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 Canada Beef President Eric Bienvenue participated in the World Meat Congress held in Cuiabá, Brazil from October 27-30. Hosted by the International Meat Secretariat, World Meat Congress provided a powerful and timely global perspective on the forces shaping the future of the animal protein sector to more than 600 meat industry leaders and professionals. The narrative intersecting all presentations, panel discussions, technical sessions and debates, focused on the global structural shift currently underway in how food is produced, traded, consumed, and valued. At the same time, demand for beef is growing, sustainability and production practices remain key topics, and consumers are more than ever at the forefront of priorities. Key takeaways to moving forward successfully include the need for clear communication, leadership in sustainability, scientific credibility in health messaging, and proactive global engagement. Canada Beef is well-positioned to deal with the challenges and opportunities that lay ahead, Bienvenue said. Finding new and meaningful ways for consumers to connect with Canadian beef and deepen brand trust are core competencies at Canada Beef. With an organizational culture centred on continuous improvement, the ability to innovate is more important than ever with ongoing economic uncertainty, geopolitical tensions, and a shifting global protein landscape among the factors to consider as we look ahead to 2026-2027. Bienvenue said the perspectives shared at the World Meat Congress provided momentum to elevate Canada Beef’s strategy, reinforce Canada’s leadership position in sustainable beef production, and strengthen the nation’s role in shaping the future of the global animal protein industry. By Gina Teel, Director, Stakeholder Communications Back to main page

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