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Breeds & Industry Division Assembly And Export Seminar January 28 & 29, 2011 In Conjunction With The

Equine Canada Annual Convention Lord Elgin Hotel, Ottawa, Ontario


EQUINE CANADA EXPORT MARKET DEVELOPMENT This booklet has been developed through the Equine Canada Export Market Development program which is partially funded by the AgriMarketing Program of Agriculture and Agri-Food Canada and is in support of Canada Brand for food and agriculture.

BRANDING To increase awareness and differentiate messaging to a unique target audience, the Equine Canada Export Market Development Strategy includes a comprehensive branding initiative. This branding honours Equine Canada as the national federation, and pays homage to the colours and graphic elements associated with the horse.

INSPIRATION Colours Inspiration for the branding colour was drawn directly from the colours of the horse: bay, brown, chestnut, palomino, buckskin, blue roan, steel grey, silver dapple, grey, and grullo.

Circle The circle is the most basic shape and one which speaks to unity and renewal. We see this shape in our day-to-day activities with the horse in the form of:       

The iris of a horse’s eye The ring of a bit The wheel of a wagon or carriage The pattern of a reining horse The pirouette in a dressage test The rollback in a show jumping course And ultimately the Olympic rings

The graphic is depictive of the Canadian equine industry, with each circle representing a stakeholder, organization or business. Some may connect while others don’t. Each one is complete in and of itself, but ultimately they are a part of a greater whole that works with a unique synergy found nowhere else in the world.

Horse Head The horse head graphic is an extraction from the Equine Canada logo. Its simplicity and elegance capture the essence of any breed. Facing to the right and to the future signifies the long-term view which is the basis of all Equine Canada Export Marketing initiatives.

Watch for ongoing use of these branding elements on materials developed as part of the Equine Canada Export Market Development Strategy, in conjunction and support of the Canada Brand, in which we celebrate the fact that Quality is in our nature.


Notes


Table of Conte ents C ............................................................................................................................................. 1  Table of Contents Day 1 – Agenda A ............................................................................................................................................... 3  Export De evelopment off the Canadia an Equine Industry and the e Importance of Branding .............................. 4  Collective e Marketing Using the Cana ada Brand forr Agriculture...................................................................... 10  Financing g Equine Expo orts .............................................................................................................................. 12  Social Me edia: Developing Strategies s for Export Development D e Industry ................................ 14  of the Equine Tourism and a the Equin ne Industry Co onnect..................................................................................................... 16  Day 2 – Agenda A ............................................................................................................................................. 18  Equine To ourism – It’s More M than Ho orseback Holid days .................................................................................. 20  Equine Ca anada Exportt Market Deve elopment Stra ategy for Can adian-bred H Horses ..................................... 22  Equine Co ode of Practic ce Renewal Underway U in Canada C ............................................................................. 28  Social Me edia: How to Use U it Effectiv vely in the Equ uine Industry..................................................................... 30  Equine Ca anada Health h & Welfare Committee C ................................................................................................ 32  West Haw wk Lake Zonin ng ................................................................................................................................ 34  Canada‘s 2010 Nationa al Equine Industry Researrch Study and d National Equ uine ID.................................... 36  t Industry D Division ........................................................ 40  Name Change From Breeds & Industry Division to Notes ............................................................................................................................................................... 41  Notes ............................................................................................................................................................... 42  Notes ............................................................................................................................................................... 43 

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Day 1 – Agen nda Friday, January 28, 2011 12:00 P.M M.

REGIS STRATION

M. 12:45 P.M

Exportt Developmen nt of the Cana adian Equine e Industry and d the Importa ance of Brand ding Susan Stewart, Consultant mportance of Branding B Cana ada’s Equine In ndustry, A Casse Study of th he Canadian The Im Tourism m Commission n’s revitalized tourism brand d—Canada. K Keep exploring g— that moved d Canada from 12th pllace in 2006 to o first place in 2010 as the m most respecte ed country bran nd in the world.

1:30 P.M.

ctive Marketin ng using the Canada C Brand d for Agricultture Collec Derek Kelly, Canada a Brand, Agriculture and Agrri-Food Canad da e agricultural industry, breed ders of Canad dian horses ca an take advanttage As participants in the c marketing approach of the “Can nada Brand”, d developed by A Agriculture an nd of the collective Agri-Fo ood Canada. Find F out what the advantage es are to markket under this program.

2:15 P.M.

Financ cing Equine Exports E Kyle Fiiore, Associate e, Export Deve elopment Can nada Export Developmentt Canada (EDC C) is Canada'ss export creditt agency, offerring innovative e agement soluttions to help C Canadian equine exporters a and financing, insurance and risk mana ors expand the eir internationa al business. investo

3:00 P.M.

Coffee e Break

3:30 P.M.

Social Media: Deve eloping Strate egies for Expo ort Developm ment of the Eq quine Industrry Bruce Spurr, Web off Impact How to o develop a So ocial Media Strategy to prom mote Canada’ss equine indusstry internation nally.

4:30 P.M.

Touris sm and the Eq quine Industrry Connect Michelle Harris, Exec cutive Directorr, The Hills of H Headwaters T Tourism Assocciation Develo oping equine agri-tourism a to promote Can adian horse b breeding, horse es for sale and d Canadian expertise internationally y.

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Exp port Deve elopment of the Canadian C n Equine e Industrry and the mportance of Bra anding Im Presented by Susan S Stewart Equin ne Canada Breeds B & In ndustry Div vision, Conssultant Expo ort Market Developme ent ORTANCE OF O BRANDING G THE IMPO As the say ying infers, if we continue doing what we w always havve been doing g, we will conttinue getting w what we have always a been getting. g In terms of equine exports from m Canada and d more broadlly, the currentt functioning of the Cana adian equine industry natio onally, it is mo ore vital than ever that we all take a crittical ow we are ope erating and where w we are heading h in the e future. We n ourselves, “Ho ow look at ho need to ask o can we do o better?” e of Canada’s s Exports Re eveals A Cha ange Is Requ uired The State Analysis of o Canadian Food F Inspection Agency (C CFIA) data fro om 2006-2009 9 confirms tha at Canada exxports approxima ately 97% of its horses to the t USA. Alth hough Canada a, with less th han 3% marke et share, rem mained in the favo ourable position of 8th out of 86 countrie es in the valu ue of live horsse exports wo orldwide, the last three years of economic hardship, particularly p fellt by our large est trading pa artner, has ressulted in a g drop of 25% % in the value e of Canada’s live horse exxports from US S $52 million in 2008 to US S staggering $38.69 million in 2009. In contrast, the t United Kin ngdom had th he greatest va alue of live ho orse exports in U $511.59 million. 2009 at US h exports s valued at US S $2.57 billion n worldwide in n 2009, how ccan Canada ccapture greatter With live horse market sh hare in the exports of live horses h and eq quine geneticss and lessen its dependen ncy on selling to the USA? U 2008 8 and 2009) (Source: UNdata, wareness forr Canada’s Equine Industtry Required d Brand Aw h a lot to be e proud of. Ou ur equine infra astructure ran nks near the ttop globally. Icconic Spruce Canada has Meadows s and Woodbine Racetrack k offer the bes st equine spo rting venues and some of the largest pu urses in the worrld. Canada continues to produce quality horses, pon nies, donkeyss and mules w while the legendary Canadian-bred Northern Dancer is regarded r as the t most proliific thoroughb bred stallion e ever, 21 yearss after P American Games, Worrld Cup and W World Champ pion medallistss his death.. We can boast Olympic, Pan from the present p as we ell as the pastt. Canada’s national n equin ne organizatio on, Equine Ca anada, has ro oots that go ba ack close to 40 years. It currently has a robust and d iverse memb ership of nea arly 82,000 affiliated breed b registry y members an nd Equine Ca anada Sport L Licence holders from everyy province and d individuals s aligned with h member pro ovincial and te erritorial eque estrian organizations. o Canadian ns and a small percentage of internation nal stakeholders know. Our main problem is, only s espoused by y Canadian designer Bruce e Mau capturre where the e equine industtry needs to The ideas explore. As A he says, “T The work you produce toda ay will create your future”. Mau’s out to prove that the “power of design is bou undless” and that it has the e capacity to bring positive e change on a global scale e.

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The annual Tech Awarrds honours 15 internationa al innovators who apply te echnology to b benefit human nity. eiving the 201 10 James C. Morgan Global Humanitar ian Award, hu uman rights a and education n Upon rece advocate Queen Rania a Al Abdullah of Jordan said, “Creativityy, the more yo ou use, the more you have e.” ada’s equine e industry tra ansform itsellf through co ollective crea ativity? Can Cana ve it can and that t is why Eq quine Canada a’s Breeds & Industry Divission (B&I) is ttaking the Equ uine We believ Canada Export E Markett Developmen nt Strategy to the next leve el by leading industry in ma arketing from a national brand b perspec ctive in order to bring awarreness and le verage Cana ada’s strength hs. ortance of Brranding The Impo Equine Ca anada B&I ha as created a strategy s that incorporates tthe Canada B Brand—Quallity is in our nature—d developed by Agriculture and Agri-Food Canada, as the driving fo orce of the equ uine industry’’s long-term international strategy for export e develo opment of Can nada’s equine e industry. egy supports our aim to co onnect one-on n-one with Ca anadian stake eholders and p potential The strate internation nal customers s and learn as s much aboutt their needs, habits and p preferences ass possible. Actively seeking and co onnecting witth our stakeho olders is the ffirst step while e the next ste ep involves c s. Technology y such as inte eractive online e platforms and social med dia engaging everyone in conversations ded the equin ne industry with an unprece edented oppo ortunity for sta akeholders to o connect. Thiis is has provid beginning g to enhance and a in some cases, c erode,, the traditiona al roles of salles agents accting as middlemen in private and public sa ales transactio ons. With technology and ssocial commu unities transfo orming the wa ay e Canada’s ex xport strategy y sets a found dation from w which to opera ate within thesse people intteract, Equine new realitties and a roa admap of activ vities and tools that will lea ad us to helpin ng stakeholde ers communiccate the Canad dian story und der a common n brand. Capacity-building g through onlin ne toolkits an nd export preparedn ness training seminars is a major compo onent of this sstrategy. TUDY CASE ST C To ourism Comm mission revittalized the to ourism brand d—Canada. K Keep exploriing— How the Canadian which mo oved Canada a from 12th place p in 2006 6 to first plac ce in 2010 as s the most respected cou untry brand in the world. wing points arre extracted frrom the CTC’’s strategic pla lans and pressentation to Ag griculture and d The follow Agri-Food d Canada in September S 20 010. adian Tourism m Commission n (CTC) is Ca anada’s nation nal tourism m marketing orga anization. It iss a The Cana crown corrporation that leads Canad da’s marketing g efforts in 9 ttarget marketts where a hig gh potential fo or return on investment (R ROI) is indicated. xtra-ordinary e experiences The CTC aims to inspire the world to explore Canada. It focusses on the ext h to offer an nd it harnesse es Canada’s collective c voicce to grow tou urism export rrevenues. Its job is Canada has to inspire travellers to jump on a pla ane or into a car c and explo re Canada att any time of yyear.

