The Challenge
After a decade of meaningful progress, the Canadian Roundtable for Sustainable Beef (CRSB) needed to evolve its communications to reflect its growing influence and broaden its impact. As a multi-stakeholder non-profit representing voices from across the beef value chain, CRSB faced several key challenges: clarifying the relationship between the organization and its certification program (CRSB Certified), encouraging more producers to participate, strengthening trust among consumers, and aligning communications efforts with limited internal resources. CRSB needed a strategic roadmap that could serve the needs of producers, processors, retailers, NGOs, and the public—without losing focus or diluting its message.
The 6P Solution
6P led the development of a strategic communications framework that prioritized clarity, focus, and impact. We began with extensive consultations across CRSB’s diverse stakeholder base to uncover key insights about audience needs and communications gaps. These insights formed the foundation for five distinct communications categories: the National Beef Sustainability Assessment (NBSA), CRSB Certified, Corporate Entity, Projects & Initiatives, and Consumer Trust.
From there, we created a three-year roadmap, balancing long-term vision with short-term actions. Each category was mapped to clear goals, audiences, and tactics—including new producer advocacy videos, toolkit resources for the NBSA, social media plans, and trust-building campaigns targeting consumers. Our structured six-phase approach ensured alignment from concept to execution, including brand architecture refinement and crisis communications planning.
The Outcome
The framework delivered immediate clarity and direction. CRSB now has a clearly defined communications structure that differentiates between the organization and its certification program, provides targeted messaging by audience, and prioritizes where to invest limited resources for the greatest impact. The strategy has already guided multiple communications efforts, and its influence continues to grow. This foundational work has empowered CRSB to communicate its leadership in sustainable beef with confidence, clarity, and cohesion.
Connect today with a team as passionate about success as you are.
