This event was part of the Government of Canada's continuing work to expand and re-invigorate international markets and it follows a similar event at the 2010 Vancouver Olympics. Domestic and international media were invited to try a diverse menu featuring key Canadian export products such as beef, pork, canola and pulse crops (peas, beans and lentils). Canadian chefs Ned Bell, Chris Aerni, Jean-Pierre Curtat and Michael Allemeier created the menu while culinary expert, Anita Stewart, served as emcee.
The Calgary Stampede, as one of Canada's most-recognized tourist destinations, served as a high-profile venue to showcase Canadian agriculture as it attracts visitors from around the world and generates an annual economic impact of more than C$100 million.