This morning, Agriculture Minister Gerry Ritz and Minister of State for Western Economic Diversification Michelle Rempel announced $3,844,800 in funding to support the establishment of the Canadian Beef Centre of Excellence in Calgary, Alberta.
“Our Government is committed to finding ways to promote Canadian beef locally and internationally while generating jobs and economic growth,” said Rempel. “By enabling local businesses to meet growing consumer expectations, we are helping increase the overall competitiveness of the industry.”
The Centre will enable Canada Beef Inc. to further build Canadian beef brand loyalty within the country and in international markets. It will also allow the industry to test new products with consumers, educate attendees and support enterprises through educational training.
“Canada Beef is delighted to be partnering with Western Economic Diversification Canada and Agriculture and Agri-Food Canada to make the Canadian Beef Centre of Excellence a reality,” said Rob Meijer, president of Canada Beef Inc. “The Centre of Excellence will further empower our industry to reach consumers and customers both here at home and around the world to build brand loyalty and generate new marketing opportunities. The Centre of Excellence will be a nexus where the Canadian beef industry can drive innovation, build knowledge and awareness, foster important relationships and ultimately create value for Canadian beef and veal producers.”
The Canadian Beef Centre of Excellence is set to be completed in Calgary by December 2014 with a full commercial kitchen, meat case, classroom, dining facilities and broadcast capabilities. The funding is provided through the Western Diversification Program.
The #cdnbeefcentre will drive innovation and promotion in the #cdnbeef industry with the $3.8M funding pic.twitter.com/aNu0vfunEA
— Tayla Fraser (@CDNBeef_ag) July 8, 2014
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