Alberta’s Beef Producers Delivering goodness, from our family to yours
Preparation: 10 minutes Marinating: 12 hours Cooking: 1 hour Makes: 4 to 6 servings
- 2 lb (1 kg) Beef Sirloin Tip, Inside or Outside Round Oven Roast
- 1 cup (250 mL) soy sauce
- 1/4 cup (50 mL) liquid honey
- 2 tbsp (30 mL) EACH minced gingerroot and garlic
- 1 tbsp (15 mL) Chinese five spice powder
- 1 tbsp (15 mL) sambel oelek hot pepper condiment (or crushed chilies, to taste)
1. Pierce roast numerous times with fork. In sealable freezer bag, combine soy sauce, honey, gingerroot, garlic, five spice powder and sambal oelek. Add roast; seal tightly and refrigerate for 12 hours. Remove roast from bag; reserve marinade.
2. Insert meat thermometer into middle of roast. Place on greased grill over low heat; close lid and cook for 1 hour or until thermometer reads 145°F (62°C) for medium-rare.Remove roast to cutting board; tent with foil and let stand for 15 minutes before carving thinly across the grain.
3. Meanwhile, boil reserved marinade for 5 to 10 minutes and use to baste roast at end of cooking time.
© 2009 BEEF INFORMATION CENTRE. All rights reserved. www.beefinfo.org. No part of this publication may be reproduced in any form, without written permission of BEEF INFORMATION CENTRE.
Well over 150 years ago, ranchers moved cattle up from Montana into the foothills of Alberta—the finest grazing land in all of North America—to take advantage of the province’s bountiful pasture, pristine drinking water and many sheltered valleys.
Without question, these first ranchers had what it took to beat the odds stacked against them and establish Alberta’s thriving cattle industry. It’s that same spirit of determination, hard work and independence that today motivates the nearly 30,000 Alberta beef producers to ensure their livestock are raised right.
With nearly five and a half million head of cattle, Alberta is the largest cattle producing province in Canada and has the fourth largest cattle herd of all provinces or states in North America, just behind Texas, Kansas and Nebraska. We are one of the world’s most successful beef exporters, shipping a yearly average of $1 billion of beef all over the globe.
The success of Alberta’s beef industry is thanks to the hard work and dedication of our producers and their families. Their businesses are built on a solid foundation of historic traditions and values handed down through the generations, plus a keen appreciation for modern technology and its vital role in present day operations.
Like their ancestors, today’s producers know the health of the land is their future, so they care for it accordingly by not overgrazing and by ensuring water sources are kept clean. Equally important is the care they provide for their livestock; from feed to handling, they provide the best.
GOOD AND GOOD FOR YOU...
Each time you choose to buy Alberta beef from your local butcher or specialty store, you can be sure that it is of the highest quality. Every Alberta beef filet mignon, T-bone steak or hamburger patty can be traced back to the exact plant where it was produced. With six federally registered plants, Alberta leads the country in beef processing, accounting for approximately 63% of Canada’s total.
But the proof is in the taste and there is nothing like the taste of grain-fed Alberta beef. Lean, delicious and loaded with 14 essential nutrients including iron and protein, Alberta beef is just what the doctor ordered. Health Canada recommends we choose lean meats and alternatives prepared with little or no added fat, including selected well-trimmed Canadian beef and varieties of lean and extra lean ground beef.
So the next time you are shopping for steaks or visit your favourite restaurant, the choice is obvious. Choose Alberta beef because you know it has been raised right by farm and ranch families who care about what they do.
Alberta’s Beef Producers expand global market opportunities
Approximately 50 per cent of Canadian cattle and beef production is exported with about three quarters of that going south of the border to the United States. While US markets will continue to play a vital part in our export strategy, expansion into other international markets will also bring enhanced opportunities.
According to the Canada Beef Export Federation, the greatest growth opportunities are in Japan, Mexico, South Korea, Taiwan, Hong Kong, mainland China, Southeast Asia and Russia. In 2008, world exports of Canadian beef increased 8.4% over the previous year to 393,000 tonnes ($1.36 billion). Exports to the Federation’s key markets in Asia and Mexico increased 15% to 83,000 tonnes ($321 million) for the same period. Exports to markets outside of the US now account for 23% of Canada’s worldwide beef exports.
According to George Groeneveld, Alberta’s Minister of Agriculture and Rural Development, Asian markets hold great promise for our province.
“China, Hong Kong and Japan are priority markets for Alberta’s agriculture and agri-food products,” says Groeneveld. “We know our beef is safe, and amongst the best in the world.”
With the increased affluence in these developing nations, demand for our world class beef continues to rise. Canada’s continued commitment to food safety standards, meat quality assurance, animal health and welfare and environmentally sustainable production practices, increases confidence and supports expanded market access.
“If we are going to achieve this, it is absolutely necessary that Alberta Beef Producers, the Government of Alberta, and the federal government work together to diversify our markets and differentiate our products,” says Groeneveld.
With the Raised Right promotional campaign, Alberta Beef Producers is focused on doing just that – increasing the profile of the quality of the beef we raise in Alberta.
Ted Haney, President of the Canada Beef Export Federation, believes that with these kinds of initiatives to promote Canadian beef, we will be able to secure foreign markets more effectively.
