Jack Hextall of Grenfell, Sask., is the new chair of Canada Beef Inc.
He took over from Chuck McLean of Alberta, who guided the beef promotion agency for two years.
Trevor Atchison of Manitoba is vice-chair.
The change was made at the agency’s annual meeting in Toronto Sept. 19.
Canada Beef is responsible for promotion of beef domestically and internationally with offices in Canada, Mexico, Japan, Hong Kong, China and Taiwan.
The organization is a consolidation of the Canada Beef Export Federation and Beef Information Centre. It has been able to collect a checkoff on all imported beef, which works out to the equivalent of $1 per head on all imported beef cattle, beef and products.
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Collections started late last year, and according to the agency’s financial statements, the collection yielded more than $181,000 as of the end of March.
Annual collections are estimated to be worth $600,000 to $800,000, depending on market conditions.
“Until we have a full year under our belt, we have no idea how much it is going to be,” McLean said.
He suggested it could exceed budget expectations as more beef is imported to fill inventory shortfalls in Canada.
“We feel it is possible within two to three years to be well over $1 million,” he said.
Another accomplishment for Canada Beef is the opening of a centre of excellence in Calgary. It is scheduled to open early next year with commercial kitchens, meat cutting areas and education programs where new products may be developed and tested. Chef training and demonstrations for clients may also be held.
