JBS Foods Canada has struck a partnership with a leading food company in Japan.
JBS will be tapping its existing brands, such as Northern Gold, which is certified to the standards of the Canadian Roundtable for Sustainable Beef. JBS will also draw on its Canadian Diamond Black Angus brand, verified by the Canadian Angus Association, to fulfill its commitments to Kanematsu Corporation.
The Alberta Beef brand will also be promoted as part of JBS’s marketing offering, Dori Modney reported in Lethbridge News Now. Kelly Smith-Fraser, chair of the Alberta Beef Producers, said that it’s exciting to see JBS Canada emphasize the Alberta Beef brand in its overseas partnerships, and that marketing more beef outside of Canada was a positive for the entire industry. Japan is second only to the U.S. for Canadian beef exports, accounting for 11 per cent of beef exports last year.
Kanematsu Corporation’s trading runs the gamut from solar cell manufacturing equipment to textiles to food, Forbes.com notes. The company was founded by Fusajiro Kanematsu in 1889, initially importing beef fat, cattle hides and wool into Japan from Australia, notes the company’s website. Today, the company’s meat division is “committed to contributing to the dietary habits of people in Japan and Asia, as well as to raising the quality of the lives of people in local communities,” the website notes.