THE BEEF, PORK & POULTRY INDUSTRY DIGITAL MAGAZINE
October 2023
ONTARIO OPENS STATE-OF-THE-ART SWINE RESEARCH CENTRE CFIN Awards $3M to Two Cellular Food Projects FCC Marks 20 Years of Drive Away Hunger with $1M Match Program Food Deserts in Rural America Expose Need for Broader Distribution Strategies Fall Season Meat Marketing Strategies Upcoming Agriculture Events
meatbusinesspro.com
$7.99
https://www.yesgroup.ca 2
MEATBUSINESSPRO
August 2023
meatbusinesspro.com
OCTOBER 2023
5 6 8 12
14 16 20
McDonald's, Wendy's Defeat Lawsuit Over Size of Burgers
Food Deserts in Rural America Expose Need for Broader Distribution Strategies
Ontario Opens State-ofthe-art Swine Research Centre
Fall Season Meat Marketing Strategies
CFIN Awards $3M to Two Cellular Food Projects
FCC Marks 20 Years of Drive Away Hunger with $1M Match Program
Upcoming Agriculture Events
https://www.yesgroup.ca
4
MEATBUSINESSPRO
August 2023
meatbusinesspro.com
THE BEEF, PORK & POULTRY INDUSTRY DIGITAL MAGAZINE
October 2023 Volume 24 Number 10 PUBLISHER Ray Blumenfeld ray@meatbusiness.ca MANAGING EDITOR Scott Taylor publishing@meatbusiness.ca
MCDONALD'S, WENDY'S DEFEAT LAWSUIT OVER SIZE OF BURGERS By Jonathon Stempel, Reuters McDonald's and Wendy's have defeated a lawsuit accusing them of deceiving hungry diners by exaggerating the size of their burgers.
DIGITAL MEDIA EDITOR Cam Patterson cam@meatbusiness.ca CONTRIBUTING WRITERS Ronnie Cons, SeoRhin Yoo, Cam Patterson, Jack Roberts CREATIVE DIRECTOR Patrick Cairns
Meat Business Pro is published 12 times a year by We Communications West Inc.
In a decision in late September, U.S. District Judge Hector Gonzalez in Brooklyn found no proof that the fast-food chains delivered smaller burgers than advertised, or that the plaintiff Justin Chimienti had even seen ads for the McDonald's Big Mac and Wendy's Bourbon Bacon Cheeseburger he bought. Chimienti, a resident of Long Island's Suffolk County, said McDonald's and Wendy's ads depicted undercooked beef patties because meat shrinks 25% when cooked. The complaint quoted a food stylist who said she had worked for McDonald's and Wendy's, and preferred undercooked patties because fully-cooked burgers looked "less appetizing." Chimienti said Wendy's also inflated the amount of toppings it uses. In a 19-page decision, Gonzalez said the chains' efforts to made their burgers look appetizing was "no different than other companies' use of visually appealing images to foster positive associations with their products."
COMMUNICATIONS WEST INC.
We Communications West Inc. 106-530 Kenaston Boulevard Winnipeg, MB, Canada R3N 1Z4 Phone: 204.985.9502 Fax: 204.582.9800 Toll Free: 1.800.344.7055 E-mail: publishing@meatbusiness.ca Website: www.meatbusinesspro.com Meat Business Pro subscriptions are available for $28.00/year or $46.00/two years and includes the annual Buyers Guide issue. ©2020 We Communications West Inc. All rights reserved. The contents of this publication may not be reproduced by any means in whole or in part, without prior written consent from the publisher. Printed in Canada. ISSN 1715-6726
He said McDonald's and Wendy's were not legally obligated to sell burgers by advertising them, and that their websites provided "prominent, objective information" about the burgers' weight and caloric content. Gonzalez also said it is not misleading to depict fewer toppings than the plaintiff's "personally preferred amount." Lawyers for Chimienti did not immediately respond on Monday to requests for comment. McDonald's, Wendy's and their lawyers did not immediately respond to similar requests. On Aug. 29, a federal judge in Miami said Burger King, a unit of Restaurant Brands International, must defend against a similar lawsuit over how it depicts Whopper sandwiches on in-store menu boards. He dismissed claims based on ads. Taco Bell, a unit of Yum Brands, is defending against a lawsuit in the Brooklyn court claiming it sold Crunchwraps and Mexican pizzas that contained half as much filling as advertised. The case is Chimienti v Wendy's International LLC et al, U.S. District Court, Eastern District of New York, No. 22-02880.
meatbusinesspro.com
August 2023 MEATBUSINESSPRO
5
ONTARIO OPENS STATE-OF-THE-ART SWINE RESEARCH CENTRE A new $20-million Ontario Swine Research Centre which opened recently will enhance the province’s capacity for research, innovation and the development of new technology to benefit Ontario pork producers and consumers. Representatives of the University of Guelph, the Ontario government, the Government of Canada and Ontario Pork celebrated the opening of the Centre in Elora, Ontario. The new facility results from a collaborative investment from the Government of Ontario, the Agricultural Research Institute of Ontario (ARIO) and Ontario’s pork industry, and is the newest addition to the provincial network of research centres owned by ARIO and managed by the University of Guelph through the Ontario Agri-Food Innovation Alliance.