“With focused branding strategies to increase brand awareness and reputation, combined with enhanced resources and expanded consultation, the Government of Canada will have the opportunity to negotiate for more access for Canadian beef products,” says Haney. “The challenge is great but the potential benefit even greater.”
So what does this mean for Alberta beef producers and the Canadian industry? According to Haney, there is real value waiting to be tapped.
“Commercially-viable access to our major markets in Asia and Mexico has the ability to add $85 per head in value for beef derived from Under-30-Month cattle over what can be generated in Canada,” Haney estimates. “Further, these markets have the ability to add $100 per head in value over what can be generated for these same products in the US.”
Without question, Alberta’s beef producers have the Raised Right quality consumers all over the world demand. It’s just a matter of getting it to them.
Alberta's Beef Producers Heat Up The Branding Iron
Cattle brands are as distinctive as their owners. Each brand shows creativity and innovation. Equally important, a brand displays pride of ownership.
The same characteristics apply to branding a product, service or company. Take the famous John Deere green. Whether you are a loyal customer or not, that distinctive colour represents more than just a piece of equipment; it stands for accomplishment and pride. It stands out from the crowd.
That’s the thinking behind the ABPs’ award-winning Raised Right campaign. The campaign is proving to be an effective way for the organization to showcase the efforts of cattle producers, pride of ownership and the world-class quality of their beef. It’s getting the attention of the agri-marketing community as well, taking home some prestigious awards at the 2008 Canadian Agri-Marketing Awards.
Of course there is a cost associated with launching such a campaign, but the executive members at ABP are confident that in the long run, these efforts will benefit the entire livestock industry in Alberta.
“Because the campaign is really just getting started, it’s a challenge to measure all the positive effects,” explains Roy Eckert, Promotion committee chairman with ABP and cow/calf producer from New Sarepta. “This is an ongoing investment we are making for close to 30,000 beef producers to establish Alberta beef in the minds of consumers.”
Introduced last summer, the Raised Right campaign includes giant murals featuring Alberta livestock producers located throughout the province. A bus campaign in five cities and the RaisedRight.ca web site reinforce the message that Alberta beef is raised responsibly and ethically by people who embody traditional family values. Raised Right means as much to producers and their families as it does to the beef!
Kevin Boon, Tomahawk, Alta. cow/calf producer and ABP Vice Chairman, is confident that the brand campaign will pay off in the long run.
“As beef producers, we know we produce a worldclass product in a healthy, sustainable way,” he says. “But we need to continue to let people know when they choose Alberta beef, it’s a product they can be proud to serve their families. That’s why the Raised Right campaign is so important to our entire industry.”
For a brand to be truly successful, it needs repeated exposure. When someone drives by a 22- foot Raised Right mural or spots working ranchers or stock dog “Riff” on city buses, that’s another positive impression in the mind of the consumer.
“Each time our customers are exposed to the Raised Right message, it’s another opportunity for us to be top of mind when they are in the grocery store,” says Eckert. “It’s another opportunity for us to promote all that Alberta’s beef producers do to support the agricultural industry, a major pillar of our province’s economy.”
Alberta's Beef Producers Become Larger Than Life
Picture this: You’re driving down the highway. You see something up ahead in a field and it looks like…well, it looks like a huge cowboy out standing in a field next to some hay bales. That can’t be. You blink once, twice and as you draw closer, you realize that it really is what you think it is – it’s a 22 foot tall cowboy! If a picture is worth a thousand words, we wonder what a 22’ tall picture would be worth!
Introducing the giant cut-out art of John Cerney the artist responsible for these incredible depictions of Alberta’s real-life beef producers. We’re proud of our beef producers and we want to pay tribute to all they do for our industry, our communities and our province. That’s why we’ve commissioned a series of four giant cut-outs created by John that are strategically placed around the province right where Alberta beef is produced. It’s our way of saying thanks in the biggest way possible!
Muralist John Cerney
A Salinas, California native, John Cerney calls himself a muralist but he discovered years ago that painting on a wall restricted the effect he was trying to achieve. After earning an art degree from Cal State Long Beach in 1984, John worked in Southern California as a portrait artist, rendering finely detailed pencil drawings.
But John wanted to reach a larger audience so he would relocate to Central California periodically. He would convince a farmer to allow him to paint a mural on his barn, just for practice which ultimately led to commissions from local business owners to paint their walls. When he realized that he could earn his living by painting murals, he moved back to Salinas in 1991 to concentrate on his wall paintings.
The evolution of the cut-out paintings was slow. It started with a hand sticking out above a fence line and then moved to trying to paint a complete automobile in front of a wall. Finally, he realized that the wall was unnecessary and that the cut-outs could stand on their own with the landscape behind the figures becoming the background.
In 1995, he created a series of 10 large fieldworkers that were 18 feet tall for a local farmer who wanted to pay tribute to the agricultural labor force. Check out this video where John explains how he works and the inspirations for some of his murals.
Alberta Beef Producers would like to thank the Bar U Ranch National Historic Site of Canada for their support of this campaign and for their continued support of the beef industry in Alberta.
Photos for this website were graciously supplied by Dow AgroSciences Canada and United Farmers of Alberta.