For more than a century, players in the Canadian beef industry have often ridden separate trails, but as the world’s food demands change, they say it is time to ride together.
The Straw Man Canadian Beef Industry Strategy was born at a meeting in Calgary last spring to get people talking about how to seize opportunities and sell more beef to a hungry world.
It was designed as a way to bring people together to solve the problem of producing a quality product that processors, restaurateurs and retailers can promote and sell with confidence.
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“We don’t need any more organizations,” said Kim McConnell of Calgary, one of the strategy leaders. He is working with fellow Albertans John Kolk of Picture Butte and David Andrews of Bow City, who are guiding a committee representing key members of the beef business.
“This strategy is about working together to create the kind of operating climate we need as an industry to advance our individual business interests,” McConnell said.
The steering committee includes Willie van Solkema, president of JBS Canada; Dennis Laycraft, executive vice-president of the Canadian Cattlemen’s Association; Bryan Walton, manager of the National Cattle Feeders’ Association; Rob Meijer, president of Canada Beef Inc.; and Ken Clark, general manager of the Overwaitea Food Group.
In addition, four teams have been created with 25 volunteers from across Canada to figure out what is needed to deliver a quality product to processors and retailers.
Each team has a different focus, including talking about information flow, setting performance targets, providing consistent messages and bolstering financial support for a marketing and promotion entity, Canada Beef Inc.
The strategy’s progress will likely be presented at the Canfax Cattle Market Forum Nov. 26-27, as well as during a later food industry conference in Ontario.
