New Canadian beef brand launched

Calgary, AB – (June 24, 2009) – Canadians love Canadian beef; in a recent
survey, 96 per cent of consumers expressed a preference for purchasing
beef produced in Canada versus imported product. Even when imported beef
costs less, more than eight out of 10 respondents say they would buy
Canadian beef.

Based on extensive consumer research, the Canadian Cattlemen's Association
and the Beef Information Centre (BIC), along with Canada Beef Export
Federation and Canadian Beef Breeds Council, developed a global Canadian
beef brand logo.

According to John Gillespie, BIC Chairman and a cattle feedlot operator in
Ayr, Ont., BIC is building its brand identity through the use of the new
brand logo across all beef consumption markets, including the consumer,
retail and foodservice trades.

"The new Canadian beef brand provides a consistent, unified voice within
Canada and the United States, as well as other international markets, on
the attributes of the Canadian Beef Advantage," he says. The Canadian Beef
Advantage (CBA) communicates the quality and food safety attributes that
differentiates Canadian beef from competitors.

An important element of BIC's consumer brand launch campaign is to
encourage Canadian retailers and foodservice operators to take advantage
of the brand logo and tagline: 'Canadian beef. Goodness in every bite'.
The tagline was based on research that showed the greatest growth
opportunity is among consumers who eat beef one to two times per week.

"This group represents almost 70 per cent of beef eaters in Canada," notes
Gillespie. "Persuading these consumers to eat beef more often has the most
potential for maximizing market growth."

BIC launched its new brand identity to consumers this spring with an
integrated multimedia campaign that included trade marketing roll-out,
recipe booklets, and public relations and health professional
communications. The multimedia campaign focused on Canada's light
beef-eater, those people who enjoy beef one to two times a week, in the
Greater Toronto Area. The campaign also incorporated radio, print and web
outlets, and posters displayed in shopping malls and health clubs.

The new brand is also a permanent fixture on BIC’s consumer websites,
www.beefinfo.org (English) and www.boeufinfo.org (French).

The new Canadian beef brand logo replaces the widely used Make it Beef
logo.

The Beef Information Centre (BIC) is a national organization formed in
1973 as the beef market development division of the Canadian Cattlemen's
Association (CCA). BIC currently provides marketing services for Canadian
beef in Canada and the United States, for both fed and non-fed beef. BIC’s
mission is to increase the demand for Canadian beef and optimize the value
of beef products for the future.