On Monday, Minister of Agriculture and Agri-Food, Marie-Claude Bibeau, announced an investment of up to $3.6 million to ensure the beef industry has the necessary resources to seize new export opportunities to remain competitive and continue to be a sustainable driver of economic growth.
"Canadian cattle producers deliver high-quality, internationally recognized products. Building on this reputation, our government's investment will help the industry capture opportunities for growth and ensure that Canada's beef sector remains a driver of our economy," said Bibeau.
Under the AgriMarketing Program, this funding will be used to support Canada Beef's efforts to boost beef and veal exports globally through initiatives that aim to increase trust in Canada's beef sector. Project activities will help to bolster Canada's global beef brand and build stronger relationships with global trading partners.
This will help producers become more competitive and grow beef sales in important international markets, while supporting the continued growth and success of the Canadian beef industry, which contributes billions to Canada's GDP.
"The government-industry development funding that Canada's beef producers are able to leverage with their own national check-off investment is essential for positioning the industry for growth and success in international markets. The ability to partner with the Government of Canada to fund and deliver important programs is appreciated especially as the pandemic and world events contribute to an ever-evolving marketplace," said Michael Young, President, Canada Beef.
In addition, this project will support training and e-learning activities at the Canadian Beef Centre of Excellence (CBCE), a state-of-the-art training facility. These activities will help industry increase knowledge around the advantages of Canadian beef, enable it to promote the excellence of Canadian beef and help to increase public trust in beef products.