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 Canada Beef International Institute (CBII) Japan facilitated a tour of the Canadian beef industry in eastern and central Canada for several media representatives from Japan. The tour included two Japanese journalists and a social media content creator. It was designed to show participants the Canadian beef supply chain from producer through processing, and to help them better understand the people behind Canadian beef. Tour participants included two writers from meat industry publications, Tomoyuki Yokobayashi from Japan Meat Journal and Yurika Ishida from Daily Meat & Livestock, and Hiroaki Katayama, a Japanese social media content creator. Following the tour, participants began publishing articles and social media content highlighting the processing facilities and farms visited. Their coverage, which started in late August, appears in Japanese meat industry newspapers, trade magazines, and on social media platforms. This is the second year of a two-year project. In 2025, a similar media tour to Alberta with the same participants took place. The two-year initiative is intended to build deeper knowledge of Canada’s beef industry among influential Japanese media through first-hand experiences in different Canadian production regions.   The tour started on August 3, visiting Spur Island Farms and Francis Farms in Prince Edward Island. At Francis Farms, the group met the Honourable Heath MacDonald, Minister of Agriculture and Agri-Food. The meeting with Minister MacDonald also provided an opportunity to discuss the importance of Japan as a market for Canadian beef and the strong preference among Japanese customers for Canadian grain-fed beef. On August 4, the tour visited Atlantic Beef Products Inc. and toured its facilities in Albany, Prince Edward Island. The Japanese media participants were particularly impressed by the company’s strong connection with local cattle producers.   From there, the group toured veal farms in Quebec, which gave them a better understanding of the Canadian veal production system, before heading to Guelph, Ontario, where they visited the Cargill plant where they were able to see large-scale Canadian beef processing and food safety and quality control practices. View video of the event. Back to main page |
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