As geopolitical forces intensified and threatened to further redefine the global trade order, Canada Beef actively pursued opportunities for Canadian beef. Canada Beef president Eric Bienvenue travelled to Thailand in December as part of a market diversification initiative in the region. At the Canadian Embassy in Bangkok, Bienvenue met with Christophe Rouleau, vice-consul and second secretary (commercial), Embassy of Canada to the Kingdom of Thailand, to discuss market opportunities, access and competitiveness, along with future marketing initiatives and broader strategic priorities. Additionally, Ping Kitnikone, ambassador of Canada to Thailand, Laos and Cambodia, conveyed her recognition of the importance of a strong Canadian beef industry as well as its commitments to the region and market diversification.
As mentioned in a recent column, Canada Beef participated in Gulfood 2026 in Dubai, United Arab Emirates, in January and hosted a demand-building event on the sidelines of the trade show. The 2026 show, billed as being the largest in the event’s history, took place in both the Dubai World Trade Centre and the Dubai Exhibition Centre. Canada Beef will pursue opportunities for Canadian beef in the upcoming Supermarket Trade Show in Tokyo, Japan, in February, and Food and Hospitality Vietnam in Ho Chi Minh City, Vietnam, in March.
Those interested in learning more about the high-opportunity markets on Canada Beef’s radar are encouraged to access the International Market Intelligence video series. The latest addition to the series features the Philippines market. The series showcases priority markets for Canadian beef and the beef products and local dishes preferred by consumers.
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Canada Beef currently delivers marketing initiatives in more than 20 countries, working with Canadian beef suppliers, importers, distributors, retailers, food-service operators and government partners. These efforts ensure Canadian beef maintains and grows its presence and market share in highly competitive markets, getting the right cut to the right market to maximize carcass cut-out values. Export markets contribute more than $1,421 in revenue (on average) for each animal harvested in Canadian processing plants.
The fiscal fourth quarter also sees the team attending producer association annual general meetings across the country, ensuring beef producers in each province can hear first-hand the latest updates from across our organization. Further to this, Canada Beef’s investment plan for fiscal 2026-27 hits all the right notes to effectively respond to the socioeconomic factors shaping the demand landscape ahead, with a focus on artificial intelligence to grow beef awareness, appeal to newcomer populations, increase carcass utilization and build awareness about Canada’s quality grades for beef and more.
Canada Beef deployed bold marketing approaches to strengthen demand, maintain consumer loyalty and reinforce the Canadian beef brand promise this fiscal year. This includes TV commercials to build awareness of Canadian beef quality grades featuring professional athletes, Canadian farm families who produce beef, and the value chain that helps bring beef to the family dinner table. The approach continues in the final quarter in the domestic market.
Canada’s beef producers work hard to feed the world — and women are leading the way. The Meet the Farmer campaign is a nod to the United Nations declaring 2026 the International Year of the Woman Farmer (IYWF) while also acknowledging the shifts in female owner-operators in Canada as tracked by the Census of Agriculture.
Launched in the January 2026 edition of Canada Beef Performs, the Meet the Farmer: IYWF 2026 campaign spotlights female owner/operators across the Canadian beef industry. The initial Meet the Farmer: IYWF post featured Cherie Copithorne-Barnes, a true trailblazer who credits being mentored by notable women in Canadian agriculture with spurring the industry involvement and leadership she is recognized for today.
Copithorne-Barnes enjoys showing stakeholders just how incredible ranching is in terms of how ranching contributes to their lives — whether that be through the food system or its beneficial impact on the environment around them. After more than 30 years of ranch management, Copithorne-Barnes has earned her position through hard work, leading by example and gaining perspective from managing ranches in Canada and Uruguay. Follow along on producer Facebook and X as we share the leadership, sustainability efforts and impact of Canadian women across the beef supply chain.
The Burger It Forward 2026 campaign launched Feb. 1 with more than 340 participating restaurants — surpassing its engagement goal — and the first-ever expansion of the campaign into Quebec. The campaign continues to make a meaningful impact across Canada.
Now in its fourth year, the annual Burger It Forward campaign supports local restaurants and Canadian beef producers while raising funds for food banks at every level. Canada Beef streamlines participation by offering the program free of charge. Canada Beef and provincial cattle associations handle food bank donations on behalf of participating restaurants, eliminating financial and administrative barriers. In 2025, the campaign raised more than $61,399 for food banks and sold more than 62,431 burgers at the 260-plus participating restaurants nationwide.
Burger it Forward 2026 runs Feb. 1-28. Why not do your part to fight food insecurity and grab a burger today? c
