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 The Canadian Beef Check-Off Agency (Agency) AGM included elections for board and committee member positions. The Agency’s one operational committee, the Market Development and Promotion Committee (Marketing Committee), is responsible for planning and establishing Canada Beef’s strategic, business, and operational goals and objectives and for the overall management and operation of the business. The Marketing Committee elected their executive committee for 2024-2025, including Jeff Cline as Chair, Chad Ross as Vice Chair, and Russ Mallard as Finance Chair. The Marketing Committee was announced as follows: Elected: Appointed: Cam Daniels, Harmony Beef Clay Holmes, Intercity Packers Mike Guest, Western Prime Meat Processors Jim Clark, Ontario Corn Fed Beef & Ontario Cattle Feeders Assoc. Michelle Ball, Alberta Beef Producers Chad Ross, Saskatchewan Cattlemen’s Association Jeff Cline, Canadian Meat Council Leslie Gold, Canadian Meat Council Russ Mallard, Canadian Meat Council Andre Forget, Canadian Meat Council Coral Manastersky, I.E. Canada Denis Burelle, Retail and Foodservice Jennifer Haley, Veal Farmers of Ontario Cline said he looks forward to chairing the Marketing Committee and working with member perspectives from across the beef value chain as they consider the challenges and opportunities for the Canadian beef industry together. "Canada Beef has an excellent team, and a new path under new leadership, and the Marketing Committee is ready to assist as they promote the advantages of high-quality Canadian beef in domestic and international markets,” he said. Canada Beef President Eric Bienvenue welcomed the newest members of the Marketing Committee and looks forward to a continued collaborative process with the oversight group for the organization’s strategic business plan. “Canada Beef has benefitted from strong operational oversight from the Marketing Committee. I have every confidence that with guidance and expertise from the new committee and chair, Canada Beef will be well-positioned to expand the reach of Canadian beef and veal through strategic marketing and promotion initiatives,” he said. Bienvenue wished departing committee members well and thanked them for their service to the beef industry. He also acknowledged the leadership of outgoing chair Russ Mallard, who will still be involved in the Marketing Committee as a Canadian Meat Council representative. “We appreciate Russ’s continued support and the continuity his presence and experience will bring to the new committee.” To see the Agency’s full news release, click here. By Gina Teel, Director, Stakeholder Communications, Canada Beef Back to main page

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.