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ABP set to arrive in your mailbox, computer and smartphone

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 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.
For more information:
Katelyn Laverdure
Lead, Stakeholder Communications

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