Over the last several days, people have raised serious concerns about a University of Alberta advertisement with the slogan “Beefier Barley.” The research highlighted by the ad does not promote climate change as a benefit; nor was that the meaning intended by the ad. However, public response has made clear that the advertisement’s wording fails to communicate the meaning and complexity of the research, allowing for easy misinterpretation. Because of this, the university is pulling the ad as soon as possible.

The messaging on the ad called the reputation of the University of Alberta and its extensive research on climate change into question. As Vice-President (University Relations), I apologize for this and take responsibility. In the best interests of the institution, I am announcing my departure from the University of Alberta, effective immediately.

Jacqui Tam, Vice-President (University Relations)