Canada Beef Inc Activities
Canada Beef is an independent national organization handling the marketing and promotion of the Canadian cattle and beef industry worldwide. It's efforts to maximize demand for Canadian beef and optimize the value of Canadian beef products are funded by cattle producers through the National Beef Check-Off, which in turn makes it possible to access beef industry market development funds provided by the Government of Canada and the Government of Alberta. Canada Beef can often bring further value to producers by leveraging producer and legacy funds against private industry partner contributions for an overall benefit of 9:1 on partner programs.
The organization's goals (set out by the CCMDC - Canadian Cattlemen Market Development Council) are as follows:
Achieve growth in traditional, existing, new and emerging markets for Canadian beef
Build awareness of the Canadian beef brand
Maximize total value realized for Canadian beef through optimization of carcass values
Vision
To position Canadian beef as the premium beef product of choice for domestic and international markets.
Mission
To enhance and sustain the profitability of Canadian beef producers through excellence in product promotion, positioning and the facilitation of domestic and international marketing initiatives.
Offices & Staff
Canada Beef has two national offices located in Eastern Canada (Mississauga, Ontario) and Western Canada (Calgary, Alberta), as well as six international offices in China, Japan, Mexico, South Korea and Taiwan. Over 30 employees work as a team to deliver Canada Beef programs worldwide. Our team includes marketing experts, public relations and administrative staff.
How we are funded
Canada Beef receives funding contributions from the National Check Off Agency, as well as financial contributions from the Government of Canada, the Government of Alberta and various Industry Development funds.