As President, Francis leads all aspects of Canada Beef’s domestic and international market development and promotion efforts, including: strategic business planning, program development, performance measurement and reporting, and human resource management. Francis has broad experience in global branding and an impressive background in marketing and commercialization in the food and agricultural industries. He has an established track record as a branding expert, having worked with prestigious companies in several geographic markets including North America, Asia Pacific, Europe, Middle East North African regions and South America. He has also demonstrated the ability to identify market gaps, strategize, plan and execute programs that demand a high level of creativity, innovative thinking, organizational and problem-solving skills. His hands-on experience in several consumer segments and food categories include dairy, cheese, bakery, juices, cereals, cereal bars, edible oils, salad dressings, confectionery, canned meats and vegetables, food supplements, functional foods and agricultural products.
This role works to add value to the organization and continue to build efforts to strategically position the Canadian Beef brand and create market development opportunities for the Canadian beef industry.