The national beef check-off enables co-ordinated research, marketing and engagement that supports industry competitiveness and public trust.
Tag Archives beef marketing
Your check-off at work: Why national co-ordination matters more than ever
Pooling producer investments through the national check-off prevents duplication, strengthens marketing and keeps Canadian beef credible at home and abroad
Canada Beef keeps its foot on the gas with market development
Keeping up with Canada Beef: From the June 2025 issue of Canadian Cattlemen
With the recent Canadian election now behind us and trade discussions set to resume between Canada and the U.S., Canada Beef remains focused on its mandate: to continually respond to the needs of our stakeholders by promoting Canadian beef, enhancing consumer awareness, driving consumption and identifying new market opportunities worldwide. More than ever, generic marketing […] Read more
Canadian Roundtable for Sustainable Beef faces supply crunch
As demand has increased for beef from certified-sustainable farms and ranches, supply has fallen behind
It’s been over 10 years since the Canadian Roundtable for Sustainable Beef was established, and though the roundtable has made progress, it has also run into challenges. While producer uptake in the program was strong at the start, it has petered off, causing concern. The roundtable’s goal is to encourage sustainable beef production in Canada, […] Read more
Canada Beef invests in market diversification, domestic demand to counter U.S. trade turmoil
Keeping up with Canada Beef (from the May 2025 issue of Canadian Cattlemen)
The uncertainty unleashed by the U.S. administration’s reciprocal tariffs on April 2 created unpredictability and roiled markets worldwide. Canada’s cattle industry was left out of the so-called U.S. “Liberation Day” tariffs due to the carve-out for products that comply with the United States-Canada-Mexico Agreement (USMCA). These products, which include Canadian live cattle and beef, will […] Read more
Show us the money, Part 2: Balancing beef carcass quality and yield
Only by sharing grading information can the industry signal market demand to cow-calf producers
In my previous column, our editor kept me on track when she titled it Show Us the Money. That was appropriate because I have noted that cattle producers do follow the money. That is to say, they absolutely do respond to market signals, but when no such signal exists, they can’t. In this column, I […] Read more
Winning over millennials
Overall millennials see beef production less favourably than other generations, but sharing positive stories and making personal connections can win longtime fans
This is the final instalment in a three-part series on millennial consumers and the opportunities for Canadian beef producers to better understand this demographic. You can read Part 1 here, and Part 2 here. Junelle Dion is a fan of Canadian beef, and directly supporting a rancher makes purchasing beef even more satisfying. “I love […] Read more
Canada Beef cooks up new marketing ideas
Marketing: News Roundup from the April 2020 issue of Canadian Cattlemen
Canada Beef is looking for new ways to promote old favourites such as ground beef, Michael Young told attendees of the Saskatchewan Beef Industry Conference earlier this year. The ground beef category represents 60 to 65 per cent of retail sales, Young, president of Canada Beef, told the crowd. But a lack of recent innovations […] Read more
$2.50 national check-off on track for 2018
Policy: News Roundup from the January 2018 issue of Canadian Cattlemen
Most Canadian beef producers will be kicking in another $1.50 per marketed head to the Canadian Beef Cattle Check-Off starting at some point in 2018, with the long overdue increase in funds being used to further marketing and research efforts for the industry. The national check-off, which hasn’t changed in about 20 years, will increase […] Read more
The first signs of beef herd expansion
At last there are clear signs of beef herd expansion in Canada! In 2015 the output, or productive capacity of the national herd was reduced: almost 13 per cent in numbers of animals marketed and 10 per cent in tonnage. Most of that reduction, however, is explained by an almost 20 per cent decline in […] Read more
New Alta. packer seeks Harmony by design
Rich Vesta’s pride in his family’s state-of-the-industry beef-processing plant is evident as he talks about the features that will make Harmony Beef a one-of-a-kind plant in North America. The modernized Rancher’s Beef facility located in a vast industrial area east of Balzac, Alta. is now loaded with the latest European technology to provide a safe, […] Read more
