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 On March 04, 2025, the United States (U.S.) Government imposed 25% tariffs on goods from Canada (except 10% on energy) and Mexico entering the U.S., following a 30-day pause. The Government of Canada responded with 25% tariffs on $155 billion worth of imported goods from the U.S., beginning with a list of goods worth $30 billion. The scope of the Canadian counter tariffs will be increased to $155 billion if the current U.S. tariffs are maintained, stated a Department of Finance news release. U.S. tariffs present multiple challenges for Canada’s beef industry. Canada exports approximately 50% of its beef and cattle production with about 75% of those exports going to the U.S. Back in February, when the U.S. Executive Order announcing the tariffs was issued, Canada Beef developed two plans – an adjusted adaptive plan (reallocation of our current budget) and a proposed comprehensive strategic marketing response plan to address the widespread implications to the Canadian beef industry should the U.S. impose tariffs on Canadian beef and cattle. Working very closely with Canada’s ranchers and producers, packers, Canadian Cattle Association (CCA) leadership, and the value chain, Canada Beef developed a proposed $3.5 million Trade Disruption Response Plan to help reduce the impact of tariffs and to position the beef industry for long-term success. This plan, with the help of CCA, was presented to Canada’s Minister of Agriculture and Agri-food for consideration for additional federal government industry development funds in late February. In the meantime, Canada Beef had already activated several campaigns and initiatives in the domestic market that support the consumption of Canadian beef. As part of the adaptive plan, these in-market efforts have been intensified to increase the visibility of, and encourage loyalty to, local beef. Popular consumer education campaigns such as ‘Pick the Beef with the Leaf’ show shoppers how to identify Canadian beef on packages of beef at the retail meat counter, advise on how to read beef labels, provide information about the versatility of Canadian beef and offer cooking tips and tricks to create budget-friendly meals. A coordinated social media campaign was created to help boost awareness about Canada’s beef grades, communicate the benefits of Canadian beef, and stir patriotism by putting a face to Canada’s hard working farm families. A television component of the ‘Pick the Beef with the Leaf' campaign strategic messaging is underway, targeting high profile news programming with regional and national news carriers. The aforementioned tactics provide a small sample of the efforts underway to enhance the visibility of Canadian beef and grow mindshare with consumers. The proposed Trade Disruption Response Plan has four pillars: enhance domestic market development and promotion; enhance international market development and diversification; U.S. market development and promotion; and strengthen industry and government collaboration. If approved, the plan will deploy multiple tactics under each pillar to maintain and create value and ensure Canadian beef remains a preferred protein at home and abroad. As we navigate the new scenario together, Canada Beef remains resolute in its mission to create value and champion Canadian beef globally, ensuring continued growth and resilience for our producers, processors, and stakeholders. 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. © 2025 Canada Beef. All rights reserved.