Clearwater County Councillor Genny Mehlhaff has proposed creating a “livestock-esque” brand for the municipality, inspired by a similar initiative in Ponoka County.

Mehlhaff suggested the brand could be used for marketing purposes, helping to further showcase the county’s agricultural identity.

Council members expressed mixed opinions. Councillor Daryl Lougheed says the brand could be a minimal-cost opportunity to align Clearwater County with its agricultural identity, particularly in tourism and event promotion throughout the year. Others, like Councillor Jordon Northcott, questioned the benefits for residents, especially given that most ranchers already have their own, coveted, registered brands.

Reeve Michelle Swanson expressed concerns about the branding aligning the county’s identity too much with agriculture, as there are many other important aspects to the sprawling municipality.

Mehlhaff says she doesn’t believe the proposed branding would detract from other “pieces” of the county’s identity. “I think it would be an opportunity to celebrate another piece of Clearwater County. With just under 50,000 quarter sections in Clearwater County, it would be appropriate to showcase another part of it.”

Councillor Northcott raised concerns about the administrative burden, pointing out the potential ongoing costs beyond the initial registration fee, estimated at $231.

Swanson added, any branding considerations would have to go through the communications department to ensure it aligns with the county’s identity and overall branding.

While no final decision was made, council agreed to have administration research the proposal and bring back more information for further discussion. Councillor Barbara Gibson also suggested that public engagement should also be part of the process before any decisions are made.