File

This file contains information booklets and recipes
published by the Beef Information Centre. Documenting beef marketing campaigns
conducted in the 1970s and 1980s, it chronicles how the organization's message
evolved over time to address changing consumer concerns.

C’est facile et rapide avec du bœuf. Recettes gagnantes… ("Beef
is fast and easy. Surefire recipes"), a booklet probably published in the
1970s, offers fast, economical, easy recipes to help busy families grapple with
the demands of modern life. It provides a series of time-saving tips (for
example, plan menus in advance, prepare large quantities, use leftovers, serve
the same recipe with a different sauce) and recommends the use of time-saving
devices (pressure cooker, microwave oven, slow cooker, etc.). According to the
booklet, the proposed recipes can be made in 30 minutes or less or can be slow
cooked following a short preparation time.

The file also includes both the English and French versions
of the publication The Best of Beef (in French, Le bœuf par
excellence). Illustrated with colour photos, this recipe booklet focusses
on the smell and taste of beef: "What is it that makes barbecuing beef so
deeply satisfying? The meat sizzles. The fire flares. And that glorious smell
wafts up with the answer." The recipes are organized into sections:
"Ribs ’N Such," "Steaks," "Roasts," and a fourth
section entitled "For Fun" that features more exotic recipes like
Oriental skewered beef and taco burgers. There are also instructions for
preparing a community pit barbecue. The last page of the publication implies
that it was associated with the "Beef Sounds Good" ("J'aime mon
bœuf," in French) advertising campaign.

Finally, a brochure entitled Un succès bœuf au barbecue
("How to barbecue beef") contains some recipes, but primarily
provides practical advice and information about successful barbecuing. For
example, it looks at how to make a good fire, the tools needed, marinades, and
cooking on a grill or spit. Illustrations identify the various cuts in a side
of beef and their individual elements. While mentioning the aroma and tremendous
versatility of beef, the brochure focusses primarily on the fact that certain
cuts are a truly economical choice. In addition, it notes that even consumers
who are watching their weight can enjoy beef: "You can slim down for
summer without having to reduce the amount of beef in your diet. Beef, the most
popular meat in Canada and an important source of nutrients, should be part of
any effort to cut calories."