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Taking Sttock of the Canadian C Tou urism Industtry 0, the Canadia an tourism ind dustry was, fo or the most pa art, fragmente ed with region nal divisions a and Until 2010 rivalries, sectorial s pointts of view and d skeptical ind dustry stakeh holders. Does this sound fa amiliar? t to get it ttogether and lead with industry’s input a and The CTC determined that it had no other option than T is no va alue in being fragmented. f Analysis A reve ealed that rega ardless of the e region or the e support. There tourism prroduct, the co ommon eleme ent that conne ects culture, p people and ge eography is th he experience e. If Canada could c speak directly to trave ellers, the tou urists will com me. ars, Canada promoted p itself in the same e way. It was thought less o of as a country For more than 100 yea ce with big na ature and friendly people, a albeit few of tthem. The Ro ocky Mountain ns, and more of a vast plac nd the beaver were the ima ages the world d saw over an nd over again n for more tha an 100 years. It RCMP an was time for a change.. abled Canada a to Become e the #1 Coun ntry Brand in n the World CTC Actions that Ena aboration with h the tourism industry and the federal, p provincial and d territorial The CTC works in colla ents to positio on Canada as s a place where travellers ccan create un nique and extrra-ordinary governme personal experiences. e monstrating th he powerful ad dvantages of a single, stro ong, consisten nt global tourism The CTC leads by dem a through Can nada’s tourism m brand, “Can nada. Keep exxploring.” The e tourism bran nd is personalitty for Canada the imagin nation and em motion a coun ntry inspires in n visitors, a se et of beliefs a and associatio ons they hold about a place. The tourism brand is a promise off what to expe ect when you visit Canada. he importance e of creating a country bra and that could d build Canada’s identity. Itt The CTC recognized th o differentiate Canada from m its competito ors since mosst countries w were marketin ng themselvess needed to (and theirr tourism industries) in simiilar ways. It re ecognized tha at promoting tthe brand in a consistent manner re equired comm munications, media m and public relations to be aligned d in order to sstrengthen the e brand and d succeed in differentiating d g Canada from m its competittors. ched a new brand b for itselff with the prom mise to travelllers: “Come tto Canada. Create In 2005, the CTC launc nary experiences all your own.” o extraordin xt five years bringing b the brand b to life. Itt needed a global rollout th hat would incllude The CTC spent the nex nd initiatives to t generate a high awaren ness of the CT TC’s global lo ook and feel. IIt recognized that training an a solid CT TC structure needed n to be created to su upport the glo bal brand and d that it was e essential to ensure alll key touch points and communicati c vered with a c consistent lo ook ons channells were deliv and feel. A solid brand d plan that is concise c and simple s was ad dopted. s dev veloped with this t in mind, the t CTC focussed on meeting its objectivves through th he Through strategies delivery of o marketing programs. p It id dentified mark kets and apprropriate activitties within tho ose markets. Each marketing g program use ed the same three-phased t communicat ions approac h to reach co onsumers, cre eate urgency and a influence the decision to purchase. C aware eness through h multi-platforrm media messsaging 1. Created 2. Created C underrstanding 3. Created C opporrtunities for co onsumers to shop s and purcchase

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The CTC’s approach was w based on deepening th he relationshi p with the con nsumer and ffocusing on highkets. Promoting brand consistency was and is centra al to their ove erall brand stra ategy. Between yield mark the years 2007 and 2010, CTC work ked with industry to comm unicate the a advantages off a strong brand for a worked co ollaboratively to leverage the brand. The e CTC focuse ed on identifyying new markket Canada and opportunitties by develo oping a resea arch and deve elopment strattegy to assesss the potentia al of emerging markets and a position Canada C in tho ose markets. 013 CTC Stra ategy 2009 – 20 s Objectives The plan was w founded on four main objectives fo or which the C CTC develope ed high-level sstrategies to m meet them: C high yield y customers  Convert  Focus on mark kets of highes st return on in nvestment  Le ead industry in i brand relev vance and consistency  Respond R to ch hanging marke et dynamics Priorities w built arou und six key prriorities for acction: CTC’s corrporate plan was  Ensure custom mer relevancy y  In ncrease engagement with small s and me edium-sized e enterprises (S SMEs)  Differentiate D Canada  Le everage the 2010 2 Olympic cs  Foster organiz zational excelllence  Strengthen eng gagement witth the stakeho older (the govvernment of C Canada) ATIONAL EQUINE OPPOR RTUNITIES INTERNA ngs and experriences of dev veloping and executing a n national brand d by the CTC C hold great The findin significanc ce for the equ uine industry. New and evo olving equine markets for C Canada require a multi-levvel approach and deserve long-term inv vestment in marketing. m vel approach could include e, for example e, the linking of sales and promotion of breeding stocck in A multi-lev target markets in conju unction with trraining foreign n breeders in artificial insemination (AI)) at Canadian n xample is for breeders and d breed registtries to link w with value-chain professiona als institutions. Another ex C Equ uestrian Team m athletes or racing r expertss in order to d deliver training g to the foreig gn such as Canadian buyer of Canadian-bre C d stock. It is important for all members of the value-cchain to comm mit to a nation nal branding and a marketing strategy. s Equine Indu ustry, Creatiing a Legacy y of the 2015 Pan America an Games Canada’s In four sho ort years the largest sporting event outs side of the Ol ympics will be e held in Can nada. Working g together and a starting now we can alll contribute to o leveraging tthe 2015 Pan n American Games and ma ake Canada’s equine indus stry one of its more importa ant legacies. We need to ccreate awaren ness and use the y to tell th he Canadian equine indus stry story to th he participantss in the Pan A American Gam mes next four years and levera age it to a glo obal audience e.

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a Australia Horse rac cing is the sec cond most popular sport in Australia, be ehind only Australian Ruless Football, an nd the interest in n foreign blood dlines has exploded in recent years. Cu urrently there is great interest in the gro owth of Australia's trotting ho orse populatio on. Based on n continuing trrends, there h has never bee en a better nadian trotting g breed in Aus stralia. By inccreasing awarreness of the Canadian racing opportunitty for the Can product, highlighting h sttrong Canadia an-based bloo odlines and p promoting Can nadian breeders through th he Canada Brand, B it is believed the lon ng term beneffits in Australia a will be immense. This will have a possitive effect on other o sectors such as draftt horses and donkeys who ose participan nts have starte ed inquiries w with Canada. China a emerging market m with significant pote ential for the iimportation off horses and genetics. Unttil the China is an early 1990 0s China had not develope ed equestrian n sport. There efore, horse breeding is not developed a and horses su uitable for equ uestrian sport are not readiily available in n large quanttities. Prelimin nary investiga ations reveal the e industry to be b under-deve eloped with a potential to b benefit from C Canada’s equine professionals’ expertise.. There is also o a requireme ent for the imp portation of va ast numbers of horses suittable for mod dern equine sp port, recreation and breedin ng. The most popular activvities are recrreation, show jumping, barrel racing and d thoroughbre ed racing. France e industry in France F is vibra ant with appro oximately 620 0,000 particip pants including more than The horse 400,000 equestrians e lic cenced by the e French Equestrian Federration (FFE) a and 60,000 m members of th he National Equestrian E To ourism Comm mittee. Activitie es for draft ho orses are pop pular and the Percheron is one of the four prominent breeds b showcased by the National N Stud which standss 30 stallions of ten varying en an increasing interest in North Americcan-style horrses, harness and style of breeds. There has bee on by Europeans in recent years. Weste ern riding is g gaining popula arity, especially since the ssport competitio of reining was first inclu uded in the 20 002 FEI World Equestrian Games. With h the next FEI World Eque estrian aking place in France in 2014, it is anticiipated that Frrance will see ek to improve its performan nce in Games ta this sport.. Canada is well w positioned d by its shared d language a nd skills in we estern riding to leverage itts leadership p in reining, and a in western n riding in gen neral, since o ther sports su uch as barrel racing are ga aining popularity y in France. Mexico blished horse industry with h a structure tthat extends b beyond horse e Mexico is evolving towards an estab d general activities with ho orses to includ de a developi ng sport and breeding secctor. The Mexxican racing and Equestrian Federation operates with hin the guidelines of the Na ational Sport Commission and the Mexxican deration. The agriculture as spects of the equine indus try fall under the mandate of the Secrettariat Sport Fed of Agricultture and Rura al Developme ent. National associations a a are in place to o represent M Mexico at the FEI as well as s an association of equine practitioners, an associatio on of therape eutic riding an nd the Nationa al Associatio on of Charros s. There is an established Mexican M Bree eders Associa ation as well a as association ns representing the American Quarter Horse, appalo oosa and spo ort horse. Pro oximity, a sharred continent and free trade e need to be le everaged to create c a stronger relationsh hip between C Canada and M Mexico. s United Arrab Emirates The counttries of Saudi Arabia, Qata ar, Bahrain an nd the United Arab Emirate es (UAE) all h have emerging equine ind dustries, pres senting good potential p for Canadian C prod ducts, horsess and expertisse in the GCC C. The UAE hosts the mo ost highly visib ble equine events in the re egion and it is recognized ffor its innovative ment of equesttrian sport, eq quine sporting g events and infrastructure e. The UAE Equestrian & developm

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Racing Fe ederation has s built strong infrastructure to support eq questrian in g general but pa articularly in th he sports of Arabian A and thoroughbred t urance, show jumping and polo. The Federation, which racing, endu adopted a sustainable plan for show w jumping, ha as ensured the e all-round de evelopment of this sport. Local, regional and a international competitio ons are held regularly r and there is a lon ng-term trainin ng plan for UA AE riders to attend a training g camps natio onally and inte ernationally. C Canada is a rrespected sup pplier of equin ne feed, hay and shavings s to the region n. It needs to leverage the se relationships into creating greater ss for Canada a’s horses and d equestrian expertise. e awarenes United Kiingdom The Unite ed Kingdom has an estimatted herd size was 965,000 0 horses. Mem mbership in th he British Equestrian Federation (BEF), encom mpassing those involved in n sanctioned equestrian sp port and affilia ated w 165,000 members m in 2002. 2 The Brittish Equestria an Trade Asso ociation (BET TA) estimates 2+ sectors, was million people ride on a regular basiis (300,000 off whom are in n Scotland) w which is 4.5 pe er cent of the n, of which 40 0,000 ride thre ee or more tim mes a week. Equestrian iss the second largest econo omic population activity in the 10 billion pound agricu ultural sector.. Canada can n respond to th d for draft horse he UK’s need t replenish th heir dwindling g gene pool. There T is incre asing interest in North Am merican breeds genetics to such as appaloosa a and d miniature do onkeys and re eining is gain ing popularityy and is drivin ng increased importatio on of quality horses h and ge enetics. The export e of Cana ada’s thoroug ghbreds to thiis market hass proven su uccessful as there is high regard of Canada’s racing history and th he birthplace and developm ment of the mos st prolific thorroughbred sta allion of all tim me, Northern D Dancer, who 21 years afte er his death iss still a dominatte bloodline on o every continent. al, Pacific No orth West and d Upper Mid d Atlantic) United Sttates (Centra Even with h the dramatic c decrease in the number of o exports to tthe USA, dow wn nearly 50% % in 2008, it remains Canada’s C mos st important export e market due primarilyy to proximity and shared p preferences. Canada’s 2010 promottion at the Allttech FEI Worrld Equestrian n Games whe ere Canada w won one silverr and ze medals garrnered qualifie ed leads that are being pu rsued. Sales of Canadian horses at US SA two bronz auctions continue c to be e important ve enues for selling high-price ed Canadian--bred horses. Individual sa ales and Cana ada’s auctions s can be easilly promoted to o potential Am merican buye ers through strategic sociall media and d print and we eb advertising g since proxim mity is a sellin ng feature to ccounter comp petition from Europe with horses of similar pedigrrees. U UP FOR TH HE CHALLEN NGE? ARE YOU adian equine industry i can respond r to the ese opportun nities by develloping a stron ng national brrand. The Cana The Equin ne Canada Brreeds & Indus stry Division is embracing the Canada B Brand—Qualiity is in our nature—a and we ask ou ur partners to do the same e. s across the entire e value chain are aske ed to work tog gether to prom mote Canada’s Canadian stakeholders dustry by partticipating in te elling our “story” to the worrld. By doing sso, it is anticipated that gre eater equine ind recognitio on of Canada’s mature and d developed equine e industrry will turn intto greater inte ernational sale es. N MORE INFORMATION b found at ww ww.EquineCa anada.ca/Exp port, or by em mailing More information can be equinecanada a.ca. export@e

