Monday, October 16, 2017 from 5:00 PM to 8:00 PM MDT
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Canadian Beef Centre of Excellence 
Suite 146, 6715 - 8th Street NE
Calgary, AB T2E 7H7

Driving Directions 


Mary Thornley 

2017 CAMA Alberta
Canadian Beef Centre of Excellence
"Know Your Brand, Know Your Public"

Join us on October 16 for a tour of the world class Canadian Beef Centre of Excellence (CBCE). Enjoy a three-course meal prepared by chefs at CBCE and then partake in a presentation by James Bradbury, Brand Officer with Canada Beef.

Topic Overview

A good brand provides a reason to believe in a product. A brand represents the values we share with a global consumer. It helps us engage with consumers, provides price resilience and provides a better informed public that can support our products in times of need. Find out who we think our beef consumer is and what they already think our Canadian Beef brand is. Join us as we discover what type of consumer will be most protective of our brand and how focusing on positive marketing messages will improve global consumption and willingness to spend. Knowing our public informs a brand position and messages. 

About the Canadian Beef Centre of Excellence (CBCE)

The CBCE was created to not only be the face to the Canadian Beef story itself, but a place to share knowledge and new ways of thinking about the Canadian Beef. The CBCE works with everyone from world-wide consumers to those in the beef trade such as retailers, foodservice restaurants, further processors, international importers, packers and others in the beef value chain to achieve these goals. The CBCE is a place for your team to meet, learn, share and celebrate with a world class culinary experience.

About James Bradbury
James Bradbury is the Brand Officer for Canadian Beef and is responsible for building the Canadian Beef Brand nationally and globally, driving demand and loyalty for the Canadian Beef Brand in all markets.  James Bradbury’s current role allows him to engage in all areas of Canada Beef’s business, from corporate culture, corporate and consumer identity, to market intelligence, to business development and everything in between. He is responsible for helping to shape and guide the Canadian Beef brand, and how it aligns within our industry, including beef producers, and beef consumers globally. He is responsible for the brand strategy of the organization and is in his fifth year playing a key role in the global strategic plan and budget.

Schedule of Events

5:00PM        Tour of Canadian Beef Centre of Excellence & Presentation 

5:45PM         Dinner hosted by the CBCE

6:45PM         Welcome from CAMA AB Chapter President /Introduction of guest speaker James Bradbury

7:00PM         Guest speaker presentation from James Bradbury, Canada Beef

8:00PM         End of Event

Cost (includes 3 course meal prepared by CBCE)
CAMA Members:  $40
Non-CAMA Members: $55

Limited registration = 24 people

Register Now!