CCA Announces New Beef Industry Innovation & Sustainability Award

Ottawa, ON - The Canadian Cattlemen’s Association (CCA) today introduced a new award that recognizes innovation that supports industry competitiveness and sustainability. The Beef Industry Innovation & Sustainability Award (BIISA) publicly recognizes industry stakeholders and value chain members for their outstanding commitment to the sustainability of Canada’s beef industry through loyalty and innovation. The BIISA is awarded by the CCA on behalf of the producers who operate Canada’s 68,500 beef farms and feedlots.

The CCA is pleased to announce McDonald’s® Canada as the first recipient of the BIISA. McDonald’s was selected for its long-standing commitment to Canadian beef in its hamburgers as well as its ‘Our Food, Your Questions,’ online platform. The platform is an excellent example of how using innovation can enhance the sustainability of Canada’s beef cattle industry, said CCA President Martin Unrau.

“Using an innovative approach to address popular myths and misconceptions about products, and particularly beef production in Canada, has served to educate and inform consumers in a very open and transparent way,” Unrau said. “Producers also appreciate McDonald’s loyalty to Canadian beef. They’ve set an excellent benchmark for future BIISA recipients to meet or exceed.”

The BIISA was presented to McDonald’s representatives at the CCA Annual General Meeting (AGM) reception in Ottawa, ON. Rob Dick, Senior Director of Supply Chain Management, and Sherry MacLauchlan, Director of Government Relations, accepted the BIISA on behalf of McDonald’s Canada President John Betts.

“We’re committed to telling our food story in authentic and innovative ways that enable us to make a real connection with Canadians,” said John Betts, President and CEO, McDonald’s Canada. “It’s a true honour to be recognized for our achievements and to receive the inaugural BIISA on behalf of the entire McDonald’s family and our industry partners.”

Award Eligibility
BIISA is awarded to any value chain partner in the beef cattle industry who successfully implements innovation that clearly demonstrates a contribution to industry competitiveness and sustainability.

In the beef cattle industry, innovation that contributes to industry sustainability can include improvements to practices, systems and products, and increased efficiencies in services or processes, on-farm and off-farm. Innovation can also apply to promotional or marketing campaigns, outreach efforts, research, and product development. Innovation occurs throughout the value chain and eligibility for the award is correspondingly broad.

For more information on the BIISA, and to download an application form for the 2015 award, please visit

For further information, contact:
Gina Teel
Communications Manager
Canadian Cattlemen’s Association
403-875-3616 |