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 Export market development strategy update The uncertainty unleashed by the U.S. administration reciprocal tariffs on April 2 continues to create unpredictability and roil markets worldwide. Canada’s cattle industry was left out of the so-called U.S. ‘Liberation Day’ tariffs due to the carve out for products that are United States-Mexico-Canada Agreement (USMCA)/Canada-United States-Mexico Agreement (CUSMA) compliant. These products, which include Canadian live cattle and beef, will continue to be exempt from tariffs. Canada Beef has been working hard to expand the presence of Canadian beef in key export and high opportunity markets, many of which were impacted by the U.S. reciprocal tariffs. Canada Beef is actively exploring all alternative export markets where the further expansion and diversification of Canadian beef exports have potential. The main strategy on the export market development side is to enhance Canadian beef marketing and branding in existing Asian markets including expanding and enhancing collaboration on promotions with local partners and an increase in consumer marketing initiatives and social media presence. This approach will also apply to markets with growth potential outside of Asia.   As part of this strategy Canada Beef has and will continue to participate in major industry trade shows and events in multiple markets for the next several months. Back in February the team visited Gulfood 2025 in Dubai, United Arab Emirates, and the SuperMarket Trade show in Japan. March included Expo Carnes and ANTAD In Mexico, Foodex and Kuze Trade Show in Japan and the Food & Hotel Hanoi Show in Vietnam. From April to October Canada Beef plans to exhibit at the Seoul Food Show in Korea, Food and Hospitality Indonesia, WOFEX in the Philippines, ANUGA in Germany as well as a demand building seminar in Japan. Additional demand building seminars in Canada Beef’s key emerging Asian markets are in the process of development for later in the year. Canada Beef President Eric Bienvenue and Vice President, Export Market Development, Albert Eringfeld will also expand the number of market development missions to key Asian markets to meet with new and existing importers, distributors, retailers and foodservice operators, participate in various promotional initiatives, as well as to further leverage the support available from the Canadian trade commissioner service and other Canadian government organizations in the region. New export sell-sheets are being created and include information to help promote cuts that have potential for growth in targeted export markets. The aforementioned tactics provide a sample of the efforts currently underway to enhance the visibility of Canadian beef and grow mindshare with consumers in international markets. Back to main page  GINA TEEL Director, Stakeholder Communications |
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