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 Canada Beef keeping its eye on the ball While 2025 is rife with geopolitical events and economic headwinds, beef producers can rest assured that Canada Beef has its eye on the ball in terms of the challenges and opportunities to maintain demand for Canadian beef. Earlier this week, Canada Beef President Eric Bienvenue attended CattleCon 2025 in Texas to network with producers and learn more about National Cattlemen’s Beef Association and U.S. Meat Export Federation perspectives on the new U.S. administration as well as initiatives abroad. Later this month, Canada Beef will support and participate in two separate Canadian beef promotional events in the Gulf region connected to the team’s attendance at Gulfood 2025 in Dubai. Local retail and restaurant buyers as well as food sector influencers and media will be invited to join a Canadian beef promotional event in Kuwait in collaboration with the Canadian Trade Commissioner service in Kuwait and a local importer and distributor. On the sidelines of Gulfood 2025, Canada Beef has organized a demand-building and networking event in Dubai where Canadian beef suppliers and regional importers, distributors and buyers from the retail and foodservice sectors are among those invited to attend. Bienvenue will attend the Beef Farmers of Ontario (BFO) annual general meeting and participate in the Your National Check-off Dollars At Work session at Cattle Academy. Canada Beef is among the national industry partners invited to share how their organization uses and leverages check-off dollars to benefit beef farmers – in this case, in Eastern Canada. Canada Beef will staff a booth at the BFO trade show as well. In January, Bienvenue attended Agriculture and Agri-food Canada’s Animal Protein Table Meeting in Ottawa to discuss issues affecting the beef sector. Canada Beef and Canadian Cattle Association leadership attended the Ontario Cattle Feeders Association (OCFA) Annual Beef Industry Convention the same month. Bienvenue presented an outlook and highlighted trends, opportunities and challenges for Canada Beef and the consumer marketing and digital marketing team ran a booth. Canada Beef leadership also visited Lucan Feeders Inc., owned by Robert Bielak, President of St. Helen’s Meat Packers. In March, Bienvenue will participate in the Annual Meat Conference in Florida, to take in the latest innovation and trends in the retail meat space as well as perspectives on the future of meat retail. Canada Beef’s involvement in many aspects of the beef value chain ensures collaboration with industry and alignment on matters of importance. The takeaways from these and other stakeholder outreach activities are one aspect of a myriad of information considered by Canada Beef in its overall business planning. Canada Beef’s business plan for F2025-2026, effective April 1, 2025, features initiatives to maintain and grow mindshare for Canadian beef and more deeply engage an evolving consumer base. Initiatives include an emphasis on seniors and healthy aging, new Canadians and ethnicity, and maximizing Canada Beef’s vast repository of stakeholder resources through robust promotion. Back to main page GINA TEEL Director, Stakeholder Communications

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 Editorial contributor and oversight provided by Gina Teel, Director, Stakeholder Communications, Canada Beef. © 2024 Canada Beef. All rights reserved.