Formerly, the Canadian Cattlemen's Association was officially rebranded to better include all aspects of the industry.
Reg Schellenberg, CCA President says for 90 years, CCA has been the voice of beef farmers and ranchers across the country.
"The 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."
Tyler Fulton an officer with the Canadian Cattle Association says the group includes more than just ranchers and cow calf operators.
"It also includes backgrounders and feed yards all the way across the country, not everybody identifies as a cattleman."
He notes in considering the name change they also wanted to keep the CCA acronym, because it still has some name recognition here at home and internationally.
"This is really part of an initiative to do a better job of telling our story. If we do that, if we're successful in passing on the great conservation and climate change related outcomes from the sector, then we will be more profitable in the long run and more sustainable.
While Canadians continue to take action on sustainability, the CCA builds on generations of industry-wide ecological practices, which include preserving biodiversity, sequestering carbon, restoring Canada’s wetlands, upcycling resources, protecting endangered species and providing the majority of wildlife habitat on food-producing lands.
Schellenberg says as an association, we want to further emphasize the importance of cattle to Canada’s environment, heritage, food security and economy.
"Our actions reflect the desire for greater sustainability and improved food production because we want to produce beef that makes every Canadian proud."
The new CCA logo represents just that - with key elements representing our country, our cattle, and our environment.
The Canadian Cattlemen's Association officially rebranded, with the organization now being known as the Canadian Cattle Association.