Canadian beef export value set an all-time record high.
canada eef provides mar et development and promotion services to t e canadian eef and veal ind str . a division of t e canadian eef cattle researc , mar et development and promotion a enc , canada eef is f nded cattle prod cer c ec -off, import lev and federal and provincial overnment ind str development f nds. canada eef is responsi le for t e deliver of domestic and international mar et development and promotion pro rams t ro offices in canada, me ico, apan, c ina and tai an.
mission a d namic, profita le and competitive canadian eef and veal ind str .
vision canadian i - alit eef and veal prod cts reco ni ed as t e most o tstandin canadian and orld c stomers.
invest in a strong future for canada’s beef and veal industry
mandate invest in a stron f t re for canada s eef and veal ind str .
ar et de elop ent and pro ot on co ttee ]
The Marketing Committee is responsible for the oversight of Canada Beef.
[ a essa e fro t e c a r ]
Anticipating and managing change was a priority for the Market Development and Promotion Committee (Marketing Committee) this fiscal year.
The Marketing Committee was pleased to welcome Eric Bienvenue as Canada Beef’s incoming president in October following a rigorous four-month review process by the search committee that considered several highly qualified candidates.
On behalf of the Marketing Committee, I would like to thank Michael for his significant contributions to the industry over the past five years.
The Marketing Committee consists of a broad range of representatives from all aspects of the beef and veal industry. The business insight, expertise and perspectives of our committee members results in effective dialogue and collaboration within the committee.
Canada Beef finished the year with a clean audit. All budgeted objectives were achieved. Actual revenues were 113% vs. budget and expenses were 98% vs. budget.
The Sustainable CAP contribution will fund the development and deployment of global resources and activities to support market development programs for Canadian beef in international markets.
Russ Mallard
[ a essa e fro t e pres dent ]
On behalf of the Market Development and Promotion Committee and the Canada Beef team, it is my pleasure to present the Canada Beef Annual Report 2023-2024.
It’s been an amazing experience, and I am confident that the Canada Beef team is well equipped to manage challenges and opportunities moving forward together, and collaboratively, with industry partners.
Retail beef prices reached an all-time high of $22.54/kg in August 2023.
Canadian beef export value topped $5.02 billion in 2023, the largest year ever for value, on lower export volumes.
Canada Beef is proud to work with our partners who have achieved this record-breaking result.
Canada Beef worked on four policy files of importance to the beef side of the industry. The team continued to support the industry’s submission on the Pan-Canadian School Food Policy, and finalized an industry training and implementation tool for the Front-of-Package nutrition symbol labelling program that will become mandatory in Canada as of January 2026.
canada beef s strate c pr or t es for lobal ar et n nclude t e de elop ent and product on of onl ne and pr nt ar et n resources canad an beef nfor at on ate ay and ar et ntell ence to support sales of canad an beef n lobal ar ets
lobal ar et n ]
Architecture to support the ability to manage contests was created for the Consumer Retail Gateway Edition. This capability was used to support a national Gateway promotion involving 30 major Canadian retail banners who sell the majority of Canadian beef in the domestic market.
oba canadian beef info ation ateway atfo a chitect e
oba a et inte i ence o a
inte nationa eat sec eta iat e be shi
oba canadian beef ad anta e a etin eso ces
The Quality Assurance System virtual tour was translated for use in Japan, Mexico, Taiwan, China/ Hong Kong, Vietnam and South Korea.
