Canada Beef Announces Global Marketing Plans
Canada Beef says it will spend $3.6 million to promote Canadian beef and veal exports globally.
The funds are available from the AgriMarketing Program, under the Canadian Agricultural Partnership (CAP), which is a five-year, $3 billion federal-provincial-territorial investment in the agriculture, agri-food and agri-based products sector that began in April 2018.
In addition to promoting Canadian beef abroad, the program will enhance awareness of the value proposition created by farmers and other participants within the beef and cattle supply chain.
The Canadian Beef Global Market Development and Promotion project contains strategies and tactics to support growth in 19 new and existing export markets.
Canada Beef President Michael Young said the ability to partner with the Government of Canada to deliver important programs is crucial to Canada’s beef industry, especially at a time when the pandemic and world events contribute to an ever-evolving marketplace.
“Government-industry development funding that Canada’s cattle producers are able to leverage with their own producer check-off investment is important to position the industry for growth and success in international markets,” Young said.
Canada exports 45% of its beef and cattle production to international markets each year, and international trade adds more than $600 per head of additional value for Canadian rancher and feeders.
“Canadian cattle producers deliver high-quality, internationally recognized products. 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,” said the Honourable Marie-Claude Bibeau, Minister of Agriculture and Agri-Food.
Exports of Canadian beef (January to December 2021) were up 20% in volume and up 37% in value from last year. Most of these sales came from export markets identified and targeted in Canada Beef’s project.
