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Cattlemen's association begins campaign

The Canadian Cattlemen’s Association has begun a campaign intended to raise consumer awareness of the environmental preservation efforts of the country’s beef industry. Developed by the Public and Stakeholder Engagement division of the association, the initiative highlights work done by cattle farmers to maintain native grasslands, reduce food waste, preserve wildlife habitats on food-producing land and mitigate forest fires, among other issues such as methane emissions. The creative depicts a half-green cow accompanied by the copy, “Love beef? And the environment?” It directs consumers to a website at <> for additional information.

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