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In times of uncertainty, be certain of your values

In times of uncertainty, be certain of your values

The hospitality industry, among many others, is facing unprecedented challenges in 2020. Yesterday’s certainties are today’s unknowns, with opportunities for the future often shifting overnight. Partially because of Covid-19 and restrictions imposed on hospitality providers and their customers, the normal complexities of business are no longer normal. Almost every supplier, producer, and restaurateur is scrambling to keep up with shifting priorities and uncommon market conditions. At Noble Premium Bison, we believe that at times of great uncertainty, it’s important to be certain of who you are and what you stand for.

Conviction, integrity and transparency—not just buzzwords

Many people would agree that ‘these are the worst of times’. Beloved restaurants that have been serving loyal customers for decades, are now considering closing their doors forever. Chefs who put their heart and soul into inventing, preparing and entertaining patrons, have had to put their dreams, and the livelihood of their staff, on hold. Sous chefs, mixologists, servers and support staff who’ve worked their entire adult lives in the hospitality business are asking ‘what next?’

Producers from agriculture industries like our own are wondering if there will continue to be a sustainable market for their animals and products, and at what cost. Families like ours, who have been raising Canadian bison for generations, are finding new ways to do what we love, while supporting the bison industry and our community.

As a long-term supplier of premium bison meat to the hospitality industry in Canada and Europe, we’re continuing to challenge ourselves to be best in class within a business environment that is both unpredictable—and emotional. For us, that means re-evaluating short and long-term goals, as well as shifting strategies and priorities. It means ensuring we implement sustainability on multiple levels, not just for the benefit of the environment, but also for the benefit of producers and their communities. More importantly, it means confirming the values we hold most dear; values like conviction, integrity and transparency.

The hospitality industry will recover. In‘The Future of Hospitality: Uncovering Opportunities to Thrive in the New Normal’, Deloitte tells us that

“understanding and responding to consumers’ changing behavior’s will be essential to the recovery of the hospitality sector. Organizations will need to reimagine the customer experience and re-engage with customers to build and maintain their trust. At the same time, they will need to improve their operational agility and financial resilience to navigate the uncertainties of doing business in a world wracked by pandemic.”

When you can’t see the future, don’t lose sight of what you do best.

Sometimes when the going gets tough, it’s natural to want to lay low until the path ahead is more clearly in focus. But that’s not our philosophy at Noble Premium Bison. We started building a retail-centric brand before there was much consumer demand for bison meat in Canada. We were, and continue to be, so convinced of the culinary and nutritional benefits of bison meat, and the environmental advantage to raising bison, that we committed ourselves to not only building a brand, but building a product category as well. We started small, aligning with national retailers like Sobeys and Costco in Western Canada. Noble quickly grew to supply premium bison products to consumers across Canada. We now sell our premium bison steaks, bison steak cubes and lean and extra lean ground bison across Canada at Sobeys, and in western Canada at Costco, Thrifty Foods, Safeway, Calgary Co-op and select IGA stores.

How did we do this? By building for the future vs maintaining the status quo, diversifying our product offering and markets, and never wavering on what we do best—producing higher value Canadian bison products through regenerative ranching, and operating with integrity at every stage of our business.

What does operating with integrity mean?

Part of operating with integrity means working with people and organizations whose values align with our own. In the field of sustainable agriculture for example, experts like Alan Savory, of the Savory Institute, are part of a ‘global movement of farmers & land managers, conscientious brands & consumers, and committed champions & supporters’ whose goal is to support and work towards advancing regenerative agriculture. Sustainability also applies to producer families who are not only practicing sustainable ranching but are supporting their farms, ranches and livelihoods.

The industry has to be sustainable environmentally, economically, and socially, which is why organizations like the Canadian Bison Association are so important in their mission to “bring together members, and create the environment that contributes to the bison industry’s success—domestically and globally.”

At Noble, we’ve been practicing regenerative land management for three generations. With a focus on improving biodiversity within the soil and above ground, we’re revitalizing the Canadian grasslands our bison graze on, as well as the ecosystem that supports them. We’ll continue to find new ways to positively impact climate change, an issue that affects industries beyond agriculture. As Dr. Susanne Becken, Professor of Sustainable Tourism at Griffith University in Australia and the Principal Science Investment Advisor (Visitor) in the (NZ) Department of Conservation tells us in her article, ‘Rethinking tourism – less could be more’, “Now is the time to rethink ‘value’ and ‘product’ […] We need to move away from the notion of mass production and economies of scale to focus on higher value products.” At Noble Premium Bison, that’s exactly what we’re doing.

