The beef import levy has become a central tool for ensuring balance in Canada’s beef industry. It was introduced so that all who benefit from the Canadian market contribute to the work of building consumer demand for beef. Canadian cattle producers contribute to the industry programs through the Canadian Beef Check-Off, or the “national check-off,” every time they market an animal. Importers benefit from the same demand-building programs when they sell beef into the Canadian market, and the beef import levy requires them to contribute an equivalent amount on a per-head (or weight-equivalent) basis. This mechanism ensures that funding for beef marketing and promotion is supported by both domestic producers and importers.
Funds from the import levy are directed exclusively into beef marketing and promotion in Canada. This ensures that levy dollars are focused on consumer-facing efforts, such as national advertising, recipe and food skills education, nutrition outreach, and partnerships with retailers and food service. The programs are generic in nature and are not tied to specific brands, but instead promote beef overall.
In the 2024-25 fiscal year, the import levy generated just under $1.5 million. Over the past decade, over $10 million has been invested into beef marketing through this channel. Without these contributions, the full cost of national promotion would rest solely on producers, despite imported beef representing a fluctuating portion of Canadian consumption.
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The ThinkBeef program illustrates how levy dollars can be applied and delivers national consumer campaigns that reach millions of Canadians each year. Its “Keep it Real” campaign has emphasized beef’s nutrient density and achieved millions of impressions, particularly among families and health-conscious consumers. Import levy funds have also supported partnerships with major retailers and food service companies, placing beef in front of consumers through in-store displays, recipe cards and digital promotions. In addition, levy-supported programs have provided health professionals and educators with credible nutrition resources about beef’s protein, iron and vitamin content.
Independent studies have measured the return from these investments. The 2018 return-on-investment study reported that every dollar from the import levy generated six dollars in value for the beef industry. The 2022 ROI study, which evaluated all domestic marketing funded by both check-off and import levy contributions, found a return of 15 to one. Applying those ratios, the million or so dollars collected annually has the potential to generate millions of dollars more in returns each year.
ThinkBeef.ca continues to expand its reach with resources designed for teachers, health professionals and consumers. Campaigns have placed recipes in Canadian food media, highlighting beef’s versatility for quick meals and special occasions alike. Food skills initiatives have targeted younger audiences who are learning to cook, reinforcing beef’s role in balanced diets and building long-term confidence in the kitchen. These activities are national in scope and benefit the industry as a whole.
As consumer trends evolve, the role of the import levy remains significant. Rising food costs, alternative proteins and competing messages in the marketplace pressure beef demand. Reliable funding to tell beef’s story is necessary to maintain consumer confidence and demand. The levy ensures that resources are available to deliver consistent, modern campaigns with messages about taste, nutrition and value.
The levy demonstrates accountability and collective investment across the industry. Its outcomes can be seen in consumer campaigns, educational initiatives and partnerships that strengthen beef’s position in Canada. For producers, the results are measurable in terms of demand growth and market support. The import levy has added millions of dollars in investment, contributed to some of the industry’s most effective marketing, and continues to provide a stable foundation for future promotion.
If you’re looking for more information on the beef import levy or the Canadian Beef Cattle Check-Off, visit www.cdnbeefcheckoff.ca or contact your provincial cattle association.
