Slow Down, Savour Life, Live it Well.

Canadian Bison is showing the world a new face. The Canadian Bison Association is launching a unique brand for our product. A year in development, the brand is designed to appeal to local, American and overseas customers.

“A brand is much more than a logo,” says Shaun Grant who provided the leadership for the brand development, “It’s a way for us to say what we stand for. It’s a way for us to show the world the great qualities of bison or buffalo, as some call it.” Grant said the brand is designed to help producers and marketers speak with a united voice, while still controlling their individual marketing programs. It was developed on the strength of extensive research conducted with consumers, producers, marketers and industry professionals.

In developing the brand, the first challenge was simply to name the product. Is it bison? Or buffalo? The research showed that the industry was divided, as were consumers. Whether it is bison or buffalo depends on the market location, consumer preference, and the product being marketed. Building on the research and more recent market feedback, it was decided to call it “Canadian Bison”. The new Canadian Bison logo will appear in all Canadian Bison Association promotions and materials.

It became apparent that Canadian Bison is not just a product, but a part of a “lifestyle.” People are seeking a healthy life, but also one full of rich and interesting experiences. They are willing to spend time to enjoy a meal, whether at home or eating out. They see bison (or buffalo) as an event to be savoured.

New communications and promotional material for use by producers and marketers in both domestic or export situations has been developed. The theme of this material is reflected throughout this publication and reflects the three most important qualities of Canadian Bison: It’s tasty. It’s healthy. And it’s natural.