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 On behalf of Canada Beef, I am pleased to extend warm wishes for a healthy and prosperous New Year. Canada Beef achieves a significant milestone in 2023 with the 50th anniversary of beef marketing activities in Canada and abroad. The Canada Beef team is proud to carry on the strong legacy of leadership and innovation that continues to serve producers by ensuring a bright future for the Canadian beef industry. While the country has generally moved into a post-COVID phase, the past year was still challenging for Canada Beef, the industry and society in general. I have no doubt that Canada Beef will continue to rise to the challenge through adaptation, hard work and perseverance to deliver value to our stakeholders, clients and customers. This past year we added talented individuals to our staff team who will help make us even better. Shelby VanSickle started as Senior Director, Channel Marketing in FQ3. VanSickle is responsible for leading Canada’s domestic beef marketing strategy for increasing demand, client confidence and competitive position in the Canadian marketplace. Kelly Hyde was named Director, Canadian Beef Information Gateway (Gateway), and Mauricio Arcila joined the team as Director of Technical Services in FQ2. Both are industry veterans and bring tremendous expertise to the team. Hyde’s focus is on the implementation of the Gateway with new and existing partners. Arcila will focus the majority of his time on initiatives related to market intelligence, regulatory and market access support, as well as work to advance our beef quality strategy and other areas that require applied research. We are nearing completion of renovations of our facilities that help us deliver impactful programs while providing value to our funders. As we look forward to 2023, we acknowledge the rich and colourful organizational history of Canada Beef. Canada Beef began operations on July 1, 2011, with the consolidation of the Beef Information Centre (BIC) and the Canada Beef Export Federation (CBEF). The predecessor organizations had operated as the domestic and international marketing arms of the Canadian beef industry, respectively, since 1973, with BIC incorporated in 1973 and CBEF in 1989. Back to main page

CONTACT US Suite 146, 6715 – 8th Street NE Calgary, AB Canada T2E 7H7 Tel: (403) 275-5890 info@canadabeef.ca canadabeef.ca	You’re receiving this newsletter because you’ve subscribed to Canada Beef Performs. No longer interested? UNSUBSCRIBE. Forward to a friend? CLICK HERE. Like to subscribe? CLICK HERE Comments? Email our editor at editor@newsletter.ca © 2023 Canada Beef. All rights reserved.