Driving economic growth by advancing Canada’s global reputation for top-quality beef

Canada’s livestock producers and processors have built a strong reputation for delivering high-quality, safe and delicious beef

the Minister of Agriculture and Agri-Food, the Honourable Marie-Claude Bibeau, announced an investment of up to $3.6 million to ensure the beef industry has the necessary resources to seize new export opportunities to remain competitive and continue to be a sustainable driver of economic growth.

Under the AgriMarketing Program, this funding will be used to support Canada Beef’s efforts to boost beef and veal exports globally through initiatives that aim to increase trust in Canada’s beef sector.

 

“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“

 

Project activities will help to bolster Canada’s global beef brand and build stronger relationships with global trading partners. This will help producers become more competitive and grow beef sales in important international markets, while supporting the continued growth and success of the Canadian beef industry, which contributes billions to Canada’s GDP.

“Canadian cattle producers deliver high-quality, internationally recognized products,” Bibeau said. “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.”

In addition, this project will support training and e-learning activities at the Canadian Beef Centre of Excellence (CBCE), a state-of-the-art training facility. These activities will help industry increase knowledge around the advantages of Canadian beef, enable it to promote the excellence of Canadian beef and help to increase public trust in beef products.

“The government-industry development funding that Canada’s beef producers are able to leverage with their own national check-off investment is essential for positioning the industry for growth and success in international markets,” added Canada Beef president, Michael Young. “The ability to partner with the Government of Canada to fund and deliver important programs is appreciated especially as the pandemic and world events contribute to an ever-evolving marketplace.”

Despite many challenges, Canada’s beef industry has shown great resiliency and continues to look for opportunities to grow in new and existing global markets. The Government of Canada remains committed to investing in growth for Canadian beef producers and this vital industry.