Canada Beef makes moves to maximize Canadian beef brand in Asia

Organization better positioned to capitalize on export markets

October 6th, 2014 – Calgary, Alberta – In order to strategically align the Canadian beef cattle industry in the Asian market, Canada Beef has made recent operational changes in the region to maximize efficiencies and export opportunities, and set the industry for future growth.
“The Asian market continues to be an important market for Canadian beef and veal exporters providing opportunities to increase carcass values and create strong brand loyalty within our customer base,” says Jack Hextall, Chair of Canada Beef.

In response to changing market access and demand trends and opportunities, Canada Beef continues to evaluate its marketing strategy, organizational structure, and resource allocations in order to position itself to maximize its return on cattle producers’ check-off investment. These changes are being made to Canada Beef’s Asian operations to position the Canadian beef industry for future success and growth.

Canada Beef adopted a ‘hub approach’ in the fall of 2013 in the Asian markets with senior leadership in Asia overseeing coordinated marketing efforts across the entire region. This has allowed the regional offices to increase efficiencies, market intelligence and program alignment, and program execution. Canada Beef is also working with the Federal Government to better utilize existing in-market resources such as Embassies, Consulates and the Canadian trade commissioners to promote and market Canadian beef more effectively.

Canada Beef’s office in Hong Kong was closed as of October 1, 2014, representing a significant cost savings. Some of the resources for the Hong Kong market will be reallocated to foster growing Canadian beef and veal brand and business development efforts in southern China, Japan and Southeast Asia. At the same time, Canada Beef intends to partner with the Hong Kong Embassy and trade commissioners to ensure packer and partner needs are met in this market.

“We are taking proactive steps to ensure Canada Beef’s limited resources are targeted in the right markets and with the right customers to bring the greatest return on producers’ investment,” said Rob Meijer, President, Canada Beef. “Canada Beef knows that revenues for industry brand marketing activities will be significantly reduced in the next few years.”

To date in 2014, Canadian beef export volumes to Hong Kong were trending up one per cent in volume and value is trending up 14.1 per cent.

The strong demand in Hong Kong supports Canada Beef’s recent shift to the Asian Hub approach, and the industry will continue to see a strong Canadian beef brand presence in this market.

Canada Beef is the cattle producer-funded and run organization responsible for domestic and international beef and veal market development. It has offices in Canada, Mexico, Japan, China and Taiwan. Canada Beef works to foster loyalty to the Canadian beef brand and build strong relationships with trade customers and partners. These efforts increase demand for Canadian beef and veal and the value producers receive for their cattle.

For more information contact:
Ron Glaser
VP Corporate Affairs & Operations
(403) 275-5890