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Colllective Marketing M g Using the Cana ada Bran nd for Ag griculture e Presented by Derekk Kelly Canada Brrand, Agricu ulture and A Agri-Food C Canada pants in the agricultural a ind dustry, breede ers of Canadi dian horses ca an take advan ntage of the As particip collective marketing ap pproach of the e “Canada Brrand”, develop ped by Agricu ulture and Agrri-Food Cana ada. w the adva antages are to o market unde er this progra am. Find out what AM OVERVIEW W PROGRA ada Brand pro ogram is desig gned to help Canadian C agrriculture, agri-food, fish an nd seafood The Cana exporters differentiate themselves frrom the comp petition and p rovide a markketing advanttage in nal markets. internation A Canada a Brand strate egy, based on n extensive market m researcch in Canada’’s key export markets, wass developed d in collaboration with indu ustry. The obje ective is to ta ake advantage e of the positiive perception ns foreigners s have of Can nada and Can nadians, and more m closely associate Ca anada’s strong g qualities witth its food and agriculture a prroducts in order to increase e internationa al awareness of what Cana ada has to offfer, and influe ence buyers to o choose Can nada as their food and agr iculture suppllier.

ailable to Cana ada Brand me embers, at no o cost, include e specialized graphics, a ccomprehensivve Tools ava Branding Guide, profes ssional and ro oyalty-free ph hotographs, m market researcch in key marrkets, and mo ore. anded in the fall f of 2009, th hrough the $3 32 million Can nada Brand in nitiative which h The progrram was expa supports generic g consu umer-oriented d marketing efforts e in Japa an, South Korrea and Mexicco. Funds support market research, advertising, retail promotions, targeted even nts and foreign n-language w websites, all o of sist in raising the profile of the Canada Brand B among g consumers in those coun ntries designated which ass as prioritie es. G FUNDING ada Brand pro ogram is not a funding prog gram. It provvides marketin ng tools and rresearch free of The Cana charge to eligible applicants.

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WHO CAN APPLY uding equine industry stakeholders, pro oducing Cana adian food and d agriculture Canadian entities, inclu f export may apply. Prod ducts using the brand mustt be grown, ra aised and harrvested in Canada products for or the lastt substantial transformation t n of the produ uct must have e occurred in Canada. N MORE INFORMATION d at www.bran ndcanada.agrr.gc.ca, or byy contacting: More information on Brrand Canada can be found Derek Kelly ada Brand Branding Officer, Cana 773-1545 Tel: 613-7 Email: derek.kelly@agr.gc.ca

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Financing Equine Exports Presente ed by Kyle F Fiore Assoc ciate, Exporrt Developm ment Canad da evelopment Canada C (EDC)) is Canada's export creditt agency, offe ering innovativve financing, Export De insurance e and risk man nagement sollutions to help p Canadian e equine exporte ers and invesstors expand ttheir internation nal business. NCE SOLUTIO ONS FOR CA ANADIAN CO OMPANIES INSURAN d more workin ng capital. Th hese are som me of the bene efits of EDC b business Flexibility,, security, and insurance e. By mitigatin ng commercia al risks, the ex xporter can exxpand their sa ales capacity and motivate e their bank to ex xtend more working w capita al to its compa any. f one sale or o project, or multiple m contrracts, EDC ha as the insuran nce solution to o cover the Whether for exporter. 

Accounts A Rece eivable Insura ance covers receivables r up p to 90 per ce ent of losses resulting from m co ommercial or political risks s

nsurance cov vers unlimited sales to one customer forr six months o on contracts w worth Single Buyer In up p to USD$250 0,000

Contract C Frustration Insuran nce covers up p to 90 per ce ent of losses ffor one exporrt contract

S Insurrance covers up to 95 per ccent of lossess if the custom mer demandss Performance Security pa ayment of a bond b issued by b the exporte er’s bank with hout valid reasson.

c 1-866-283 3-2957 weekd days between n 8 a.m. to 6 p.m. EST or ssubmit an inq quiry For more information, call online. NG SOLUTIO ONS FOR CA ANADIAN COMPANIES FINANCIN es often need d financing to support their international transactions:: to pay for the up-front cossts Companie associated with the pro oduction of a large export order, o to expa and into new markets or to o respond to a equest for fina ancing. buyer's re 

ntee Program enables the exporter e to ob btain loans fro om its financial institution tto Export Guaran prrovide the fina ancing neede ed for export-rrelated activitties or foreign n investmentss

A Financial Se ecurity Guaran ntee (Offshore e) can be use ed to replace the collaterall usually required by y the exporter to secure op perating lines of credit with h a foreign ba ank for the exp porter’s foreig gn afffiliate

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ncing provides s the exporterr with access to cash rathe er than waiting g for paymen nt Supplier Finan from their foreiign buyers

ng can help th he exporter offfer their custtomer extende ed payment te erms by provviding Buyer Financin th hem with finan ncing for an export e sale of capital goodss and/or serviices

G SOLUTION NS FOR CANA ADIAN COMPANIES BONDING usiness with foreign f custom mers is tying up the exportter’s working capital, EDC has a solutio on. If doing bu EDC can help free up the t exporter’s s money by providing guarrantees to the eir bank so tha at the bank, in n c and suppliers. turn, can issue guaranttees to your customers 

A Performance e Security Gu uarantee fully protects the e exporter’s bank in the event of a call on na co ontractual gua arantee the bank b issued on the exporte er’s behalf

A Foreign Exch hange Facility y Guarantee gives g the fina ancial institutio on a guarante ee in lieu of co ollateral so th he exporter ca an buy a foreign exchange contract to p protect againsst currency flu uctuations

A Financial Se ecurity Guaran ntee for the ex xporter’s financial institutio on encourage es the financia al in nstitution to issue a letter of guarantee to o the exporte er’s supplier o on their behalff without the n need fo or collateral

N MORE INFORMATION xport Develop pment Canada can be foun nd at www.ed dc.ca., or by ccontacting: More information on Ex ay Susan Bra Sector Ad dvisor, Resources Export De evelopment Canada C Tel: 613-5 598-6601 Email: SB Bray@edc.ca

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Socia al Media a: Develo oping Strrategies for Expo ort Devellopment of the Equ uine Indu ustry Presented d by Bruce Spurr Web b of Impactt ssion we will explore e how to t develop a Social S Media Strategy to p promote Cana ada’s equine In this ses industry in nternationally y. NG OBJECTIV VES LEARNIN 

ntroduce and define social media In

Showcase the breadth and depth of social media as a an opportunityy for the orga anization as a whole w

Define D the opp portunities for using social media for ma arketing and ccommunicatio on to external sttakeholders (w within Canada and for exp porting)

Provide a 5-ste ep process fo or creating a social s media m marketing stra ategy

Focus on low-rrisk, high-valu ue platforms – when to use e each platforrm (exampless: Facebook, YouTube, Y Link kedIN, Twitterr, and others)

Le earn how to manage m conte ent – creation n, re-use, pub lication forma at, frequency of updates, a and more m

Le earn how to measure m succ cess and unde erstand the re esource comm mitment required for succe essful so ocial media marketing m cam mpaigns

TATION OUT TLINE PRESENT duction Introd    

Topic – So ocial Media fo or Marketing & Communica ation Why listen to speaker ntro Speaker in Approach to social med dia

ning Social Media M Defin    

Define soc cial media Example of o social media services, so olutions and p platforms – bllogs, networkks, and more Why is soc cial media so important – the shift in con ntrol Social med dia in the org chart – show wing how socia al media toolss can be used d for nearly evvery aspect of an a organizatio on: marketing g, comms, R& &D, operationss, HR, and so o on.

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ortunity: Social Media forr Marketing & Communic cations Oppo    

s media for f external marketing m – he elping you co onnect with cliients and Focus on social prospects e potential with h advertising vs marketing g models Showcase Define the opportunity – social media a usage withi n Canada a usage outsiide of Canada a (exporting) Define the opportunity – social media

egy Creatting a Social Media Strate  

Detail the 5 steps to cre eating a socia al media markketing strategyy Includes platform selecttion, content, metrics, and tips for each step

clusion Conc  

Recap sem minar materia al Is social media m just a tre end?

Q&A N MORE INFORMATION W of Impact can be found d at www.web bofimpact.com m, or by conta acting: More information on Web urr Bruce Spu Chief Stra ategist Tel: 613-2 286-4113 Email: bru ucespurr@we ebofimpact.co om

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To ourism and the Equine E In ndustry C Connect Presented by Michele e Harris Executtive Directorr, The Hills of Headwa aters Tourissm Associa ation ok at develop ping equine ag gri-tourism to promote Can nadian horse breeding, horrses for sale and Take a loo Canadian n expertise intternationally. TATION OUT TLINE PRESENT 

e Industry in Ontario O Economic Impact of Equine i grew w 27% from 19 996-2006 o The Ontario horse industry us Canada sta atistics undere estimate the h horse industrry by a factor of 3.9 o Censu

ndustry in 200 08 Economic Impact of the Onttario Horse In 0 people direc ctly employed d in the industtry for 1.36 m million hours of employment o 80,000 o Total annual a expenditures of $67 75.5 million o Annua al expenditure es on feed of $199.4 $ million n and o An esttimated $6.9 billion b is inves sted in fixed a assets and invvestments o 379,00 00 horses on 48,099 prope erties (293,00 00 horses in 1996) o 30,000 0 horses involved in the racing industry

d activities : Ta ack, Training, Farrier, Masssage/Chiroprractor, Feed, Construction, Equine related V Equine Sales, Lessons/Coa aching, Boarding, Pharmaceutical, Veterinary, Writers/Photog W graphers/Artis sts, Fencing, Breeding B

nefit of Equine e Activity to th he Communityy (Using 1996 6 Horse Indusstry Study) Economic Ben

