Ag Marketing News

Backgrounder
July 12, 2024 – Calgary, Alberta – Agriculture and Agri-Food Canada
The Government of Canada is investing over $6 million in two organizations to drive the growth of Canada’s beef industry through promotional activities that increase awareness and demand for Canadian beef.

Canada Beef
Canada Beef is receiving up to $5,865,110 through the Sustainable Canadian Agriculture Partnership, under the AgriMarketing Program.

The project aims to build a dynamic, profitable and competitive Canadian beef and veal industry where high-quality Canadian beef and veal products are recognized as outstanding by domestic and international customers. Activities include advertising and promotional campaigns, virtual engagement, seminars and more—focusing on 19 markets, including four emerging markets in the Indo-Pacific region (Philippines, Singapore, Taiwan and Vietnam).

As the marketing division of the Canadian Beef Cattle Research, Market Development and Promotion Agency, Canada Beef is the cattle producer-funded and run organization responsible for domestic and international beef and veal market development. It has staff in Canada, Mexico, Japan, China, and Taiwan, and representation in Vietnam and South Korea. In addition to National Check-Off and import levy funding, Canada Beef leverages cattle producer dollars with private market partner investments and government industry development funding to maximize the benefits of producer check-off investment.

Canadian Cattle Association
The Canadian Cattle Association is receiving up to $453,364 to help expand and develop market access in existing markets (for example United States and Japan) and emerging markets (for example Vietnam) for beef products by conducting a number of trade advocacy activities, such as multilateral meetings and providing support on ministerial activities.

The Canadian Cattle Association is the national voice of Canada’s 60,000 beef farms and feedlots. Founded by producers and led by a producer-elected board of directors, it works to address issues that concern Canada’s beef producers.

AgriMarketing Program
The AgriMarketing Program is a $129.97 million investment under the Sustainable Canadian Agricultural Partnership (2023 to 2028). The Program supports national agricultural sectors to increase and diversify exports to international markets and seize domestic market opportunities. The Program helps grow the economy by increasing and diversifying Canadian exports of agriculture, agri-food, and agri-based products by increasing the visibility of Canadian products and increasing the capacity of exporting producers to identify and seize market development opportunities in targeted markets.

Source: https://www.canada.ca/