Maple Leaf builds up protein

The CPG co takes on perceptions about processed meat with a new online video series.


There’s been a lot of talk about meat of late, mostly in terms of the effect that processed meats can have on the body.

Maple Leaf Foods is taking that on with a new video series called “Protein Builds,” enlisting the help of Canadian Olympian Hayley Wickenheiser. In her video, the hockey player talks about the benefits of protein for young girls in particular.

Another video features Mary Ann Binnie, a nutrition consultant to the Canadian meat industry, discussing the benefits of meat in a balanced diet and noting that “…headlines that recommend reducing the amount of red meat in your diet don’t tell the full truth.”

More videos are planned to roll out.

The, series, featured on Maple Leaf’s YouTube and Facebook pages, aims to inform Canadians about the role that meat and alternative proteins plays in good health, according to the company’s website.

In October, a report from the International Agency for Research on Cancer (IARC) suggested that reducing consumption of processed meats could decrease the risk of colorectal cancer. At that time, Maple Leaf responded in part through its website, by pointing to the statements from the World Health Organization and Canadian cancer organizations, which pointed out that this is a relative risk and that people don’t need to stop eating processed meats entirely.