Canadian Cattlemen’s Association (CCA) is working to build up public trust about beef produced in Canada. The association decided to build this trust by focusing on showcasing its efforts to reduce food waste. The CCA did extensive research on this by showing short ads and videos on how cattle are fed food near its expiration date from grocery stores or grain from breweries. The participants were then interviewed and many found that they now had a positive view of cattle farming due to the materials they were shown. This study shows that the reduction of food waste is a positive thing and organizations working toward it and showcase it to consumers will be successful.