Monday, October 18, 2010

Beef and Wine Tasting Events in BC

I was in BC on the weekend for a Canadian Angus Association first: we partnered with a BC winery and hosted two wine and beef tasting events in BC.

Beef and wine go together very well, and the Canadian Angus Association through the Canadian Angus Rancher Endorsed program has partnered with Cedar Creek Estate Winery to cross promote Canadian beef and wine to consumers. We will formally launch this partnership at Friday's Red Roundup gala event.

On Saturday, October 16, our first tasting event was held at Lepp Farm Market who have just become our newest licensed participant in the Canadian Angus Rancher Endorsed program. An estimated 1,250 people came out to enjoy the sunshine and samples of Canadian Angus Rancher Endorsed beef and Cedar Creek Estate wine. It turned out to be the second-busiest day in Lepp Farm Market history, second only to Thanksgiving. On Sunday, October 17, we set up at the BC Liquor Store on 39th & Cambie in Vancouver and served an additional 300 interested consumers.

Consumers generally recognize the name Angus but don't really know what it is or why it is better. One on one is the best way to educate consumers. They want to know about the beef they are eating. The consumers at our tasting events wanted to know where the beef was from, what Angus is, and how Angus beef differs from "other" beef. They also asked for the recipes for the samples we were serving and wanted to know where they can purchase Angus beef. Canadian Angus Rancher Endorsed beef is available across Canada; find a location serving it near you by visiting

Special thanks for the effort and help from everyone involved as it was a great weekend.

Posted by Michael Latimer