Working for Canadian Beef.
“…a new organizational structure for maximizing efficiencies and effectiveness for domestic and international beef marketing activities.”
Canada Beef Inc. was created when the Beef Information Centre (BIC) and Canada Beef Export Federation (CBEF) joined the Canadian Beef Cattle Research, Market Development and Promotion Agency (National Check- Off Agency- NCOA).
In 2010, the Canada Beef Working Group (CBWG) was mandated “to investigate and develop a new organizational structure for maximizing efficiencies and effectiveness for domestic and international beef marketing activities”. In carrying out this mandate the group also reviewed the current and future roles of the Global Marketing Advisory Committee (GMAC) and the two major funding organizations, the Canadian Cattlemen Market Development Council (CCMDC) and the Canadian Beef Cattle Research, Market Development and Promotion Agency, commonly referred to as the National Check-off Agency (NCOA).
In developing its recommendation the CBWG took into consideration the long-term needs of the industry; the funding and marketing challenges that lay ahead; the contribution and needs of stakeholders; the results of the due diligence reviews of the BIC and CBEF; the results of the previous studies and the opportunities to simplify the funding and approval structures.
Three basic options were examined –
- keep the status quo
- a single independent integrated organization or 3)
- a strategic alliance.
Recommendations
On January 6, 2011 the CBWG presented the results of its investigation and its recommendation – to create a single independent national beef cattle marketing, promotion and research organization by merging and integrating the assets, operations, liabilities and funding of the CBEF, the BIC and the NCOA.
This single organization was to be created by restructuring the Canadian Beef Cattle Research, Market Development and Promotion Agency which then assumes the responsibilities, programs and core functions of all three organizations. Research responsibilities continue to be assigned to the Beef Cattle Research Council.
The CBWG also recommended that Canada Beef adopt the following vision and mission.
Canadian Beef. Quality that inspires confidence.
Vision
Canadian beef brand loyalty provides growth and opportunities for the Canadian beef and veal industry.
Mission
Strategically position the “Canadian Beef Advantage” to stimulate and sustain our premium global Canadian beef brand.
