Co-op Atlantic's Atlantic Tender Beef Classic (ATBC) recently received a Canadian Grand Prix Award (Private label - perishables category) from the Canadian Council of Grocery Distributors at its national conference in Whistler, BC. This award program is Canada food industry's equivalent to the Academy of Motion Pictures' Oscar!
The ATBC grilling steak was one of only 28 winning products, nationally. The products entered in this awards program are judged on several key factors including innovation, packaging, design, labelling, pricing, taste, nutrition, value, quality and overall benefits to the consumer. This was also a record year for entries in the Canadian Grand Prix Awards. The competition attracted 142 product entries in several categories; 113 were singled out as finalists, while 28 of those came out on top at the awards banquet on May 25, 2002.
"We knew we could produce exceptional beef in the region, but to receive national recognition is very satisfying indeed," explains Co-op Atlantic CEO Eric Claus. "It's especially gratifying when one considers the co-operative effort that went into developing this brand. Everyone pitched in, from the gate to the plate. Maritime beef producers have every reason to be proud of the ATBC product. Without their commitment to producing top quality beef, it would have been impossible for all of us to enjoy this national recognition."
Dean Baglole, a PEI Beef producer and Chairman of Atlantic Branded Beef Management Inc., echos Mr. Claus' comments. "We are absolutely delighted that our beef has received this prestigious award. The fact that, as a winner, our beef will be featured at the Calgary Stampede is particularly satisfying to us as Maritime beef producers," reports Baglole, while grinning ear to ear. "It's a testament to the hard work and dedication of local beef producers who understand the value of producing a quality product that meets the consumers wants and needs."
Atlantic Tender Beef Classic is a line of beef products developed just 5 years ago by Co-op Atlantic, beef producers, Maritime provincial agriculture departments and other beef industry leaders, to meet consumer demands for consistently tender, locally-raised beef. The product is marketed by Co-op Atlantic and sold exclusively through Co-op grocery stores in Atlantic Canada.
It is this type of "gate to plate" approach that may prove to be the product's reason for success. "There's a reason why western beef producers are now paying close attention to the (ATBC) beef that we're producing here," challenges Baglole. "They know it's top quality and it's growing the industry. Without question, it's also growing the economy and that's how we all benefit."
"Although we consider it our brand, we are expecting more and more Atlantic Canadians will continue to make it their brand," said Claus. "The numbers tell the story ... the tonnage in beef sold in stores has risen nearly 19 percent since ATBC was introduced in our member co-ops. We expect that trend to continue because we've worked very hard to ensure that the quality of the beef is consistent from week to week. No beef is accepted on the ATBC program unless it meets our strict feeding guidelines; that's what guarantees the consistency of the product."
The challenge of producing consistent quality beef was to first implement changes at every level – in feedlots, packing plants and retail outlets – to create a product that would satisfy consumers' needs. Guidelines were developed for feeding, processing and marketing the beef. Cattle are fed a controlled diet to ensure consistency of the product. Packers must be HACCP (Hazard Analysis and Critical Control Points) approved and must process the meat according to standards which ensure a high degree of tenderness and quality. The beef is Grade AA or AAA quality, with a minimum aging period and a minimum and maximum weight restrictions to ensure smaller cuts as preferred by the consumer. Co-op Atlantic has created a comprehensive branding program for its retail stores that includes point-of-sale materials, cooking instructions on every package and a "Tenderness or Double Your Money Back" guarantee.
Maritime beef producers interested in raising beef for the ATBC program can contact their provincial Beef Producers' Association or contact Norma Babineau, at Co-op Atlantic, at 506-858-6315.
Co-op Atlantic is a very innovative and integrated agri-food business serving 135 member co-ops throughout Atlantic Canada and the Magdalen Islands, with consolidated sales in 2001 in excess of $511 million. This co-operative is a recognized business leader in the area of consumer products, agriculture, and petroleum, as well as real estate and housing development. Collectively, Co-op Atlantic and its member co-ops employ more than 5,000 Atlantic Canadians and serve more than 226,000 member-families.
Atlantic Branded Beef Management Inc. is a not-for-profit company with a six member board representing the NS Cattlemen's Association, the NB Cattle Producers, the PEI Cattlemen's Association, the Maritime Beef Development & Marketing Group and Co-op Atlantic. The ABBM group came together this past year for the purpose of growing the Atlantic Tender Beef Classic brand of beef products which are currently available only at Co-op Atlantic's member-owned retail food co-ops throughout the Atlantic Region.