Federal government commits $4M to boost Canadian beef marketing

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Calgary, Alta. (Rural Roots Canada) – The federal government is investing more than $4 million to grow demand for Canadian beef around the world.

Announced Wednesday at the Calgary Stampede, the investment comes through Agriculture and Agri-Food Canada’s AgriMarketing Program. Canada Beef will receive $3.7 million to promote Canadian beef and veal through advertising, promotional campaigns and market development activities, while the Canadian Cattle Association (CCA) will receive up to $300,000 to support trade advocacy, strengthen international relationships and advance science-based trade rules.

Agriculture and Agri-Food Minister Heath MacDonald said the funding is about both protecting existing export markets and creating new opportunities for Canadian producers.

“I think that’s what we need to do, is maintain those markets and expand them at every opportunity to ensure that we build resiliency,” said MacDonald.

MacDonald pointed to growing demand for Canadian beef in countries such as Indonesia and Mexico, adding the money will help industry organizations continue building those relationships abroad.

He also said expanding export opportunities goes hand-in-hand with encouraging producers to rebuild Canada’s cattle herd.

“I think what we do is build confidence in farmers, and if farmers see that they have the confidence, they’re going to increase their herd,” said MacDonald. “When that grows, we need more market.”

CCA President Tyler Fulton said export development benefits producers by maximizing the value of every animal, rather than simply increasing the volume of beef sold abroad.

“What’s often forgotten is that the products that are in demand here in Canada are not the same as what they are everywhere, and there are more than 200 products that come off of a cattle carcass,” Fulton explained.

“When we can optimize and get more value for some of those cuts that are in less demand here domestically, then it actually supports the rancher and feed yards without actually impacting domestic prices negatively.”

Fulton said this investment will also help the association strengthen key trade relationships at a time of continued uncertainty in global markets.

“With all of the risks and uncertainty, what this helps us do is make those investments, make those relationships around the world, and in particular securing our U.S. market access,” he said.

Canada Beef President Eric Bienvenue said the organization will focus much of its efforts on growing demand across Southeast Asia, including Indonesia, Vietnam, Thailand and Malaysia.

“We will have people on the ground, but as well, work with all our stakeholders here, our packers or meat processors, and consumers, customers, retailers, food service people in those locations to not only enhance brand awareness, but get our product known through the different venues and increasing our sales,” said Bienvenue.

Bienvenue said those investments are already paying dividends.

“On the export side last year, with all our investment, we generated reported volumes and money of more than $100 million more in sales for all our Canadian industry,” he said.

The AgriMarketing Program is an almost $130 million investment under the Sustainable Canadian Agricultural Partnership (Sustainable CAP), and supports national, sector-led activities to increase and diversify exports to international markets.

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