“The opening of the Ontario Swine Research Centre is a perfect example of what can be achieved when industry, academia and government collaborate,” said Lisa Thompson, Minister of Agriculture, Food and Rural Affairs. “This strategic investment will help fuel leading-edge research to advance Ontario’s pork sector with respect to herd health, consumer demand and production efficiencies.” “The Agricultural Research Institute of Ontario is pleased to support this modernized swine facility that we know will advance the province’s swine sector long into the future,” said ARIO Chair Lorne Hepworth. “The Ontario Swine Research Centre serves as another example of how the research centres located at Elora and across the province are an integral part of the agri-food research system in Ontario.”
“The University of Guelph has a long history of working with government and industry partners to drive innovation and support growth in the agri-food sector,” said University President Dr. Charlotte Yates. “We thank the Government of Canada, the Ontario Government, the Agricultural Research Institute of Ontario, and Ontario Pork for their leadership in making this critical investment. She added, “The Ontario Swine Research Centre will allow U of G experts to advance research and knowledge, bring new livestock innovations to the farm and train the next generation of talent, in support of a thriving pork sector in Ontario and beyond.” 6
MEATBUSINESSPRO
August 2023
The new centre will accommodate research in diverse disciplines, including nutrition, animal health and welfare, production economics, consumer-oriented research, environmental factors, genetics/genomics, nutrient management and reproduction. John de Bruyn, Board Chair of Ontario Pork, said, “Ontario Pork’s ongoing investment in research and development follows a long tradition of swine research in Ontario and represents a renewed commitment by pork producers and industry partners in their dedication to continuous improvement in the pork industry.”
meatbusinesspro.com
The provincial and federal governments also announced an investment of $1.75 million through the Canadian Agricultural Partnership for a feed distribution system and electronic sow feeders at the centre.
“The new swine research centre will contribute to the development of knowledge
and improvement of best management practices already being applied on hog farms in Ontario,” said Guelph MP Lloyd Longfield on behalf of Lawrence MacAulay, Minister of Agriculture and Agri-Food. “Investments in research and innovation ensure the hog sector have the tools they need to remain economically competitive and productive in a sustainable way.” The Ontario Swine Research Centre is the latest addition to a site that houses the Ontario Beef Research Centre and the Ontario Dairy Research Centre. All three facilities reflect successful academic-industry-government partnerships that provide critical research infrastructure and technical expertise for research on today’s pressing livestock priorities. U of G swine research will be relocated from the Arkell Research Station to the new research centre.
QUICK FACTS • The Ontario Swine Research Centre is owned by the Agricultural Research Institute of Ontario, an agency of the Government of Ontario, and managed by the University of Guelph through the Ontario Agri-Food Innovation Alliance. It is the newest addition to the ARIO’s cross-province network of research centres managed by U of G. • The $20-million research centre investment includes $1.75 million from the Government of Canada through the Canadian Agricultural Partnership, with the remainder provided by ARIO and Ontario’s pork industry. • The new research centre will accommodate research in diverse disciplines, including nutrition, animal health and welfare, economic cost of production, consumeroriented research, environmental factors, genetics/genomics, nutrient management, and reproduction. • The Canadian Agricultural Partnership, (2018-2023) was a $3 billion, investment by federal, provincial and territorial (FPT) governments to strengthen and grow Canada's agriculture and agri-food sector. The Sustainable Canadian Agricultural Partnership (Sustainable CAP) replaces the Partnership, and is a five-year, $3.5-billion investment by Canada's federal, provincial and territorial governments that supports Canada's agriculture, agri-food and agri-products sectors. This includes $1 billion in federal programs and activities and a $2.5 billion commitment that is cost-shared 60 per cent federally and 40 per cent provincially/territorially for programs that are designed and delivered by provinces and territories.
meatbusinesspro.com
August 2023 MEATBUSINESSPRO
7
CFIN AWARDS $3M TO TWO CELLULAR FOOD PROJECTS The Canadian Food Innovation Network (CFIN) recently announced it awarded $3,159,379 to two foodtech projects that are creating resiliency within Canada’s food sector through cellular food innovation. The projects are valued at over $6M and are funded through the organization’s Food Innovation Challenge Program. "Funding and supporting cellular food innovation is a critical stride towards sustainable nourishment, bridging the gap between growing demand and limited resources. These two projects are prime examples of how Canada is spearheading a new era of food innovation on the world stage, showcasing how collaboration, novel ideas, and responsible science can redefine how we sustainably feed our growing global population,” stated CFIN’s CEO Dana McCauley. Myo Palate has successfully addressed a significant production challenge within the cultivated meat sector. By harnessing pig embryonic stem cells (ESCs), known for their perpetual vitality, the Ontario-based foodtech company has overcome the obstacle of muscle cell maturation. This innovation ensures sustained muscle fiber development, as these ESCs and their offspring are cultivated without encountering cellular fatigue. Collaborating with researchers from the University of Toronto, Myo Palate is now applying established machine learning algorithms to refine cell growth conditions, solidifying the effectiveness of this groundbreaking approach.
