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 The theme of Canada Beef’s annual report, Meeting the Moment: Delivering meaningful impact and a stronger future while navigating uncertainty, sums up the intensity of the past fiscal year. Canada Beef met the challenges of 2025-2026 with purpose and drive. The quality and volume of work undertaken by the team was exceptional. Canada Beef did what it is built to do: seize opportunities to meet the moment with impactful yet cost-effective marketing solutions and collaborations to position Canadian beef as the protein of choice, appreciated worldwide, to maximize the return on investment for producers, partners, and customers.  The team deployed strategies to address a myriad of factors led by growing uncertainty about the trading relationship with the United States (U.S.) as the Canada-U.S.-Mexico Agreement (CUSMA) deadline loomed. Consumer loyalty and the need to protect market share were top strategic priorities in the domestic market. The increased use of GLP-1 medications for weight loss, which sees users benefit from increased consumption of protein-dense animal-sourced foods, was a trend identified by the team early on as an opportunity for beef. Diversification was also a focal point for the team. When Canadian beef regained market access into China in late January 2026, Canada Beef travelled overseas twice in as many months to secure a foothold in this important market. Halal and Kosher market development strategies were activated, with representation secured to expand our presence in the Middle East and North Africa region, as well as domestic market promotions to grow awareness of Canadian beef among consumers. Retail beef demand remained resilient in 2025, with Statistics Canada food consumption data reporting increases for beef across the board. Canadian consumers did not abandon beef for less expensive competing proteins; they chose to continue to enjoy beef in whatever way made sense for them. Internationally, the value of Canadian beef exports achieved a record $5.3 billion in 2025, up 8%. Canada Beef is pleased to showcase the work undertaken and completed in fiscal 2025-2026 on behalf of producers to help support the results achieved in the domestic and international markets. Find the digital and downloadable PDF report here. Back to main page  GINA TEEL Director, Stakeholder Communications |
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You’re receiving this newsletter because you’ve subscribed to Canada Beef Performs. No longer interested? Forward to a friend? Editorial contributor and oversight provided by Gina Teel, Director, Stakeholder Communications, Canada Beef. CONTACT US [email protected] canadabeef.ca © 2026 Canada Beef. All rights reserved. 
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