When Dale Wilson told his friend Kevin Boon to run as a Beef
Information Centre director, neither expected a win.
The incoming chair of the Alberta Cattle Commission told Boon the
experience would be a good introduction to the workings of the beef
producers’ organization.
“I didn’t even know what the acronym BIC stood for,” Boon said.
To the surprise of both, the newcomer was elected to the powerful
national committee first time out. Two years later, in 2000, the cattle
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commission delegate from Delia, Alta., was named chair.
“Major changes were coming and I happened to be the right guy at the
place and the right time that had the time and ability to carry on and
do it,” he said.
“I wanted to make sure that if I was producing beef, that I should have
a part in trying to make a difference in making it better.”
Boon is driven by the same fire that fuels so many delegates who become
involved in the cattle commission and move through the ranks to major
committees within the Canadian Cattlemen’s Association or Beef
Information Centre.
A bright and personable man, Boon is a graduate of Olds Agricultural
College. He has been extensively involved with promotions with the
Alberta and Canadian Charolais associations. A special interest in
young people saw him work with the Charolais association’s youth club
as its first president, as well as 4-H involvement for himself and his
two children.
Help at home is crucial when he decided to become a beef ambassador.
Neighbours pitch in at calving or when there are problems his wife
Joyce and 79-year-old father Norvan can’t handle.
“I spend somewhere around 80 days away from home on cattle business,”
he said.
“I have a huge support group of neighbors who believe in what I’m
doing.”
As well as allowing him to promote an industry he loves, the job has
also given him friendship.
“The biggest perk of all is the people you meet who are all out for the
same thing, and that’s development of the industry,” he said.
Boon credits BIC’s accomplishments to its founders, saying his
committee has built on what they started 28 years ago.
Yet, the industry has changed since 1973.
Then, the average beef per capita consumption was about 70 pounds per
person and export trade was minor.
Now, consumption is less than 45 lb. per person and Canada has grown
into the world’s third largest beef exporter.
Attitudes toward what was once a dietary staple changed and it became
BIC’s task to get people eating beef again.
The committee taught Boon about demographics and the influence of
consumer demand on the multi-billion dollar beef industry. He learned
about the specialized needs of the processing, retail and food service
sectors.
He has learned the importance of understanding Canada’s different
regions and eating habits.
“We producers think all you have to do is butcher it and then you eat
it. It’s not that simple.”
One of the main accomplishments during his tenure was a new meat chart
describing a completely new way of cutting and cooking beef. Educators,
food service and retailers are expected to use it the most.
Carcasses have become considerably larger in the last decade and beef
quality has declined somewhat. Developing new cuts, naming cuts by
cooking method, and promoting quality and consistency have already
pushed up beef demand by seven percent in the last year.
“This came about by listening to the consumer,” he said.
A largely urban population, where most adults work outside the home, is
looking for convenient ways to prepare meals. New products are coming
to meet that need.
“It is a bit of a slow and agonizing process, but we can really see the
rewards. We are working with 17 companies right now,” he said.
His first two years on BIC were spent on the new product development
committee.
“I have a real passion for it and I got so wrapped up in it. Part of
the joy of working on that was we got to taste all this stuff.”
Some was good and other projects were sent back to the kitchen.
Boon was also a board member when generic beef television advertising
was cancelled. Funded entirely by producers, BIC could no longer
afford costly TV ads without sacrificing other projects.
The promotions thrust has evolved into a new strategic plan to get the
absolute best value out of the pounds of beef that are available.
“If that means taking a pound of hamburger and instead of getting $2 a
lb. out of it, getting $2.30 out of it, we’ve added 30 cents a lb. to
40 percent of the carcass,” he said.
“A lot of what we have to concentrate on as producers is to get more
value out of that carcass.”
Boon retires as BIC chair in March, when he becomes a director of the
cattlemen’s association.
Cattle commission rules say a delegate must step down after serving
three consecutive terms of two years. Boon wants the time off, but he
is confident of his return in some other capacity to promote the beef
industry.
“I can’t see myself staying out of it completely. I love the people. I
love what I am doing with them. I really enjoy the challenges of the
industry and I like being there where it’s happening.”