Survey research was performed to determine Canadians’ preference for purchase of Canadian beef versus imported product at retail and foodservice.
sta eho de satisfaction s ey
canadian beef esea ch
technica
lobal
canada beef s strate c pr or t es for apan are to pro ote t e canad an beef ad anta e and support canad an beef suppl ers and t e r end user cl ents n t e reta l and foodser ce se ents to ncrease canad an beef olu e alue and ar et s are n apan
[ apan ]
CANADA BEEF INTERNATIONAL
retail and foodservice promotions
INSTORE SAMPLING DEMONSTRATIONS
A co-promotion with Crazy Salt company, a leading spice supplier in Japan, and a cross-tactics project with the Canadian Beef Information Gateway (Gateway) saw 130K original spices and Gateway labels delivered to 400 outlets during a month-long campaign. As a result of the July campaign, YOY volumes were up 50%.
t ade shows
di ita a etin
de and b i din e ents
t ade ad e tisin
Representatives from the Embassy of Canada welcomed guests to a networking reception and Canadian beef tasting session. The event was well attended by approximately 80 industry representatives and a number of important leads and business opportunities were identified. According to feedback from attendees, they were so impressed, they suggested it become an annual event.
canada beef s strate c pr or t es for sout orea are to pro ote t e canad an beef ad anta e and support canad an beef supply reta l and foodser ce cl ents to ro canad an beef olu e alue and ar et s are n sout orea
sout orea ]
CANADA BEEF INTERNATIONAL
etai and foodse ice o otions IN-STORE SAMPLING DEMONSTRATIONS
on ine o otion
foodse ice channe o otion
t ade shows SEOUL FOOD & HOTEL
MEAT EXPO IN SEOUL
ette and t ade ad e tisin
MONTHLY TRADE NEWSLETTER RELEASE
COEX FOOD WEEK
MEAT EXPO IN BUSAN
news
MEAT JOURNAL
di ita a etin and socia edia WEBSITE RENOVATION AND UPDATES
SOCIAL MEDIA MARKETING
de and b i din e ents CANADA BEEF DEMAND BUILDING
canada beef de and b i din and a et inte i ence
o e n ent t ade co ission
canadian beef info ation ateway
canada beef s strate c pr or t es for c na and on on are to pro ote t e canad an beef ad anta e and support canad an beef supply reta l and foodser ce cl ents to e pand canad an beef olu e alue and ar et s are n on on and acau
c na and on on ]
CANADA BEEF INTERNATIONAL
etai and foodse ice o otions
In partnership with MARAE supermarket in Hong Kong, Canada Beef promoted Canadian chilled beef during the October Thanksgiving holiday. A total of 14 stores participated in the promotion, with 140 in-store samplings conducted. The result was a 127% increase in total sales.
de and b i din e ents
o e n ent t ade co ission
canadian beef info ation ateway
canada beef s strate c pr or t es for ta an and sout east as a nclude reta l and foodser ce c annel de elop ent olu e and alue ro t support canada beef ar et n opportun t es n t e ar etplace and or t canad an beef supply partners to a e ar et de elop ent opportun t es
[
ta an and sout east as a ]
CANADA BEEF INTERNATIONAL
etai and foodse ice o otions
The Taipei Food Show saw 46K visitors for the four-day show in June. Canada Beef secured three booths (27 m2) to display Canadian beef products and distribute samples. Taiwan representatives from Cargill and JBS joined the Canada Beef booth. Ten sales leads were generated.
PHILIPPINES
VIETNAM
t ade shows
TAIWAN
PHILIPPINES
de and b i din e ents
di ita a etin
CANADA BEEF TAIWAN WEBSITE (CANADABEEF.TW)
o e n ent t ade co ission
CANADA VIETNAM 50TH YEAR ANNIVERSARY RECEPTION
beef info ation ateway code
VIETNAM
canadian
taiwan
canada beef s strate c pr or t es for e co and lat n a er ca are to de elop ne bus ness opportun t es n t e reta l and foodser ce se ents support olu e and alue ro t t e st n supply partners de elop all ances t d str butors n ot er lat n a er ca ar ets and co un cate canad an u s beef rad n e u alence
e co and lat n a er ca ]
CANADA BEEF INTERNATIONAL
etai and foodse ice o otions
• t ade shows
cons e a etin
dist ib to ed cation
o e n ent t ade co ission CANADA DAY ACTIVITIES
di ita a etin
DIGITAL MARKETING ACTIVITIES
The Monterrey reception included speeches by Canada Beef representatives and special demos and samplings of two primals for the 150 guests in attendance. Social media digital views reached 29.5K+.
