This capstone project aims to examine consumer confidence in the Canadian beef
industry, specifically within the Alberta Beef market. Beef demand continues to increase
alongside safety recalls by the Canadian government, drawing attention to the quality of
the process. This report identifies what the market issues are and what policy suggestions
can be made in order to improve confidence in the market.
The research draws attention to two different areas- labeling for consumer
transparency and implications of the cow/beef life cycle. Through in-depth interviews
with industry leaders as well as current ranchers, it was found that government interaction
is not always a necessary step in building consumer confidence and safety in the market.
Two policy routes are recommended in improving confidence in the market; further
automation and control at the beef processing stage and transparency marketing tactics in
order to expose consumers to the decision making process.