The Food Innovation Challenge funding recipients are: Project Lead: Myo Palate (Ontario) Project Title: Scaling Cultivated Pork Production Using Embryonic Stem Cells Project Partners: Getinge Canada Ltd. Funding: $1,971,084
8
MEATBUSINESSPRO
August 2023
Myo Palate's efforts extend beyond transforming cultivated meat production, as they establish Canada as a global leader in sustainable protein advancements. With a robust biological framework in place, the partnership between Myo Palate and Getinge Canada will engineer a bespoke bioreactor process, poised to facilitate large-scale cultivated pork manufacturing. This collaboration exemplifies Canada's capacity to steer the trajectory of global food production, merging forefront scientific endeavors with environmentally conscious methods.
meatbusinesspro.com
Project Lead: The Verschuren Centre Inc. (Nova Scotia) Project Title: Automation and Digital Twin Integration for Precision Fermentation Scale Up of Cell-Based Food Ingredients Project Partners: Liven Proteins, NovoBind Livestock Therapeutics, Material Futures Lab, Dispersa, and Mara Renewables Funding: $1,188,294
Frank Yu, Co-Founder of Myo Palate, said, "The CFIN Food Innovation Challenge comes at a time in which novel approaches to the production of cultivated meats are needed. Myo Palate and our project partners are thrilled by this opportunity to work together and scale our innovative approach. Through our bioprocess, we will challenge the status quo in cellular manufacturing and bring Canada to the forefront of cultivated meats.” Continued on page 10
VEMAG
REPLACEMENT PARTS
meatbusinesspro.com
https://www.dhenryandsons.com
August 2023 MEATBUSINESSPRO
9
This funding call targeted collaborative proposals focused on the development of cellular food products or supporting technology, with the aim of advancing food resiliency and Canadian leadership in this emerging sector. A 2021 report from Ontario Genomics identified cellular food as a potential $12.5B opportunity for Canada if we can build the capacity and infrastructure required to biomanufacture animal proteins, flavours, and other foods.
The Verschuren Centre is collaborating with pioneering technology SMEs to harness synthetic biology for advancing cell-based food solutions through precision fermentation. These SMEs specialize in producing essential food molecules such as flavors, binders, pigments, proteins, oils, and polymers from natural sources. The Verschuren Centre's groundbreaking endeavor involves constructing a unique 10,000L precision fermentation facility – which will be the first of its kind in Canada -- to facilitate seamless progression for companies from pilot to commercial production. This capacity-building effort offers accessible open access, expediting process scaling and product purification for food manufacturers.
Since launching in 2021, CFIN has received more than 300 funding applications from innovative companies across the country and has approved $13.5M in funding to 50 projects.
By integrating advanced automation, digital twin technology, and machine learning, the initiative focuses on optimizing two critical facets: swift fermentation process enhancement and maximized efficiency in material inputs. This approach empowers companies to streamline their market entry, reduce costs, and establish a resilient Canadian supply chain.
CANADIAN CELLULAR FOOD STATS
"Bio-manufacturing companies, particularly cellular agriculture and therapeutics require three key factors for success: capacity, a highly trained workforce, and investment. Adding innovative tools to accelerate the path through scale is vital to getting more companies through faster, all the while advancing their own design engineering for plant buildout in Canada. At the Verschuren Centre we are committed to accelerating de-risking of the path to market and supporting innovative companies to scale their disruptive technologies cost-effectively by providing them with the advanced tools, technical capacity, capital efficiency, and a supportive innovation network,” stated Beth Mason, CEO, The Verschuren Centre Inc.
10
MEATBUSINESSPRO
August 2023
Canadians import $2.5B in vanilla, coffee, and chocolate which comes to our market across thousands of kilometres by boat, plane, rail, and truck. These are all high-potential products for precision fermentation and build on the product replacement opportunity found in cultivated meat products. The opportunity is not just in proteins, but a wider category of cellular foods. Boston Consulting Group and Blue Horizon predict that products produced by precision fermentation and cellular cultivation, with the right support, could capture 22% of the alternative protein market by 2035. It's estimated that Canada could create 86,000 jobs in cellular foods by 2030 and generate $7.5B in revenue for industry [Ontario Genomics].
