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Back to Basics with ‘Real Protein’ – like Beef: A ‘Fitness Environment’ Campaign
Outside of traditional health influencers, fitness experts have become a trusted source for nutrition information for many. Recognizing this trend, Canada Beef reached out to this new group of influencers as a way to connect with consumers for health messaging.
One of the topics on the radar for all health influencers – fitness experts included – is that of protein. As that basic building block for the body and an important part of cell function, protein is important. Yet many Canadians get less than 17 per cent of their energy from protein, which is on the lower end of the recommended range of 10-35 per cent.
As fitness experts look for ways to help their clients get enough protein, they often turn to specialty products outside of basic foods: fortified items like shakes and bars. Food companies have been quick to jump on that trend as evidenced by the proliferation of protein claims and protein-sourced products in the grocery store aisles.
To address this tendency, Canada Beef embarked on a Back to Basics campaign for Beef in February 2016 (English language only).
The campaign Included:
The campaign was positioned to remind people that they don’t need to seek out fortified foods for protein and that meat is one of nature’s “original” protein sources. With messaging dialed in on nutrient density, the campaign called out that gram for gram, beef is one of the richest sources of complete protein, containing all essential amino acids, and is full of essential nutrients such as iron, zinc, selenium, and vitamin B12.
The Canada Beef approach was one of balance with the understanding that the key to a healthy diet is to choose fresh, whole food sources of protein and to strive for moderation. Spokespeople were briefed to communicate balance with helpful tips like filling half the plate with vegetables or fruit, one quarter with lean protein like beef and the other with whole grains for a balanced, healthy meal.
The campaign was unbranded, focusing on Beef in general, not specific to Canadian beef.
For more information, please contact:
905-821-4900 ext 102
International Federation for Home Economics Press Release
21st March 2016 World Home Economics Day
“Home Economics Literacy: Skills for Families and Consumers”
Since 1982 the International Federation for Home Economics (IFHE) has celebrated World Home Economics Day (WHED). The purpose is to promote the significance of Home Economics and the Home Economics profession. The theme for the WHED 2016 is: “Home Economics Literacy: Skills for Families and Consumers”. The aim of the WHED 2016 is to communicate the major role Home Economics literacy has in contributing to family and consumer wellbeing and quality of life.
“Literacy is a fundamental human right and the foundation for lifelong
learning. It is fully essential to social and human development in its
ability to transform lives. For individuals, families, and societies alike, it
is an instrument of empowerment to improve one’s health, one’s
income, and one’s relationship with the world” (UNESCO, 2016).
The concept of Home Economics literacy is the multidisciplinary expression of several literacies such as food literacy, health literacy, financial literacy, consumer literacy and environmental literacy. Home Economics literacy connects elements such as knowledge, skills, culture, systems, and behaviours to enhance quality of life. The IFHE promotes the United Nations Sustainable Development Goals and the UN 10YFP on Sustainable Lifestyles and Education Sustainability is a consistent thread that is applied in Home Economics education.
The IFHE calls for:
The Ontario Home Economics Association, a self-regulating body of professional Home Economists, promotes high professional standards among its members so that they may assist families and individuals to achieve and maintain a desirable quality of life.