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 The summer was action-packed for Canada Beef, especially in and around the Calgary Stampede. On July 8, Canada Beef hosted a news conference and industry roundtable where Agriculture and Agri-Food Minister Lawrence MacAulay announced more than $5.86 million in funding over three years (2023-2026) for Canada Beef from the AgriMarketing Program under the Sustainable Canadian Agricultural Partnership. The funding is earmarked for the promotion of Canadian beef and veal exports globally through initiatives that will increase awareness of the value proposition created by Canada’s farmers and other participants within the beef and cattle supply chain. The agreement includes initiatives in the Indo-Pacific region, a key market for Canada Beef and home to four of Canada’s top six beef markets. The Minister then met with Canada Beef President Eric Bienvenue and leadership from the Canadian Cattle Association, Canadian Beef Breeds Council, National Cattle Feeders Association, and Canadian Beef Check of Agency (Agency) for a roundtable discussion. At the Stampede, Bienvenue and staff worked in the Canada Beef booth, located in The Market in BMO Centre. The 2024 Stampede set a new record attendance of 1.47 million visitors, 46% of whom self-identify as visible minorities, making the venue a great fit for Canada Beef’s focus on reaching new Canadians. See the lead story in this issue, Canada Beef showcases the versatility of beef from new digs at the Calgary Stampede. Canada Beef attended several networking events during the Stampede. Bienvenue met with Alberta Premier Danielle Smith and Minister of Agriculture and Irrigation, RJ Sigurdson. They discussed global missions, the value of beef production, sustainability practices and the environment, and Canadians appreciation of beef. He also met John Barlow, Member of Parliament, Foothills and Shadow Minister Agriculture, Agrifood and Food Security, Cherie Copithorne-Barnes, Vice-Chair Calgary Stampede, among others. Bienvenue, Ron Glaser, VP Corporate Affairs, Canada Beef, and Jeff Smith, Chair of the Agency, had the opportunity to meet the U.S. Ambassador to Canada, David Cohen. Bienvenue also met Michèle Boudria, President and Chief Executive Officer at McDonald's Restaurants of Canada, and her team. McDonald’s Canada purchases 100 percent of their beef locally from Canada, which makes them a great partner, he noted. In June, Bienvenue visited Montpak International, the leading veal and lamb processor in North America with a global reach to many international markets. Owned by the Fontaine family, Montpak also operates Viandes Forget, a multi-species processing plant that allows the group to market local beef. Bienvenue met with Alex Fontaine and André Forget to discuss market development, grading and quality attributes, and Canada Beef’s role in marketing and promoting Canadian beef and veal.   He visited the farms of Sébastien Vachon, Président des Producteurs de Bovins (PBQ), the Vinet beef farm, one of the largest in Quebec, with PBQ’s Kirk Jackson, and the farm of PBQ director Andre Ricard in Saint-Alexis, with Vachon and fellow board members Martin Drainville, and Jackson. Bienvenue met with Costco, and, along with Canada Beef Executive Vice President Mark Klassen and the Channel team, held meetings with representatives from retail partners including Restaurants Canada, Sobeys, and Loblaws to discuss opportunities for collaboration with Canada Beef. On July 18, Canada Beef was visited by representatives from Shineway International (Canada) Inc. and the Canada-China Meat Exporter Council. Council board chair Henry Lin and board members Dr. Irene Mei and Thomas Qu led the delegation. Opportunities for possible collaboration on market development initiatives in the domestic and international markets targeting the Chinese community and market were discussed. Canada Beef President Eric Bienvenue, and Vice President, Export Market Development, Albert Eringfeld, attended the meeting. Back to main page GINA TEEL Director, Stakeholder Communications

CONTACT US Suite 146, 6715 – 8th Street NE Calgary, AB Canada T2E 7H7 Tel: (403) 275-5890 info@canadabeef.ca canadabeef.ca	You’re receiving this newsletter because you’ve subscribed to Canada Beef Performs. No longer interested? UNSUBSCRIBE. Forward to a friend? CLICK HERE. Like to subscribe? CLICK HERE Editorial contributor and oversight provided by Gina Teel, Director, Stakeholder Communications, Canada Beef. © 2024 Canada Beef. All rights reserved.