Formerly known as the Canadian Cattlemen's Association, the beef focused organization has launched its new brand, and will now be known as the Canadian Cattle Association. By leveraging its new brand, the CCA hopes to highlight the strong and diverse group dedicated to raising some of the world's best beef.
The rebrand aims to better position the CCA as "dynamic, forward-thinking, climate positive and quintessentially Canadian," according to the CCA website.
Along with its name rebranding, the CCA has also released a new logo centered around Canada, it's cattle and the environment.
"For 90 years, CCA has been the voice of beef farmers and ranchers across the country," said Reg Schellenberg, CCA President. "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."
As Schellenberg explained, the CCA wants to emphasize the importance of cattle to the environment, heritage, food security, and economy of Canada and believes this rebranding delivers on this commitment.
Current CCA efforts focus on developing industry-wide ecological practices, which include conserving biodiversity, restoring Canada's wetlands, repurposing materials, protecting endangered species, and providing a majority of wildlife habitat on food-producing lands.
The Saskatchewan Cattlemen's Association is one of the organization's provincial members. The Saskatchewan-based association's CEO, Ryder Lee, has been hired as CCA's new General Manager, a role he will begin on September 1st. He served as Chief Executive Officer of the Saskatchewan Cattlemen's Association from 2015 to 2022.