Every additional horse means: 1 spent annua ally in the com mmunity o $1,781 o $18,25 50 invested in n fixed assets r $1 150 per day sspent in the co ommunity. Every additional visitor to a horse event represents C Equine e Emporium, London, Marrch - 50,000 a attendees ove er 4 days, o e.g., CanAm economic impact off $7.5 million dian Driving Classic, C Tralee e – 5,000 atte endees = $75 50,000 o Canad

m Economic Impact of Tourism t largest secttor in Canadia an economy o Tourism sector is 4th s $22.1 billion n annually to tthe Ontario ecconomy o Tourism contributes nts for o Tourism industry in Ontario employs 194,000 directly, 113,000 indirectlyy and accoun o Ontario bus sinesses 18% of o Every $1 million spe ent by visitors s creates 14 j obs and gene erates $553,4 400 in wages

What W does eco onomic develo opment mean n to our local economies? o More $$ $ imported in nto the comm munity than exxported o Sustainability of (rural) communiities sinesses o Viabilitty of local bus

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o o

Increased employm ment opportun nities al tax base Increased municipa

Equine + Tourism = Econom mic Developm ment Opportun nities

veloping Agri--Tourism Benefits of dev o Suppo orts federal & provincial tou urism marketi ng initiatives o Suppo orts market research that shows consum mers are looking to be morre actively engaged in their tou urism experie ence ortunities in Europe, E China a & Middle Ea ast o Market growth oppo i e elements to provide value e-added elem ments o Operators can leverage current infrastructure to their agricultural business orts regional economic e dev velopment stra ategies that a are intrinsic to o rural countryyside o Suppo o Potenttial to increase the import of o $$ into ourr local econom mies o Job creation s for flexibility in regards to seasonality o Allows o Suppo orts both racin ng & non-racin ng sectors of the equine in ndustry o Encou urages partnership & collab boration within n the equine industry o Encou urages partnership & collab boration betw een non-traditional partners (equine & tourism m) o Opporrtunities to dev velop local/prrovincial/natio onal/internatio onal strategies

Collaboration C & Partnership p o Levera age messagin ng to a larger audience o Levera age resources s to penetrate e the marketp place o Showc case our prod duct offerings on a global sscale & exhibiit critical masss into the worldw wide marketpllace o Showc case innovatio on & expertise o Penetrrate niche ma arkets & grow wth markets o Suppo orts non-tradittional industry y & governme ental partners hips o Create e an internatio onal portal to our product o offerings (both h industry & cconsumer) o Suppo ort strategic un ndertakings to o attract busin ness & eventts (national & int’l in scope e)

Other O considerrations o Industry engageme ent & educatio on al engagement & educatio on o Politica o How to o leverage ou urselves within n municipal/p provincial/fede eral frameworrk?

O as an n example) The Business Case (using Ontario e related expe enditures/yea ar: o Equine o Tourism related exp penditures/ye ear: L EQUINE/TO OURISM EXP PENDITURES S/YR o TOTAL o Does this t sound like e a good business partnerrship?

$ $2.6 billion $ $22.1 billion $ $24.7 BILLION N

N MORE INFORMATION he Hills of He eadwaters Tou urism Associa ation can be ffound at More information on Th hillsofheadwatters.com or by contacting Michele Harriis, Executive Director, www.theh Tel: 519-9 942-0314, Em mail: michele@ @thehillsofhea adwaters.com m

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Day 2 – Agen nda Saturday, January 29 9, 2011 8:00 A.M.

DELEG GATE REGIS STRATION

8:30 A.M.

INTRO ODUCTIONS – Edward Ke endall, Breed ds & Industry y Division Council Agend da for 2011 De elegate Assembly 2010 Delegate D Assembly adoptio on of minutess and businesss arising Annou uncement of In ndustry Coun ncil directors a and representtatives on the e Equine Canada board

8:40 A.M.

NOMIN NATIONS Gary Gushuliak, G Breeds & Indus stry Division C Council Explan nation of Council Terms off Office and re esponsibilitiess Three 3-year positio ons up for ele ection

8:50 A.M.

Equine Tourism – It’s More tha an Horsebac ck Holidays Michelle Harris, Exe ecutive Director, The Hills o of Headwaterrs Tourism Asssociation Case Study: S Tourism with a Twis st: Equine esttablishments and activitiess benefit from The Hills off Headwaters s Tourism Ass sociation’s de edication to prromoting horsses in one of tthe most horse h concenttrated areas of o Ontario.

9:30 A.M.

Equine Canada Ex xport Market Developmen nt Strategy ffor Canadian n-bred Horses n Stewart, Con nsultant Susan Tools and resource es to enhance e the promotio on of Canadia an-bred horse es internationa ally

M. 10:00 A.M

Coffee e Break

M. 10:30 A.M

Equine Code of Prractice Renewal Underwa ay in Canada a Al Pattterson, Breed ds & Industry Division Coun ncil, and Susa Consultant an Stewart, C 2011-2 2013, Updatin ng the Codes of Practice fo or Horses using the NFAC CC guidelines Overviiew of the Code Developm ment Committe ee and Scientists’ Committtee memberss Keepin ng Canadians s informed an nd soliciting fe eedback durin ng the process: media releases, social media, web

M. 11:00 A.M

Sociall Media: How w to Use it Efffectively in tthe Equine In ndustry Bruce Spurr, Web of o Impact oping social media m strategies and linkin ng them togeth her to bolsterr the equine Develo industrry Using social media to communic cate with equi ne industry stakeholders

M. 12:00 P.M

Lunch h

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1:00 P.M.

PRESENTATIONS BY BREEDS S & INDUSTR RY COUNCIL L NOMINEES S n will have h time to address a the A Assembly Each nominee

1:20 P.M.

Equine Canada He ealth & Welfa are Committe ee ary Bell, Equin ne Canada Health and We elfare Co-Cha air Dr. Ma Plans for 2011 and 2012 g responsibilitty for Canada a’s horses from m birth throug gh death Taking

1:45 P.M.

H Lake Zoning Z West Hawk Gary Gushuliak, G Breeds & Indus stry Division C Council Develo oping Canada a’s capability to divide the country into ttwo zones in o order to enha ance Canad da’s ability to respond to major m animal d disease outbre eaks, recoverr long-term sustain nability and re educe the eco onomic impacct of disease o outbreaks

2:00 P.M.

Canad da‘s 2010 National Equine Industry R Research Stu udy and Natio onal Equine ID Dr. Edward Kendalll, Chair Equin ne Canada ID D Committee, and Vel Evan ns, SEM Inc. Overviiew of the sta ate of the Can nadian equine e industry Update e on 2010 acttivities and plans going forrward

2:50 P.M.

BREEDS & INDUS STRY COUNC CIL ELECTIO ON o three Coun ncil positions Vote on

3:00 P.M.

Coffee e Break

3:15 P.M.

ELECT TION RESUL LTS Motion n to accept, destroy ballots s

3:20 P.M.

PART 1 – BREEDS S & INDUSTR RY DIVISION BUSINESS PLAN AND B BUDGET dustry Divisio on Name Change: From Breeds & Industry to Ind ess Plan overrview Busine Curren nt 2011-2012 affiliation fee e and voting o on the 2012-2013 affiliation n fee

3:45 P.M.

Equine Canada By ylaw Change es mpact of bylaw w changes on n the Industry Division of E Equine Canada The im

4:00 P.M.

PART 2 – INDUSTR RY DIVISION N FUTURE A disc cussion:  Delegate Assembly o Prio orities and iss sues o Bud dget om the Deleg gate Assemblyy  Direction fro

5:00 P.M.

s from the flo oor Issues

5:15 P.M.

Adjou urnment

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Equine Tourism m – It’s More than n Horseb back Holiidays Presented by Michele e Harris Executtive Directorr, The Hills of Headwa aters Tourissm Associa ation se study - Tou urism with a Twist T – we se ee how equine e establishme ents and activvities benefit ffrom In this cas The Hills of o Headwaterrs Tourism As ssociation’s dedication d to p promoting horrses in one off the most horse concentra ated areas of Ontario. TATION OUT TLINE PRESENT 

e building bloc cks to successsful tourism & product devvelopment Tourism Devellopment - The

ased Tourism Experience-Ba o Pine & Gilmore – The Experienc ce Economy  Visitors are e now actively y seeking to b be fully engag ged versus be eing observerss stinations thatt provide totall immersion in n an experien nce  Tourism suppliers & des a ove er others will have a competitive advantage o Balanc ce between experiences & destinations = success

Developing D successful touriism experienc ces ain experiences that are no ot available at home, expe eriences which h are o Tourists travel to ga ore out-of-the e-ordinary therefo o Key to o success in th he tourism ma arketplace is to offer an ou ut-of-the-ordin nary experien nce “produ uct” which exc ceeds the con nsumer’s expe ectations o Tourism products exist e only inso ofar as they prrovide someth hing sufficiently valued by at they would travel to exp erience them m potenttial visitors tha o A desttination’s succ cess in a com mpetitive markketplace requires that it offfer distinctive experiences tied to resources orr programs un nique to that d destination, and delivered with ervice quality y high se

ayering Experiences – Deffining Deman nd Generatorss La n exact scienc ce o Not an o Experiiences that drrive/motivate a visitor to tra avel to a desttination o Factorrs  Customer Driven D - (It is not what you u think but wh hat the visitor thinks) claim = Top off Mind  Critical Acc  Number of Visitors

Defining D Dema and Generato ors o Core demand d Gene erator  Primary rea ason for visitin ng orting Attracto ors o Suppo  Other activities linked to the demand generator sions o Divers  Activities th hat are add-on ns to overall ttrip but have n nothing in com mmon with demand ge enerator

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Basics s of Travel  Tourism am menities La ayering of Ex xperiences

ayering Experiences and Products P La

5 Immutable Rules of Succ cessful Touris sm by Roger A. Brooks & Maury Forma an: Planning, 25 Partnerships, Billboards B and d Exits, Necessity (Restroo oms), Perceivved Value, W Wayfinding, ng, Frontline Sales, S 365 an nd 24/7 Rule, Convenience e, Turning Perpendicular Signs, Parkin Negatives N into Positives, Be eing Unique, Being B the Besst, Supporting g Businessess, Telling Storries, Four-times Rules, Marketing g versus Prod duct Developm ment, Selling the Experien nce, Branding g, Wow W Photogra aphy, Closing the Sale, Public Relationss, Websites, F Frequency

Other O considerrations o Industry engageme ent & educatio on al engagement & educatio on o Politica o How to o leverage ou urselves within n the provinciial frameworkk?

