October 5, 2015 (Calgary, AB)
Canada Beef is pleased to congratulate Prime Minister Stephen Harper and International Trade Minister Ed Fast, and the Government of Canada on the Trans-Pacific Partnership (TPP) Agreement, which was reached early this morning in Atlanta.
Canada Beef’s Chairman Jack Hextall is pleased with the deal, and is confident that it will be beneficial for Canada’s beef industry.
“The TPP provides Canada the opportunity to finally be on a level playing field with other nations, and allows us to service our brand partners through improved access into Japan and other Asian markets that are seeing a demand for Canadian beef,” said Hextall, “this deal could be tremendous for the growth of exports to nations, like Japan in particular.”
In 2014, a total of 18,835 tonnes of Canadian beef valued at $103 million went to Japan. Year to date exports of Canadian beef are valued at $48.5 million.
The TPP will allow Canada to reduce its current 38.5 per cent tariff on beef in Japan to nine per cent over a span of 15 years, the same as other nations that previously held a tariff advantage over Canada.
Canada Beef’s President Rob Meijer sees opportunity with the TPP to grow loyalty to the Canadian beef brand.
“We have been working hard to increase loyalty to the Canadian beef brand in these markets,” Meijer said, “now that we are competitive with other beef producing nations, we can continue to align ourselves with loyal partners and grow the demand for Canadian beef.”
Countries in Southeast Asia have become a larger priority for Canada Beef, and the TPP allows for reduced or eliminated tariffs in some of these nations where the Canadian beef brand is growing through targeted partner alignment and the hosting of Canadian Beef Brand Series events.
Canada Beef is the cattle producer-funded and run organization responsible for domestic and international beef and veal market development. It has offices in Canada, Mexico, Japan, China and Taiwan. Canada Beef works to foster loyalty to the Canadian beef brand and build strong relationships with trade customers and partners. These efforts increase demand for Canadian beef and the value producers receive for their cattle.
For more information, please contact:
VP, Corporate Affairs & Operations, Canada Beef