Beef consumption bounces back in Canada

by Editor
Monday, June 17, 2013

A new survey shows that Canadians are back to eating beef after the XL Foods Inc. beef recall.
Researchers at the University of Guelph in Ontario wanted to see how the largest beef recall in Canadian history impacted consumers. The survey of 130 consumers revealed that following an initial sharp decline in beef purchases and consumption, the Canadian beef market has mostly recovered.

The survey also revealed that many Canadian consumers knew about the recall, but didn't listen to the news all that much. This could be an important lesson for the food industry, because it suggests that consumers may have been influenced by other non-traditional news outlets, such as social media. Regulators and industry may want to expand the scope of their communications strategy.

Prof. Sylvain Charlebois, associate dean of the College of Management and Economics (CME) conducted the survey with Prof. Michael von Massow and master's student Warren Pinto. Charlebois will present the survey's findings at the International Food Marketing Research Symposium in Budapest, Hungary, 20-21 June, 2013.