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 Germany’s Block House Restaurant offers Canadian beef promotion One of Canada Beef’s strategies for the EU market is to support importers, distributors, retailers and restaurants selling Canadian beef with marketing and promotion programs and services. This includes providing the Canadian beef brand logo for Canadian beef partners to use in their promotions under a brand licensing agreement.  An example of this type of brand utilization is the Block House in Germany. Block House operates 54 steak houses and has its own production and portion-cutting facility used to supply its restaurants and an online store as well as other customers including hotels, retailers and catering companies. Block House features dry-aged Canadian rib, rib eye and tenderloin steak as regular menu items at their flagship premier steakhouse restaurant in Hamburg called THEO’S and they approached Canada Beef for branding support. In order to identify and differentiate Canadian beef from their other menu items Block House signed a Canadian beef logo and trademark licensing agreement and incorporated the Canadian beef logo on their THEO’S Steakhouse menu. Canada Beef plans future partnerships with Block House for additional marketing and promotional support as they grow their Canadian beef program.The European Union (EU) is an emerging and growing export market for the Canadian beef industry although there remains a limited number of suppliers in Canada presently exporting to the EU. Under the Canada-European Union Comprehensive Economic and Trade Agreement (CETA), Canada has duty-free access for 50,000 MT of Canadian beef (includes 35,000 MT fresh/chilled and 15,000 MT frozen). Canadian beef exports to the EU in 2021 were 1,450 MT with a value of $23.66 million (up 65% in volume and 57% in value compared to 2020). The EU is the highest value export market for Canadian beef, which in 2021 was $16.32/kg. Cattle from whose beef is exported to the EU must be certified free of Growth Enhancing Products (GEP’s) which has hindered Canada’s ability to take greater advantage of the improved access under the CETA because of limited supply. Back to main page  ALBERT ERINGFELD Executive Director, Export Market Development |
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