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  Eric Bienvenue joined Canada Beef as Incoming President last October. A strategic leader with nearly 30 years of experience in senior leadership roles in the Canadian animal protein sector, Bienvenue assumes the role and title of President on April 1, 2024.“I am very grateful for the encouragement, guidance and industry immersion I have received over the past few months, it has been an incredible journey,” Bienvenue said. He acknowledged the support he received from outgoing President Michael Young, who retires later this month, and the Canada Beef team, producers, and industry stakeholders. “The position at Canada Beef offered the opportunity to join an amazing team and be part of a community who values their people and the product they produce,” said Bienvenue. “I am a huge supporter of Canadian beef, and I’m excited to be part of the team marketing and promoting this outstanding product to the world.”  Bienvenue brings a wealth of knowledge and expertise from the Canadian pork and poultry industries to Canada Beef. He spent time during his first few months on the job familiarizing himself with Canada’s cattle and beef industry. He visited beef cattle ranches, feedlots, processing plants, and retailers, attended national and provincial cattle producer association meetings and industry trade shows. He also participated in trade missions and visited key international markets.    The passion for farming and feeding people that Canada’s producers shared with him during his visits, along with their thoughtful stewardship of the land and cattle, and grassroots approach to farming and ranching made an impression on Bienvenue. “I learned many things about the industry during my visits, and most importantly, I saw the same core values of trust, respect and integrity demonstrated across the country,” he said. “I am so grateful to be part of an industry that cares so much about environmental sustainability, their animals, and the high-quality food they produce.”  In addition to brushing up on Canada’s beef industry, he and his spouse, Shannon, are glad to be laying down new roots soon in Airdrie, Alberta, near the Canada Beef office and the Calgary International Airport. As he takes over the reins, Bienvenue plans to build on the foundation established by Young and the team at Canada Beef. “Our strategic priorities for the coming year are to execute the Canada Beef Investment Strategy which is aligned with the National Beef Strategy. This includes deploying the Canadian Beef Information Gateway across all channels and sectors,” he said. Other priorities Bienvenue and the team will focus on include increasing carcass utilization and value optimization of cut options for retail and foodservice; highlighting lower-cost Canadian beef cuts; defending market share against other suppliers and protein choices; optimizing the Canadian Beef Centre of Excellence and its return on investment; and the development of merchandising efforts that target new Canadians. “My vision for the organization is to value, promote and present our great ranchers, farmers, and their products to support market development and penetration at home and abroad. I also want to continue to influence and adapt our marketing strategies to social, demographic and technology changes.” Bienvenue grew up in a small farming community in Quebec and has moved to many locations during his career. He and Shannon look forward to settling into their home and new community. “I love to cook and host family gatherings around our table,” he said. “Our two children are in university but visit often, and they will expect me to cook a beef roast for dinner.” You can reach Bienvenue at ebienvenue@canadabeef.ca. Back to main page |
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CONTACT US Suite 146, 6715 – 8th Street NE Calgary, AB Canada T2E 7H7 Tel: (403) 275-5890 info@canadabeef.ca canadabeef.ca |
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