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OCTOBER 8, 2012

FALL CONTRAST

Canada Beef celebrates first birthday BOTTOM LINE  President Rob Meijer says

the priority is on generating the greatest return, not market share BY SHERI MONK AF STAFF

S

o far, so good. That seemed to be the mood as 150 industry players recently gathered to mark Canada Beef Inc.’s first birthday. “We learned a lot on the fly,” said president Rob Meijer. “I think structurally our business plan and vision is sound. It probably holds stronger today than a year ago when we designed it.” The organization is a melding of the Canadian Beef Export Federation, the Beef Information Centre, and the National Check-

“I am confident that if they continue to give us the chance, we’ll continue to deliver upon their expectations.” Three bison stand out in front of larch in fall colours at Gary Marik’s farm north of RImbey. PHOTO: RICHARD ERLENDSON

ROB MEIJER

off Agency. Its mandate is to boost sales of Canadian beef at home and abroad, without becoming involved in beef politics or policy. Meijer has spent much of the past year trumpeting the need to sell more beef at higher prices. “I think the greatest opportunities now for the Canadian industry and for beef products abroad, or even domestically for that matter, is our ability to finally extract from where the highest value proposition value lies,” he said. And premiums trump market share, he said. “Let’s not worry about the country as a market, let’s look at it as a segment within the market and really try to own and create greater value,” said Meijer. Greater efficiency and accountability are two other priorities for Canada Beef as checkoffs, brand inspection, RFID tags, and other industry fees have been sources of discontent. Meijer said he’s always received positive feedback and support. The organization is funded by the $1 mandatory national checkoff and matching support from government and programs such as the Canadian

SEE CANADA BEEF  page 6

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12-08-24 3:37 PM


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