ONTARIO BEEF MARKET DEVELOPMENT

Developing Brand Recognition for Ontario Beef

By John Baker, Director of the Ontario Beef Market Development Program john@ontariobeef.com • www.ontariobeef.com

The primary focus of the Ontario Beef Market Development (OBMD) strategy has been to develop strong brand recognition and grow market share for unique brands of Ontario beef in the domestic and export markets. A key aspect of this strategy is the need to establish and grow strong partnerships and relationships in the Ontario retail, foodservice and processing sectors, as well as in key export markets.

As we continue to work through the COVID-19 pandemic, it is encouraging to see retail and foodservice partners engaging with their customers around the need to support Ontario beef farmers. Over the past months we have seen many examples of how these brand partners are reaching out to consumers.

Point of sale materials have been developed and are currently being distributed through packer and distributor sales to end-use customers. The content is focused on enjoyment of high-quality beef produced on Ontario family farms. These materials are available for retail and restaurant operators who feature Ontario beef.

Brand partners of Ontario beef are also engaging with customers. An example of this is Flanagan Foodservice who has developed a new label and table tent for their restaurant customers. These materials highlight their commitment to their brand, Carve Premium Ontario Beef.

As another example, Loblaws has reached out to their customers by way of a tribute ad in their flyer that proudly celebrates the 10 years they have been partners with Ontario Corn Fed Beef.

One final example is Vince’s Markets, which have also been marketing their brand Vince’s Ontario Angus Beef to demonstrate their commitment to Ontario beef farmers.

Collaborative Partnership Program

The OBMD program offers cost-sharing opportunities for industry partners who are active in marketing Ontario-branded beef through the Collaborative Partnership Program (CPP).

The CPP is a cost-shared investment program offered to partners for projects that align with the OBMD program’s stated strategic objectives.

1. Growth in the domestic market for Ontario-branded beef

2. Growth in export markets for Ontario-branded beef

3. Maximize value of Ontario beef products

The goal of the CPP is to stimulate industry alignment, and encourage collaboration with industry partners, organizations and NGOs. If you are interested in an application form or finding out whether your project is eligible, please contact John Baker, Director of the Ontario Beef Market Development Program, by email at john@ontariobeef.com. OB