Canadian Beef Fueling the CFL

Partnership recognizes beef farmers and ranchers across Canada

CALGARY, Aug. 1, 2014 /CNW/ - Canada Beef Inc. and the Canadian Football League (CFL) are proud to announce a three-year partnership agreement which will recognize Canadian beef, and the beef farmers and ranchers across Canada on a national scale.

The partnership is in conjunction with five provincial beef producer organizations from across the country, who will represent the Canadian beef farmers and ranchers to thousands of fans at CFL games across the country.  This will give consumers the opportunity to meet the people who raise beef, and bring beef to their tables.

"We're really excited to involve our provincial partners in this unique opportunity.  It will allow us to leverage these partnerships with boots on the ground, highlighting local beef farmers and ranchers at their games.  This will build brand loyalty and allow grassroots producers to interact with consumers, while sharing their passion and the benefits of enjoying Canadian beef," said Rob Meijer, President, Canada Beef.

The five provincial organizations participating under Canada Beef will also have the opportunity to have one beef farmer or rancher family recognized at one home game for their contribution to the province's beef industry, and will encourage all beef farmers and ranchers to join them at the game.  These partners include the BC Cattlemen's Association, Alberta Beef Producers, Saskatchewan Cattlemen's Association, Manitoba Beef Producers and Beef Farmers of Ontario.

The CFL partnership will continue into the playoffs with Canada Beef able to showcase the Canadian Beef Brand Mark in innovative ways, and leverage new opportunities to build brand awareness and brand loyalty in both regional and national programs.

"We are excited to welcome Canadian Beef to the CFL family," said CFL Commissioner Mark Cohon. "And we're proud to support Canada's local beef farmers and ranchers through this national partnership."

By partnering with the CFL, Canada Beef has the opportunity to showcase messaging that is nutritionally focused, as well as bringing the Canadian beef story full circle to recognize the beef farmers and ranchers of Canada who are passionate about their industry and feeding Canadians a wholesome and nutritious protein.

For more information on the "Canadian Beef fueling the CFL" program, please visit www.makeitbeef.ca or contact your local provincial beef producer organization.

Date	Home	Away	Host
July 24, 2014 August 1, 2014 August 8, 2014 August 17, 2014 August 22, 2014 August 24, 2014 September 14, 2014 October 3, 2014	Edmonton Eskimos Calgary Stampeders BC Lions Toronto Argonauts Winnipeg Bluebombers Ottawa REDBLACKS Hamilton Tiger-Cats Saskatchewan Roughriders	Calgary Stampeders BC Lions Hamilton Tiger-Cats BC Lions Montreal Alouettes Calgary Stampeders Saskatchewan Roughriders Calgary Stampeders	Alberta Beef Producers Alberta Beef Producers BC Cattlemen's Association Beef Farmers of Ontario Manitoba Beef Producers Beef Farmers of Ontario Beef Farmers of Ontario Saskatchewan Cattlemen's Assoc.

Canada Beef Inc. is the cattle producer-funded and run organization responsible for domestic and international beef and veal market development.  It has offices in Canada, Mexico, Japan, China and Taiwan.  Canada Beef Inc. works to foster loyalty to the Canadian beef brand and build strong relationships with trade customers and partners.  These efforts increase demand for Canadian beef and the value producers receive for their cattle.

SOURCE: Canada Beef Inc.

Ron Glaser, VP, Corporate Affairs and Operations, Canada Beef Inc., [phone]; Tayla Fraser, Industry Communications Coordinator, Canada Beef Inc., [phone], [email protected]