CALGARY,
AB, July 8, 2024 /CNW/ - Today, the Honourable
Lawrence MacAulay, Minister of Agriculture and Agri-Food, announced
an investment of more than $6 million
in two beef and cattle organizations through the AgriMarketing
Program, an initiative under the Sustainable Canadian Agricultural
Partnership.
The investment aims to drive the growth of Canada's beef industry through promotional
activities that increase awareness and demand for Canadian beef in
existing and new markets.
Canada Beef is receiving up to $5,865,110 and the Canadian Cattle Association is
receiving up to $453,364. The two
projects incorporate promotional activities such as advertising
campaigns, incoming and outgoing trade missions, technical
training, and educational seminars.
Increasing trade in foreign markets will boost economic activity
in Canada and positively impact
farmers and businesses at all levels of the supply chain.
Quotes
"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. 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."
- The
Honourable Lawrence MacAulay, Minister of Agriculture and
Agri-Food
"Canadian beef is a world-class product, and 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."
- Eric
Bienvenue, President of Canada Beef
"Expanding and opening markets abroad for Canadian beef to meet
global demand requires proactive efforts to build relationships.
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."
- Nathan Phinney, President of the Canadian Cattle
Association
Quick facts
- The value of Canadian beef exports has increased in recent
years. From 2018 to 2022, the value increased from $2.7 billion to $4.7
billion, and, in 2023, the value of Canadian beef exports
exceeded $5 billion.
- In 2023, the top importing countries for Canadian beef included
the United States ($4B), Japan
($351M), Mexico ($284M),
South Korea ($122M), and Vietnam ($79M).
- The Sustainable Canadian Agricultural Partnership (Sustainable
CAP) is a $3.5-billion, 5-year
agreement (April 1, 2023 to
March 31, 2028), between the federal,
provincial and territorial governments to strengthen the
competitiveness, innovation, and resiliency of the agriculture,
agri‐food and agri‐based products sector.
- The AgriMarketing Program is one of the federal programs under
the Sustainable CAP and was established to help industry increase
and diversify exports to international markets and seize domestic
market opportunities through industry-led promotional activities
that differentiate Canadian products and producers, and leverage
Canada's reputation for
high-quality and safe food.
- Canada recently opened an
Indo-Pacific Agriculture and Agri-Food Office (IPAAO) in
Manila, Philippines. The IPAAO
will enhance market access, advance technical cooperation, identify
new business opportunities for Canadian exporters to diversify
their exports, and support investment attraction efforts into
Canada.
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Backgrounder
AgriMarketing Program: Beef sector
support
July 8, 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 (e.g. 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 (e.g. United
States and Japan) and
emerging markets (e.g. 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 (2023-2028). 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.
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