CANADIAN BEEF: EVERY TASTE TELLS A STORY CONTEST RULES

NO PURCHASE NECESSARY.

1. Contest Period

The Canadian Beef: Every Taste Tells a Story Contest (the "Contest") is run by Canada Beef (the "Contest Sponsor") as the sole operator and provider of the Contest. The Contest will be conducted in Canada (excluding the Province of Quebec). The Contest will be in English only. Contest Entries will be accepted from June 5, 2026 (9:00 AM MT) to March 31, 2027 (11:59 PM MT), (the "Contest Period"). Entries must be received during the Contest Period.

This contest is designed to celebrate Canadian beef products and the restaurants that serve them. Any entries including negative commentary will be disqualified.

2. Eligibility

You may enter the Contest if:

By participating in the Contest, each Entrant agrees to be bound by these Official Contest Rules and Regulations (the "Rules").

3. Non-Eligible Individuals

Directors, officers, employees and staff of the following: Contest Sponsor, and any of its respective affiliate organizations, subsidiaries, related companies and associations (including provincial and national cattle producer associations), successors, assigns, agents, professional advisors, advertising and promotional agencies, and immediate families of each and persons living in the same households as such individuals.

4. Method of Entry

4.1 The Contest consists of ten (10) Monthly Entry Periods corresponding to the following special occasions or promotional themes (each a "Monthly Entry Period"):

4.2 During each Monthly Entry Period, the Contest Sponsor will publish one or more Contest-related posts on each of the @lovecdnbeef Instagram and Canada Beef Facebook accounts, and on the Restaurant Gateway website, featuring Canadian beef content related to the applicable special occasion, along with a designated contest hashtag #EveryTasteTellsAStory on Instagram and Facebook (each a "Contest Post").

4.3 To enter the Contest during a Monthly Entry Period an Entrant must complete the following steps on Instagram, Facebook, or the Restaurant Gateway.

Once on the Restaurant Gateway, complete the entry form by providing the required information including, name, email, province/territory:

Optional Bonus Entry: Entrants may, at their option, upload a photo with their entry form for one (1) additional chance to win a Prize. Uploading a photo is not required to enter the Contest, but doing so will provide the Entrant with one (1) additional entry into the applicable Monthly Prize Draw.

Each of the steps completed above according to the Facebook, Instagram or the Restaurant Gateway platform is an "Entry". Entrants may only enter the Contest on either Instagram or Facebook, or the Restaurant Gateway but not all three platforms.

4.4 Each Entrant may submit one (1) Entry per Monthly Entry Period, for a maximum of ten (10) Entries over the entire Contest Period. Each Entry must correspond to the applicable Monthly Entry Period during which it is submitted.

4.5 Entrants' Instagram or Facebook Accounts must be set to public to be eligible if entering the contest on these platforms. Entries will be rejected if the Entrant's Account is set to private or if the Entry does not meet the Entry requirements set out below.

4.6 If it is discovered by the Contest Sponsor (using any evidence or other information made available to or otherwise discovered by the Contest Sponsor) that any Entrant has attempted to: (i) exceed any of the limits stated in these Rules; and/or (ii) use multiple names, identities, email addresses, Instagram or Facebook accounts and/or any automated, macro, script, robotic or other system or program to enter or otherwise participate in or disrupt this Contest, then such Entrant may be disqualified from the Contest in the sole and absolute discretion of the Contest Sponsor.

4.7 There is no purchase necessary to enter the Contest. No Entries will be accepted by any other means.

5. Entry Requirements

5.1 Each Entrant represents and warrants that their Entry:

5.2 Sponsor Rights to Entries and Release. All Entries become the property of the Contest Sponsor or its assigns. By entering the Contest and submitting an Entry, each Entrant agrees:

6. Prize

There is a total of ten (10) prizes available to be won over the Contest Period, one (1) per Monthly Entry Period. Each prize consists of a $200 CAD VISA gift card (each a "Prize"). The total approximate retail value of all ten (10) Prizes is $2,000 CAD. Some restrictions may apply.

The Prize is subject to the VISA gift card terms and conditions. Each Prize must be accepted as awarded and is not transferable or convertible to cash or credit. The Contest Sponsor reserves the right, in its sole and absolute discretion, and for any reason whatsoever, to substitute a Prize, or part thereof, for another prize of equivalent or greater value.

7. Odds of Winning / Winner Selection / Notification

7.1 Odds of Winning. The odds of winning a Prize will depend on the total number of eligible Entries received during the applicable Monthly Entry Period.

