More awareness needed on Ontario corn-fed beef

In a survey commissioned by the Ontario Cattle Feeders’ Association it seems consumers aren’t aware of Ontario corn-fed beef.

Better Farming reported that the survey conducted by Strategic Research Associates looked at consumer attitudes and opinions on beef and found that 81 per cent of the 1,032 rural and urban customers had never heard of Ontario corn-fed beef; 14 per cent had heard of it but not bought any products.

Meanwhile more than 50 per cent said they would pay a premium for Ontario ground beef; and more than 30 per cent were willing to pay at least 50 cents more per pound.

The survey is part of a three-year research project looking at building a marketing program around reducing the E. coli 157 risk in beef products.

Over the next few months, the association is looking to increase point-of-sale marketing activities and social media initiatives to increase consumer awareness in partnership with Loblaw.

Last year, the association signed a five-year exclusive licensing agreement with the retailer to supply Ontario corn-fed beef to its Ontario stores.

Brad Porter, Loblaw senior category director, meat and seafood conventional banners, said the beef would be rolled out into Superstore and Loblaws banners to make it the everyday beef brand in the province.

Loblaw will promote the beef through weekly sales flyers and other regular marketing tools.