Alberta Beef is a consumer branded product. The Alberta Beef brand has been driven and supported by consumers through its history. Alberta Beef Producers has promoted Alberta Beef for over 30 years and the brand is widely used by retail and food service establishments in Alberta and other parts of Canada. We see Alberta as the heart of the Canadian cattle and beef industry and the brand is founded on the rich heritage of this industry in Alberta and the great taste of Alberta Beef.

In our view, all the beef produced at the two large packing plants and all the smaller packing plants in Alberta is Alberta Beef. Cattle become beef at these plants so we see the plants as the place of origin for the beef. By WTO convention, the place of origin for a product is the location where the last substantial transformation of that product occurred. In what is clearly a substantial transformation, these plants all transform cattle into Alberta Beef.

Since Alberta has 40% of the cows, 70% of the feedlot capacity and 70% of the processing capacity in Canada, we know that a substantial portion of the cattle coming to Alberta plants will have been born, raised and fed here. An even greater proportion of the cattle will have spent at least some time on feed here. However, we do not suggest that Alberta Beef comes exclusively from cattle that have been born and raised in Alberta.

We know that some of the cattle are born and raised in other provinces before coming to Alberta for feeding and processing. Some cattle are born, raised and fed in other provinces before coming to Alberta for processing. A small number of cattle may come here from northern states in the U.S. These cattle may not be completely Alberta cattle, but the beef is still Alberta Beef.

Although cattle producers in our neighbouring provinces and states do not have the Alberta environment of which we are so proud, they do have the same respect for the environment and commitment to food safety, animal care, and production of a quality product as Alberta producers. We say that Alberta cattle and Alberta cattle producers are Raised Right, but we know that cattle from our neighbouring provinces and states are raised well. When all of these cattle are turned into Alberta Beef at the plants here, we are confident that the products will have all the nutrition, flavour, tenderness and quality that people enjoy from Alberta Beef.


Why Alberta Beef?


Raising it Right

For over 200 years, proud, hard-working Alberta beef producers have been contributing to the economy and food supply. But if you ask one of them, they won't tell you they're in it for the money. They love the life, and they love beef. That's why they set the standard for the way beef is raised. 

Animal Care

Alberta Beef Producers are taking a leadership role in supporting programs to ensure animals are properly cared for during production and processing. Policies and education programs have been developed to ensure these standards are met. The ABP works closely with Alberta Farm Animal Care (AFAC), a coalition of industry associations dedicated to establishing programs and policies of animal care in the province.


Food Safety

The Canadian meat inspection process is among the most stringent in the world. The ABP supports meat quality control programs based on internationally recognized standards, ensuring beef meets the quality and safety requirements for consumers by preventing biological, chemical or physical contamination throughout the processing chain.To ensure Canada's high standards are met, trained inspectors with the Canadian Food Inspection Agency (CFIA) carefully examine carcasses for evidence of recent disease or health treatment with antibiotics.

Nutrition

Today's beef is good food for consumers. Did you know that on average, beef is 50 percent leaner than it was 20 years ago? Lean beef is also an outstanding nutritional source, supplying 12 essential nutrients, including protein, niacin, vitamins B6 and B12, phosphorus and zinc. Although many foods are fortified with Vitamin B12, the form found in beef is the most readily usable by the body.Beef is also an important source of riboflavin, magnesium, potassium and iron. The iron found in beef contains a high percentage of "heme" iron — a type more easily absorbed by the body than the iron found in plant foods such as grains, fruits and vegetables. You can learn more about beef nutrition, consumer issues and great recipes at canadabeef.ca.