Canadian Beef Centre of Excellence on the road

Canadian Beef Centre of Excellence on the road

TO STIMULATE AND SUSTAIN OUR PREMIUM GLOBAL CANADIAN BEEF BRAND. CANADIAN BEEF BRAND LOYALTY PROVIDES GROWTH AND OPPORTUNITIES FOR THE CANADIAN BEEF AND VEAL INDUSTRY.

Each and every day, Canadian beef is produced and delivered with pride and tradition. As exceptional as the land on which it is raised, Canadian beef is excellence without compromise. We will do what is right. All 68,000+.

Snapshot of beef in Canada Over 300 years old 68,500 ranching families 12 million head of cattle 46% of our beef exported to over 100 countries 8 th largest exporter in the world

we have one job Build Global Brand Loyalty. Our 2 ways to stay at the table: 1.Direct to Consumer marketing 2.Partnering with others

The value of a brand? Willingness to pay more More engaged with Brand Increased purchase loyalty Understand marketing more Better informed consumer Brand = Quality = Price = Margin Consumers are less reactive to price changes

Emotionally Connecting a Global Brand Story Positive Perceptions Canadian Landscapes Fresh Water Clean Air Rancher Honesty Care, Hard Work Feeling Of Safety Trust, Reassurance Natural, Balanced, Nutrition, Variety Pleasure, Premium Negative Perceptions Environmental Harm Greenhouse Gas Water Use, Sustainability Animal Rights Crowding, Cruelty Industrial Farms Unhealthy Feed E-coli, mad Cow Carcinogens Restricting Beef Positive Statements about Canada and Canadian Beef proved to build an emotional consumer connection it is the Brand Feel Good. The Negatives Statements were important, but they fail to build an emotional connection to a brand.

The DNA of our Brand Product World Class Standards Producer Sustainability

Product Pillar

Product Pillar

World Class Standards

World Class Standards Cattle Id System Regulated by federal law National standards Systems in animal care Processing systems + food safety oversight

World Class Standards Regulated by federal law Enforced by the CFIA 6000 highly trained professionals in the entire supply chain every day 14 national laboratories for residue testing and animal disease control CFIA collaborates with your domestic regulatory authorities for export certification Programs are developed in cooperation between industry and government We go above and beyond the requirements

Sustainability

Producer

Bringing Brand to Life Canadian Beef training Beef research and development Communication and Outreach Brand Partner Business Development Consumer Relations/PR Connect, Innovate and Inspire

Sirloin Location Sirloin, Cap On, NAMP 184

Sirloin History Currently sirloin is the single largest selling meat cut in food service Least expensive middle cut Can be ordered: Top Sirloin Cap on NAMP 184 Top Sirloin Cap Off NAMP 184B Caps can be ordered separately NAMP 184D order if you see value in the cap Some retailers and foodservice people see more value in the cap than in the main muscle. Top Sirloin Cap on NAMP 184 Top Sirloin Cap Off NAMP 184B Top Sirloin Cap NAMP 184D

Sirloin Challenges Full cut sirloin steaks or open face roasts are difficult to merchandise even thought they offer a good price point Open face roasts are difficult to carve after cooking due to portion orientation and grain direction considerations Medallions and rotisserie roast are easy to manufacture and create steaks and roast at a better price point that look great in the counter or on the plate.

Processing the Top Sirloin Removing the Coulotte Removing the Chick Muscle Removing the Wedge Fat All three processes steps are critical to creating superior Top Sirloin Roasts or Steaks.

Sirloin Options to Explore Merchandising advantages in using the Baseball steak: 1. Allows a new steak concept offering 2. Maintains the traditional steak on your menu. 3. Simplifies the cut process by: splitting the Baseball section from the rest of the sirloin for versatility making it easier to create traditional steaks Top Sirloin Medallions Rotisserie Top Sirloin Roast Traditional Top Sirloin Open Face Top Sirloin

Sirloin Steak Comparison Top Sirloin Medallion or Baseball Steak: Easy to Grill Easy to portion Looks great on a plate or in a retail meat counter Create a point of differentiation from your competitor Top Sirloin traditional Steak Difficult to create price point in food service or retail counter Difficult to control doneness More waste on plate Same old, me too concept

Sirloin Roast Comparison Top Sirloin Rotisserie or Quick Roast Concept: Looks great Easy to carve at home or in the restaurant due to ideal muscle orientation for ideal grain alignment Great for portioning at the Buffet carving station Easy to get right doneness Easy to control portion size Top Sirloin Roast open face style: Difficult and confusing for a retail customer to carve or to carve on buffet line Difficult to get right doneness because of irregular shape Poor eye appeal minimizes sales and impacts overall eating performance

