Calgary, Alberta – Western Economic Diversification Canada

Today, Agriculture Minister Gerry Ritz together with Minister of State for Western Economic Diversification Michelle Rempel announced $3,844,800, through the Western Diversification Program, to support the establishment of the Canadian Beef Centre of Excellence in Calgary, Alberta.

The establishment of the Centre will enable Canada Beef Inc. to further build Canadian beef brand loyalty with key emerging and international markets.

Not only will this state-of-the-art facility help the industry test market new products and receive feedback from consumers and others in the value-chain, the Centre will help to educate attendees on the unique product attributes that differentiate Canadian beef as a world-class product.

This initiative is expected to be a focal point for the entire Canadian beef and veal industry, particularly in Western Canada, while supporting the growth of small- and medium-sized enterprises’ export presence in emerging markets by providing education, leadership, technical expertise and training, as well as various marketing initiatives and product innovation activities.

Quick Facts

• Canada Beef Inc. was created when the Beef Information Centre (BIC) and Canada Beef Export Federation (CBEF) joined the Canadian Beef Cattle Research, Market Development and Promotion Agency (National Check- Off Agency- NCOA).
• Canada is the 8th largest beef exporting country in the world with annual shipments worth $22.9 billion in 2013. It is the largest sector of the Canadian food manufacturing industry.

Quotes

“Our Government is proud to support this cutting-edge facility. This Centre will give our industry a competitive advantage in showcasing Canada’s top-quality meats and will allow our producers to capitalize on new and existing market opportunities.”

- Gerry Ritz, Minister of Agriculture and Agri-Food

“Our Government is committed to finding ways to promote Canadian beef locally and internationally, while generating jobs and economic growth. By enabling local businesses to meet growing consumer expectations, we are helping increase the overall competitiveness of the industry.”

- Michelle Rempel, Minister of State for Western Economic Diversification

“Canada Beef is delighted to be partnering with Western Economic Diversification Canada and Agriculture and Agri-Food Canada to make the Canadian Beef Centre of Excellence a reality. The Centre of Excellence will further empower our industry to reach consumers and customers both here at home and around the world to build brand loyalty and generate new marketing opportunities. The Centre of Excellence will be a nexus where the Canadian beef industry can drive innovation, build knowledge and awareness, foster important relationships and ultimately create value for Canadian beef and veal producers.”

- Rob Meijer, President, Canada Beef Inc.