The Canadian Cattlemen's Association is now a deadname; the beef industry's professional national affiliation — a Canadian household brand — has hitched a ride on the woke wagon and has ditched the gender reference in its title..The organization is now called the Canadian Cattle Association (CCA). The men are out and the cattle are in..The CCA said in a Thursday press release that its logo rebrand, visual identity, and positioning "reaffirms [its] commitment to supporting communities, embracing innovation, and contributing to the overall sustainability of Canada’s food system.".The industry group has used the word “Cattlemen” in its title since 1932..On Thursday, the CAA's president Reg Schellenberg said today’s ranchers are a strong and diverse group of people..“For 90 years, CCA has been the voice of beef farmers and ranchers across the country,” said Schellenberg..“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.”."While Canadians continue to take action on sustainability, 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," the release said..“We will continue to do what we do best — raise world-class beef for Canadians and international consumers,” continued Schellenberg..“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.”
