Canada Beef and the Canadian Cattle Association will share in nearly $6 million of federal funding through the AgriMarketing Program, an initiative under the Sustainable Canadian Agricultural Partnership.
The funding — split $5,865,110 for Canada Beef and $453,364 for CCA — is earmarked to drive growth of Canada’s beef industry in export markets, announced Agriculture Minister Lawrence MacAulay, while in Calgary for the Calgary Stampede on Monday.
Canada Beef says it will use the roughly $5.8 million over three years (2023-2026) to promote Canadian beef and veal exports globally through initiatives that will “increase awareness of the value proposition created by Canada’s farmers and other participants within the beef and cattle supply chain.” Initiatives under this funding will work to enhance awareness of the Canadian Beef Advantage among international customers and encourage and promote loyalty to high-quality Canadian beef, says Canada Beef president Eric Bienvenue.
The agreement includes initiatives in the Indo-Pacific region, a key market for Canada Beef and home to four of Canada’s top six beef markets: Japan (#2), South Korea (#4), Vietnam (#5) and Hong Kong (#6).
“Expanding and opening markets abroad for Canadian beef to meet global demand requires proactive efforts to build relationships. These local, national and international relationships open doors to trade and collaboration, and the AgriMarketing program support will help to ensure Canadian beef producers are represented at these global tables,” says Nathan Phinney, president of the Canadian Cattle Association.
Sat down with folks from @NACattleFeeders, @CanadianBeef, @CanBeefBreeds, @CanCattle and @cdnbeefcheckoff to talk about how we can support the beef sector and continue to boost our exports. pic.twitter.com/E8dAafEUMV
— Lawrence MacAulay (@L_MacAulay) July 8, 2024
