RancHERs retire after seven years

[loric]

RancHERs retire after seven years

What a difference seven years makes. The Loonie was worth 65-cents USD – today it stands nearly par at 98-cents. Ethanol was a word people had to look up in a dictionary and today it graces the covers of Macleans and Time magazine. BSE only happened in the U.K. and was yet to set foot on Canadian soil, wreaking havoc on our cattle producers.

In 2001, when three ranching women became spokespeople for Alberta Beef Producers (ABP), they couldn’t have known what changes the livestock industry had in-store for them.
Seven years ago ABP re-launched the extremely popular and award-winning “If it ain’t Alberta, it ain’t Beef,” campaign as the second chapter of one of the most successful marketing campaigns ever. In a progression from the three original male Ranchers figures, the RancHERs, three women, were created as ambassadors of the Alberta Beef industry that all people could relate to.

Erin Butters of Cochrane, a mother of two, is a fifth generation rancher who represents the future of ranching in Alberta. She works with her husband and father on their family’s ranch. She is nearing the completion of her master’s degree in counseling psychology. Erin is a prime example of the generations’ long ranching tradition Alberta Beef Producers is known for.

Patti Scott from Sundre, a fourth generation rancher and a married mother of two, owns and operates a cow-calf ranch entirely on her own. Forging ahead in a male dominated industry, Patti has earned her reputation as a leading producer of Red Angus cattle.

Lenore McLean, a wife, mother and grandmother with over 60 years on the ranch near High River, was honoured by Canada’s Governor General in 1993 for contributions to Canada and the community. She operates a thriving guest ranch in addition to her daily ranch duties. Lenore’s family has been ranching in Alberta for five generations.

ABP will be honouring these women for their years of dedication and service to Alberta’s beef industry during the Semi Annual Meeting held at the Edmonton Delta South Hotel. Media are invited to attend the banquet where a presentation will be made on the evening of Tuesday, June 10th. ABP is working on a new marketing and promotional campaign, with a few fun teaser events to be given during the meeting.

[wd40]

It too bad ABP didn't chose the 3 teenagers from Moose Jaw that woke Canada up to quite eating burgers from Burger King cause it was of shore beef.
Maybe if the 3 Alta. ranch cowgirls would start to holler from the top of the corral fence about the lack of leadership and real sucess comming from the Calgary ivory tower maybe thing would be different!

[coppertop]

Excellent post wd40 !!! There are scads of farm women that should be honored for their contributions on and off the farm.

[grassfarmer]

Good post WD40, had to chuckle.
As for "Erin Butters.... who represents the future of ranching in Alberta. She works with her husband and father on their family�s ranch. She is nearing the completion of her master�s degree in counseling psychology." give me a break - what is she going to be a cow whisperer?
The real shame is that ABP does not and will not represent those of us who seek to be the future of ranching in Alberta. As long as it continues to be run by the foothills playboy mafia nothing will change.

[per]

Hey come on guys. The Ranchers were just actors in an add and Ambassador campaign. They represented the beef industry professionally and with grace. Say what you will about the ABP, you can't blame all their folly on the actors.

[farmers_son]

I do not understand where these comments come from. These are three accomplished women who represented our industry extremely well. Why can't farm and ranch women be portrayed as smart and good looking too? I think it is great that Erin Butters is pursing a difficult degree. The days of being a farmer or rancher because you do not have the IQ to do anything else are way past us, if those days ever existed.

I know my wife is both smart and good looking. She has two university degrees and can calve a cow and run a tractor too. She has done a great job of raising the kids, working off farm, keeping the house and garden nice. She isn't much of a cow whisper, she is more likely to swat them with a stock cane. I can still run after a cow faster then she can though :-).

The reality is that today the woman on the farm is an equal partner to the man.

When ABP came out with the three cowboys to represent Alberta Beef no one thought that could be topped. Yet the RancHERs did top it and that image helped carry our industry through the BSE crisis. Those three gals made every one of us lot of money.

[grassfarmer]

Maybe for the next campaign we could have "Packers" with a picture of a prosperous meat plant executive, his Sudanese immigrant (slave) worker and a destitute Alberta producer dressed in his off-farm job oilfield clothes. A truer representation of the future (and present) of the Alberta cattle industry.

[InAHurry]

wd40 coppertop grassfarmer per, as grassroot producers explain to us and detail the message of the ad that you think should be used. As farmersson stated there are very knowledgable persons 'on the ranch'. Your ideas may very well be more successful than that of an ad firms setup . Won't hurt to give it a shot / please lets hear your ideas

[jensend]

i think grassfarmer's picture should be shot in an empty feedlot pen. that would make the picture more representative of the situation.

[jensend]

farmers_son has told us that the canadian cattle industry will be sustainable when all ranch wives are university educated and can earn good money off the ranch. i guess that's the easier option to imagine than finding leadership that understand the industry.