Value Creation and Competitiveness Committee
The mandate of the CCA Value Creation and Competitiveness Committee is to seek out and provide producers with technologies, goods or services that create a more profitable business climate through creating higher returns and/or lowering the cost of production of cattle from birth through processing.
The Value Creation and Competitiveness (VCC) Committee identifies potential opportunities for value creation for the Canadian beef industry in order to improve its competitiveness. The VCC coordinates closely with other CCA committees and agencies to ensure that the Canadian cattle industry is able to capitalize on these opportunities.
Duties and responsibilities
Areas of involvement
The VCC committee hosted a series of guest speakers at the Canadian Beef Industry Conference meetings in August with a broad range of topics including; connecting the beef value-chain through data, blockchain technology and its application in agriculture, and updates to Canada’s Food Guide.
Board members and cattle industry representatives are encouraged to forward issues for discussion and review to the VCC committee.
Committee Members: Cathy Sharp, Chair; Ramona Blyth, Vice Chair; Reg Schellenberg, Jason Reid, Nathan Phinney, Kirk Jackson, YCC ex-officio. Brett McRae;
CBBC: Michael Latimer. CCA staff: David Moss, Mark Klassen.
180, 6815 - 8 Street NE
Calgary, AB T2E 7H7
© 2019 Canadian Cattlemen's Association