COMECARNE BORDER SEMINARS
de and b i din e ents
s onso shi s and e ent a etin
A festival highlight was an exclusive dinner for more than 400 attendees where all the beef served was Canadian. The festival included 10+ dishes with Canadian cuts, 101 chefs, 52K YouTube views, and reached 3.6M+ social media accounts.
canadian beef info ation ateway
e er n ar ets nclude n t at es underta en n t e ddle east and european re ons se en countr es n t e ddle east and nort afr ca ena re on ported t of canad an beef t a alue of ll on cad n bot do n fro le els t e eu re on ported t of canad an beef n t a alue of ll on cad up n olu e and n alue s
e er n ar ets ]
etai and foodse ice o otions
t ade shows
CANADIAN BEEF EXPORT HIGHLIGHTS
a etin ate ia s
The labels raise awareness amongst consumers about the source and quality attributes of Canadian beef.
o e n ent t ade co ission a tne shi
t ade ad e tisin
port ar et de elop ent pro ra ]
e o t a et de e o ent o a s a y eas es of s ccess e o ted by o a se s fo o ects co eted
GENERIC EXPORT PROGRAM INVESTMENT BY MARKET - 2023-2 4
JAPAN 57 Projects ($802,727.89)
SOUTH KOREA 20 Projects ($438,271.71)
EMD PROGRAM INVESTMENT BY MARKET - 2023-24 TOTAL INVESTMENTS $2,642,985.50
MEXICO & LATAM 41 Projects ($628,010.00)
CHINA & HONG KONG 10 Projects ($232,386.57)
TAIWAN & SOUTHEAST ASIA 19 Projects ($383,202.14)
EMERGING MARKETS 12 Projects ($158,387.19)
EUROPE: 9 Projects ($60,236.47)
JAPAN: 11 Projects ($113,848.76)
MEXICO: 4 Projects ($70,722.60)
SOUTH KOREA: 2 Projects ($34,731.80)
SOUTHEAST ASIA: 1 Project ($11,582.85)
HONG KONG: 5 Projects ($30,741.26)
MIDDLE EAST: 2 Projects ($34,560.35)
VIETNAM: 2 Project s ($25,431.24)
ALL MARKETS: 6 Projects ($56,116.34)
canada beef s ob ect es for t e publ c and sta e older en a e ent pse pro ra are to co un cate t t e publ c consu ers and eat trade to address concerns and bu ld trust and conf dence n o beef s produced n canada
[ publ c and sta e older en a e ent ]
di ect to cons e essa in
canadian beef s stainabi ity ca ai n
Canada Beef worked with Farm & Food Care Ontario (FFCO) on the sixth edition of The Real Dirt on Farming. The 62-page magazine answers consumer questions about food grown in Canada, where it comes from, and what farmers are doing to produce food that is sustainable, healthy, and safe. Canada Beef supported the project with funding and a technical review of the material.
ey inf ence o t each
ind st y e be shi and a tici ation
cons e essa in th o h sta eho de a tne s
canada beef s ob ect es for c annel ar et n are to de elop ple ent and support reta l and foodser ce c annel sales pro ot ons and ar et de elop ent n t at es t at dr e sales ar et s are and co pet t e pos t on for canad an beef n t e ar etplace and create and ple ent reta l and foodser ce de and bu ld n pro ra s to ncrease product assort ent and ar et n pro ra s t at ncrease t e a areness of t e canad an beef ad anta e n canada
c annel ar et n ]
A dozen brand license agreements, including new and updates versions, were signed with stakeholders in retail, foodservice, packing/processing, and production, bringing the total number of brand license holders to 82.
etai and foodse ice o otions
t ade ad e tisin
a etin ate ia s
t ade shows
Eight new Culinary Planners were promoted within MENU Magazine for the trade.They are presently available digitally.
A digital eBlast was developed to further advertise Canada Beef assets available to independents and was deployed in FQ4.
