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 Canadian beef partners pivot to online and digital promotion Canada Beef’s Export Market Development EMD Program launched in November 2019. The EMD program provides cost-shared funding support for eligible Canadian beef and veal representative-company-initiated projects and activities. The primary goals of the EMD program are to increase Canadian beef and veal export volume, value and market access and improve the competitive position of Canadian beef and veal in new and existing markets and value-added sectors of opportunity growth. When the program launched there was an immediate interest from companies to undertake projects that involved both Canadian beef suppliers and exporters participating in outgoing trade missions and international trade shows or Canadian beef importers and their end-user clients travelling to Canada. Of the five broad EMD program categories available for application, three of them are focused on activities that involve travel. With the onset of the COVID-19 pandemic in March 2020 and resulting worldwide restrictions on travel, applications for projects involving travel dried up quickly. With funding still available, especially for projects under the Promotion and Marketing Program (PMP) category that do not require travel, Canadian beef and veal representative companies were encouraged to adapt and use the opportunity to focus on their promotional and marketing initiatives eligible for funding under the PMP. Our partners responded positively and of the 33 applications approved for funding under the EMD program from April 2020 to March 2021, 28 of these projects were under the PMP category targeting eight different export markets. In addition to traditional initiatives like the development of marketing materials, collateral and retail and foodservice promotions in markets where there were still allowed, there was also a pivot to virtual and online marketing and promotional project applications. These projects have become increasingly popular because of the pandemic and changing consumer purchasing and decision-making behaviour. Here are just a few examples of these kinds of projects and the effectiveness and value of these investments: A Canadian beef importer and distributor in Japan buying from multiple suppliers in Canada received support for a campaign to raise awareness of their online platform where end-user customers could easily buy Canadian beef and veal products and access information such as recipes. As a direct result of this initiative, the applicant reported reaching a total of 1.6 million potential customers, 112,000 social media interactions and approx. 1,200 new orders with an estimated Canadian beef sales volume increase of 2,400 kgs. A Canadian beef importer and distributor in Mexico received support to undertake a series of 4 live cooking demos delivered virtually using Zoom and featuring Canadian beef. The focus of the sessions was on differentiating Canadian beef cuts attributes and quality grades and promoting the distributor’s e-commerce store and web app where Canadian beef can be purchased. As a direct result of this project, the importer reported achieving a big increase in their website & social media views or hits and an increase in Canadian beef sales volume of 1,400 kgs. A Canadian beef importer and distributor in China received support to undertake a live stream online promotion in order to increase sales of available Canadian beef cuts on their e-commerce shop in China. The initiative was very successful with over 100,000 total viewers during the one-hour session and over 3,100 orders placed on the day of the promotion. The applicant reported an increase in their Canadian beef sales volume of 3,429 kgs. as a direct result of this project. As the pandemic eases and travel restrictions lifted, we expect to see a surge in applications under those EMD program categories that involve travel due to the pent-up desire to meet and conduct business again in person. Nonetheless, we still expect that the trend to support online and virtual Canadian beef promotions will continue and even grow as both distributors and consumers have become accustomed to these platforms on how to share and receive information on beef cuts and of course where to buy. Back to main page ALBERT ERINGFELD Executive Director, Export Market Development

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