Beef Information Centre

Nutritional Awareness Campaign

The Beef Information Centre (BIC) is the Beef Market Development division of the Canadian Cattlemen’s Association. BIC’s mandate is to increase consumer demand for beef products. Beef sales are an important and growing part of the Canadian grocery and food service sectors. Canadian ranchers manage over 90,000 farms and ranches with over 15 million head of beef cattle and over 5 million beef cows. Beef and cattle farming is a thriving and important economic driver in Canada.

With growing consumer awareness of nutrition and health problems increasingly linked to fat intake, beef has seen sales slowing and in many households it has been usurped by chicken and other protein sources. A primary challenge impacting beef consumption today is the lack of understanding of the nutritional content of beef among target consumers. This stigma has been driven by the association of beef with large portion sizes, as well as relatively complicated, and often lengthy, cooking processes.