Prairie Post (East Edition)

ABP set to ar­rive in your mail­box, com­puter and smart­phone

- Con­trib­uted Business · Agriculture · Industries

Pro­duc­ers can ex­pect to see some­thing new in their mail­box this week with the ar­rival of the first is­sue of ABP – the mag­a­zine. This new pub­li­ca­tion is de­signed to bring you the in­dus­try’s most cur­rent, rel­e­vant and tar­geted beef news and in­sights. Al­berta Beef Pro­duc­ers and WS have been work­ing col­lab­o­ra­tively to el­e­vate the in­for­ma­tion avail­able to pro­duc­ers and those in­ter­ested in the beef in­dus­try.

The need for beef pro­duc­ers to com­mu­ni­cate with one an­other, across var­i­ous in­dus­try stake­hold­ers and with con­sumers re­mains a fun­da­men­tal pil­lar of Al­berta Beef Pro­duc­ers. As we con­sid­ered how much com­mu­ni­ca­tion has changed, we saw an op­por­tu­nity to es­tab­lish ABP as one of the lead­ing re­sources for rel­e­vant, timely and use­ful cat­tle in­for­ma­tion.

In the first is­sue, you’ll find ar­ti­cles on piv­ot­ing agribusi­ness in a pan­demic, uti­liz­ing GPS tech­nol­ogy in herd man­age­ment and the top trends in agri­cul­ture. The Check­ing in with ABP sec­tion in­cludes high­lights from our Chair, the 2021 ABP Del­e­gate Di­rec­tory, a Can­fax mar­ket re­port and in­sights from the Cana­dian Cat­tle­men’s As­so­ci­a­tion and Canada Beef. We’ve also worked closely with a few in­flu­encers to high­light the unique work be­ing done at the meat counter and in the field.

“We’re ex­cited for pro­duc­ers to see what we have been work­ing on to com­mu­ni­cate and con­nect with them and put in­dus­try in­for­ma­tion di­rectly into their hands. As pro­duc­ers re­ceive their copy of ABP, we look for­ward to hear­ing feed­back about the mag­a­zine and what con­tent they want to see. This is just the be­gin­ning of where we plan to take ABP com­mu­ni­ca­tions,” said Brad Dubeau, Al­berta Beef Pro­ducer Gen­eral Man­ager.

Launch­ing com­ple­men­tary to the mag­a­zine is ABP Daily – a com­mu­ni­ca­tions plat­form de­vel­oped to pro­vide real-time, cu­rated dig­i­tal con­tent. This plat­form will be a mo­bile news source with daily up­dates on mar­ket re­ports, re­search and tech­nol­ogy, busi­ness man­age­ment, ABP ini­tia­tives and in­for­ma­tion from across the in­dus­try. ABP Daily will be avail­able on­line at ABP­daily.com or through an app that you can down­load to your smart­phone.

“Com­mu­ni­ca­tions and mar­ket­ing tools are chang­ing the way we en­gage and learn. This ap­proach for ABP is tak­ing proven ap­proaches and then ap­ply­ing the lat­est in tech­nol­ogy to them. Based on ABP’s man­date the new com­mu­ni­ca­tions tool will be ex­tremely ef­fec­tive,” said Su­san Groen­eveld, Part­ner at WS.

We’ve worked closely with WS to cre­ate a cost ef­fec­tive busi­ness model that is de­signed to be self-sus­tain­ing over time. The re­al­lo­ca­tion of ABP com­mu­ni­ca­tions dol­lars and ad­ver­tis­ing sales, in both the mag­a­zine and plat­form, will sup­port th­ese ini­tia­tives as ABP de­liv­ers pro­ducer first and con­tent driven com­mu­ni­ca­tions.

Over 18,000 beef pro­duc­ers in Al­berta cur­rently re­ceive ABP com­mu­ni­ca­tions and we are com­mit­ted to help­ing them raise the bar in beef pro­duc­tion.

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