The Saskatchewan Roughriders will be sitting down this week with representatives from the Saskatchewan cattle industry following concern over a recent ad campaign by A&W.
The ad shows fans outside a Roughrider game trying A&W’s Beyond Meat Burgers.
Some producers have been raised concerns over the ad and what they see as another attack on the beef sector.
In a letter to the Saskatchewan Stock Growers, the Roughriders say they met with A&W to raise their concerns over the ad content and were assured the intent of the ad was not to convince people to stop eating beef or switch away from beef.
A&W said its intent was to attract people into the restaurant that never would have considered coming in because they don’t eat beef for personal, dietary or religious reasons.
In a written statement to Golden West, A&W says it appreciates how important agriculture is to Saskatchewan communities and is reaching out to the Saskatchewan Stock Growers Association to address their concerns.