RED DEER – An ambitious plan called Canada Gold Beef is designed to hoist the cattle industry out of its post BSE slump.
The strategy was formed after a special meeting with Alberta agriculture minister George Groeneveld last October that discussed how to salvage the faltering beef industry without special government payments.
It is an industry collaboration to create a value chain linking the cow-calf producer and packer to the final meat sale, and was launched at the Alberta Beef Industry Council convention in Red Deer Feb. 20-22.
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The program is designed to share profits among participants to keep every sector in business. It is hoped the new Canada Gold brand will assure consumers of a high quality beef product with full traceback.
“The No. 1 thing that we think is that the cow-calf guy is not in receipt of the funds from the sale of the meat,” said Rick Paskal. A southern Alberta feedlot operator, he is also chair of the National Cattle Feeders Association.
The Alberta Cattle Feeders Association, the Beef Initiative Group, Feeder Associations of Alberta, Western Stock Growers Association and Alberta Beef Producers are involved in the plan.
“We have a lot of enthusiasm in our group,” Paskal said.
It hopes to draw in 50,000 head of cattle for the first year. An initial board of seven will be set up to oversee the program working with established groups like the Beef Information Centre and Canada Beef Export Federation for added expertise and to access potential funding.
Anyone joining the program must adhere to strict specifications to qualify as a Canada Gold Beef producer. Training will be offered and inspectors will visit those who join. It is open to anyone in Canada.
“They’ll sign up once but they will be subject to audit. If they don’t follow the protocols, they will be out of the program,” said Paskal.
Production criteria include age and source verification, traceability and specific management practices related to animal care, beef safety, quality and environmental sustainability.
“It is not something that is going to incur a lot of costs to the primary producers,” he said.
For example, cow-calf producers must provide age verification through the Canadian Cattle Identification Agency, which will hold all Canada Beef Gold data for every sector involved.
Producers at every stage of the animals’ lives must meet specific health and food safety guidelines and record keeping as outlined by Canada Gold Beef. All cattle must be handled humanely at every stage, including shipping.
Genetic records including general breed composition of the cow herd are required. All records must be stored for at least two years and they must be easily retrievable.
Participants have four options to ship cattle:
- They may send cattle direct to feedlots designated by Canada Gold Beef and retain ownership until the meat is sold.
- They can send to designated feedlots and share ownership of the animals with other investors until the meat is sold.
- They may sell direct to the feedlot and transfer ownership.
- They may sell Canada Gold Beef designated calves at auction or other marketing options.
All cattle commercially trucked from the ranch to the final destination must be moved by haulers who have completed the certified livestock transporter program.
Negotiations are also underway with a processor for custom killing. That will include an agreement by the packer to return some profit back to the producers and make it worth their while to adhere to the protocols.
Cattle from this program could be set aside for a verified branded beef program or a niche market. Interested producers could set up specialty programs like grain or grass fed, hormone and antibiotic free or natural beef depending on the customer requirements. All could carry the Canada Gold label.
“Give us five years and I think it is going to be a very significant program. It is going to raise the level of confidence in regards to the consumers of Canadian beef,” said Paskal.