For more information, visit https://www.cfin-rcia.ca/home
meatbusinesspro.com
https://www.beaconmetals.com
meatbusinesspro.com
August 2023 MEATBUSINESSPRO
11
FCC MARKS 20 YEARS OF DRIVE AWAY HUNGER WITH $1M MATCH PROGRAM In celebration of the 20th year of Drive Away Hunger, Farm Credit Canada (FCC) is announcing it will match up to $1 million in new donations to food security agencies in Canada. For two decades, Drive Away Hunger has brought the agriculture and food industry together to support food banks and food security programs. Last year, Drive Away Hunger raised a record 40 million meals and FCC hopes to inspire an even bigger impact this year with its match program. “The results of Drive Away Hunger are incredible. Not only from the size of donations, but also from the real difference it makes in the lives of Canadians, said Justine Hendricks, FCC President and CEO. “Marking this milestone 20th year, we are confident the Canadian food system will come through with its trademark generosity and make the most of FCC’s match program.”
FCC's match will be shared by Food Banks Canada and Second Harvest Canada who will direct the funding to underserved rural and remote areas in need of support. 29% of Canada's food banks are in rural and remote communities, where food can be more expensive and difficult to access. Being a part of the Drive Away Hunger community is easy to do. Donations can come in the form of cash or food, it all makes a difference. Nearly 20% of Canadians are getting their food from charitable organizations like food banks. The demand continues to increase and the Canadian food system can provide help through its vast network of agricultural and food companies and producers.
12
MEATBUSINESSPRO
August 2023
meatbusinesspro.com
.
About Farm Credit Canada (FCC)
FCC is Canada’s leading agriculture and food lender, dedicated to the industry that feeds the world. FCC employees are committed to the long-standing success of those who produce and process Canadian food by providing flexible financing, AgExpert business management software, information and knowledge. FCC provides a complement of expertise and services designed to support the complex and evolving needs of food businesses. As a financial Crown corporation, FCC is afor stable partner that reinvestsand profits back into Global public health organization showcases services Canada’s growing fast-changing the industry and communities it serves. food industry For more information, visit fcc.ca
NSF INTERNATIONAL FOCUSES ON CANADIAN FOOD INDUSTRY WITH NEW WEBSITE FOR SERVICES IN CANADA NSF International in Canada recently launched a new website - www.nsfcanada.ca - to give Canada’s growing “Good has food already done, but there is so andwork complex and been beverage industry easy access to more the global public for health organization’s much potential donations, that expertise is why weand services the in Canada. website combines information are putting call outThe to the agriculture and food on the depth, experience and capabilities of thetoNSF industry to use FCC’s match program as a way make International Canadian office with access to NSF the most of their contributions to Drive Away Hunger International’s global services dedicated to food safety withand whatever quality. means they have.” said Hendricks.
“Whether it’s a cash donation online or perhaps a Evolving regulations across countries and increasing company that would like to redirect surplus product or complexities associated with a globalized food supply seconds through Drive Away Hunger, you can ensure network present challenges for NSF International clients in yourCanada donation food insecure people in your andbenefits around the world. The new Canadian website community.” offers expertise and services to help companies navigate these challenges, including certification and auditing, consulting, technical services, training and education, food and label compliance, packaging, and product and process development.
accredited International Association for Continuing Education and Training (IACET) site. Topics include HACCP, food safety and quality, GFSI benchmarked standards, regulations (including FSMA), food science, food packaging, food microbiology and ISO standards. Training modalities include eLearning, on-site, customized and open enrolment. Additionally, the website includes information about management system registrations for the food, automotive, environmental, information security, medical devices, aerospace and chemical industries, as well as for Ontario drinking water programs. Visit the new Canadian website at www.nsfcanada.ca to review the food safety services capabilities video, find a list of Canadian food experts, learn about upcoming events and global news releases, a question YesGroup_CanadianMeatBusiness-Qtr-pg.pdf 1 submit 2014-05-16 1:20:17 PMor read an FAQ.
NSF International’s Canadian website provides information on the following services: Certification & auditing: Third-party food safety audits and certifications, which are integral components of supplier selection and regulatory compliance. Accurate audits are the first step toward successful verification of a company’s food safety system, providing improved brand protection and customer confidence. Certifications and audits are available for animal and produce in the agriculture industry, GFSI certification and management system registration. Consulting: A full-service team approach providing technical resources, expertise and insight for a wide range of food safety and quality services. NSF International provides finished product inspection testing for food, Drive Away Hunger has evolved over its 20 years into packaging and non-food testing for rapid analysis and an industry-driven initiative that works together for insight to protect the brand, technical support services vulnerable Canadians. Through the program, from on-site temporary or permanent technicaldonors staffing in the industry can get connected with charitable placements, and various types of consulting.