Working with integrity means prioritizing rigorous food safety protocols from the ranch to the customer. This means our bison are never given growth stimulants or antibiotics; it also means partnering with the only fully certified, single species facility in North America. This HACCP processing facility is certified to the highest standard under Safe Quality Food program (SQF) and the Global Food Safety Initiative (GFSI), and is EU approved to facilitate our European shipments. It’s also located in North Dakota, mandating that our packaging indicate Product of USA, even though our business, our producers and our bison are 100% Canadian. Canada has one of the safest food systems in the world, and we’re working hard to develop our own best practices to ensure the safety and quality of all the bison products we sell, to both our wholesale and retail customers.

At Noble, we’re not just delivering premium bison products. We’re delivering on core values of transparency—with our clients and customers; integrity—in the decisions we make professionally and personally; and generosity—with our time, our expertise and our resources. We want to raise the best bison, but more importantly, we want to raise the bar for ourselves and for our industry—our health and planet depend on it.

For more information on our brand, our story, and how we can help you put Noble Premium Bison on the menu, visit us at noblepremiumbison.ca or contact Kelly Long at

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Canadian producers/suppliers of sustainable bison meat, pasture-raised on nature’s grassland. No hormones or antibiotics. Retail 🇨🇦 DM for Foodservice

Noble Premium Bison
8 reasons why you should try bison!
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👉 Bison are regenerative by nature, restoring the land as they graze, while returning carbon to the soil where it belongs.
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👉 Once almost extinct, bison are part of a conservation success story. The reintroduction of bison to the Canadian plains has been a benefit to both the species and the grassland.
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👉 Bison are never raised in feedlots but instead are raised sustainably the way nature intended, on grasslands native to the region.
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👉 Super nutritious, bison meat is healthy with a nutrient-dense profile compared to many other proteins, including beef. Comparisons to other meat sources have shown that bison meat has a greater concentration of iron, zinc and essential fatty acids.
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👉 Lower in fat and cholesterol than other meats, bison is recommended by Heart&Stroke Canada as a lean meat alternative.
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👉 Bison are raised naturally without the use of growth hormones, stimulants, antibiotics or animal by-products and contain no additives.
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👉 The slightly sweeter, richer taste is unique to bison, without the ‘gamey’ flavour profile often experienced with other wild meats.
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👉 Single ingredient, no processing, Noble Premium Bison steaks, ground and cubes are available fresh, year round, at retail across Canada.
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#eatbettereatbison #noblepremiumbison #themeat2eat #canadianbison #pureprotein #pastureraised #cdnag #bisonrecipes #leanmeat #healthymeat #eatwellbewell #nutritionistapproved @canadianbisonassociation
Grocery prices got ya down? Enter to WIN a big BOX Grocery prices got ya down? Enter to WIN a big BOX of BISON! 😀😍
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You're gonna love getting your free box of tasty nutritious #noblepremiumbison steaks, lean and extra lean ground, and steak cubes! But we can't deliver to you if you don't enter! Here's how:
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👉 FOLLOW @noblepremiumbison and @maddieandkiki
👉 LIKE this photo and comment below on what your favourite cut of bison is!
👉 TAG 2 friends who could use a little help offsetting the high cost of food these days
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**Contest is available to Canadian residents only, and will run until Thursday June 30th. This contest is in no way affiliated with Instagram Inc. Must be 18 years of age or older to enter. Winner will be contacted by DM.**
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Be sure to tune into Maddie and Kiki's LIVE show on Insta at noon EST Friday June 24. Watch this dynamic duo grill up their Flattop Korean Bison BBQ, featuring our bison steak cubes 😋 Recipe on our website so #getgrilling
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#noblepremiumbison #canadianbison #maddieandkiki #grillmasters #bbqfamily #grillgirls #grilling #grillen #contest #freemeat #themeat2eat #eatbettereatbison #bisonrecipes #koreanbbq #chefsofinstagram
Are you a Costco member? Well, so are we! 🤸🏽 Are you a Costco member? Well, so are we! 🤸🏽‍♂️