Tourism Devellopment o A REA AL LIFE story about buildin ng successful equine tourissm in rural On ntario o www.h horsesinthehillls.ca

What W we know w….. o Successful tourism developmentt takes 7 yearrs dership is ess sential o Industry/sector lead v – and mu ust include pa artnership & co ollaboration o A sharred vision is vital

Horses H in the Hills H - The Towns of Caled don, Erin & Du ufferin Countyy o Februa ary 2007 – Fe easibility study on the asse essment of th e tourism pottential of the equine e sector in the e Hills of Head dwaters o March 2007 – prese entation of fea asibility studyy to regional e equine and to ourism operato ors mber 13 & 14 4, 2008 – firstt Headwaterss Stable Tour (one weeken nd) o Septem o Octobe er 3rd & 4th, 2009 2 – secon nd Headwaterrs Stable Tou ur (expanded to include an equine e fair and Larg ge Animal Re escue Clinic) o Septem mber 11th to 18th, 2010 – Destination E Equitation, an n 8-day celebrration of equesttrian excellen nce, including Headwaters Stable Tour ((public & private), breederrs’ parade e of horses, workshops, w se eminars & pro ovincial forum m on the future e of the equesstrian industrry in Ontario

o

o

s – build ding towards the Pan Am Games in 20 015! Next steps

N MORE INFORMATION he Hills of He eadwaters Tou urism Associa ation can be ffound at More information on Th hillsofheadwatters.com or by contacting: www.theh Michele Harris, H Executtive Director, Tel: 519-9 942-0314, Em mail: michele@ @thehillsofhea adwaters.com m

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Equine E Canada Export E Ma arket De evelopme ent Strattegy for Canadia C n-bred H Horses Presented by Susan S Stewart Equin ne Canada Breeds B & In ndustry Div vision, Conssultant Expo ort Market Developme ent ATE OF CANA ADA’S EXPO ORTS REVEA ALS A CHANG GE IS REQUIRED THE STA Analysis of o Canadian Food F Inspection Agency (C CFIA) data fro om 2006-2009 9 confirms tha at Canada exxports approxima ately 97% of its horses to the t USA. Alth hough Canada a, with less th han 3% marke et share, rem mained in the favo ourable position of 8th out of 86 countrie es in the valu ue of live horsse exports wo orldwide, the last three years of economic hardship, particularly p fellt by our large est trading pa artner, has ressulted in a g drop of 25% % in the value e of Canada’s live horse exxports from US S $52 million in 2008 to US S staggering $38.69 million in 2009. In contrast, the t United Kin ngdom had th he greatest va alue of live ho orse exports in U $511.59 million. 2009 at US h a lot to be e proud of. Ou ur equine infra astructure ran nks near the ttop globally. Icconic Spruce Canada has Meadows s and Woodbine Racetrack k offer the bes st equine spo rting venues and some of the largest pu urses in the worrld. Canada continues to produce quality horses, pon nies, donkeyss and mules w while the legendary Canadian-bred Northern Dancer is regarded r as the t most proliific thoroughb bred stallion e ever, 21 yearss after P American Games, Worrld Cup and W World Champ pion medallistss his death.. We can boast Olympic, Pan from the present p as we ell as the pastt. Canada’s national n equin ne organizatio on, Equine Ca anada, has ro oots that go ba ack close to 40 years. It currently has a robust and d iverse memb ership of nea arly 82,000 affiliated breed b registry y members an nd Equine Ca anada Sport L Licence holders from everyy province and d individuals s aligned with h member pro ovincial and te erritorial eque estrian organizations. h exports s valued at US S $2.57 billion n worldwide in n 2009, how ccan Canada ccapture greatter With live horse market sh hare in the exports of live horses h and eq quine geneticss and lessen its dependen ncy on selling to the USA? e live equine and a equine ge enetics exporrt revenue, bu ut how will we e accomplish tthis? The goal is to increase U 2008 and 2009 Source: UNdata, TEGIC PLAN TO BOOST CANADA’S C EQUINE E EXP PORTS A STRAT each our goal, the world ne eeds to get to know and ha ave a relationship with It is surmised that to re stry. Equine Canada’s C 2011-2014 Long--term Internattional Strateg gy (LTIS) or exxport Canada’s equine indus evelopment sttrategy focuse es on develop ping a targete ed plan of ma arketing from a national bra and market de perspectiv ve in order to bring awaren ness and leve erage Canada a’s strengths. s across the entire e value chain are aske ed to work tog gether to prom mote Canada’s Canadian stakeholders dustry by partticipating in te elling our story ry to the world d. By doing so o, it is anticipa ated that grea ater equine ind recognitio on of Canada’s mature and d developed equine e industrry will turn intto greater inte ernational sale es. anada Breeds s & Industry Division D (B&I)) will continue e to partner w ith breed regiistries to deve elop Equine Ca practices for greater brrand promotio on, develop and implementt activities tha at support the e overall long--term

Page 22 of 44


goal and strategic s obje ectives of the current exporrt strategy and d develop futture long-term m strategies. Itt will also deve elop one-on-one relationships with indiviiduals and bu usinesses. A’S STRENGT THS CANADA ne industry in Canada is vibrant and con ntributes sign ificantly to the e Canadian e economy. A The equin tradition of o superior equine husband dry has evolve ed in the uniq que environment of Canada where commitme ent to excellence, expertise e and dedicatted breeding programs have led to an innovative equ uine industry th hat has made e remarkable improvementts in Canadian n breeding stock over the years. els for horses and reproduc ctive technolo ogies have en nabled produccers to acquire Transporttation channe proven pe erformance bloodlines esse ential to deve eloping qualityy stock. Cana adian breederrs are educate ed, technolog gically advanc ced business people who have h establish hed breeding programs witth the goal off exceeding g quality expe ectations. Due e to Canada’s s landmass, o operations allo ow horses to be raised on large, ope en ranges in a natural, hea althy environm ment that conttributes to the eir overall harrdiness, soundnes ss and mentall developmen nt. t value chain, handlers, trainers and competitors c h have the abilitty to increase the value of Through the Canadian-bred horses because of th he infrastructure in place. The regulated d sanctioned competitionss and C adherre to internatio onal standard ds and therefo ore, Canadian n-bred horsess are races taking place in Canada onal standard ds. developing to internatio he horse industry exemplifies the core attributes a of th he Canada Brrand – Qualiity is in our na ature Clearly, th – develop ped by Agriculture and Agri-Food Canad da: 

– to continuous improvement and to bu Commitment C uilding relation nships and wo orking with bu uyers to o offer solution ns and suppo ort that help th hem meet dem mands of end d-use consum mers

Excellence/qu uality – in ourr products, prrocesses, attittude and natu ural endowme ents of land a and water w

Customer C Foc cus – as a mu ulticultural country known ffor its efforts to help otherss, Canada is well po ositioned to understand u an nd respond to o the needs off international customers

n, pristine lan Nature N – our collective c valu ues and perso onality, as we ll as our clean ndscape and w wideop pen spaces are a strong ima ages that international buyyers and conssumers associate with Can nada

Trustworthine ess – consiste ently deliverin ng on the attriibutes to our customers will continue to o build nd reinforce their t trust in us u an

EQUINE CANADA C EX XPORT MARK KET DEVELO OPMENT STR RATEGY anada’s expo ort strategy targets internattional marketss that have either a historicc relationship to Equine Ca Canada, are a within pro oximity to Can nada or are a new market w with identified d opportunities. In 2011-20 012, activities will w target Aus stralia, China, France, Mex xico, United A Arab Emiratess, United King gdom and Un nited States (Ce entral USA, Pacific P North West W USA an nd Upper Mid Atlantic USA A).

Page 23 of 44


With a foc cus on fewer markets, the strategy is ba alanced with a combination n of activities that include research, capacity building, industry y-to-industry advocacy, a outtbound and in nbound missio ons, trade shows b and promotion. and most importantly, branding As a large e stakeholder in Canada’s agricultural sector, s the exp port strategy w will take adva antage of the collective marketing ap pproach of the e Canada Bra and – Qualityy is in our natture – develop ped by Agricu ulture Food Canada a. B&I will partner with bree ed registries, individual pro oducers and ssmall and mediumand Agri-F sized ente erprises (SME Es) to utilize and a deliver the Canada Bra and because all equine bu usinesses can n benefit fro om building a national bran nd identity. all goal to incrrease live equ uine and equine genetics e export revenu ue remains bu ut to reach this The overa goal the strategy s recog gnizes that ide entifying and communicati ng one-on-on ne with potenttial customerss in target markets and with h Canadians in the entire value-chain v in n all ten provinces, and specifically with h s and SMEs engaged e or interested in pu ursuing exporrt markets is tthe key. producers s and potentia al buyers, is a at the core of Equine Cana ada’s Communications, both to Canadian stakeholders export stra ategy. At every touch point the Canada a Brand – Qua ality is in ourr nature – will support the ttelling of Canada a’s equine ind dustry story to o national and d internationa al communities. An effectiv ve communic cation plan req quires a greater emphasis on fully utilizzing social me edia and onlin ne platforms in conjunction with traditio onal media an nd promotiona al activities. W With 500 millio on people on k, it is evident that social media m will be used u extensivvely to commu unicate with C Canadian Facebook stakeholders and poten ntial custome ers and to driv ve them to Eq quine Canada a’s website po ortal where the ey h words, pictu ures and vide eo that capture e the Canada a can learn Canada’s equine industry story through Brand – Quality Q is in our o nature –, access tools that will enha ance the buyin ng and selling g experience and connect with w industry partners. p erstones to ex xecuting the plan p are: The corne Communiications  Social media and a online pre esence 

Advertising A and promotiona al activities

Media M relations s

S Channe els Multiple Sales  Generic G – indu ustry initiative es direct to tarrget markets 

Vertical V – deliv vered through h partner bree ed registries th hat target nich he markets

SMEs – industtry profession nals’ response e to opportuniities

anada’s strate egy focuses on o building a brand that is accepted and d embraced b by Canadianss in Equine Ca order for them t to delive er it. Simultan neously, a pro ocess of sellin ng the brand around the w world has to be done in a logical manner where the Canadian ind dustry is not ju n the same m markets but is ust working in ogether in tho ose markets. The T only way y to do that is to build a bra and that Cana adians will use e working to because they t believe itt is beneficial.

Page 24 of 44


To do this s we need two o main avenues of communication: dian Stakehold ders To Canad     

We W need to sp peak directly with w individuals and SMEs interested in export throug gh social med dia an nd the Equine e Canada website portal We W need to ex xchange ideas s We W need them m as partners to t deliver the brand We W need to pro ovide them with w a toolkit off resources to o help them e export successsfully We W need to pro ovide supportt tools that will complimentt Canadians’ efforts with m moving potenttial bu uyers from co onsidering a purchase p to finalizing the ssale

nal Buyers To Potenttial Internation   

We W need to telll the Canadia an equine industry’s story tthrough words, pictures an nd video using g so ocial media and websites and a through print p material We W need to sp peak directly with w them and d exchange id deas We W need to pro ovide them with w the tools and a informatio on that will atttract them to consider pu urchasing in Canada C

A PRIORIT TIES EXPORT STRATEGY GOALS, OBJECTIVES AND G Overall Goal 

ncrease live equine e and eq quine genetics s export reven nue In

m Strategic Objectives O Long-term 

Canadians C und derstand and can respond to the needss, preferencess and buying habits of in nternational cu ustomers.

Canadians C pro omote internattionally using the Canada Brand for the e equine indusstry.

Canada C is reco ognized intern nationally as a mature, devveloped equin ne nation whe ere quality ho orses, po onies, donkey ys and mules, equine gene etics and expertise can be e sought by international bu uyers.