foodTechnical security services: agencies Ainone-stop hopes ofsolution creating forlong-term, food product sustainable relationships. FCC works with compliance and formulation, from conceptpartners to finished and product, communities to identify andpackaging, create including food andopportunities label compliance, product and process development, and shelf-life and meaningful results in communities across Canada. product evaluation. Cash and food donations can be made online at Training and education: Training for the global food driveawayhunger.ca.
https://www.yesgroup.ca
and beverage industry across the supply chain as an meatbusiness.ca meatbusinesspro.com
September/October 2017 CANADIAN MEAT BUSINESS 23 August 2023 MEATBUSINESSPRO 13
FOOD DESERTS IN RURAL AMERICA EXPOSE NEED FOR BROADER DISTRIBUTION STRATEGIES Agribusinesses, food companies can find opportunity in serving low-access rural residents Food insecurity remains prevalent in the U.S. with sparsely populated rural areas often being disproportionally affected. Rural communities comprise 63% of all U.S. counties but 87% of counties with the highest food insecurity rates. The primary challenge for rural residents is the prevalence of low-access food deserts, where the distance to supermarkets impedes the ability of consumers to access a wide range of food and beverage options. “A sizable portion of the country falls within the realm of a food desert and with 10% of the U.S. population experiencing some degree of food insecurity, the market is there,” said Billy Roberts, senior food and beverage economist for CoBank. “Innovation in the areas of driverless and drone delivery could ultimately provide food and beverage companies even more opportunities to establish direct relationships with underserved rural consumers.”
According to a new report from CoBank’s Knowledge Exchange, the sheer volume of consumers experiencing food insecurity due to poor access represents a potential market opportunity for food manufacturers. Serving these customers through direct-to-consumer ecommerce platforms or direct delivery could be a relatively easy and profitable means to improve their food options.
14
MEATBUSINESSPRO
August 2023
U.S. Census Bureau data indicates that 27 million Americans suffered from food insecurity as of July 2023. Feeding America estimates the number of food insecure is closer to 34 million. Dozens of rural counties have no food store options. Walmart is the largest food retailer in the U.S. but there are considerable gaps in its market penetration. Population density suggests many of the food deserts in less-populated areas of the country simply do not have the consumer base to support a full-size grocery store.
meatbusinesspro.com
Research from The Brookings Institution finds 93% of the U.S. population—including 90% of people living in food deserts—has access to food delivery from at least one of four major players: Amazon, Instacart, Uber Eats or Walmart. However, only 37% of rural residents within limited-access food deserts have access to the major food delivery services. Significant barriers remain for these communities, often including the lack of reliable broadband connectivity.
Read the report, How Delivery Innovation Can Reduce Hunger in the Heartland.
Convenience and dollar stores have increasingly focused on foods, improving access in some rural communities. However, low margins may be an obstacle to their continued growth in food sales. Dollar Tree recently pared down its profit expectations, citing an increase in low-margin purchases such as food, as well as issues with shrink and fuel costs.
The bank also provides wholesale loans and other financial services to affiliated Farm Credit associations serving more than 76,000 farmers, ranchers and other rural borrowers in 23 states around the country.
ABOUT COBANK CoBank is a cooperative bank serving vital industries across rural America. The bank provides loans, leases, export financing and other financial services to agribusinesses and rural power, water and communications providers in all 50 states.
NEW SURREY SLAUGHTERHOUSE ‘WOULD OPEN DOOR’ TO NEW BEEF MARKETS
Roberts said agribusinesses and food manufacturers Proposed 30,000-square-foot beef abattoir in Cloverdale would be B.C.’s largest such facility looking to establish a more direct line to their Amy consider Reid, Peaceadopting Arch News tactics seen consumers mayBywell so as to not emit odours. And while there is an operational A federally beef processing facility in the works during the height of thelicensed pandemic. “Farmers inisrural 6,000-square-foot abattoir on the property now, it’s can in Surrey, BC. America expanded their own delivery capabilities to only process a limited number of cattle. “There’s a new building coming forward, a new abattoir, I meet consumerthink demand that stemmed from empty Chris Les is general manager of Meadow Valley Meats, that’s the French pronunciation of slaughterhouse,” grocery store shelves or consumers efforts to isolate the company behind the project. Meadow Valley Meats is said Councillor Mike Starchuk. “So Surrey will have a seeking a Canadian Food Inspection Agency license for themselves,” henewer said.facility with a better capacity so people will have the ability to not have to ship an animal to Alberta to have it processed. The applications have gone through the For shelf-stableAgricultural food andandbeverage, delivery Food Sustainability Advisory Committee.”
mechanisms exist ifproposed it takesonthe formproperty of FedEx, The even facility is a 25-acre withinUPS the Agricultural Land Reserve at 5175 184th St.challenge The planned or USPS. Fresh food offerings present another 30,000-square foot abattoir in Cloverdale would process up altogether. But todirect-to-consumer approaches will 100 head of cattle per day. become more viable astodelivery technologies According a city report, that would makeimprove. it larger than any other processing facilitycould in B.C..incorporate But it would still be Food and beverage manufacturers small by industry standards, compared to the largest meat those technologies and establish their brands as part of processing plants in Alberta that process 3,000 heads of rural consumers’ ensconced ordering procedures. cattle per day. The proposed facility would be fully enclosed and designed
the proposed abattoir, to become a federally registered meat establishment and expand the operation. This would allow the meat products to be transported beyond B.C.’s boundaries.
