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 International travel is picking up and Canada Beef has received a number of inquiries about support for incoming visitor missions to Canada. The Export Market Adaptation (EMA) category of Canada Beef’s Export Market Development (EMD) Program helps support a portion of the travel costs of Canadian beef clients in markets outside of Canada. The incoming travel must be incremental business-building initiatives that focus on capturing and serving new markets or market segments, product or specification development/refinement or meeting new foreign client buyers. In early June Canada Beef provided support to a Canadian beef supplier to help their European importer/distributor partner and some of their wholesale and retail clients from Europe visit Canada. The visit included tours of the Canadian beef supplier’s harvesting and processing facility as well as visits to their partner ranches and farms. The objectives were to expand sales in their existing markets and to introduce the Canadian beef industry to clients in new market segments. Financial support for this visit was provided by the EMD program. During the visit to Canada, staff from Canada Beef were able to meet the group in person to discuss the EMD Program and the ways funding and resources available can be leveraged to promote and grow their Canadian beef programs. The group was thrilled to be able to visit Canadian beef suppliers and ranches in person and went home with a much better understanding of the Canadian Beef Advantage. This understanding will further support their Canadian beef marketing and sales efforts in Europe. Back to main page ALBERT ERINGFELD Executive Director, Export Market Development

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