Canada to allocate $3.6 million to support the meat industry

Canadian Agriculture Minister Marie-Claude Bibeau announced on Monday an investment of up to $3.6 million to ensure the meat industry has the resources to remain competitive and seize new export opportunities.

Through the AgriMarketing program, the funding will be used to support Canada Beef's efforts to increase beef and veal exports worldwide through initiatives to build confidence in Canada's meat sector. Project activities will help strengthen the global Canadian beef brand and strengthen relationships with global trading partners. The goal is to help producers become more competitive and increase beef sales in important international markets.

In addition, the project will support training and e-learning activities at the Canadian Beef Production Center of Excellence (CBCE), a state-of-the-art training facility. The events will help the industry increase knowledge of the benefits of Canadian beef, promote Canadian beef and increase public confidence in beef products.

Despite many challenges, Canada's meat industry has shown great resilience and continues to seek growth opportunities in new and existing global markets. The Government of Canada remains committed to investing in Canadian beef producers and this vital industry.

“Public industry development funding, which Canadian beef producers can leverage through their own national investment, is essential to positioning the industry for growth and success in international markets,” said Michael Young, president of Canada Beef. "The opportunity to partner with the Government of Canada to fund and deliver important programs is greatly appreciated, especially as the pandemic and global events are driving the market into constant change."