“Our focus is on trying to bring a more efficient, sustainable local product to the market, realizing we can do that now in a very limited sense,” said Les. “I caution people when talking to them and they say, ‘What a big plant, that’s going to go allow you to go mainstream.’ Well, yes, if you look in the context of B.C., but this is still a very niche plant and we’ll serve a niche industry for producers and for the market. It’s certainly not going to be a monstrosity of a plant but it’ll be a big upgrade from the site currently.” Continued on page 32
https://www.tcextrade.com
meatbusiness.ca
meatbusinesspro.com
September/October 2017 CANADIAN MEAT BUSINESS 31
August 2023 MEATBUSINESSPRO
15
FALL SEASON MEAT MARKETING STRATEGIES From Better Concentration to Covid Benefits By Ronnie P. Cons As the Fall season is upon us, it is only normal for some managers of grocery meat departments to ask themselves if there are any Fall seasonal marketing tips that can be applied by them in order to drive higher sales of their meat and poultry products? The short answer is yes - there are several innovative ways to leverage the seasonal issues, needs, attitudes and events that characterize the beginning of the Fall season. The first step is to identify the macro events and the child and parent attitudinal profiles that surface during this season and which create a particular set of needs and thus opportunities that can be addressed by the meat department.
In brief, the Fall season represents the transition from vacation mode to back to school. This transition is often tinged with sadness among children as the carefree vacation period with limited obligations and no homework are over. By contrast parents often feel a sort of relief that the kids will be back in a structured environment and not creating havoc at home.
In addition, parents with school age children enter into a more serious frame of mind where they try to set up a functional family dynamic that will maximize the success of their children in school. This involves enforcing bedtimes as well as making sure they are eating the right kinds of foods so that they will have the physical and mental strength to concentrate in class and do their homework. In addition, many parents are still worried about their children catching Covid or another ‘bug’.
16
MEATBUSINESSPRO
August 2023
meatbusinesspro.com
We propose that meat departments present the messages below to their clientele that they have the products to satisfy the parents needs of wanting to give their children foods that will enhance their success at school:
THE BEST DEFEN A STRONG OFFE • Meat and poultry are low in sugar which will help maintain the blood sugar level on an even level which is ideal. This may even benefit the child’s concentration in class.
PROMOTING THE HEALTH BENEFITS • Meat By Ronniesupplies P. Cons Vitamin B12 which are essential for
production of red blood cells and for brain function. Red meat is often wrongly portrayed as being unhealthy. some media as of unhealthy environmentally fr • Meatinis the a great source Iron whichorisnot essential for red blood cell formation, a functioning immune system Vegan, fish and other non-meat diets have been proposed as liver, 62 and cell growth. Low iron levels can lead to anemia healthier alternatives. The result of this onslaught which can lead to serious learning problems.of negative spinach meat messages has influenced many families to cut back on their meat and poultry purchases. Perceptions may reality but • In atrumps climate that parentsParents are stilland worried about truth misinformation. other consumers Covidwhat 19 or havefor become more sensitive or worried want is best their health and that of their families. They alsochildren aware that a lot of false information is out aboutaretheir ‘catching’ a virus at school, thethere and asdepartment such, are open to promote scientific facts that can correct their meat can the fact: “The National misconceptions. Institutes of Health (NIH) notes that zinc — a mineral
1) Meat and Poultry are good ways to enhance their children’s physical and mental abilities, helping them to excel at school. The meat department manager and employees that communicate with the public should be aware of the health benefits of meat and poultry for children of all ages. Posters summarizing the below health benefits should be put up. The meat department should know and communicate that: • Canada’s food guide recommends portions of meat and alternatives each day for their children ranging from 1 to 3 portions depending on the age of the child. • Meat and poultry are good sources of protein which is important for the child’s health as it is needed for proper growth, for the skin, for muscle repair and regeneration and many other vital functions. Protein intake helps stave off hunger as it make you feel full, so a chicken sandwich for school lunch can help him avoid those end of day hunger pains that can lead to a lack of concentration in class. Children need from about 15 grams to 50 grams daily of protein depending on their age - older children needing more. A 3 ounce portion of chicken or lean beef has about 20 grams of protein.
