Doors Open to Canadian Beef Centre of Excellence

March 9, 2015 – Calgary, AB – The Honourable Gerry Ritz, Minister of Agriculture and Agri-Food, and the Honourable
Michelle Rempel, Minister of State for Western Economic Diversification, joined Canada Beef Chair Jack Hextall and
President Rob Meijer to announce the opening of the Canadian Beef Centre of Excellence.

“Our Government is proud to see this world-class facility up and running,” said Minister Ritz. “This Centre will allow
our industry to test market new products and will be a window on the world for Canada’s top-quality beef.”

This state-of-the-art facility will provide space and resources to help the industry promote new beef products, training
and education focused around the technical advantages of Canadian beef, while creating an emotional affinity for the
product and the Canadian beef industry.

“Today’s official opening is a reflection of our Government’s commitment to promote Canadian beef locally and
abroad, while generating jobs and economic growth. We are proud to have partnered with Canada Beef on this project
to help increase the overall competitiveness of the industry,” said Minister Rempel during today’s announcement.
With a full commercial kitchen, meat case, classroom, dining facilities and broadcast capabilities, the Canadian Beef
Centre of Excellence is a cornerstone in the Canadian beef industry, providing a focal point for domestic and
international marketing opportunities, and incoming trade missions.

“The opening of the Canadian Beef Centre of Excellence is the fulfilment of a shared vision to build a world-class
facility that will bring the Canadian beef brand to life,” said Meijer. “The Centre will help the Canadian beef industry tell
its story about the beef producer, our product, our world-class standards, and sustainability to customers around the

According to Meijer, The Centre of Excellence is a nexus where the Canadian beef industry can drive innovation, build
knowledge and awareness, foster important relationships and ultimately create value for Canadian beef and veal
producers. The establishment of the Centre will also enable Canada Beef to further build Canadian beef brand loyalty
with key customers in emerging and international markets.

The Canadian Beef Centre of Excellence began construction in the summer of 2014 after having received a $3.8 million
funding investment between Canada Beef, Western Economic Diversification Canada and Agriculture and Agri-Food

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 the value producers receive for their cattle.

For more information, please contact:
Rob Meijer
President, Canada Beef
(403) 275-5890

Ron Glaser
VP, Corporate Affairs and Operations, Canada Beef
(403) 275-5890

Jeff English
Director of Communications
Office of the Honourable Gerry Ritz

Media Relations
Agriculture and Agri-Food Canada
Ottawa, Ontario
Follow us on Twitter: @AAFC_Canada

Emily Goucher
Office of the Minister
Western Economic Diversification
Telephone: 613-954-8097

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