Federal Agriculture Minister Lawrence MacAulay was in Calgary on Wednesday to announce up to $6.4 million over three years to promote Canadian beef.
The funding will support Canada Beef’s three-year market development and promotion plan, which targets regional hubs in Asia, Europe, North America and Latin America.
“Canadian farmers and ranchers take pride in producing a premium-quality safe beef product. This investment will help strengthen the Canadian beef brand globally, leading to greater returns for our farmers and their families and continued growth in the middle class,” said MacAulay.
The commitment falls under the Growing Forward 2, AgriMarketing — Market Development program.
“Canada Beef is very pleased to partner with the federal government to drive, enhance and sustain loyalty to Canadian beef with customers from around the world through the Growing Forward 2 initiative. The industry development funding Canadian cattle producers are able to leverage with their own investment is critical to positioning the industry for long term growth and success in these lucrative markets,” noted Canada Beef chair Jack Hextall.
In 2015, the Canadian beef industry’s exports were worth $2.2 billion.
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