This provides opportunity for retail meat departments abundant in an meats like oysters, poultry, seafood, beef, to implement instore ‘Healthy Meat Facts’ and lamb —an works with the protein foundnutritional in meat to campaign to set the record straight and convince their strengthen the immune system.” customers that meat and poultry are actually good for one’s health and that they should increase rather than decrease • Zinc found inofmeat iscampaign also important for growth. A their purchases it. The outlined below can have canon lead to serious cognitive issues. A 3 adeficiency direct impact sales:
Iron fou found in absorp
2. Eat M Being d linked w Dr. Cha Californ
Zinc is preserv
3. Boos Due to antibod chronic
ounce of instore darkerposters chickenpromoting will give the a younger Start byportion displaying nutritional child of the amount Zinc be they require.eye catching and value meat. They of should innovative, be designed to specifically contradict any meat myths. The comments should all be literature based quoting research papers or MDs for maximum effect. Various posters should be made - each with a brief but powerful message covering one theme.
4. Pow The pro
Muscle building The pro growth
Posters can convey the following healthy meat fact messages: 1. Let’s IRON out the Truth on Meat! “You would need to eat a massive amount of spinach to equal (the iron content) in a steak,” says Christopher Golden, an ecologist and epidemiologist at Harvard University in Cambridge, Massachusetts. (As quoted by nature.com in the article ‘Brain food- clever eating’.) For a woman to receive her recommended daily intake of 18 mg of iron, she would need just 300 grams of cooked bovine
5. Mea Meat co body ca isoleuc threonin protein
6. Eat M Meat co produc function
Say ‘he acid, vi
The line only ap meat he Facts’ n and po educati
Ronnie P. meat and
https://www.mmequip.com
22 CANADIAN MEAT BUSINESS September/October 2017 meatbusinesspro.com
August 2023 MEATBUSINESSPRO
17
2) The meat department should also promote meat and poultry as comfort foods that help facilitate the transition back to school. Posters of parents with their children eating yummy, sizzling hamburgers with fries, or steaks with a caption like: “Summer may be over but meats still a treat!”
3) The meat department posters can position a nice meat meal as a sort of way to get the kids around the table, as often kids get bogged down with homework and parents have a hard time getting them to the table for this important family meal. An appetizing meal of their favorite protein will cause almost any child to close their books for just a few minutes.
In summary, leveraging the Fall season with some innovative marketing strategies that tap into the needs and attitudes of both parents and their children can be very useful to help drive meat and poultry sales. The above messaging and positioning strategies will not only lead to increased meat and poultry consumption among teens but more importantly act to build up our future adult client base. Protecting our future markets – a wise investment for the future!
4) The meat department can further adapt their store culture for more effective marketing to youth which will help counter the negative meat messaging so prevalent today. The meat departments’ take out or fridge sections can offer teen sized boxed meat lunches in nice fun containers. The specially designed boxes can contain one of several meal options including chicken salad or a hamburger in a bun. Include some fun meat produce quiz or game cards to evoke positive meat related feelings and many envious friends at school who will in turn ask their parents for the same. 18
MEATBUSINESSPRO
August 2023
Ronnie P. Cons is the Founder of Consco, a leading Canadian meat distributor. He can be contacted at rcons@consco.ca or visit www.consco.ca meatbusinesspro.com
https://www.cfib.ca meatbusinesspro.com
August 2023 MEATBUSINESSPRO
19
UPCOMING AGRICULTURE EVENTS Mark your calendars! Attend some Ag. events this winter to celebrate your local agri-businesses. Despite the arrival of the colder months, producers will not have time to “chill” as they try to keep up with all of the exciting agriculture activities scheduled into the new year.
From November 19th to the 21st, the Advancing Women in Agriculture Conference East (AWC) will be held in Niagara Falls, Ontario. Students, farmers, and entrepreneurs in agriculture and food are all welcome to celebrate and network at the event. Additionally, the conference offers workshops, and an opportunity to connect with the industry’s mentors and coaches.
First off, the Royal Agriculture Winter Fair will be held in Toronto, Ontario, from November 3rd to November 12th. Welcoming 300,000 visitors annually, the Royal is the world's largest indoor agricultural and equestrian event, celebrating wonderful food, livestock, and horsemanship. This event includes live entertainment like the horse show, and attractions such as the Sustainability Zone, agricultural competitions, and foodfocused attractions.
