Alberta beef as a brand hasn’t suffered long-term damage because of the E. coli outbreak at the XL processing plant in Brooks.

That was the message Ted Haney, president of Ranch 4 International, a family business Haney set up to provide management and logistical support services to meat companies, brought to Thursday’s Southern Alberta Council on Public Affairs. Haney, who was born and raised in Picture Butte, also managed the Canadian Beef Export Federation for 20 years.

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