Abstract
This paper examines the emergence of Alberta beef as a defining feature of Albertan identity. Contrary to dominant public discourse, cattle production and beef consumption are not natural, inevitable nor politically neutral features of Alberta's history and culture. Rather, they have been established as such by tourist marketing, industrialization and market globalization. The emergence of BSE in Alberta's cattle herd in 2003 served to galvanize the link between beef and regional identity, and also to foster a link between contradictory discourses of provincialism and nationalism.
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