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We’re also a Costco supplier, providing Noble Premium Bison Extra Lean Ground to 79 Costco warehouse locations across Canada! 🇨🇦 We ship our fresh product on a regular basis, so next time you’re looking to up your grill game, visit our Where-to-Buy online, to find a warehouse location nearest you. 👉🏼#themeat2eat
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Our #bison are pasture-raised without the use of growth hormones or antibiotics. Make your meat count with pure, lean, nutrient-dense Canadian bison 🤗 #unprocessed #oneingredient
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#noblepremiumbison #canadianbison #ranchraised #costcocanada #bisonmeat #eatbettereatbison #sustainableproduct #goodfoodstory #eatwellbewell #nutritionistapproved #dieticians
From food trucks to bistros and wineries, high end From food trucks to bistros and wineries, high end restaurants and culinary experiences, indigenous cuisine, including bison, is transforming Canada’s food scene.As Chef Rich Francis once said, ‘it’s important to remember that ingredients synonymous with Canada, be they salmon, Saskatoon berries or maple syrup, were first used long before Confederation and continue to be an important part of Indigenous cuisine.’We can include bison in that list too. We’re proud to be one of many independent agriculture families across Canada who are growing healthy bison herds. By raising them regeneratively, on open pasture with very little human intervention, the bison are thriving along with the grasslands.We’re also excited to see so many up and coming chefs bringing indigenous cuisine to the forefront. And in honour of National Indigenous Peoples Day, here’s just a sampling of some of Canada’s Indigenous chefs, and how you can share their passion:👉 https://travellife.ca/indigenous-chefs-on-the-rise-canada/
👉 https://www.refinery29.com/en-ca/2021/06/10498745/indigenous-chefs-recipes
👉 https://cottagelife.com/general/meet-11-indigenous-chefs-causing-a-stir/
👉 https://artsfile.ca/moshkamo-chef-rich-francis-forges-his-own-path-to-indigenous-cuisine/
👉 https://vacay.ca/2021/06/indigenous-chef-in-winnipeg-shares-comfort-food-and-culture/#canadianbison #bison #noblepremiumbison #chefs #indigenouschefs #canadiancuisine #nationalindigenouspeoplesday #canadianwomeninfood #wallofchefs #topchefcanada #chefsofinstagram
Tips on how to make the most of your meatballs! #m Tips on how to make the most of your meatballs! #meatballmonday
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Meatballs are an easy, inexpensive appetizer or meal that we enjoy any day of the week! Glazed, simmered or sautéed, these little balls of goodness are extra nutritious when you make ‘em with ground bison! Here’s a few tips on making the most of your meatballs:
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👉 Start with a good quality ground meat - like Noble Premium Lean Ground Bison! Grass raised without hormones or antibiotics. YUM.
👉 Keep your ingredients cold - helps keep the fat from breaking down before you cook them. If adding precooked ingredients, let those cool first.
👉 Add a little moisture - eggs, breadcrumbs moistened with milk, or a cheese like gorgonzola all add a little moisture to the mix.
👉 Don’t overcook - bison is really lean, with less fat than beef or pork, so don’t overcook to keep them tender.
👉 Do a taste test - panfry a sample patty to check your seasonings and adjust as needed before you make all your meatballs.
👉 Handle with care - gently mix your ingredients together, use an ice cream scoop to form the balls or oil your hands and roll gently.
👉 Skip the frying - it's kinda messy so we prefer to bake, broil or cook right in our favourite sauce.
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Visit our Where-to-Buy to find fresh lean and extra lean ground #noblepremiumbison at a retailer nearest you and #eatbettereatbison
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#meatballs #bisonrecipes #bison #canadianbison #kidfriendlyfood #groundmeat #healthymeat #themeat2eat #grassraised #familyfood #easymeals #mealplanning #nutritionistapproved #dieticianapproved #hearthealthy #pureprotein
DAD + STEAK = HAPPY FATHERS DAY!! ⠀⠀⠀⠀⠀ DAD + STEAK = HAPPY FATHERS DAY!!
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We know we’re early but ya gotta get prepped when it comes to grilling up the best steak ever for the ol’ man! Start with our Bison Top Sirloin, Striploin, Inside Round or Ribeye, and dad will definitely feel like a king!
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Noble Premium Bison are pasture-raised in Canada without the use of growth hormones or antibiotics. Better for the bison, better for the planet 🌾 Visit our Where-to-Buy online to find a retailer near you #eatbettereatbison
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#noblepremiumbison #dadsday #fathersday #steakdinner #bisonsteak #bison #canadianbison #themeat2eat #getgrilling #grilling #grillen #steaklovers #bbqfamily
What's the difference between a Top Sirloin and Si What's the difference between a Top Sirloin and Sirloin Tip? Lots!