The Channel team undertook its first retail tour and visited multiple retailers with the goal of driving interest in the Wholesale Gateway.
inde endent etai o e ato s o a
canada beef s strate c pr or t es for consu er ar et n are to a nta n ncrease and e pand canad an beef d sappearance consu pt on n canada e pand and pro e consu er access to preparat on et ods rec pes and nutr t onal nfor at on to pro e t e en oy ent of consu n canad an beef and educate consu ers about t e canad an beef rad n syste
[ branded consu er ar et n ]
nationa canadian beef b anded ad e tisin de and b i din ca ai n
nationa canadian beef ad e tisin de and b i din ca ai n
nationa cons e acti ation ca ai n to s o t and o ote canadian beef at the foodse ices secto
a e it beef news ette c b
canadian beef info ation ateway
o incia a etin a iance
canada beef s strate c pr or t es for ener c consu er ar et n are to pro ote t e pos t e attr butes and benef ts of consu n beef and eal to canad an consu ers t rou consu er educat on
ener c consu er ar et n ]
canada beef s ob ect es for d tal ar et n are to create del er a nta n and easure cost effect e and pactful content for all canada beef d tal platfor s to support t e co un cat on of t e canad an beef ad anta e
d tal ar et n ]
Canadabeef.ca is updated regularly to ensure it remains fresh and new content is highlighted.
Facebook and Pinterest drive the most direct traffic to canadabeef.ca.
Instagram giveaways were successful, supporting a 7% engagement rate, well above the industry average of 2%. Canada Beef created and executed 2.1K+ posts.
The LoveCDNBeef channel had 597K video views, 6.1K+ hours of viewing with a total of 1.4M impressions.
canada beef websites
socia edia
ideo st ea in
Building a subscriber base allows for the content Canada Beef creates to be seen by more people. As we add new video content to the channel, subscribers receive updates and notifications in their newsfeeds.
di ita s o t of canadian beef info ation ateway o a s
The library allows Canada Beef the ability to share with groups such as provincial and national organizations, vendors, creative agencies and international team members.
canadian beef a etin ib a y
canada beef s ob ect es for canad an beef nfor at on ate ay are to or collaborat ely t t e canada beef content de elop ent tea sta e olders and cl ents to create and launc ate ay pro ects across all sectors to e pand reac educat on and no led e about canad an beef n t e ar etplace
[ canad an beef nfor at on ate ay ]
World Cuisine features recipes from around the globe. There are 10 different categories such as Jewish, Thai, Chinese and Italian with 40 recipes to choose from. Newcomers are an important target audience for Canada Beef.
canadian beef info ation ateway
canadian beef info ation ateway content
ateway scannin f nctiona ity
c ts by co o ide
Calgary Co-op, a retail co-operative in Alberta, launched its Gateway. The content developed for their Gateway branding is aligned with its commitment to support local farmers and ranchers.
o incia info ation ateway a es
canadian beef info ation ateway o eso ces
canadian beef info ation esta ant ateway i ot
canada beef s ob ect es for ealt and nutr t on are to dent fy and de elop e dence based proof po nts and essa n t at l t beef s co pet t e nutr t onal attr butes and t e un ue benef c al role beef plays n t e d et t rou strate c partners ps reac ealt profess onals consu ers and sta e olders to d sse nate t ese facts about beef s place n a ealt y d et
ealt and nutr t on ]
n t ition essa in and content de e o ent
n t ition esea ch e ato y inte i ence
Through four articles in Canfit Pro’s online magazine and two social media campaigns on their Instagram channel, messaging reached over 300K health and fitness professionals and influencers, with one of the articles making the front cover and two qualifying for a continuing education credit.
canada beef s ob ect es for sta e older co un cat ons are to create and del er t ely and cost effect e co un cat on of t e canada beef story and tea act t es bac to fund n partners and sta e olders us n a ran e of co un cat ons e cles ensure or an at onal preparedness for ssues and cr s s ana e ent and pro de nternal and or an at onal support dur n act e per ods
sta e older co un cat ons ]
A sponsorship opportunity at the 2024 Alberta Beef Industry Conference allowed Canada Beef to share information about the Canadian Beef Advantage with another important stakeholder group.
