Amie Peck leads the Public and Stakeholder Engagement (PSE) team at the Canadian Cattle Association which works to increase public trust in the Canadian beef industry by supporting industry synergies, forming strategic partnerships and connecting positively with consumers and the public. This includes addressing industry issues by coordinating key messages and specific responses together with provincial and industry organizations. As well, promotional content and campaigns are also developed that highlight the benefits of beef production in Canada.

Today’s episode is the first in a three part mini series talking about Public Perception in the Ag and Beef Industries.  

For this first episode, we are talking to Amie Peck, the Stakeholder Engagement Specialist for the Canadian Cattle Association.  Amie shares her journey to this position, as well as what this position entails and some of the items she and her team are currently working on to support public perception of the Canadian Beef Industry.

We talk about the Guardians of the Grasslands Documentary and the newly released Guardians of the Grasslands Game, as well as the most recent documentary, Reduce, Reuse, Ruminate. All of these are available on Raising Canadian Beef’s YouTube Page: https://www.youtube.com/@raisingcdnbeef

We know that a large portion of consumers today are further removed from agriculture than ever before.  Amie shares information about this disconnect from the process of food production and what questions or concerns this seems to bring up for consumers.

There were many positives and strengths of the beef industry that came from the Perception and Consumer Behaviour Study that was conducted in 2020 and 2023.  Amie shares some of the insights from this research, as well as trends in consumer behaviour and consumer trust in the beef industry. Amie tells us that from their research, “There is a ton of trust and positive perceptions around farmers and ranchers and the way beef cattle are raised.”

Thinking more about the producer perspective, we chat about how producers can share their story and how to find their target audience.  Amie shares how social media can be used to positively influence public perception and why it is so important to reach the demographic that uses social media.  We also talk about ways producers can share their story, brand and values if they are not interested in using social media.

For more information visit these links:

AAFC’s Sustainable Agriculture survey: https://publications.gc.ca/collections/collection_2022/aac-aafc/A22-671-1-2022-eng.pdf

PSE’s 2023 Public Perception research: https://vimeo.com/864152128/8c41cc0280?share=copy

Beef Advocacy Online Course: https://beefadvocacy.ca/

Raising Canadian Beef’s YouTube Page: https://www.youtube.com/@raisingcdnbeef

Guardians of the Grasslands Game: ​​https://gotggame.ca/play-game

Or follow Raising Canadian Beef:

@RaisingCdnBeef on X and Instagram 

@Raising Canadian Beef on Facebook

To contact Amie, please email: [email protected]

The research programs and daily operations at MBFI would not be possible without the funding from the Province of Manitoba, Government of Canada, and Sustainable Canadian Agricultural Partnership, as well as the partnership with Manitoba Agriculture, Manitoba Beef Producers (MBP) and Ducks Unlimited Canada (DUC).

We encourage you to follow MBFI on social media, or check out the website for more information on project findings and results, upcoming events and more!

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Website: www.mbfi.ca 

Email address: [email protected] 

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