Immediatte Priorities 

Gain G a better understanding u g of customerrs’ needs, pre eferences and d buying habitts

Develop D mechanisms to find d and engage e potential intternational customers

Communicate C directly with producers, p SM MEs as well a as breed regisstries about e export

Differentiate D Canada’s equine industry by y building the e Canada Bra and – Quality y is in our nature

Page 25 of 44


2011-2012 PRIORITIE ES FOR ACTION h Research Deliver online surveys to o determine b buyer profiles,, needs, wantts and buyer a and seller habits s Key K Outcome: A better understanding of o customers will be gained d Key K Objective:: Canadians understand and a can respo ond to the nee nces and buying eds, preferen ustomers habits of intternational cu Key K Strategy:

Capacity building Key K Strategy:

Deliver online toolkits an nd educationa al seminars to o inform Cana adians about the and, target markets and sttrategies to m meet long-term m objectives Canada Bra Key K Outcome: A database e of Canadian n and internat ional contactss will be deve eloped. Canad dians will participate in export preparednesss training and d Equine Can nada will creatte an t availab ble through itss website. exporter’s toolkit Key K Objective:: Canadians understand and a can respo ond to the nee eds, preferen nces and buying ustomers habits of intternational cu y Advocacy Key K Strategy: Delegates will w representt Canada at in nternational m meetings Key K Outcome: Voice Cana adian interestts, build strate egic partnersh hips, support international policy deve elopment that impacts the e equine industtry worldwide Key K Objective:: Canada is recognized r in nternationally as a mature, developed equine nation where quality horses, po onies, donkeyys and mules,, equine gene etics and expe ertise ational buyerss can be sought by interna Missions Key K Strategy:

w conduct in ncoming misssions from the e UK, UAE an nd China and Delegates will outgoing missions to Australia, China a and Mexico Key K Outcome: Identify kno owledge gaps s for the expo rt of Canadia n-bred horses and geneticcs. Gain recognition and build existing an nd new marke ets for the Ca anada Brand tto ve equine and d genetics exp ports. enhance liv Key K Objective:: Canadians promote internationally ussing the Cana ada Brand for the equine industry. Trade Shows Key K Strategy: Delegates will w participate e in targeted trade shows in Canada, C China and Fra ance Key K Outcome: Identify kno owledge gaps s for the expo rt of Canadia n-bred horses and geneticcs. Gain recognition and build existing an nd new marke ets for the Ca anada Brand tto ve equine and d genetics exp ports. enhance liv Key K Objective:: Canadians promote internationally ussing the Cana ada Brand for the equine industry.

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Branding g and Promottions Key K Strategy:

A suite of promotional p materials m and o online and so ocial media sttrategies will b be developed and dissemin nated in all tarrget markets Key K Outcome: Creation off a communica ations plan an eliverables to tell Canada’ss nd various de story of its equine e industtry expertise, product attrib butes and bra and promise. Gain recognition and build existing and new w markets to enhance live e equine and xports. genetics ex Key K Objective:: Canadians promote internationally ussing the Cana ada Brand for the equine industry. Measurin ng Progress B&I will monitor m results s of activities from f the pers spective of ea ach strategic o objective. Since the focus in 2011-2012 is primarily on creating relationships with w Canadian n stakeholderrs and potenttial internation nal s, the quantity y of contacts and the quality of feedbacck to inform fu uture strategie es will be traccked customers alongside e the tangible main SMART T indicators be elow. In 2011-2012, our overrall objective is to: Gain G a better understanding u g of Canadian n sellers (SME Es) and poten ntial internatio onal customers an nd establish one-on-one o re elationships with w them thro ough the use of robust web bsites and social media m with the e goal for everryone to embrace the Can ada Brand fo or the equine iindustry. wing performa ance indicatorrs will help us s measure ourr success in m meeting this o overall objective: The follow 

adian By B March 31, 2012, we willl have 500 intternational co ontacts in targ get markets and 2000 Cana in ndividuals volu untarily signed onto receiv ving regular in nformation ele ectronically fro om the Equine Canada C Industtry Division ab bout exporting g and the Can nadian equine industry. So ource: Equine e Canada C Exporrt Market Dev velopment Stra ategy files.

By B March 31, 2012, there will w be 20 bree ed associatio ns and 100 u unique SMEs registered with the Canada C Brand d. Source: Can nada Brand, Agriculture A an nd Agri-Food Canada.

By B Decemberr 31, 2011, the ere will be an increase in e exports of gen netics and live e horses worldwide w by 5% 5 over Dece ember 31, 201 10, export levvels. Source: Breed associiations, CFIA and Statistics S Cana ada export da ata.

N MORE INFORMATION b found at ww ww.EquineCa anada.ca/Exp port, or by em mailing More information can be equinecanada a.ca. export@e

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Equine E Code C of Practice P Renewa al Underw way in C Canada Presente ed by Al Pa atterson, Brreeds & Ind dustry Divisiion Councill, and Susan Ste ewart, Conssultant The Code es of Practice are nationally y developed guidelines g forr the care and d handling of the different species of farm animalls. They are in ntended to prromote sound d managemen nt and welfare e practices thrrough ndations and requirements s for housing,, managemen nt, transportattion, processiing and otherr recommen animal hu usbandry prac ctices. Requirrements refer to either a re egulatory requ uirement, or a an industryimposed expectation e of o best practic ces to encoura age a higher llevel of care. AL FARM AN NIMAL CARE COUNCIL NATIONA anada is a fou unding memb ber of the National Farm A nimal Care C Council (NFAC CC), establish hed in Equine Ca 2005, and d has a seat on o the Executtive Board. NF FACC’s mand date is to provvide a nationa al, coordinate ed approach to promoting responsible farm animal care. c Through h an inclusive e approach, N NFACC works to ormation and build collaborrative approac ches and pro cesses that fa acilitate Cana ada's agricultu ure share info industries s. NFACC’s ob bjectives inclu ude updating and re-estab blishing the Co ode of Practicce developme ent process in n Canada as well as servin ng as a forum m for discussin ng perspective es across the e value chain on animal ca are assessment programs and a the development of a fframework an nd principles for verification programs. For more infformation, vis sit www.nfacc c.ca. O PRACTICE CODES OF As a mem mber organiza ation of NFAC CC, Equine Ca anada (EC) th hrough the Brreeds & Indusstry Division (B&I) has been leading the effort e since 20 005 to update the 1998 Co de of Practice e for Horses. As a result of its &I received no otice in April 2010 2 that federal funding o of upwards off $300,000 ovver three yearrs efforts, B& was confirmed to cover the costs to renew the Co ode of Practicce for Horsess. ding was announced, B&I’s s role was to facilitate the organization of the Equine e Code Once fund Developm ment Committe ee (CDC). In May 2010, B&I convened the Code Criteria Group w which develop ped criteria forr the CDC. Th hrough a nom mination proce ess that involvved input from m the EC Spo ort, Recreation n, Provinces s and Breeds & Industry Diivisions as we ell from breed d associationss, equine secttor organizations and provin ncial and fede eral governme ents, the equine CDC wass formed in De ecember 2010 with 18 stakeholder representa atives from eig ght provinces s. ustry in Cana nts on the equ uine CDC rep present a broa ad cross-sectiion of the indu ada, with Participan significantt expertise in care and cus stody, equine health and ve eterinary care e, technical kn nowledge, research, welfare legislation, regula ation and enfo orcement, envvironmental and ecologicall science, ational best practices. p Exp pertise in the u unique husba andry practice es required for biosecuritty, and interna large-scalle equine bree eding, feedlott managemen nt, draft horse es, race horse es, donkeys a and mules, Qu uarter Horses, Arabians, A and horses used primarily for the equestria an sports of ju umping, dresssage and even nting, as well as s driving, western sport, rec creation and outfitting are well-represen nted. All particip pants are cog gnizant of the purposes and d uses of horrses in Canad da, have expe erience active ely participating in volunteer committees and have proficient p oral and written ccommunication skills. The

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process will w enable the em to solicit fe eedback from the organiza ations or secto ors they have e expertise in and provide up pdated inform mation for diss semination. pproval of the NFACC Code Developme ent Guideliness, the Following the national development and 2009 ap DC will work with w the Equin ne Scientists’ Committee, a new assembled byy NFACC, to develop the n equine CD Equine Co ode of Practic ce planned fo or release in 2013. 2 ve multiple purposes includ ding: Codes of Practice serv   

Providing information i and education Serving as s the foundatio on for animal care assessm ment program ms Providing reference r ma aterials for reg gulations

CC Code of Practice P Development Proc cess aims to: The NFAC       

Link Code recommenda ations with sc cience ansparency in the process Ensure tra Include bro oad representation from sttakeholders Contribute e to improvem ments in farm animal a care Identify top pics for resea arch and enco ourage projectts Be written clearly to ens sure ease of reading, r unde erstanding an nd implementa ation d tha at is useful forr all stakehold ders Provide a document

cates the hum mane treatment of all horse es and believe es the equine e industry hass a responsibiility to B&I advoc promote and a provide humane care. Without exce eption, horsess, ponies, don nkeys and mu ules will beneffit from the equine e sectorr’s commitmen nt to work tog gether to upda ate care and h handling guid delines. The updated Equine E Code of Practice will provide an educational ttool to assist in improving a horse’s qua ality of life from m birth through death. M P FEES NFACC MEMBERSHI E memberrship of $2,500 to belong to o NFACC wass paid through the B&I bud dget. In 2011, In 2010, EC’s NFACC membership m in ncreased 20% % to $3,000. For F the beneffit of all Equine Canada sta akeholders, th he B&I will co ontribute $2,5 500 and the Health H & Welfa are Committe ee will contribute $500 to ccover the 2011 NFACC membership m fe ee on behalf of o the Sport, Recreation, R P Provinces and d Breeds & Industry Divisio ons. N MORE INFORMATION a the Equ uine Code of Practice P renew wal, e-mail eq quinecode@e equinecanada a.ca For more information about m/ec_code_e . or visit htttp://doiop.com On April 30 0, 2010, on beh half of Equine Canada, C Breed ds & Industry D Division and Eq quine Canada H Health & Welfarre Committee e representative es attended a press p conferen nce at the Unive ersity of Guelph h in Guelph, O ON, to support Agriculture e Minister Gerry y Ritz’s announ ncement of the Government o of Canada’s invvestment of $3.4 million to ad dvance animal care e and well-bein ng in the farmed animal secto or. Funding for this project is b being made avvailable through h the AgriFlexibilility fund, a prog gram delivered d in Canada's Economic E Actio on Plan (EAP). The EAP focuses on strengthening the econom my and securin ng Canada’s ec conomic future.. For more info ormation on the e AgriFlexibility fund and Canad da’s Economic Action Plan, pllease visit www w.agr.gc.ca/agrriflexibility and d www.actionpla an.gc.ca.

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Soc cial Media: How to t Use it Effective ely in the e Equine e Industrry Presented d by Bruce Spurr Web b of Impactt ssion we look at developing g social media a strategies a and linking the em together tto bolster the In the ses equine ind dustry, as well as using so ocial media to communicate e with equine e industry stakkeholders. NG OBJECTIV VES LEARNIN 

Reinforce R and summarize Friday F Semina ar-1 session.

Define D opportu unities for usin ng social med dia to collaborrate with a wide range of in nternal and ex xternal stakeh holders in a private/protect p ted environm ent.

Discover D low-c cost and easy y to use tools: o

for collaborating on, gathering an nd organizing g knowledge;

o

genera ating and orga anizing feedb back from anyy number of in ndividuals; an nd

o

sharing knowledge among peer groups.