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Though both have sirloin in the name, don’t confuse one with the other! These popular cuts come from different areas of the carcass and have very unique characteristics. Our Bison Top Sirloin Steak is tasty, nutritious and readily available at retail right across Canada! Visit the the fresh meat counter @sobeys @longosmarkets @safewaycanada @thriftyfoods
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Link in Bio or READ MORE on our website 👉 https://noblepremiumbison.com/meet-noble/blog/know-your-cuts-top-sirloin-vs-sirloin-tip/
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#noblepremiumbison #canadianbison #bisonsteak #steak #steaklovers #sirloin #topsirloin #getgrilling #grilling #grillen #bbqlife #eatbettereatbison #themeat2eat #nutritious #pureprotein #noantibiotics #nohormones #sustainableproducts
Look who else LOVES making meatballs?! #meatballmo Look who else LOVES making meatballs?! #meatballmonday
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Full disclosure - we love anything @dennistheprescott makes, especially these French Onion Smoked Meatballs! For some extra nutrition and a leaner, lighter version, substitute bison as your protein of choice! And don’t wait for the cold weather - we can confirm these tasty #meatballs are #mouthwatering year round! 😋
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All our sustainable bison products are available at retail across Canada. Visit our website and get your bison on! 🤗🇨🇦
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#noblepremiumbison #canadianbison #bisonmeat #themeat2eat #bison #eatbettereatbison #chefsofinstagram #canadianchefs #cheflife #dennistheprescott #cookbookauthor #eatdelicious @withregram
One can never have enough of a good thing #eatbett One can never have enough of a good thing #eatbettereatbison
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These Mini Gochujang Bison Burgers with Kimchi Mayo from @maddieandkiki are easy to make and mighty tasty 😋 Perfect little morsels for a backyard BBQ with friends, when you have to juggle a burger AND a beer 😍 #Recipe on our website!
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Head to the fresh meat counter at one of the many retailers across Canada who carry #noblepremiumbison and have a great #weekend! @sobeys @longosmarkets @costco_canada @costcofindscanada @safewaycanada @thriftyfoods @bestofcalgaryfoods
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#canadianbison #bisonburgers #bisonmeat #themeat2eat  #burgerlove #bbqfamily #maddieandkiki #getgrilling #grilling #grillen #bbqseason #bisonrecipes
What do you need to make the best Bison #birria ta What do you need to make the best Bison #birria tacos ever?! Here’s a tip👇🏼
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Start with a great recipe and Noble Premium Bison Steak Cubes! #tacotuesday
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We’ve got both! You can find our Birria Bison Tacos in our Recipe section online, as well as a Where to Buy portal to find our pasture-raised Canadian bison near you! #eatbettereatbison
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#noblepremiumbison #canadianbison #premiumproduct #healthymeat #allnatural #bisonrecipes #tacos #birriatacos #bisonmeat #themeat2eat #hearthealthy #nutrionists #dieticians #regenerativebynature
Looking for a change? Why not try bison!Bison me Looking for a change? Why not try bison!Bison meat is different than beef or pork. It’s more nutrient-dense, leaner, and always raised on the open range. We never give our animals growth hormones because it’s better for the animals, and we think, better for us, too. #eatbettereatbison
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Bison are not raised on the same massive scale as cattle, graze primarily on pasture, and spend more time on the ranch. Because of how they’re raised, #bisonmeat is considered more of a specialty item than a commodity. #goodfoodstory
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Visit our website for more information on this sustainably-raised, high value protein 🌾 And make the most of the meat you eat 🤗
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#noblepremiumbison #canadianbison #premiumproduct #healthymeat #allnatural #pureprotein #bisonmeat #themeat2eat #hearthealthy #nutrionists #dieticians #regenerativebynature
Top Chef Canada Erica Karbelnik gets inspired with Top Chef Canada Erica Karbelnik gets inspired with #noblepremiumbison
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There’s always imagination behind a dish. We asked @chefericak to create a plate using our premium pasture raised #canadianbison 🦬 Her mind went to open fields, blue skies, calm breeze with the silent beautiful giant grazing in its peace. 🌾 Our mind went to ‘WOW’!
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Bison tenderloin // blackberries // parsnip // fondant potato // blackberry jus
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#bison #finedining #catering #torontolife #torontochef #chefsofinstagram #plating #artofplating #inspiration #topchefcanada #bringonthecarbs #elevatetheplate Posted @withregram • @bringonthekarbs
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