The Beef Cattle Research Council (BCRC), the University of Manitoba (UM), along with the Manitoba Beef Producers, Manitoba Agriculture, and Manitoba Beef and Forage Initiatives have announced the establishment of the BCRC Chair in Beef Cattle Economic Sustainability.
The chair will be funded by a $1.5 million grant.
“It’s important for our industry to understand beneficial management practices that boost productivity, profitability, and environmental sustainability—including those related to greenhouse gas emissions, land and water use, and biodiversity,” says Craig Lehr, BCRC chair and Alberta beef producer. “This new chair will focus on viable solutions for Canadian beef cattle producers with innovations that improve economic sustainability while reducing environmental footprint.”
The BCRC chair position, valued at $300,000 annually over a 10-year period, will serve as a hub for research, education, and extension activities that benefit producers across Canada. The process to hire the new BCRC Chair will begin immediately, the organization says.
Volatile input costs, climate-related risks, and limited access to equitable risk management tools have made it difficult for producers, especially in the cow-calf sector, to adopt new technologies and practices that could reduce their environmental footprint, the BCRC says.
“Beef producers in Manitoba and across Canada care deeply about both environmental and economic sustainability because the land they steward today must feed their families tomorrow,” says Matthew Atkinson, president of Manitoba Beef Producers. “Thriving ecosystems and strong businesses go hand in hand. Having this Chair position will help producers make decisions both good for the land and for their bottom line.”
Housed in the Department of Animal Science, the BCRC chair will advance research around innovative financial incentive models, analyze the behavioural drivers behind the adoption of Best Management Practices (BMPs) and work closely with producers, policymakers, and researchers to ensure findings are translated into actionable strategies. The position will also play a key role in training the next generation of agricultural economists and extension specialists.
Beyond its research mandate, the chair will serve as a catalyst for broader impact by leading a multidisciplinary team that will align economic and environmental outcomes across the beef value chain. It will attract diverse funding from industry and government to expand research capacity, create enhanced training opportunities for students in cattle economics and extension, and continue to strengthen the beef industry by positioning it as a national and international leader in sustainable beef production research.