In ncrease produ uctivity using social media tools - get mo ore done fastter.

TATION OUT TLINE PRESENT Recap 

Re-cap R Friday’’s seminar-1 material m

a for Internall Collaboratio on Defining Social Media   

nternal use off social media a tools for collaboration In In ntroduce case e study: “Code es of Practice e Renewal” prroject; will alsso use exportiing logistics to o ex xemplify spec cific points In ntroduce the collaboration c life cycle: research, draft, ffeedback, com mmunicate

edia and the Collaboratio on Life Cycle e Social Me 

pecific tools and a tips to levverage your tim me and budget: Each topic will showcase sp o Resea arch – gathering, storing, sharing and co ollaborating o on research o Draftin ng – writing th he first draft, collaborating c w with colleagues for immed diate feedbackk o Gathering Feedbac ck – seek inpu ut from a few individuals orr thousands; g gather, organ nize nalyze the fee edback instan ntly and an o Knowledge Sharing g – store the knowledge k in an easy to usse format, allo ow for others to bute, correct, and expand on o the base o of knowledge established contrib

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Conclusion 

Recap R seminar material

Q&A N MORE INFORMATION W of Impact can be found d at www.web bofimpact.com m, or by conta acting: More information on Web urr Bruce Spu Chief Stra ategist Tel: 613-2 286-4113 Email: bru ucespurr@we ebofimpact.co om

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Equ uine Can nada Hea alth & Welfare Co ommittee e Pre esented by y Dr. Mary Bell, B DVM, Co-Chair, C E EC Health & Welfare C Committee The Equin ne Canada Health & Welfare e Committee (H H&W) include es:  One O representa ative from each h of the Equin ne Canada Divvisions  A designated lia aison to the Equine Canada a Board of Dire ectors  A Canadian FE EI-certified Veterinarian  A Canadian FE EI-certified Steward  A high performa ance athlete, as a designated d by the Sport Council In addition n to the core co ommittee mem mbership, add ditional membe ers are added to provide exp pertise that compleme ents the comm mittee’s core ex xpertise in dea aling with curre ent or impendi ding issues. Th he Chair of the e Committee e is designated through a prrocess identifie ed by the Equ uine Canada (E EC) Board of D Directors. H&W W establishe ed an ambitiou us 4-year Strattegic Plan as a result of the initial Strategiic Planning me eeting in Septembe er 2009. This plan p was prediicated on rece eipt of funding well in excesss of what it wa as allocated fro om EC in 2010. TEE SPORT SUB-COMMITT ort Sub-Committee with resp ponsibilities forr addressing sspecific issuess surrounding tthe H&W established a Spo welfare of the horse in EC-sanctioned E d competition. MMITTEE ACT TIVITIES IN 2010 H&W COM gic Plan for the Equine Can ada Health an nd Welfare Co ommittee, the In the conttext of the multi-year Strateg following activities a were completed orr supported by y H&W in 2010 0: 1.

2.

h & Welfare for Horses in Sanctioned Competition C Health a.

Horse health em mergencies an nd biosecurity  The Compe etition Committtee, Stewards s Committee a and H&W interrfaced in the p production of the Competition Committee’s s initial informa ation sheet re garding Emerrgency Prepare edness-Bio Sa afety ons. This workk is ongoing and for Compettition Horses that is to be forwarded to all EC competitio information n will be revise ed, enhanced and a supported d going forwarrd.  Revised the e EC Accidentt Report. Ongo oing and med ia training will be considered in 2011.

b.

Is ssues of abuse e of horses at EC sanctioned competitionss  Changes were w made to the t rules for 20 010. Consiste ncy of wording g related to ab buse was attaiined. The Stewards’ Committe ee is examining g the possibilitty of establish hing a consiste ent method of nings for all EC C disciplines. warning competitors and tracking warn  In 2011, H& &W needs to enhance e educ cational materiials to compettitions, officialss and competittors and provide e more information on the EC E website.

A Voice For The Horse In Policy y Developme ent Forums a.

Equine Code off Practice Ren newal  Networked with EC’s Bre eeds & Industrry (B&I) Counccil and the Nattional Farm An nimal Care Co ouncil (NFACC) to o assure federral funding for this initiative.

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  

 b.

Provided vo olunteer and funding f assista ance to B&I Co ouncil which w was responsib ble for facilitatin ng the organiz zation of NFAC CC’s equine Code C Developm ment Committe ee. Provided advice to NFAC CC in the choic ce of an appro opriate Scientiific Committee e. Going forw ward: Develop and present a sponsorship package to in nvite industry ssponsorship partners to assist in cove ering the costs s of written and d electronic diissemination throughout the e Canadian equine e industrry of informatio on related to th he code development proce ess and the ne ew Equine Cod de of Practice in 2013 and other o initiativess, .e.g. equine e h&w studies//reports The activities and milesto ones of the NF FACC’s equine e CDC as theyy develop the new Code req quire g presence on the EC website. an ongoing

A Proactive Role in Changes s to Standards and Regulatio ons - H&W ha as provided ad dvice to EC on a va ariety of unexp pected health and welfare-re elated issues tthat have aris en throughoutt the year and it has be een actively in nvolved with th he Canadian Food F Inspectio on Agency (CF FIA) in relation n to:  Regulatory y changes of re equirements fo or import, expo ort and tempo orary travel reg gulations relate ed to horses and d semen.  Contagious s Equine Metriitis (CEM), Pirroplasmosis, D Definition of ho orses for Competition and Exhibition.  Provided fin nancial assista ance to B&I to o assure EC prresence on the West Hawk Lake initiative e.  Participated d in the develo opment of the CFIA Equine Information B Bulletin and Me eat Hygiene Directive, 2009. 2 Provided d advice to two o EC represen ntatives on the e CFIA working group.  Participated d in the formation of an ad hoc h working grroup that inclu uded represen ntative veterina arians from private e practice and d academia an nd from the Ca anadian Anima al Health Instittute (CAHI) tha at interfaced with w CFIA and d the Veterinarry Drug Directo orate (VDD) a and provided sspecific input to o them.  Followed-u up with regard to the status of o the revision of the Health of Animals Re egulations, Pa art XII, Transportation of Animals.  Ensured EC C representatiion on the CFIIA procedural pilot for equin ne slaughter pllants, the resu ults of which will be b used to make revisions to o Chapter 12-M Meat Hygiene e Manual of Prrocedures. CF FIA will be piloting procedural changes beginning in Januaryy 2011. Equin ne Canada is invited to provide participants s to take part in the CFIA cla assroom trainiing sessions in n February in Quebec and Alberta.  Participated d in an EC-esttablished Worrking Group to o develop policcies on end-of--life managem ment of Canada’s equids. Issu ues to be addre essed include e but are not lim mited to: ssuring human ne treatment and a handling o of horses for prrocessing. o As o Es stablishing min nimum standards for retirem ment and adoption facilities. o Providing educa ation and perha aps exploring the feasibility of castration cclinics in order to eliminate unwan nted horse pro oduction.

KEY REQ QUIREMENTS GOING FORW WARD    

n with the equ Im mprove H&W communicatio c uine industry th hrough the EC C website and other means Explore industry y funding for specific s initiativ ves. Expand the list of experts willing to provide e assistance to o H&W; may in nclude media training tools Ensure opportu unity for appropriate young and a enthusiasttic members to o participate in n the H&W an nd its working w groups s.

FORMATION MORE INF e obtained by contacting Ma aggie Harvey, Manager Reccreation at 613 3-248-3433, exxt. More inforrmation can be 133 or Em mail: mharvey@ @equinecanad da.ca.

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West W Haw wk Lake Zoning Presented P by b Gary Gu ushuliak Bre eeds & Indu ustry Divisio on Council AN ANIMAL HEALTH H COA ALITION CANADIA As a responsibility of th he Breeds & Industry I Divis sion (B&I), Eq quine Canada a (EC) has bee en a memberr of dian Animal Health H Coalitio on (CAHC) since it formed d in 2002. CAH HC is a partnership of the Canad organizatiions that reco ognize their sh hared responsibility for an effective Can nadian animal health syste em. It does so th hrough tacklin ng and resolv ving multi-stak keholder anim mal health issu ues while bala ancing the interests of o livestock, wildlife, w human health and trade. CAHC is a project-b based organizzation that addresses s issues of co oncern throug gh projects fun nded by indusstry and gove ernment. EMBERSHIP FEES CAHC ME E memberrship of $2,718.75 to belong to CAHC w was paid throu ugh the B&I budget. In 2010, EC’s In 2011, CAHC C membe ership remain ns at $2,718.7 75 and will be e paid through h the B&I budget. ojects relevan nt to Equine Canada C includ de West Hawkk Lake Zoning g 2009-2013,, which is reported CAHC pro on below, as well as th he National An nimal Health and a Welfare S Strategy and Council. wk Lake Zoning 2009-201 13 West Haw m of the e B&I Council and EC Man nager of Recrreation repressented EC at the In December 2010, a member wk Lake Zonin ng meeting he eld in Ottawa, ON. Funding g for the B&I Council repre esentative to West Haw participate e in the meetiing was provided by the EC C Health & W Welfare Comm mittee. y to mitigate the t risk of a fo oreign animal disease in C Canada is critical for the ind dustry and so ociety. The ability The Westt Hawk Lake Zoning Z initiative is one of th he traceabilityy initiatives th hat will reduce e the risk for Canadians. It will opera ate with a ste eering committtee comprise ed of governm ment and industry representatives and will continue to be managed by CAHC. ect is the nextt phase of the e initiative follo owing comple etion of an inittial project in March 2009 tto This proje test the co oncept of zon ning Canada at a the West Hawk H Lake site e in Manitoba a at the Manittoba-Ontario border. The T zoning system ensures s data on anim mal movemen nt across the site which wo ould be essen ntial in managiing an animall health emerg gency. In the e previous pro oject, the data a system wass developed a and tested and d voluntary pa articipation was developed d. Animal ide ntification datta was verifie ed with receive ers. es of the Wes st Hawk Lake e Zoning Pro oject 2009-20 013 Objective  24 4/7 - 365 day y operations in ncluding clien nt support thro ough the call centre and site activity  Confirm C fundin ng commitmen nt by industry y organization ns  Enhance produ ucer participa ation V data collection c and d integrity and d assess ease e of access off the system  Validate  Define D West Hawk Lake Zoning's role in the National Agriculture and Food Tracceability Syste em  In nvestigate an expanded WHL W scope to include i other agri-food com mmodities

