CANADA – The Canadian Cattle Association (CCA) has announced it will receive up to US$453,364 over the next three years from Agriculture and Agri-Food Canada’s AgriMarketing Program, a part of the Sustainable Canadian Agricultural Partnership.
This funding will support CCA’s efforts to enhance the visibility and demand for Canadian beef in both existing and new international markets.
Nathan Phinney, President of the CCA, expressed gratitude for the financial support, emphasizing its importance in promoting the high quality of Canadian beef on a global scale.
“This investment from the AgriMarketing Program is crucial in our mission to market Canadian beef worldwide, showcasing the exceptional standards upheld by our producers,” said Phinney.
Expanding trade in foreign markets is expected to stimulate economic activity within Canada, benefiting farmers and businesses throughout the supply chain.
Phinney highlighted the CCA’s commitment to fostering international markets, noting the growing global demand for Canadian beef products.
Lawrence MacAulay, Canada’s Minister of Agriculture, announced the funding during a beef cooking demonstration at Canada Beef’s Calgary office.
The funding will be utilized to expand market access in established markets such as the United States and Japan, as well as in emerging markets like Vietnam.
The CCA plans to engage in various trade advocacy activities, including multilateral meetings and support for ministerial initiatives.
Despite challenges, the Canadian beef industry remains robust.
In 2022, Canada produced approximately 1.38 million metric tons of beef, with nearly 598 thousand metric tons exported.
The United States was the largest export market, with beef exports valued at around 3.45 billion Canadian dollars (US$2.5B).
Alberta, the leading province in beef cow inventory, accounted for approximately 1.56 million heads as of January 2023.
However, even with industry targeting international markets, domestic beef consumption is evolving.
Only about 5% of Canadians follow a vegetarian diet, but 27% consume beef less than once a week, driven by concerns over health, environmental impact, and animal welfare.
Per capita beef consumption in Canada was estimated at 24.5 kilograms in 2023, a significant decline from 1980’s figures.
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