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 Canada Beef attended the 20th annual Alberta Beef Industry Conference (ABIC) in Banff February 22-23, 2023. With ABIC and Canada Beef each celebrating milestone anniversaries in 2023, the themes of leadership, perseverance and endurance were evident throughout the conference. Canada Beef President Michael Young provided a comprehensive historical overview of Canada Beef and its many accomplishments as the organization marks the 50th anniversary of Canadian beef promotion and market development in 2023. His presentation, Passion, Perseverance and Dedication, highlighted the dramatic growth of Canadian beef export volume (+953%) and value (+3,264) experienced from 1989 (when predecessor organization Canada Beef Export Federation opened to serve the growing export marketplace) to 2022. Immediately following his presentation, Young introduced guest speaker Sam Effah for a formal chat on stage. The retired Canadian sprint champion represented Canada at three World Championships, three World University Games, and two Commonwealth Games. The two-time Canadian Champion in the 100m has been called the “Fastest man in Canadian University History” and the “Fastest Man in Alberta History.” Prior to the 2015 Pan Am Games in Toronto, Effah learned that he had two broken hips. He underwent surgery and endured months of grueling physical therapy, slowly building his confidence and a hunger to return to competition. In 2019, Effah’s determination and resilience led him to compete on The Amazing Race Canada. His journey inspired viewers of the show and he placed second with his teammate. Today Effah’s energies are focused on his role with RBC to find and fund Canada’s future Olympians via RBC Training Ground and to support RBC’s broader sports marketing initiatives, including each Olympic Games campaign. Young also spent some one-on-one time with Alberta-raised hockey great Mark Messier. The two shared perspectives on leadership and team building and how lessons Messier learned during his sports career translated to his successful post-hockey life as a business person. Messier, a guest speaker at the ABIC, touched on these and other themes in his recent book, No One Wins Alone, in a later interview with event emcee Danny Hooper. Across the country, Canada Beef attended the 65th Beef Farmers of Ontario Annual General Meeting in Toronto February 22-23. A lot of great discussion and information was shared with farmers at the Canada Beef booth, where the team promoted Canada Beef programs such as the Canadian Beef Information Gateway, the Canada Beef Performs newsletter and the Beef Pride eStore. Back to main page

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