
Cliquer ici pour lire l'infolettre en français	View in browser

October is a month of transition marked by visible changes such as summer leaves on trees turning to a riot of brilliant yellow hues and crisp, cool evenings.

For Canada Beef, October signals the traditional start of the internal process of business planning for the upcoming fiscal year. This year October also marks the one-year anniversary of Canada Beef President Eric Bienvenue joining the organization, and the advent of a revised Mission, Vision, and Values statement.

Developed in participation with the organization’s 28 international and domestic staff in June, these guiding principles will both anchor and drive Canada Beef initiatives going forward:

Mission
To create value for producers and the entire beef value chain through impactful and innovative marketing solutions to enhance demand, experience, and awareness.

Vision
Position Canadian beef as the protein of choice, appreciated worldwide, to maximize the return on investment for producers, partners, and customers.

Values
Authentic, Accountable, Collaborative, Knowledgeable, Respectful.

What will remain unchanged is Canada Beef’s commitment to create value for producers for fiscal year 2025-2026 and beyond. The leadership team looks forward to a continued collaborative working relationship with the newly minted Market Development and Promotion (MDP) committee chair and members in what will be Bienvenue’s first business plan under the new mandate.

Canada Beef’s internal business planning includes the development of work plans with tactics, targets and outcomes. Initiatives and outcomes are routinely reported to beef producers and industry stakeholders via the organization’s external communication tools including Canada Beef Performs, Canada Beef’s annual report and social channels like LinkedIn.

For detailed information on current domestic and international market initiatives to increase demand for Canadian beef while ensuring the maximum value for producer dollars, keep reading (or subscribe to) Canada Beef Performs and follow Canada Beef on LinkedIn.

For key highlights of the prior fiscal year, producers can view a five-minute video of Canada Beef Annual Report 2023-2024 at https://youtu.be/TEH-t-6Zdh4 or download a PDF version of the full annual report here.

Canada Beef met with the new committee and Agri-Commodity in Prince Edward Island recently to kick start the planning process.
Pictured here with Maritime beef producer association chairs are: (L-R) Ron Glaser: Canada Beef, Larry Weatherby: Chair, Nova Scotia Cattle Producers, Eric Bienvenue: Canada Beef, Dennis Hogan: Chair, Prince Edward Island Cattle Producers, Trevor Welch: Chair, New Brunswick Cattle Producers and Chair, Canadian Beef Check-Off Agency, Kara Chisholm: Executive Director, Agri-Commodity Management Association, and Nick Green: PEICP and Agency board.

By Gina Teel, Director, Stakeholder Communications
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 [email protected] 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.