Top Sirloin Cap or Coulotte Muscle NAMP 184 D Current cost is 20 % lower than A cap off top sirloin butt Wt. 1.5 2.0 Kg (3.3-4.4 lbs) Coulotte or top cap is located on the top sirloin butt It should be removed as the grain runs the opposite direction from the rest of the Sirloin The Coulotte can be roasted whole or manufactured into steaks, kebabs cubes or stir fry strips Steaks have a similar look to a strip loin steak but are smaller in size Great application for a breakfast, lunch or open face sandwich steak Many people prize this steak over other steaks harvested from the sirloin due to exceptional flavour and eating quality for the price point You actually get a price break if you order sirloin with the cap still attached The cap / Coulotte is prized in Brazilian Bar B Que (Pichana)

Merchandising Option with the Top Sirloin Cap Can be roasted whole Cap / Coulotte steaks ideal size for breakfast / sandwich concept Excellent for Kabobs Coulotte prep for Picanha Picanha cooked on a metal skewer Coulotte strips for stir fry

Petite Tender Characteristics Originally located on the shoulder clod Small muscle weighs between 600-800 grams One of the most tender cuts on the carcass as quantitatively analyzed with the Warner Bratzler sheer force test Very little yield loss. Easy to trim Should be aged for a minimum of 14 days Do not over cook. Very little marbling and will dry out if cooked past 150 degrees F

Opportunities with the Petite Tender Petite Tenders can be used for steaks. Two tenders tied together and then steaks make an ideal entrée size Ideal quick roast for two people fat or bacon will enhance flavour Can be used in a Beef Wellington application Can be used for Beef Carpaccio Ideal for kebab because of size and shape Can be opened and stuffed Two roasts trussed, seasoned and beef bacon wrapped make an ideal size roast for food service and retail

For More Information on the Petite Tender For Cooking and Cutting Specifications for the petite tender follow the link to Petite Tender For viewing how to process a shoulder clod please follow the link below Petite tender

Bottom Sirloin Tri Tip Location on the Carcass NAMP185C

Tri Tip (Bottom Sirloin) Characteristics Cooked properly this is one of the nicest cuts on the Beef Carcass There are two tri tips on a carcass Wt. range 1.0-1.2 Kg (2.4 lb) Cost varies by 23% between denuded and the standard spec. Yield excellent since very little trimming needed. Quite tender Nice marbling from AAA quality grades Muscle grains takes a rub well excellent for slow cooking or slow smoking and cooking.

Bottom Sirloin Tri Tip History Limited marketing applications in Canada and underutilized domestically Popular in Southern California as slow roasted whole Santa Maria Tri Tip Rosemary, salt and pepper Rub Great opportunity for creative concepts at food service and retail in Canada Beef kabobs Rubs and marinades well for trendy but traditional menu offerings Excellent for meat case utilization strategy from the fresh counter to the hot deli for QSR and HMR offerings

Tri Tip Merchandising Ideas Steak Option Medallion Concept Roast Option Grain Challenges

For More Information on the Tri Tip For cutting instructions and menu ideas please follow the link below. Bottom Sirloin Tri Tip Tech Sheet To watch a video on processing the tri tip please follow the link below. Processing the Tri Tip

Location of the Chuck Tail Flap NAMP 116G The Chuck Tail Flat is an extension of the Chuck roll under blade muscle and is actually a part of the short rib complex NAMP 130. It can be sourced from the chuck roll or ordered separately from the plants

Chuck Flap Characteristics Serratus Ventralis Weight range between 2.2-4.5 lb (1.0 2.0 Kg) Common names Chuck Flat, Chuck Flap, Under Blade, Centre cut, Chuck meat square, Boneless Short Rib Highly marbled with rich flavor similar to short ribs Can work well as a braised short rib or as a grilled steak As a steak: Aging required Marinades well Doneness level impacts tenderness. Steaks are more tender at medium to medium well and less tender medium rare and below for this cut Chuck Flap Less Tender Chuck Flap More Tender

Chuck Tail Flap Opportunities. Very little trimming required for either steak or short rib opportunity Easy to shape and size for either steak or short rib application Presentation is outstanding in both applications Price is excellent especially if manufactured from the Chuck roll Best use at retail in the short rib section for braising and stewing

Information on the Chuck Tail Flap For more information on how to process and cook the Chuck Tail Flap please follow the link to Canada Beef Spec Sheets Chuck Tail Flat Specifications To see a video on how to process the Chuck Tail Flap Please follow the link https://processing the Chuck Tail Flap

5 key points to remember for your bottom line: #1- Beef is the single most important Fresh meat category in Canada #2- Fresh local and clean label are two critical trends complimenting our strong Canadian attributes #3- Defining your guest service experience by offering meal solutions to your customers using unique, craveable items is a must (Simplify the complexities of meal time) #4- We only deposit $$ not %, with the increase in pricing at retail be sensitive to propose package price tags which reflect your value proposition #5- The new millennials are now influencing in store purchase behaviours. Your value proposition needs to be customize to appeal to today s youthful and senior shoppers Our team of specialists at Canada Beef are able to assist on the above 5 points. Please visit our web site at Canadabeef.ca

The RoundUp App www.canadabeef.ca

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