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Lemoyne brings Canadian focus to Certified Angus Beef

Marketing: News Roundup from the December 2017 issue of Canadian Cattlemen

A newborn black angus calf with it's mother

To get premiums for raising high-quality beef, there must be somebody marketing that beef. To sell more, it’s good to have a plan. When you have a plan, it helps to have a person in charge of seeing it through.

That’s what the Certified Angus Beef (CAB) brand believes it has gained by hiring Martin Lemoyne as its director of Canadian business development. Lemoyne will guide food service and retail companies in Canada to develop and implement beef merchandising, marketing and training strategies.

A Montreal native, Lemoyne brings extensive experience in beef marketing to the role, most recently as director of market development for Canada Beef.

“Martin has a deep understanding of high-quality beef from gate to plate and the impact a strong brand can have on the success of food businesses,” says Geof Bednar, CAB international director.

Certified Angus Beef brand products have been available in Canada since 1991 and it is now the top international market for the brand.

Canadian production began in 2000 and continues today supplying 1,300 licensed restaurants and grocery stores in Canada.

A growing share of that beef is produced in-country. That first fiscal year, Canadian Angus farmers and ranchers raised four million of the nearly nine million kg sold in Canada. Eight years later Canadians supplied 6.7 million of 12.6 million kg sold, and last year native Canadian Angus cattle made up 16.2 million kg of the 19.3 million kg of CAB product sold in Canada.

Those cattle have to meet the live specification of a predominantly black hide, plus the brand’s 10 carcass specifications under the auspices of the Canadian Beef Grading Agency.

In his role at Canada Beef, Lemoyne collaborated with industry leaders and food businesses on beef promotions and sales strategies. His prior experience included senior purchasing and merchandising lead, as well as a food service key account director for Loblaw Companies Limited. He worked in sales, buying and production for Canada Packers, a role he began while earning a bachelor’s degree in marketing, finance and business administration from the Université de Montréal.

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