Essentially, OCA exists to lobby and communicate, and that is done not only through the highlights you will read about here, but also through meetings, email and telephone calls. OCA currently uses a variety of communication vehicles which are targeted to different audiences, and range from immediate (timely) to less frequent but more detailed.

Today, in contrast to just a few years ago, OCA can be proud that communications efforts have moved from a purely internal audience (including farmers, industry stakeholders and a small number of farm journalists) to external communications as well. That being said, considerable time and money are still spent in the preparation of Ontario Beef magazine, the annual report and the annual meeting which are primarily – although not exclusively - aimed at an internal audience.

Ontario Beef Magazine

Ontario Beef is published 5 times yearly (February, May, August, October and December) to approximately 16,000 OCA members and industry partners. It provides members of OCA and other industry stakeholders with a wide range of information, issue updates, economic statistics and more. The magazine is printed in full-colour and contains information on recent OCA events, updates on industry issues, human-interest stories, opinion columns and advertisements. Ontario Beef is OCA’s flagship print piece for internal communication, and while it primarily has a beef-industry readership, it is also mailed to interested parties in the United States, as well as all Ontario MPs and MPPs.

The magazine is also the main source of income for the communications department. It is important to note that during the peak of the BSE crisis, the number of ads (thus revenue) for the magazine, dropped significantly. In 2008, thanks to the hard work of Advertising Manager, Cathy Lasby, as well as all of our generous advertisers that revenue is now back to pre-BSE levels.

Every effort is made to ensure that all material contained within the magazine is unique to this publication (i.e. articles also submitted to another magazine will not be used), and content is current and relevant to beef production. Effort has also been made to expand the amount of “producer profiles” contained within the magazine to give Ontario farmers a snapshot into the lives, and production systems, of their peers across the province.

Because Ontario Beef is a publication of OCA, every effort is made to disseminate information about activities that OCA has been involved in – thus conveying “value for check-off dollars”.

OCA Web site

In 2008, the OCA Web site underwent a dramatic facelift and while some areas of the site are currently under construction, it has been made easier to navigate. OCA’s Web site currently serves as the most up-to-date information source for members. While it is recognized that not all producers have Internet access, it is estimated that 50% of producers have access to the Internet and that number continues to grow at a rapid pace.

The following are currently available on the OCA Web site: OCA Annual Report; research information; Beef Cattle Marketing Act information and check-off forms, Ontario Beef magazine highlights; OCA government submissions; OCA News Releases; issue updates and position papers; links to county Websites (designed by OCA); an Ontario beef video; AgriLinks; VBP-QSH information; kids section; funding programs; Weekly Updates; and a Calendar of Events, to name a few. World’s Longest Barbecue (WLB)

The WLB is an international event that is growing yearly due to the support for buying Close to Home, and this year OCA proudly took on Platinum sponsorship.

Developed by Anita Stewart, Culinary Activist, in the summer of 2003, the event was originally intended as a means of supporting Canadian cattle producers during the BSE crisis. Since then the barbecue has evolved into an occasion to support all of Canada’s farmers and ranchers, and tens of thousands have joined the festivities across Canada – and even the world. The barbecue is always held at 6pm on the first Saturday of August and is intended to get all Canadians to enjoy Canadian-grown foods on the barbecue.

As part of the media campaign around the barbecue, which included numerous print and radio interviews, the OCA Communications Department was able to secure some time on CKCO television (CTV Southwestern Ontario). OCA President, Gord Hardy and Anita Stewart were featured in an on-camera segment lasting approximately 8 minutes. During the interview, the host spoke to Anita about the concept of the WLB and how viewers could get involved. She then spoke to Gord about OCA’s sponsorship of the event and the buylocal movement. The interview ended with Gord speaking about the outlook for Ontario beef farmers and what consumers can do to support them.

Summary of 2008 Communications Achievements

• 2008 OCA Annual Report

• Successful 2008 OCA Annual General Meeting

• Producer Education Videos

• 5 Issues of Ontario Beef magazine

• 3 issues of the Ontario Steakholder

• 49 Weekly OCA Updates

• OCA Web site facelift and clean-up

• Participation in fairs and shows which target consumers and producers

• Queen’s Park Beef Barbecue

• Position Papers and Backgrounders

• Letters to Politicians and Producers

• Several OCA Updates in Ontario Farmer

• Sharecost Program

• Membership Survey