Feds announce $6 million beef marketing boost

The Canadian beef industry is getting an over $6-million national boost from the federal government promote Canadian beef abroad.

“Canadian beef has earned a top spot on the world stage because of the commitment to quality and sustainability that our producers hold themselves to,” said agriculture minister Lawrence MacAulay in a news release today.

Canada Beef and the Canadian Cattle Association (CCA) are receiving up to $5,865,110 and $453,364 respectively for marketing activities such as advertising, trade missions, technical training and educational seminars.

“By continuing to promote Canadian beef in key foreign markets, we can make the sector more competitive, put more money in the pockets of producers and drive demand for our world-class Canadian beef,” MacAulay said.

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Expanding and opening new markets requires proactive relationship-building, said Canadian Cattle Association president Nathan Phinney in the release.

“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.”

“This funding will support initiatives that increase awareness of the value proposition of Canadian beef and veal exports in international markets vital to the success of Canada’s beef industry,” said Eric Bienvenue, president of Canada Beef.

The funding comes via the AgriMarketing Program, an initiative under the Sustainable Canadian Agricultural Partnership (S-CAP). The initiative is intended to increase and diversify exports to international markets and seize domestic market opportunities.