About Agricultural Relations Council (ARC) – The Agricultural Relations Council is dedicated to serving the unique needs of public relations professionals working in agriculture, food, fiber and other related industries. Through the Harvesting Knowledge series, ARC aims to share with members new ideas, offer problem-solving discussions, and be a conduit for collaboration among members, who share a passion for excellence in public relations.



Upcoming Webinar – January 18 – 12:30 ET

Guardians of the Grasslands – Public Trust in Canadian Beef

Amie Peck
Stakeholder Engagement Manager – Canadian Cattle Association

This presentation would cover our short documentary, Guardians of the Grasslands, and the strategies that we employed to help increase our reach and build public trust. This includes partnering with conversation organizations like Ducks Unlimited Canada and the Nature Conservancy of Canada and submitting the documentary for film festivals around the world, which resulted in multiple selections and award wins.

Amie leads the Public and Stakeholder Engagement (PSE) team which works to increase public trust in the Canadian beef industry by supporting industry synergies, forming strategic partnerships and connecting positively with consumers and the public. This includes addressing industry issues by coordinating key messages and specific responses together with provincial and industry organizations. Promotional content and campaigns are also developed that highlight the benefits of beef production in Canada.


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