Canada’s national beef cattle producer body is rebranding under a slightly shorter new name that serves in part to clear away any potential whiff of a guys-only club.
The organization formerly known as the Canadian Cattlemen’s Association on Thursday launched what it describes as a “a new brand identity, highlighting the strong and diverse group invested in raising some of the world’s best beef.”
What’s now the Canadian Cattle Association (CCA) described its new identity as “one that is dynamic, forward-thinking, climate positive and quintessentially Canadian.”
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A new logo, visual identity and positioning “reaffirms CCA’s commitment to supporting communities, embracing innovation and contributing to the overall sustainability of Canada’s food system,” the association said in a release.
“For 90 years, CCA has been the voice of beef farmers and ranchers across the country,” president Reg Schellenberg, a southwestern Saskatchewan producer, said in the same release.
“Our organization has grown to include the 60,000 members we represent today. It is important that our name, logo and brand also grow and be reflective of how our organization has evolved.”
The word “cattlemen” is considered by some to already be an accepted gender-nonspecific term with no exclusion or disrespect implied, and suggestions that the word be dropped from associations’ branding have met some resistance.
The Saskatchewan Cattlemen’s Association’s members, during their virtual annual general meeting in February last year, defeated a motion for the SCA to “change its name to better reflect the gender diversity of its members.”
In that meeting’s minutes, the SCA noted there were “no suggestions at hand” and that its name was “discussed at formation [in 2009] and was deemed an overall term.”
For its part, the CCA had said at that time it was having ongoing discussions about the matter and had already changed its bylaws to refer to cattle producers rather than gender-specific terms. — Glacier FarmMedia Network
