Alberta Beef Producers is hoping a new slogan, and advertising campaign, will mark a new era for Alberta beef.
"It's been a challenging number of years. First the drought, then BSE," says Roy Eckert from Alberta Beef Producers. "This is to recognize the work being done by the farmers and ranchers and feedlot owners."
But the work is not yet finished. Some borders remain closed to much of Alberta's beef and that's a source of frustration for the provincial government. "Since the BSE of 2003, the roller coaster has been up and down. The political fallout is still there, once the border is closed it's tough to get that back open again," says George Groeneveld, the province's agricultural minister.
Brian Lane is a fourth generation cattle producer and his family is featured in one of the four new murals. "That's a way of life...and a good way to raise my kids. I knew it would come back eventually, it took a while, like everything else there were downturns in the business," says Lane.
The murals, will soon be seen all across the province. One will be placed near Longview, another near Pincher Creek, another near Red Deer and one more near Edmonton.
