Recently Canada Beef headed down to Las Vegas to get up close and personal as they put it with North American meat processers with North American meat processors, independent retailers and beef buyers at NAMA Meat Expo’13.
Over 2,700 retailers, meat processors, wholesalers and industry partners from around North America and well beyond gathered. While there Canada Beef was recognized as the NAMA’s Education and Vision Partner. Canada’s two largest beef packers were also there along with several other delegates as exhibitors and committee members. Canada Beef was able to provide there partners with great resources and insights all around the Canadian Beef Advantage.
Canada Beef’s Senior Director, Market Development U.S., Jeff Trafford
was asked to deliver relevant educational content during two forums.
“This was a key opportunity to demonstrate actual case studies of Canadian beef research and
how Canada Beefis an expert at analyzing, summarizing and extrapolating priority
opportunities, and then acting upon the discoveries within specific research to the benefit of
Canadian beef customers,” says Trafford. “I was also able to highlight recent research* around
shopper acceptance of Canadian beef in America’s meat case. This positive and sometimes
astounding research lent validity to the value of the CBA to U.S. retailers.”
Trafford’s second presentation was a specialty meeting aboutthe CBA amidst the bustle of the
trade show, while delegates mingled among the show’s exhibits. Jeff said
“This presentation drew the attention of both passers-by and buyers who had made a point of
joining the session to gain understanding of Canadian beef supply and positioning options,”
notes Trafford. “It was an intimate dialogue on how and why Canadian beef is an integral
component of the North American beef supply chain. I was able to mingle with the audience
and, by learning a little bit about their businesses before and during the meeting, tailor the
benefits aspect of the presentation that is always so important to keep it relevant.”
At the end of the expo the 600 delegates where even able to taste Canadian Beef, when all were served Canadian Grade AAA chuck eye in demi glace.
By attending and partnering with events like this Canada Beef has many opportunities for networking and strengthening relationships with beef buyers and sharing how Canadian beef can support their operations and customers.
For more information check out the Canadian Beef site.