Canada Beef works together with Canadian farmers, ranchers, industry champions and brand partners to drive, enhance and sustain loyalty to Canadian beef. Canada Beef is harnessing the Canadian beef brand story to build consumer and customer loyalty for Canadian beef globally. These efforts increase demand for Canadian beef and the value producers receive for their cattle.
Canadian Beef Centre of Excellence
The Canadian Beef Centre of Excellence (CBCE) is a pivotal resource in Canada Beef’s abilities to connect and collaborate with clients in a meaningful way. Top-notch chefs, butchers, home economists and industry professionals use the centre to develop technical and training resources working directly with industry partners. In its first three years of operation, the Centre has hosted over 480 domestic and international companies in business development programming; hosted 142 domestic and international missions; featured four media/influencer events for Canada’s 150 celebrations including TV broadcasts from the centre with outreach estimated at 4.8 million consumers; and helped generate more than $480 million in new Canadian beef business.
Export Market Development
Canada Beef’s work in export markets such as: Mexico/Caribbean/Central America; Japan; China/Hong Kong; South Korea; Taiwan; Vietnam; Philippines; Singapore; the Middle East and European Union is creating opportunities for the Canadian beef industry to realize greater value for the carcass than what could be realized in the domestic market alone. Besides offering competitive bids on middle meats, the export markets can deliver better returns for end meats, credit/thin meats and offal than here at home, contributing well over $600 per head in additional carcass value.
The Latin America market hub supported various marketing and promotional programs as well as social media marketing in collaboration with leading export partners and retail and foodservice distributors in Mexico and Latin America. With successful programs such as the Canadian Beef Culinary Series, promotions featuring high-profile celebrity chefs, and business development outreach through trade shows and trade missions, and cooperative programs with Canadian Embassies, Consulates and Trade Commissioners, Canada Beef is creating brand awareness and positioning our high-end product in the minds of consumers and key influencers.
Asian market hubs successfully utilized the Canadian Beef Branding Series to drive education, understanding and loyalty to the Canadian Beef Brand. They also continued to position the Canadian beef brand through a series of educational cooking classes and professional chef seminars; integrated marketing programs linking online and live events; culinary seminars and competitions building a Canadian Beef community in the social media platforms and brand media campaigns, and cooperative programs with Canadian Embassies, Consulates and Trade Commissioners. The marketing initiatives successfully brought the Canadian Beef Advantage to end users as a real-life experience through cutting/cooking demonstrations and beef tasting - giving them an emotional connection to the brand and creating on going conversations between end users.
Impact of Check-off Investment and Import Levy Investment
A study evaluating the economic benefits from the Canadian Beef Cattle Check-Off was completed in 2016 indicating that every dollar of check-off investment into domestic and international promotion, market development and research brought back a benefit of $14 per head to producers – a benefit cost ratio (BCR) of 14:1.
In 2018, the study was updated and showed that the BCR had increased by 29 per cent to 18:1. The updated study also looked at the benefit to the industry of the Import Levy – a $1 per head equivalent levy collected on beef imports into Canada used for domestic marketing. The updated study showed the combined BCR from the check-off and import levy is 25:1 or a $25 benefit for the beef industry.
Vice President, Corporate Affairs
180, 6815 - 8 Street NE
Calgary, AB T2E 7H7
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