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s of the Wes st Hawk Lake e Site Attributes The Westt Hawk Lake Zone Z control site s offers a unique, u single e road site che eckpoint oppo ortunity to mo onitor and contro ol Canadian livestock mov vements. c of o producers and a the transp portation indu ustry, informattion about the e conveyance e of With the cooperation animals, including depa arture and de estination prem mises, is gath hered and sto ored in a database. This on will only be e accessed in an emergenc cy. informatio wk Lake Zonin ng is an innov vative tool to collect c and acccess informa ation required d for the imme ediate West Haw response to a foreign animal a diseas se. It will sign nificantly enha ance disease containment capacity and d a risks. Zoning will also give industry an acccurate handle e on the numb ber of animalss mitigate associated actually trravelling acros ss this point in Canada. es of Zoning Objective  Is solate disease e in an outbre eak  Track animal movement m (an nd disease sp pread) in and out of zone R trrade with othe er nations from m disease fre ee zones  Re-establish  Establish a pap per trail to mo onitor data at zone borderss R the indu ustry to normal or near norrmal status fa aster  Return  Prevent and mitigate m the sp pread of FAD (foreign anim mal diseases) ments for trav vel through the t West Haw wk Lake Zon ne point: Requirem  Le egal land des scription wherre trip and animals originatted from  Mailing M addres ss of owner/orriginator of trip wk Lake Initiative: The Equine E Indus try’s Contrib bution Funding the West Haw 0: $4,620 (outstanding) ( )  Equine Canada fee for 2010 1: $750  Equine Canada fee for 2011 2: $750  Equine Canada fee for 2012 N MORE INFORMATION mation prior to o crossing thro ough the Wes st Hawk Lake e Zone point, phone 1-877-- 966-3945. For inform o the West Hawk H Lake Zo oning initiative e, visit www.a animalhealth.cca. For more information on

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Can nada‘s 20 010 National Equ uine Indu ustry Ressearch S Study and Nationa al Equine ID Prresented by y Dr. Edwarrd Kendall, Chair Equiine Canada a ID Comm mittee, and Vel Ev vans, SEM IInc. anada (EC) re ecently comp pleted a nation nal traceabilityy readiness ssurvey and a national Equine Ca traceabilitty pilot projectt. There will be several presentations p on these topics during the e 2011 EC Co onvention: 

Wednesday, W January J 26: Traceability T Committee C op pen session

Thursday, Jan nuary 27: Ind dustry Council will be proviided a briefing g on the natio onal traceabiliity eadiness surv vey and discuss the require ements and o opportunities ffor breed registries and re so ocieties to participate in ide entifying hors ses and mainttaining up-to--date records

Friday, Janua ary 28: The Jo oint Council will w receive a b briefing on the survey and on the action n plan to o proceed with h traceability

Saturday, Jan nuary 29: The e Breeds & In ndustry Divisio on Assembly will discuss the plan

ovide a few ccomments on the survey As an intrroduction to th hese extensiv ve discussions s, here we pro findings and a on the nex xt steps in de eveloping the national trace eability progra am. RY SNAPSHO OT 2010 INDUSTR et the stage, horses h contrib bute to the eco onomy in a m multiple of wayys, for examp ple: Just to se 

r and entertainme ent contribute e more than $ $15 billion ann nually to the Sport, racing, recreation Canadian C econ nomy, includin ng: o

More than t $100 milllion in GST

o

More than t $200 milllion annually in taxes on w wagering.

o

More than t $110 milllion in meat export e

ey determined d that there arre about 950,000 horses in n Canada ressident on 143,,000 premises and The surve owned by y approximate ely 220,000 ow wners. In Albe erta alone the e study indica ates that there e are nearly 290,000 horses h on 44,000 premises s. volved in trade e. In 2010, ap pproximately 1 100,000 horsses were impo orted (perman nent Horses arre actively inv and tempo orary) into Ca anada. This number repres sents a substa 0 were antial increasse from 2005 when 25,000 imported. Exports on the t other hand declined du uring that periiod from 40,000 in 2005 to o 22,000 in 20 010. mported horse es may explaiin, in part, low wer Canadian n production. T The foal crop p has The large number of im f 49,000 in n 2005 to 36,000 in 2009. Our largest trrading partne er is the USA. Canada’s de ecline declined from

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in exports s to the USA may m be attribu uted in part to o their econom mic downturn. It certainly u underlines the e need for vigorous v actio on to diversify y our sales ba ase. s in the Canad dian herd are used in the ssport, breedin ng and racing sectors. These Over half of the horses d first by rules s for traceability. The good d news is thatt over 70% off the horses a are horses will be impacted dentified throu ugh registratio on and other means. m Owne ers also reporrt that they regularly keep already id health and d other record ds, suggesting that the hea alth reporting requirementss for potential food animalss will be an incrremental chan nge. mation from th his survey supplements ea arlier surveys (1998, 2002 and 2005) an nd provides The inform excellent insight into th he dynamics of o our industry y. We are parrticularly interrested in the p potential impa act of nts. Since the identification component iin many case es is already m met, the Natio onal traceabilitty requiremen Traceabiliity Committee e will need to focus on the “back-end” re equirements ((gathering the e data) and on movemen nt tracking. AL EQUINE TR RACEABILIT TY PLAN CanEQUIID, CANADA’S NATIONA of the same n name. A key ffeature is thatt Features: The overall plan has been outlined in a document o he elements will w be implem mented throug gh the existing g industry nettwork of data systems (e.g g. many of th registries)) established within the horse industry. This T will minim mize costs to o develop and d operate the program. It will also ma aximize the re esponsibility and a involveme ent of the industry in colleccting and ng the system m. maintainin s: We have co ompleted muc ch of the design phase of tthe project. To o implement movement Progress tracking we, w with the otther livestock k sectors, have approached d the federal government ffor direction a and support. As A an industrry we must ke eep in mind th hat the govern nment has un ndertaken to h have this prog gram implemen nted by 2013. We want to steer s this proc cess so that th he equine ind dustry realizess maximum benefit. As a result, the e National Tra aceability Com mmittee, follow wing the direcction of the E Equine Canada Board, submitted a fun nding application to phase in traceabilityy during 2011- 2015. RY OF CANA ADA’S NATIO ONAL TRACE EABILITY PLA AN FOR HOR RSES SUMMAR d the e infrastructure for a nation nal traceabilityy program forr the Canadian equine indu ustry. The plan describes As a node e on the Cana adian Livestoc ck Traceabilitty System, it w will be the sou urce for data to support tra aceback in the event of a contagious c disease outbre eak. It will also o be a mecha anism to valida ate individuall nd a framewo ork upon whic h Canadian p producers can n develop herrd horses’ identity and health status an ment programs s. improvem UID program, once fully im plemented, w will deliver an electronic Electronic Passport: The CanEQU p for horses h in Canada that inclu udes unique h horse identifie ers, current ow wnership and d passport program custody in nformation, prremises inform mation and, as a mentioned,, health inform mation that m may qualify its suitability as a food sou urce. dentification: To T achieve th his, a primary requirement is a unique id dentifier. This will be the Id in nternationally recognized Unique U Equine e Life Numbe er (UELN). The next require ement for

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traceability is movement m tra acking. This will w be achieve ed by registerring premises (in collaboration with w the cogna ate agencies) where horses s live or gathe er and by rep porting the imp port and expo ort of ho orses. Health: H The he ealth history of o the horse is s important fo r food safety and for the general monito oring off the Canadia an herd. It willl include reco ording the use e of certain drrugs and outb breaks of dise eases su uch as strang gles and influe enza. s: Here are th he proposed timelines t for implementing the plan. Of course, a gre eat deal depends Timelines on the sup pport we rece eive from gove ernment. Fed deral support is critical as tthe Minister h has informed tthe European n Trade Union n office that Canada will ha ave a program m in place by 2012.

011, we will es stablish the CanEQUID C Ag gency, the enttity that will administer the Program on During 20 behalf of industry i and government g stakeholders. s Also, livestocck traceabilityy requires a re egulatory framework and we antiicipate that th he advisory prrocess for tho ose regulation ns will begin in n 2011.

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World ma arkets: We arre very aware e that profitab bility for the in dustry as a w whole means e enhancing ou ur exports. The T central ele ements of Ca anEQUID hav ve been share ed and review wed at international meetings to ensure tha at the rules applied to Can nadian produc cers will be in ternationally acceptable. T The bottom lin ne for this progra am is that, in addition to ad ddressing the e real identificcation issues tthat concern Agriculture an nd Agri-Food d Canada, the e program mu ust enhance th he ability of C Canadian prod ducers to trad de livestock on the internation nal scene. nication: To support s all of these t initiatives and meet the minister’ss timelines, Equine Canada a is Commun preparing a comprehen nsive funding application to o the federal government. A central com mponent of th his c on and educa ation. We have ble to spread the news application is industry communicatio e not been ab y over recent years, as we had no funding for it. In th he current ap pplication, Equ uine Canada has effectively stressed the t importanc ce of maintain ning industry awareness a th hroughout thiss process.

MORE INFORMATION N mation, visit www.equineca w anada.ca or email ekendalll@link.ca For inform

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Name Change e From Breeds B & Industryy Division to Industry Division cil took steps to clarify its Division’s D role e within EC byy first changin ng its name. W With In 2010, the B&I Counc s at its annua al Delegate As ssembly on F ebruary 6, 20 010, the Indusstry Division support frrom attendees updated itts Terms of Reference R whiich state that through the I ndustry Coun ncil, it will havve the responsib bility to manag ge and coordinate all progrrams, service es and activitie es relating to the businesss of horses an nd to the bree eding of horse es, within the policy framew work establish hed by the Bo oard of Directo ors Equine Ca anada. stry’ designattor captures th he broader sc cope of the D Division’s activvities. By chan nging the nam me to The ‘Indus ‘Industry’ the Council wants w to emph hasize that it represents th he equine indu ustry in all its facets. Along g with ssociations, breed b members and breede ers, a multitud de of stakeho olders includin ng breed registries and as mpetitors and service s provid ders, educatio onal institution ns, corporatio ons, agricultural organizations, sport com humane societies, s vete erinarians, etc c. will have a place and a vvoice within th he Industry D Division of Equ uine Canada. al change of the t Breeds & Industry Divis sion (B&I) to Industry Divission (IDiv) willl be ratified a at the The officia 2011 Equine Canada (EC) ( Annual General G Meetting. anada Industry Division prrovides a struc cture for bree ed organisatio ons and indusstry partners Equine Ca operating in Canada to o unite as a co oalition underr the national federation off Equine Cana ada. It provide es a m which to se eek and excha ange informattion between Equine Cana ada, Canadian stakeholderrs, forum from the Goverrnment of Can nada and fore eign entities. The T Industry Division workks to promote e and assist a vibrant eq quine industry y and to affectt policy in Can nada. Breed o organisationss and industryy partners sha are resources s and expertis se with unity of o purpose to increase the long-term pro ofitability of C Canada’s equiine sector and d to ensure its s future viabillity.

N MORE INFORMATION b found at htttp://equineca anada.ca/bree edsandindustrry/. More information can be

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Join us on Facebook! We invite you to participate in the Equine Canada Export Market Development program in an interactive and timely way. We are committed to updating the dedicated Facebook page as we engage in strategy activities. With your participation new ideas are generated, and the experience and findings become much richer and deeper. At the same time, we create awareness for those who may be interested in doing trade with Canada’s equine industry by demonstrating our strengths and willingness to do business. The Equine Canada Export Market Development Facebook page can be found at

Facebook.com/ECExport

Visit us at EquineCanada.ca/Export Discover what we really mean when we say: Strategy Mandate | Promotional Activities Canada Brand | Equine Value Proposition Plus access information on: World-Class Horses | H.E.R.D. | News The site is constantly evolving, so check back often!

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For more information on the Equine Canada Export Market Development Strategy Visit: www.EquineCanada.ca/Export Email: export@equinecananda.ca


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