20
MEATBUSINESSPRO
August 2023
meatbusinesspro.com
In the same week, from November 20th DF: I don’t think being on the island to 25th, the Canadian Western Agribition has really impacted us negatively one will take stage inother. Regina, Saskatchewan. way or the We’ve traveled a lot, Renowned for being the “best beef show met a lot of other farmers and livestock on the producers continentinand the largest livestock other parts of Canada, and all seem to have the same issues show inweCanada,” this event draws and same individuals fromconcerns. across the country as well as international attendees. CMB: I understand that Agribition your farm offers first inranging Atlantic Canada to be an arraywas of the events, from livestock involved to in the TESA program. competitions, conferences, and the Indigenous Agriculture DF: Yes, I think we Summit. were the first farm east of Ontario as far as I understand. I’m not sure why the eastern associations wouldn’t have previously nominated anybody because there are many farms here on PEI doing every bit as much as we are as to attain a high level of sustainability. Anyway, we were very surprised when the PEI Cattleman’s Association nominated our farm. CMB: And then you were attending the Canadian Beef conference in Calgary and you won. DF: Yeah! That was a very nice moment for us. But I don’t like to use the word win actually. However, being recognized for our commitment was a real honour. If you want to know the truth, it was a pretty humbling experience. As I said to CBC when they phoned me after the conference, I was just floored, really couldn’t believe it. CMB: So now that you have been recognized, do you think that will draw more attention and garner more nominations out of Atlantic Canada going forward? DF: Absolutely. We’ve gotten a lot of good press highlighting the island cattle industry. I’m positive you’ll see more farms in our neck of the woods nominated next year. And I have to give the Canadian Cattleman’s Association recognition for choosing a farm from Prince Edward Island. We are small players in the national beef industry and I think it was a real credit to their organization to recognize us. They treated all the nominees royally and it was a real class act. It was a wonderful experience.
meatbusiness.ca meatbusinesspro.com
https://www.yesgroiup.ca
September/October 2017 CANADIAN MEAT BUSINESS 17 August 2023 MEATBUSINESSPRO
21
In the new year, the Western Canadian Crop Production Show will be held in Prairieland Park Saskatoon, Saskatchewan, from January 8th to the 11th. Claimed to be a “must-attend event for prairie farmers,” exhibitors, presenters and attendees can experience the latest products and services for the upcoming growing season and network with industry leaders.
Supporting farmer health, safety and wellness, Manitoba Ag Days features diverse speakers ranging from comedians to politicians. Earlier this year, some prominent speakers included Manitoba’s Premier, the Honourable Heather Stefanson, the Parliamentary Secretary to the Minister of Agriculture and Agri-Food, Francis Drouin, as well as the Vice President & Chief Economist of Farm Credit Canada, J.P. Gervais, and much more.
Finally, with much anticipation, the countdown is on for the Manitoba Ag Days. As many may already be aware, Manitoba Ag Days is an exposition of agricultural production expertise, technology, and equipment that draws exhibitors and visitors from across Canada and the US. Celebrating its 47th year at the Keystone Centre in Brandon, Manitoba, the event is set for January 16th to 18th, 2024. 22
MEATBUSINESSPRO
August 2023
meatbusinesspro.com
So, be sure to mark your calendars and attend some events this winter to show your support and celebrate your local agri-businesses! It will be “Ag great” experience.
The event also highlights and showcases innovative companies, divided into seven different categories: Agronomics, Animal and Livestock, Agriculture Equipment, Agribusiness, Ag Tech, Farm Safety, and Farm Built Solutions. With so many attractions and services, Ag Days serves as an exceptional networking event that welcomes all visitors.
SeoRhin Yoo is a Policy Analyst for the Canadian Federation of Independent Business (CFIB). CFIB is Canada’s largest association of small and medium-sized businesses with 97,000 members (4,500 agri-business members) across every industry and region. CFIB is dedicated to increasing business owners’ chances of success by driving policy change at all levels of government, providing expert advice and tools, and negotiating exclusive savings. Learn more at cfib.ca.
These events show us how fun it can be to learn new skills, innovate, and branch out to connect with a wide range of eventgoers. Most of all, many of these events serve as a bridge to garner interest from those who do not have an agriculture background; a necessity in maintaining a thriving agricultural industry.
meatbusinesspro.com
August 2023 MEATBUSINESSPRO
23
https://www.yesgroup.ca
201 Don Park Road Unit 1, Markham, Ontario, L3R 1C2 Phone: 905-470-1135 1-800-465-3536 Fax: 905-470-8417 Website: www.yesgroup.ca email: sales@yesgroup.ca
Remco and The Yes Group Protecting your Customers
Remco products are colour-coded to help divide the production cycle into different zones. By identifying these zones as different cleaning areas, the movement of bacteria around the production area can be blocked. Our products were developed with the Hazard Analysis Critical Control Point (HACCP) in mind. No matter what colour-coding plan is implemented, Remco Products from The Yes Group provides significant added value at no additional cost. From scoops to squeegees, from brushes to shovels, we have the products and the colours to enhance any professional quality assurance program.
24
MEATBUSINESSPRO
August 2023
September/October 2018
meatbusinesspro.com meatbusinesspro.com 31