With the recent Canadian election now behind us and trade discussions set to resume between Canada and the U.S., Canada Beef remains focused on its mandate: to continually respond to the needs of our stakeholders by promoting Canadian beef, enhancing consumer awareness, driving consumption and identifying new market opportunities worldwide.
More than ever, generic marketing initiatives will need to be deployed across all markets as Canadian beef supply tightens and competing proteins gain increased shelf presence. Imports are up, demand remains strong and the opportunities are immense. Herd rebuilding and expansion are essential.
June is a pivotal month for Canada Beef — a time to take stock, sharpen focus and drive momentum. While the books are officially closed on the past fiscal year, the annual reporting process keeps one eye on the rearview mirror. But make no mistake — our foot is firmly on the gas. We’re committed to seeing real, measurable progress on the strategies and tactics fueling this year’s investment plan.
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In June, Canada Beef will participate in a market development mission to Vietnam and the Philippines led by Alberta Minister of Agriculture and Irrigation R.J. Sigurdson. Alberta Beef Producers past-chair Brodie Haugan will be in attendance. In addition, Canada Beef will conduct and join a demand-building seminar for Japanese meat buyers at the Canadian Pavillion at World Expo 2025 in Japan, and exhibit at the Seoul Food and Hotel Show in Korea. Representatives from the Canadian Cattle Association will join both initiatives.
To further enhance Canada Beef’s export market diversification efforts, Samantha Mutuc joined the international team as marketing manager in the Philippines and Indonesia in April. Mutuc is based in Manilla, Philippines. With this new posting, we are now meeting our exporters’ needs in that market. Mutuc joins Nhu (Katie) Pham, marketing manager, Vietnam, who reports to Deana Kao, Canada Beef’s senior director, market development, for Taiwan, Southeast Asia, Hong Kong and Macau. We have been asked as well to consider representation in the Middle East-Gulf region, as the industry is trying to diversify its trade footprint.
Canada Beef also supported Alberta Premier Danielle Smith’s trade development mission to Japan and Korea in April. Canada Beef sponsored the beef for a networking event for 150 high-level senior executives in Japan and a luncheon for 45 high-level senior executives in Korea. Local representatives from Canadian beef suppliers, as well as executives from key Canadian beef import partners, were invited to attend in both markets. Canada Beef staff in these markets also participated.
During the events, Premier Smith thanked Canada Beef for its sponsorship, the Alberta government’s strong support for vibrant Alberta and Canadian beef sectors and the financial support provided for Canada Beef’s Alberta Beef Export Market Development Partner Program. While in Japan, she also visited the Costco Japan headquarters and observed Canadian beef cuts, including chuck eye and tongue, on retail shelves. Our beef products are available in all Costco Japan stores.
It is worth noting that Canada Beef’s Beef Export Market Development Partner Program hit a high note this past fiscal year, having completed the most projects during a year under the program. From April 1, 2024, to March 31, 2025, 53 projects were completed under the program. Thirty-four unique applicants received funding for projects supporting initiatives in 10 distinct export markets. Seven Canadian beef packers benefited from the financial support provided by the program.
Now entering its sixth year, Canada Beef’s Beef Export Market Development Partner Program provides cost-shared funding to facilitate export market growth for Canadian beef representative company-initiated projects and activities in five categories.
This past fiscal year, Canada Beef was proactive, responsive, flexible and strategic as the team navigated a fluid and complex changing world order that threatened negative impacts to the beef industry, among other sectors.
Many notable results were achieved despite the challenging environment. Key highlights in the domestic market included the third annual Burger it Forward campaign. Canada Beef’s national giveback campaign had nearly 30 per cent more restaurants participate, sold five per cent more burgers, and helped raise more than $60,000 to support regional food banks and Food Banks Canada.
The health and nutrition team achieved a banner year in resource distribution with an 81 per cent increase in the number of beef and health educational materials distributed in partnership with the Ashfield Engage Sample Cupboard Program.
The program provides direct access to health care professionals, including physicians, specialists, and allied health professionals, such as nurse practitioners, as well as indirect access to patients when they are offered these materials during a clinic visit.
Almost 750,000 brochures were distributed in 2024-25 compared with 400,000 the year prior. This increase was driven by the addition of two extremely popular topics: iron and pregnancy, and “eat well, age well,” a brochure highlighting the importance of quality protein for healthy aging.
Finally, the results of the 2025 Global Stakeholder Satisfaction Survey showed an incremental gain in overall satisfaction rates with Canada Beef programs, resources and initiatives. Canada Beef achieved a global stakeholder satisfaction score of 82 per cent, a gain of two per cent from the year prior.
As always, stakeholder participation in the survey is appreciated; the feedback received helps track awareness of and engagement with Canada Beef’s ongoing efforts. This feedback enables the leadership team to make meaningful improvements as we strive to increase satisfaction levels for all stakeholders. Watch for the full results of the 2025 stakeholder satisfaction survey in Canada Beef’s annual report 2024-25 to be published later this fall.
– Eric Bienvenue is a strategic leader with more than 25 years of senior leadership experience in Canada’s animal protein sectors. A native of Saint-Valérien, Que., Bienvenue is based out of Canada Beef’s Calgary headquarters and resides in Airdrie, Alta.Gina Teel is the director of stakeholder communications for Canada Beef, where she provides timely and effective communication of all Canada Beef initiatives and outcomes to funding partners and industry stakeholders, media, consumers, and other external audiences.
