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Canada Beef begins CFL promotion

Calagary-based Canada Beef has signed a three-year sponsorship deal with the Canadian Football League. The organization will use the exposure for a national initiative to promote Canadian beef and beef producers. This initiative will be conducted in conjunction with five provincial beef organizations: the BC Cattlemen's Association, Alberta Beef Producers, the Saskatchewan Cattlemen's Association, Manitoba Beef Producers and Beef Farmers of Ontario. Representatives of these organizations will be present at a series of CFL games in an effort to provide consumers with the ability to meet the people who produce beef, and to promote the nutritional value of the food. Additional regional and national activities will take place during the league's playoff games in an effort to increase brand awareness and loyalty.

"We're really excited to involve our provincial partners in this unique opportunity," said Rob Meijer, president of Canada Beef. "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."

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