7.2 Winner Selection. Following the close of each Monthly Entry Period, all valid Entries received during that Monthly Entry Period will be entered into a random draw for the applicable Prize. Entrants who submit an Optional Bonus Entry by uploading a photo with their entry form will receive one (1) additional entry into the random draw for the applicable Prize. The random draws will be final and binding. Each monthly random Prize draw will be held within ten (10) business days following the close of the applicable Monthly Entry Period, in Calgary, Alberta (each a "Monthly Draw Date").

7.3 Notification. A representative of the Contest Sponsor will attempt to contact each selected Entrant (the "Winner(s)") within ten (10) business days after the applicable Monthly Draw Date to notify each potential Winner by email. Three (3) attempts to contact each potential Winner will be made.

In the event that a potential Winner:

then they will be disqualified and an alternate potential Winner will be drawn at the Contest Sponsor's sole discretion.

8. Awarding of Prizes

8.1 To be declared a Winner, a potential Winner, in addition to meeting the Contest eligibility criteria and otherwise complying with the Rules, must: be reached by email by the Contest Sponsor or its representatives within ten (10) business days immediately following the draw of the potential Winner; have correctly answered a mathematical skill-testing question; sign and have witnessed declaration and release documentation in a form satisfactory to the Contest Sponsor, and return it via email to the address indicated in the documentation for it to be received within seven (7) business days following its delivery by the Contest Sponsor or its representatives. Unless otherwise set out herein, no communication or correspondence will be exchanged with Entrants except with those selected as potential Winners.

8.2 Prize and Delivery of Prize. Each Prize's approximate retail value is expressed in CAD. Following receipt of a potential Winner's correctly answered mathematical skill-testing question, and signed declaration and release documentation, the Contest Sponsor will send the Prize to the Winner. Prize Winners will need to coordinate delivery of the Prize with the Contest Sponsor. Please allow at least four (4) to five (5) weeks for delivery. A shipped Prize shall not be insured, and the Contest Sponsor shall not assume any liability for a lost, damaged or misdirected Prize. The Prize must be shipped to a physical addressed location, not just a PO Box within Canada. A phone number must be supplied for shipping purposes.

9. General Terms and Conditions

9.1 Laws. This Contest is subject to all applicable federal, provincial and municipal laws. Void where prohibited by law. The construction, validity, interpretation and enforceability of these Rules or the rights and obligations as between an Entrant and the Contest Sponsor in connection with this Contest will be governed by and construed in accordance with the laws of the Province of Ontario, Canada, and the federal laws of Canada applicable in Ontario.

9.2 Non-Compliant Entries and Disqualification. The Contest Sponsor may at any time in its sole discretion disqualify any Entrant (and the Entrant's corresponding Entry) who: does not meet the eligibility criteria, fails to comply with these Rules, attempts to enter the Contest in any manner or through any means other than as described in the Rules, attempts to disrupt the Contest or attempts to circumvent any of these Rules. Entries will be disqualified if they are late, illegible, incomplete, damaged, irregular, mutilated, forged, garbled or mechanically or electronically reproduced. The Contest Sponsor reserves the right, in its sole and absolute discretion, to select at random another eligible Entrant as a potential Winner or to cancel any Prize. All decisions made by the Contest Sponsor or its representatives, including without limitation those concerning the eligibility or disqualification of Entrants, are final and binding without a right of appeal.

9.3 Verification. The Contest Sponsor shall determine whether an Entry meets the foregoing requirements and may disqualify any Entry if the Contest Sponsor determines, in its sole discretion, that it does not. The Contest Sponsor reserves the right, in its sole and absolute discretion, to require proof of identity and/or eligibility (in a form acceptable to the Contest Sponsor — including, without limitation, government issued photo identification):

Failure to provide such proof to the Contest Sponsor within the timeline specified by the Contest Sponsor may result in disqualification in the sole and absolute discretion of the Contest Sponsor. The sole determinant of the time for the purposes of the Contest will be the official time-keeping device(s) used by the Contest Sponsor.

9.4 Sole Responsibility. It is solely the Entrants' responsibility to ensure that their submissions are properly entered. The Contest Sponsor will not be responsible for any lost, delayed, misdirected, illegible, incomplete, damaged, or undeliverable Entries, or any delay or failure to transmit, process, receive or consider Entries.

