Telling the Story of Alberta Beef:These Three Shared Values Will Whip Up Enormous Public Support
Recently, David Allison spoke for the Alberta Beef Industry Conference in Calgary, Canada and revealed the results of a valuegraphic study that identified the shared values of people not involved in the Beef industry. He spoke about how to rally support for this crucial economic actor during these uncertain times. He wrote this article based on those research findings.
If you’re in Alberta’s beef industry, you already know that public perception can be complicated. Some people love what you do, others question it, and plenty just haven’t made up their minds. So, how do you capture people's hearts, minds, and trust across the board? The answer to this question is crucial right now, as politics between Canada and the USA create an uncertain future.
It’s not about demographics, geography, or political leanings. It’s about values.
Values drive everything we do, from what we eat to how we vote. They shape our decisions and define our priorities. That’s why our team at The Valuegraphics Research Company conducted a study profiling Albertans from all walks of life—including urban and rural residents, beef industry supporters, opponents, and those on the fence. What we found were three values that unite Albertans: Financial Security, Personal Growth, and Possessions. These are what I call Power Values: buttons that we can push to get people to pay attention, engage, and take action.
Let’s break them down and explore how the beef industry can use these insights to tell an incredibly compelling story.
1. Financial Security: Alberta Beef Means Business
For Albertans, Financial Security is about making money, of course, but more importantly it’s about long-term stability. It’s about knowing their families, communities, and industries are standing on solid ground. The beef industry has a major role to play here, but that story isn’t always front and center. Let’s change that.
How to Tap Into This Value:
“Beef Means Business” Campaign
There’s a terrifically strong story about Alberta’s beef industry securing Alberta’s economic stability for generations. Here’s how you can tell that story:
Show the economic ripple effect. A rancher raises cattle. But that’s not all. They support local truck drivers, vets, processing plants, equipment suppliers, and small businesses across Alberta.
Highlight real stories. Multi-generational ranching families are keeping a tradition alive; they’re investing in Alberta’s future.
Tie sustainability to long-term financial health. A thriving industry depends on responsible land management, ethical treatment of animals, and innovative environmental practices. The more sustainable the industry, the more financially secure it remains. Alberta’s beef industry is leading the way on this front and people want to hear the stories.
Get experts to back you up. Partner with financial analysts and economists to break down how Alberta’s beef economy contributes to urban financial stability and rural prosperity.
2. Personal Growth: The Innovation & Progress Narrative
Albertans take pride in improvement. Personal Growth means constantly striving to be better, stronger, wiser, and more resilient than yesterday. So let’s point out how the beef industry shares the same value. It’s innovating, evolving, and pushing daily boundaries. But do Albertans know that? Let’s tell them!.
How to Tap Into This Value:
“Better Beef, Every Day” Initiative
Showcase progress. Talk up the cutting-edge science, technology, and best practices making Alberta’s beef industry more sustainable, humane, and efficient.
Put a face to innovation. Feature the ranchers, feedlot operators, and scientists leading the charge toward better cattle care, land management, and ethical meat production.
Make this your mantra: “Better Beef for a Better Alberta.” every way you can, make it clear that the industry isn’t sitting still. It’s always pusing the boundaries and making things better.
3. Possessions: Alberta Beef & The Good Life
Albertans love their stuff. They over-index on the value of Possessions. And specifically, possessions that engender happiness. Things that make life richer and more enjoyable are a driving force in the province. So talk about Alberta beef as a tool, an enabler, a choice that makes happiness happen.
How to Tap Into This Value:
“The Good Life, Alberta-Style”
Make beef aspirational. It’s the premium choice for making happiness happen in your life.
Tie it to experiences. Alberta beef is the star of weekend BBQs, elegant date nights, and family gatherings that bring people together.
Showcase Alberta hospitality. Beef is part of the province’s identity. Let’s make it a symbol of what it means to live well in Alberta.
Final Thoughts: What This Means for You
The Power Values we uncovered—Financial Security, Personal Growth, and Possessions—are real, emotional drivers that determine how Albertans think and feel about the beef industry.
This is very important. Maybe the most important part of this article. The examples above are just starting points. The key is to take these values and make them your own. Every feedlot, rancher, processor, and advocate in Alberta’s beef industry has a unique story to tell. The more you align your messaging with these values, the more you’ll connect with Albertans. And the more you’ll connect with them as people who share the same hopes, concerns, and dreams.
Let’s rally support by telling Alberta’s beef story in a way that every Albertan can champion.
Values are the answer. Let’s put them to work.
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Want to know What Matters Most to the people you need to inspire?
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