Sustainable Cattle Campaign
CCA’s Sustainability Campaign, focusing on highlighting the environmental benefits of beef producers, continued to build momentum and see success in 2023.
The purpose of the campaign is to share the positive role that beef cattle have on the environment, and to share that message with federal decision makers, including politicians, officials, and policymakers in Canada.
The campaign is a key element of our environmental advocacy and is a supplemental tool that helps get our message out, in between our meetings, events, and other communications materials.
To date, CCA’s sustainability campaign has taken varied approaches to engage audiences. It spotlighted essential facts and showcased our environmental stewardship efforts. It also emphasized our commitment to the Canadian Beef Industry’s 2030 Goals. To humanize the campaign, it highlighted personal stories from farmers. Moving forward, third party credible experts including scientists who can speak to the same messaging as producers, from another perspective – will also be included. These multifaceted strategies effectively communicate our commitment to transparency, sustainability, and the Canadian beef industry’s shared vision.
How are we seeing the momentum build?
- CCA was invited to participate in Canada’s pavilion during COP28, alongside our ENGO partners. For the second year, we were part of the Government of Canada’s delegation contributing to the dialogue as credible participants in Team Canada. To date, we’ve seen the Government’s environmental priorities target in on greenhouse gas emissions, focusing in on methane when discussing our sector. However, due to our engagement, we’ve seen a shift towards understanding a holistic approach, discussing “nature-based solutions” and how beef cattle are a part of the solution, and a key partner discussing biodiversity outcomes.
- Having fresh video footage and photos that highlight the diverse nature of our sector is always helpful and we have a standing call out to producers to reach out if you have imagery that speaks to the environmental benefits of beef cattle on our landscapes across the country.
- In Spring 2024 we will continue to build on the campaign’s momentum, adapting ad-spends and messaging to ensure we’re focused in with our target audience.