Lawrence MacAulay, Minister of Agriculture and Agri-Food, announced an investment of more than $6 million in two beef and cattle organizations through the AgriMarketing Program, an initiative under the Sustainable Canadian Agricultural Partnership

The investment aims to drive the growth of Canada’s beef industry through promotional activities that increase awareness and demand for Canadian beef in existing and new markets.

 “Canadian beef is a world-class product, and this funding will support initiatives that increase awareness of the value proposition of Canadian beef and veal exports in international markets vital to the success of Canada’s beef industry”

– Eric Bienvenue, President of Canada Beef

“Canadian beef has earned a top spot on the world stage because of the commitment to quality and sustainability that our producers hold themselves to,” MacAulay stated. “By continuing to promote Canadian beef in key foreign markets, we can make the sector more competitive, put more money in the pockets of producers, and drive demand for our world-class Canadian beef.”

Canada Beef is receiving up to $5,865,110 and the Canadian Cattle Association is receiving up to $453,364. The two projects incorporate promotional activities such as advertising campaigns, incoming and outgoing trade missions, technical training, and educational seminars.

“Expanding and opening markets abroad for Canadian beef to meet global demand requires proactive efforts to build relationships,” added Nathan Phinney, President of the Canadian Cattle Association. “These local, national and international relationships open doors to trade and collaboration, and the AgriMarketing program support will help to ensure Canadian beef producers are represented at these global tables.”

Increasing trade in foreign markets will boost economic activity in Canada and positively impact farmers and businesses at all levels of the supply chain.