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 CANADA BEEF 2021-22 INVESTING FOR THE FUTURE To say the last year has been challenging would be an understatement. The Coronavirus pandemic has disrupted ‘business as usual’ for supply partners, end-user clients and consumers worldwide. Industry is re-imagining sales strategies, positioning and communication with clients, customers and consumers. This volatile business environment presents opportunities for Canada Beef to be a trusted trade partner bringing marketing solutions to the table. Canada Beef has developed an aggressive $13.9 million investment plan to deliver results in an ever-evolving marketplace. This represents an increased investment of $1.7 million over the previous year’s plan. Canada Beef has built the 2021/22 Investment Plan to address six key strategic priorities:
Interested in keeping up to date on the work Canada Beef is doing? To receive monthly updates, subscribe to the e-newsletter Canada Beef Performs at https://canadabeef.ca/sign-up-canada-beef-performs/ Domestic – Generic Marketing The Import Levy (collected on beef imports at the equivalent rate of $1 per head) continues to provide funding for positive, generic, non-branded beef messaging across Canada Canadian beef partners pivot to online and digital promotion Programs focus on retail and foodservice sale promotions, retail and foodservice demand building programs, marketing programs that drive sales and awareness of the Canadian Beef Advantage in Canada to build loyalty and commitment to Canadian beef among trade partners and consumers to generate sustained demand and increased value for producers. Domestic – Consumer Marketing With consumers’ diminishing food skills, concerns over healthy diets and public trust issues, Canada Beef will deliver targeted initiatives to positively influence consumer preference for Canadian beef over other proteins. Public and Stakeholder Engagement Canada Beef continues to partner with the CCA and other beef industry groups to address public and consumer concerns about beef production (primarily environment and animal welfare), while also building/reinforcing the Canadian beef brand. Communications Canada Beef will connect with industry, stakeholders, end-user customers and consumers through media, digital platforms and print to create and deliver seamless, timely and cost-effective communication of the Canadian Beef story, Canada Beef team activities back to funding partners, stakeholders and social media streams. Global Marketing This area focuses on the development and production of science-based technical marketing resources to promote the Canadian beef advantage, differentiation against competitors, collect market intelligence, food safety and quality assurance systems, and benchmarking and proof points to improve Canadian beef’s competitive position. You can find some of the resources and market intelligence information at cdnbeefperforms.ca. Export Markets The Export Market Development program assists in finding funding support for Canadian beef representative companies to expand their Canadian beef business in the export marketplace through a variety of essential marketing initiatives. In export markets, Canada Beef International Institute teams focus on creating and delivering cost-effective retail and foodservice sales promotions that drive sales, increase brand awareness and expand product assortments in their respective markets. This is done with activities focused on the specific needs of each market. Japan Market Development In this market, the focus is on carcass utilization, value optimization, expanded distribution, retail sector growth, promotion of the grades versus U.S./Australia. Mexico/ Latin America Market Development The focus here is recapturing the retail channel, and value and sales growth through sales promotions. China / Hong Kong Market Development The focus in this market is on developing business relationships with Chinese retail and foodservice operators best suited for Canadian supply partner execution capabilities. Taiwan / Southeast Asia Market Development Here the team will focus on promoting Canadian beef quality grades and developing new retail and foodservice clients. South Korea Market Development The team will focus on retail and foodservice channel promotions, export partner programs, and volume and value growth. Emerging Market Development This area supports emerging market development opportunities by supporting export market development program users, and volume and value building sales promotions in markets of interest to Canadian beef supply partners and end-user clients. Canadian Beef Centre of Excellence The Canadian Beef Centre of Excellence will continue to provide education, training, an e-learning digital platform, and development and distribution of virtual resources and video productions to support the goals of stakeholders, Canadian beef supply partners, end-user clients and international offices. 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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