Bruce County Beef Farmers unveil new Big Bruce mascot at 54th annual barbecue

The Bruce County Beef Farmers served up sizzling success at their 54th annual beef barbecue, Saturday, in Chesley, welcoming hundreds of hungry guests and introducing a special new addition to the festivities: Big Bruce, their newly-commissioned mascot.

Big Bruce was created to help promote Bruce County as one of Ontario’s top beef-producing regions. He made his cheerful debut at the barbecue, charming attendees and helping to spread the word about the importance of local agriculture.

The friendly bovine mascot is set to become a regular feature at future barbecues, local parades, and community events featuring beef.
 

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The Bruce County Beef Farmers’ new mascot, Big Bruce (centre), poses with Arran-Elderslie mayor Steve Hammell (left) and Bruce County Beef Farmers president Calvin Anstett at the 54th annual beef barbecue in Chesley; photo courtesy of the Bruce County Beef Farmers

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“Our county has a proud tradition of raising high-quality beef, and Big Bruce is a fun way to share that story with people of all ages,” said Calvin Anstett, president of the Bruce County Beef Farmers. “We’re excited to see him represent our farmers at events across the region and beyond.”

Big Bruce isn’t just any mascot — he’s a walking tribute to a local legend. The character is modelled after the iconic giant roadside bull statue that has stood proudly in Chesley since shortly after the 1976 International Plowing Match.

“We’ve always been proud that Big Bruce lives here” said Arran-Elderslie mayor Steve Hammell. “He’s part of our community’s identity, and it’s fantastic to see him come to life to promote beef farming and agriculture across the region.”

Adding to his promotional mission, Big Bruce will be wearing a special T-shirt over the next year to celebrate the Bruce 2026 International Plowing Match (IPM) and Rural Expo, taking place just outside Walkerton in September, 2026.

“We’re thrilled to have Big Bruce on board as an ambassador for IPM 2026,” said Gord Lang, chairman of the Bruce 2026 IPM. “He’s a great symbol of everything the event stands for – agriculture, community, and Bruce County pride.”

Whether he’s flipping burgers or waving from a parade float, Big Bruce is set to become a beloved icon of Bruce County’s agricultural legacy and bright future.

The Bruce County Beef Farmers represent the beef farmers of Bruce County locally, regionally, and provincially, and work to ensure that beef farming in the county is socially, economically, and environmentally viable for future generations.

The 2026 International Plowing Match and Rural Expo is planned for Sept. 22-26 just outside of Walkerton. For more information contact brucecountyipm@gmail.org or visit www.plowingmatch.org/ipm2026/.