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 Collaboration with Canadian government trade commissioners as well as provincial market development agencies is one of the tactics identified in Canada Beef’s export market development strategies. The Canadian Trade Commissioner Service (TCS) and their provincial counterparts help Canadian companies succeed in international markets. With a presence in over 160 cities worldwide, the TCS is Canada’s most comprehensive network of international business professionals. Canada Beef’s Export Market Development section was asked by the Canadian TCS responsible for agriculture located in the Mission of Canada to the European Union (EU) in Belgium to support a project to train both trade commissioner staff and official resident chefs located at numerous Canadian embassies in Europe. The purpose of Canada Beef’s participation in this training was to expand knowledge of Canadian beef, encourage the development of new initiatives in collaboration with the Canadian TCS and inspire the creation of new recipes prepared and served by Canadian embassy chefs featuring Canadian beef. Chef Eva Bee, an experienced chef based in Ottawa, lead the virtual training program highlighting various recipes including a number of iconic Canadian foods and ingredients including sirloin and tenderloin. Canada Beef helped to sponsor the Canadian beef used in the training program, delivering the beef to participating chefs. They also provided key Canadian beef messaging and marketing materials for those participating in the training program. Approximately 40 participants from 13 different Canadian embassies took part including France, Belgium (EU), the Netherlands, Denmark, Germany, Sweden, Latvia, Poland, the Czech Republic, Spain, Italy, the UK, and Austria. The participants made many positive comments about the quality of Canadian beef with many asking where they could buy Canadian beef locally.  The Canadian TCS provides market intelligence and co-ordinates in-market export development initiatives to support the Canadian agri-food industry access new market opportunities, connect Canadian companies with reputable buyers and raise the profile and knowledge of food products and ingredients available from Canada. This tactic helps to build solid working relationships with federal and provincial governments to achieve our common goals and objectives—to grow exports for Canadian beef products internationally. The overall goal is to enhance Canadian beef demand and carcass cutout values, aligning with Pillar 1 of Canada’s National Beef Strategy. Besides Canada’s key export markets for beef, Canada Beef also supports emerging market development opportunities in regions such as Europe and the Middle East via the Emerging Market Development Strategy. Collaboration with the Canadian government and their provincial colleagues on various marketing initiatives is one of the approaches used to support increasing knowledge of and sales volume for Canadian beef in these markets.  Back to main page  ALBERT ERINGFELD Executive Director, Export Market Development |
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