Federal Government’s Efforts Will Enhance Strategic Opportunities with China

Agriculture Minister and Canada Beef Cooperate to Lead Global Brand Efforts and Go-to-Market Connectivity

November 12th, 2014 – Calgary, Alberta – Canada Beef was pleased to participate with Prime Minister Stephen Harper, Agriculture Minister Gerry Ritz and a delegation of Canadian Ministers and business leaders who took part in the Canada-China Business Forum.
“Canada’s beef industry applauds the Federal Government’s efforts to foster and grow economic ties and trade opportunities in Asia for Canadian agriculture,” says Jack Hextall, Canada Beef Chairman. “The Chinese market is poised for vigorous growth and will only become more important for Canadian beef and veal exporters going forward.”

“Asian markets are providing opportunities to increase carcass values across a wide variety of product types and diversify our customer base,” added Hextall. “Canada Beef is strategically aligned with our Canadian packers and exporters to identify priority and emerging Asian markets and is positioned to deliver on the industry’s needs.”

With the federal government’s announcement of four new Canadian trade offices in China earlier this year, Canada Beef has ramped up activities in China alongside the trade commissioners. The recent addition of Canada Beef staff and reallocation of market development resources will allow the Canada Beef International team in China to focus on immediate and strategic market growth.

“As part of this mission, Canada Beef was privileged to have Minister Ritz partner in delivering another Canadian Beef Branding Series with key partners, media and food bloggers in Guangzhou,” says Rob Meijer, Canada Beef President. “This event is an excellent example of how industry and the Federal Government can work together to leverage our global brand strategy to build and then strengthen loyalty to Canadian beef and veal. We intend to create the demand pull and get closer to the consumer than ever before.”

Canadian beef exports to China have grown rapidly since 2012. In 2013, Canadian beef exports to mainland China reached 6,000 tonnes valued at $25 million, up from 1,500 tonnes valued at $5.4 million in 2012.

Exports to Mainland China from January to September 2014 are up 60% in volume to 5,850 tonnes and just under the annual volume for 2013 of 6,000 tonnes.

Canada Beef Inc. 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 Inc. 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
(403) 690-7617
Ron Glaser
Vice President, Corporate Affairs
(403) 275-5890 x 206