Beef and cattle representatives will be travelling from all over the country this weekend to attend the Canadian Angus Association (CAA) National Convention in Brandon.

The convention will serve as an opportunity for farmers to learn more about their specialty through panel discussions, tours, demonstrations and displays during the Cattlemens Connection Day on Friday.

This year, James Bradbury, the brand officer with Canada Beef Inc., will be the keynote speaker and will be presenting on, “Know your brand and know your public.”

“They've done some awesome research in to what Canadian consumers really think and want and value about protein and about beef in particular. The information that [Bradbury] is going to be providing, I think, is required information for anyone connected with beef or cattle production in Canada,” said Rob Smith, the CEO of the CAA.

Registration for the Connection Day is open to all commercial cattlemen across Manitoba.