Canada Beef will utilize $3.6 million in eligible funds from the AgriMarketing program, under the Canadian Agricultural Partnership (CAP), to promote Canadian beef and veal exports globally and to enhance awareness of the value proposition created by farmers and other participants within the beef and cattle supply chain.
The two-year, non-refundable CAP contribution will fund the development and deployment of global resources and activities to support market development programs for Canadian beef in international markets.
The Canadian Beef Global Market Development and Promotion project contains strategies and tactics to support growth and competitive position in 19 new and existing export markets identified in the 2021-22 and 2022-23 fiscal periods.
Read Also
As Canadian farmers plant less barley in 2025, what does it mean for cattle feeders?
Market analyst Jerry Klassen explains what fewer barley acres means for Canadian cattle feeders in 2025-26, and other factors playing into the feed grain market.
Canada Beef president Michael Young said the ability to partner with the government of Canada to deliver important programs is crucial to Canada’s beef industry, especially at a time when the pandemic and world events contribute to an ever-evolving marketplace.
“Government-industry development funding that Canada’s cattle producers are able to leverage with their own producer check-off investment is important to position the industry for growth and success in international markets,” Young said.
“Canadian cattle producers deliver high-quality, internationally recognized products. Building on this reputation, our government’s investment will help the industry capture opportunities for growth and ensure that Canada’s beef sector remains a driver of our economy,” said the Honourable Marie-Claude Bibeau, Minister of Agriculture and Agri-Food.
Canada is a dominant supplier of beef domestically and exports over 45 per cent of Canadian beef and cattle production to international markets each year. International trade adds more than $600 per head of additional value, which helps the beef industry to be a significant driver for economic growth.
The financial support provided by CAP will support globally focused initiatives such as sales promotions, incoming and outgoing missions in addition to digital and print resources dedicated to marketing and merchandising of Canadian beef. The Canadian Beef Centre of Excellence (CBCE) continues to play a key role in communicating the Canadian Beef Advantage through CBCE Studio productions and significant enhancements to the CBCE e-learn digital platform for meat professionals.
Exports of Canadian beef (January to December 2021) were up 20 per cent in volume and up 37 per cent in value from last year. Most of these sales came from export markets identified and targeted in Canada Beef’s project.
Successful market development programs and services in the export marketplace will affirm Canada’s position as a global leader in the sustainable production of safe, high-quality Canadian beef for the world’s table.
