Our League. Our Teams.

Message from the Chairman

- Jack Hextall Chairman

Invest in the Future

Canada Beef is supported in part by the National Check-off (NCO), an investment that allows beef farmers and ranchers the opportunity to invest in the future for Canadian beef. The National Check-off fund is collected from cattle sales throughout Canada to fund research, branding, and marketing initiatives.

The industry must work from a cohesive strategy and come together and invest in the future of Canadian beef. The National Check-off helps us bring our industry teams together under a common National league so that we can build the value of Canadian beef in the minds of our public, increasing pull on demand for the great products the industry produces. Our funding partners are a key asset and the heart of the Canadian beef brand. This is a great time to invest in Canada Beef and our future together.

Leading the achievement of Canada’s beef industry goals takes a team approach. Our industry boasts a huge knowledge base with many deeply passionate people and it exists as an economic engine for the entire Canadian economy. Uniting the resources at our disposal is essential to forward progress that our industry has come to expect and our public demands.

Our investment in our future is of time, people power and financial need. To be competitive in our global business requires a coming together with an eye towards achieving the aggressive goals we set out. We have some amazing opportunities ahead of us, but it will be how we share responsibilities and how we rally to a common voice that will ultimately be the judge of our true success. CANADA BEEF HAS A 3 YEAR MARKETING STRATEGY DESIGNED TO TELL OUR UNIQUE AND GREAT CANADIAN BEEF STORY. WE LOOK FORWARD TO YOU JOINING US ON OUR ADVENTURE AND HOPE YOU WILL MAKE AN INVESTMENT IN OUR COMMON FUTURE.

Working Together