With thirty seven employees and six offices (including one each in Japan, Taiwan, Mexico and Shanghai), Canada Beef Inc. is an independent, national organization that works to promote and market Canadian beef and cattle globally. The organization is funded by cattle producers and the national check off, a $1/head levy on cattle sales that also supports the Beef Research Council.
This year, at the International Livestock Congress (ILC) in Calgary, Canada Beef’s Marty Carpenter, executive director, market development North America, spoke about the niche markets the company has been able to identify and how work is progressing to expand market development for Canadian beef.
“Niche marketing is really all about finding the right cut for the right customer,” Carpenter said to RealAgriculture.
Such markets include overseas consumers as well as some here at home. Carpenter sees great opportunities in expanding halal products in Canada, and further afield, for example.
In this interview, recorded at ILC, Carpenter explains some of the niche products demanded by the hispanic market in the United States, halal consumers in Canada and also explains what Maple and Rocky, a duo of steer mascots, are offering to potential market expansion in Asia. In addition, Carpenter explains what role the Canadian Beef Centre of Excellence will hold in promoting the “Canadian beef advantage.”
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