9.5 Prize Award. Each Prize is not transferable or convertible to cash, or refundable, and must be accepted as awarded. In the case of loss, theft, mutilation, alteration or unauthorized use, a Prize will not be reimbursed or replaced. No compensation will be provided for failure by a Winner to accept a Prize as awarded. By entering the Contest, each Entrant acknowledges that the Contest Sponsor shall not be required under any circumstances to award any more prizes or any other prize than the Prizes, as set out in these Rules. The Contest Sponsor gives no representations, warranties, or conditions, whether express or implied, in respect of a Prize. Where applicable, Prizes will be awarded by the Contest Sponsor based on the mailing address provided by each Winner. Except as expressly stated herein, a Winner is responsible for all applicable taxes, fees, and surcharges, if any, in respect of their Prize and/or the use or redemption thereof.

9.6 Changes to Rules. Without limiting the provisions above, the Contest Sponsor reserves the right, in its sole and absolute discretion, to modify, cancel, terminate or suspend the Contest, in whole or in part, in the event of any cause or circumstance, including, without limitation, as a result of an error, malfunction or defect in the design, advertising, management, implementation or administration of the Contest, whether mechanical, electronic, human or otherwise, or any virus, computer bug or unauthorized human intervention or any other cause that is beyond the control of the Contest Sponsor, that could corrupt or affect the administration, security, impartiality or normal course of the Contest. If for any reason the Contest Sponsor cannot run the Contest as planned, (including for the foregoing reasons), as determined by the Contest Sponsor in its sole and absolute discretion, the Contest Sponsor may award a Prize from among the eligible submissions received up to the time of impairment, in accordance with section 7 above (with necessary amendment, as applicable), or award no Prize.

9.7 Disclaimers, Release and Limitation of Liability. By entering or attempting to enter the Contest, each Entrant and/or purported Entrant agrees: (i) to release, discharge, and forever hold harmless the Contest Sponsor from any and all claims, actions, damages, demands, manner of actions, causes of action, suits, debts, duties, accounts, bonds, covenants, warranties, indemnities, claims over, contracts and liabilities of whatever nature or kind arising out of, or in connection with the Entrant's participation or attempted participation in the Contest, compliance or non-compliance with these Rules and acceptance and use of the Prize.

The Contest Sponsor will not be responsible for lost, incomplete, late or misdirected Entries or for any failure of the Contest website or Instagram, if applicable, during the Contest Period, or for any technical malfunction or other problems with, any telephone network or lines, computer on-line systems, servers, access providers, computer equipment or software or for any technical problems or traffic congestion on the Internet or at any website, or any combination of the foregoing, and will not be liable for any injury or damage to any person or property arising from, or relating to, that person's or any other person's participation or attempted participation in the Contest. Contest not sponsored, endorsed, or administered by, or associated with Instagram or Facebook.

9.8 Personal Information. Unless the Entrant has otherwise authorized the Contest Sponsor to contact them, the personal information gathered about Entrants in connection with this Contest will be used solely for the administration of the Contest and is subject to the Contest Sponsor's privacy policy (available at https://canadabeef.ca/privacypolicy/ ) and no communication unrelated to the Contest, commercial or otherwise, will be sent to the Entrant by the Contest Sponsor. By participating in this Contest, each Entrant expressly consents to the Contest Sponsor storing, using and disclosing their personal information for the purposes of administering the Contest, and for the other purposes described in these Rules, and in accordance with the Contest Sponsor's Privacy Policy, as applicable. This section does not limit any other consent(s) that an individual may provide the Contest Sponsor or others in relation to the collection, use and/or disclosure of their personal information.

Any inquiry concerning the personal information held by the Contest Sponsor should be addressed to Privacy Officer, Canada Beef, 6715 – 8th Street NE, Suite 146 Calgary, AB, Canada T2E 7H7, info@canadabeef.ca .

9.9 Authorized Account Holder and Identity of the Entrant. For the purposes of these Rules, the Entrant is the individual who is the authorized account holder of the email account associated with the Instagram or Facebook Account and/or used to enter the Contest. It is to this individual that a Prize will be awarded if selected and declared as the Winner. For the purpose of these Rules, "authorized account holder" of an email address is defined as the natural person who is assigned to an email address by an Internet access provider, online service provider, or other organization responsible for assigning email addresses for the domain associated with the submitted email address. Any Entrant may be required to provide the Contest Sponsor with proof that they are the authorized account holder of the account associated with their Entry.

10. Severability

The invalidity or unenforceability of any provision of these Rules shall not affect the validity or enforceability of any other provision. In the event that any provision is determined to be invalid or otherwise unenforceable or illegal, these Rules shall otherwise remain in effect and shall be construed in accordance with their terms as if the invalid or illegal provision were not contained herein.