Canada’s major beef promotion organizations have agreed to merge.
The Beef Information Centre, Canada Beef Export Federation (CBEF) and the Canadian Beef Cattle Research, Market Development and Promotion Agency (national checkoff agency) reached a consolidation agreement during the Canadian Cattlemen’s Association annual meeting March 7-11 in Ottawa.
After several years of negotiations among the groups involved, it was agreed to create a leaner and more efficient beef marketing program at home and internationally.
“The whole intent is to create a more efficient and effective marketing program and with the overall objective of maximizing the value of the carcass which is of prime interest to producers,” said Rob McNabb, executive director of the national check-off agency.
Read Also
VIDEO: British company Antler Bio brings epigenetics to dairy farms
British company Antler Bio is bringing epigenetics to dairy farms using blood tests help tie how management is meeting the genetic potential of the animals.
A number of details remain as to how the new agency will operate, how various initiatives might be funded or when the actual merger occurs, said Larry Sears, a southern Alberta rancher and CBEF member.
A newly appointed Canada Beef Implementation Team is charged with developing a governance and marketing model for the restructured agency with full consultation of all stakeholders.
A 14-member board of directors and an interim chief executive officer will be appointed. The majority of the board must be beef producers who will sit with food service, processor and packer representatives.
The check-off agency created a draft agreement for the provincial cattle associations for this new plan. The provinces collect and allocate a $1 mandatory checkoff per animal sold and remit the funds to national marketing and research programs on behalf of the industry. Each province may designate how it wants its share of the money allocated.
