The Canadian Cattlemen's Association gave producers an industry update during a recent Virtual Town Hall event.

President Bob Lowe says the CCA's Public and Stakeholder Engagement Group recently completed a Consumer Research Study:

"Most Canadians have a positive impression of the industry. The industry is well regarded as one that produces a high quality product and has positive economic contributions for our country and communities. Well the impressions are largely positive Canadians are less certain about industry efforts to limit environmental impacts. This to me is an easy thing to get around. We have the science that shows how cattle and the environment go hand in hand."

He notes 68% feel better about the industry after learning about its commitment to the environmental footprint.