When you think about the beef that’s served on your table, it might seem that the product hasn’t changed much during your lifetime. What has changed, though, is the business of beef production.

With the annual Alberta Beef Industry Conference approaching, from February 15-17, we thought it would be interesting to talk with long-time event master of ceremonies, Danny Hooper, to see what changes he has observed over the years.

As well as being conference MC for over a decade, Danny is a former page 6 columnist for the Edmonton Sun, a recording artist, motivational speaker, fundraising auctioneer and one-time host of the 790 CFCW morning show. He also comes from a farming background, having grown up on a cattle ranch in Tomahawk, Alberta.

Changing times have brought changing issues

We asked Danny what issues have come to the forefront during his time with the conference. “When I did my first year, it was right in the middle of the BSE (Bovine Spongiform Encephalopathy) crisis,” he said. “Since then, I’ve seen a succession of different issues. Tech is a big one – it’s interesting to see how technology changes the industry every year. Country of Origin Labelling has been another big topic. Other issues I’ve seen include the economy; the way that changing demographics, as well as social and cultural norms, affect beef producers; politics; regulation and more.”

Food safety in Canada

Danny also said that food safety has been a constant theme at the conference, and he’s always been impressed at the high standards followed by the industry. “I recently returned from a three-week trip to Bali,” he said, “and that was a real eye opener. You can’t drink the tap water, even in a nice hotel, and you’re always wondering about the safety of the food you’re served. In Canada, you don’t have to give food safety much of a thought.”

The adaptability of Canadian beef producers

As consumer demands change, Danny noted, the industry has been able to adapt and respond. “There’s so much information out there, both good and bad – and a lot of misinformation – and it travels at the speed of light. It can affect consumer choices very quickly, and at the other end of the scale, the producers,” he said. “Food producers have to respond, and often have to respond quite quickly, and I think overall they’ve done a very good job of it.”

Danny concluded our conversation with a couple of observations about the industry:

“To me, it’s always an eye opener what big business this is,” he commented, “and all the issues that the producers do face. I don’t think people are aware of that.”

“Another thing I’ve found interesting through the years is the custom branding. A lot of the small independent producers are doing a really good job of branding and marketing their farms and their products.”

To learn more about the consumer trends that affect the beef industry, check out last week’s blog post: ‘Changing demographics mean changes at the dinner table.’ And stay tuned for more from conference speakers in the upcoming weeks.