Building a Strong PureBeef Farm Profile

A PureBeef profile is intended to help a customer understand who you are before they contact you. The strongest profiles answer the questions consumers commonly ask while still allowing the farm’s individual story to come through.

Tell your farm story

Useful background can include how the farm began, who operates it today, how long your family has farmed, where you are located and what makes the operation distinctive.

Describe your cattle

Where known, include breed or herd type and any relevant information about how your cattle are selected or managed.

Explain feeding and finishing

Tell customers what cattle eat through the seasons and how animals intended for direct beef sales are finished.

If you offer both grass-finished and grain-finished beef, say so rather than forcing the operation into one label.

Explain health and management practices

Customers may want to know about:

• Growth-promoting implants
• Antibiotic policy
• Vaccination
• Parasite control
• Animal handling
• Grazing and land management

Only include claims that accurately represent your operation.

Tell customers what they can buy

Identify whether you currently offer:

• Whole beef
• Half beef
• Quarter beef
• Beef boxes
• Individual cuts
• Organs
• Bones or marrow

If beef is seasonal or currently sold out, that information is useful too.

Keep contact information current

A great profile is not useful if the website, phone number, email or ordering instructions no longer work.

Producer verification is welcome

Some PureBeef profiles begin with reliable public information so Alberta producers can be discovered even before they participate directly.

Producers and authorized representatives are encouraged to correct, verify and expand their information. Producer-supplied information can then be distinguished from information gathered from public sources.

Participation remains free

PureBeef does not require a producer to purchase a listing, subscription or advertising package to correct or expand their profile.

Better information benefits the producer, the customer and Alberta agriculture.