|
|
| View in browser | |
 VISION: A dynamic profitable Canadian cattle and beef industry. MISSION: To be the most trusted and competitive high-quality beef cattle producer in the world recognized for our superior quality, safety, value, innovation and sustainable production methods. The spirit of collaboration is the anchoring pin of the 2020-24 National Beef Strategy. Developed by industry for industry, the creation of the strategy was a dynamic process that engaged all industry sectors and provincial organizations. The Canadian Beef Advisors and provincial cattle associations believe a united industry is a stronger industry, and that a stronger industry benefits all those working in it today and into the future. The increasing global demand for protein presented Canada’s beef industry with the opportunity to position itself strategically and increase demand for its beef products. The strategy is designed to take advantage of the opportunities facing the industry while addressing the challenges. These are outlined in a video created for the National Beef Strategy which can be viewed here. The National Beef Strategy promotes a united approach to position the Canadian beef industry for greater profitability, growth and continued production of a high-quality beef product that meets the needs of markets at home and around the world. The industry vision, mission and pillars remain unchanged from the 2015-19 strategy, but focus areas and tactics have been updated to reflect the current market and regulatory environment that producers face. The four pillars provide a framework: BEEF DEMAND - Support the comprehensive cut-out above $270/cwt. COMPETITIVENESS - Encourage a competitive regulatory, policy, and market environment. PRODUCTIVITY - Improve production efficiencies throughout the supply chain. CONNECTIVITY - Enhance industry synergies and connect positively with government and partner industries. These drive the goals and objectives — view this video to learn how the National Beef Strategy works. “The National Beef Strategy offers a tangible roadmap for the industry to build toward the vision of a dynamic and profitable beef cattle industry. Canada Beef was one of the seven national beef organizations who came together to map out how the various aspects of the industry such as research, primary production, policy, communication and issues management, packing and processing, and marketing and promotion could be integrated from a planning and strategy perspective to realize our shared vision,” says Ron Glaser, VP Corporate Affairs. To find out more out more about the 2020-24 National Beef Strategy, for resources and videos visit beefstrategy.com. The Canadian Beef Advisors consist of elected leaders and staff representation of the seven national beef organizations responsible for policy, marketing, research and sustainability. They are a diverse group of experienced industry representatives, who are responsible for advancing the strategy with the industry stakeholders, providing recommendations on future direction and reporting results against strategy goals and objectives. Back to main page |
|
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? Forward to a friend? Comments? Email our editor at [email protected] © 2019 Canada Beef. All rights reserved. |
|
 |