APRIL 1, 2023 – MARCH 16, 2024 (12 MONTHLY NEWSLETTERS)
ann a e o tin
sta eho de o t each
canada beef e fo s onth y e news ette
sta eho de eso ces
co nications s o t
iss es and c isis e a edness
canadian beef ind st y confe ence
canada beef s ob ect es for t e canad an beef centre of e cellence are to de elop and create resources to support all bus ness un ts sta e older partners and trade based cl ents n t e do est c and e port ar etplaces
[ canad an beef centre of e cellence ]
Two new online courses for consumers were also developed. Understanding Canadian Beef: Grilling Steaks explores the importance of Canadian beef’s high-quality attributes and their contribution towards an excellent grilled steak eating experience, and the importance of selecting the right cut of beef for this popular cooking method.
In all, the CBCE now administers 18 student merit awards at eight training centres across Canada.
ed cationa eso ce de e o ent
canada beef ocationa t ades o a
The CBCE completed 41 merchandising videos for foodservice; these instructional videos are available on the Gateway and accessible by scanning QR codes.
Canadian Beef TV is one example of consumer-focused programming underway at the CBCE’s Consumer Culinary Studio.
Three more missions to the CBCE occurred in March 2024 to further support LATAM and Asian market development. The program included butchery demonstrations and highlighted the excellent taste and versatility of high quality, grain-fed Canadian beef.
ideos fo t ade se s
e chandisin ideos fo foodse ice
cons e c ina y ideos fo canadian beef info ation ateway
canadian beef test itchen and inno ation ab
cbce dist ib to ed cation o a s wo sho s
canadian beef t
lobal sta e older sat sfact on sur ey ]
Respondents completed the survey online, and 280 responses were received during the survey period.
ondents by secto es ondents by co nt y
IMPORTER: 47 Respondents (17%)
FOODSERVICE: 45 Respondents (16%)
INDUSTRY ASSOCIATIONS: 16 Respondents (6%)
RETAIL: 46 Respondents (16%)
FURTHER PROCESSING: 28 Respondents (10%)
DISTRIBUTION: 29 Respondents (10%)
GOVERNMENT: 9 Respondents (3%)
HARVEST/FABRICATION: 12 Respondents (4%)
PROV. CATTLE ASSOCIATION: 38 R espondents (14% )
EXPORTERS: 4 Respondents (1%)
TRADER: 4 Respondents (1%)
OTHER: 2 Respondents (1%)
C ANADA: 119 Respondents (43%)
JAPAN: 57 Respondents (20%)
TAIWAN: 17 Respondents (6%)
MEXICO: 35 Respondents (13%)
ASIA: 10 Respondents (4%)
SOUTH KOREA: 33 Respondents (12%)
HONG KONG: 9 Respondents (3% )
perfor ance easures ]
[ ar et perfor ance nd cators ]
f nanc al report ]
TOTAL REVENUE
$13,848,34 0
TOTAL REVENUE
$13,848,34 0
TOTAL EXPENSES
$14,436,645
TOTAL EXPENSES
$14,436,645
TOTAL REVENUE $13,848,340
GOVERNMENT OF CANADA SCAP $1,906,887
DOMESTIC BEEF CHECK-OFF: TRANSFERS FROM AGENCY MARKETING
$9,976,230
TOTAL REVENUE $13,848,340
GOVERNMENT OF ALBERTA EMD $111,011
GOVERNMENT OF CANADA SCAP $1,906,887
IMPORT LEVIES $1,207,027
DOMESTIC BEEF CHECK-OFF: TRANSFERS FROM AGENCY MARKETING
PUBLIC AND STAKEHOLDER ENGAGEMENT $239,897
$9,976,230
O THER INCOME: $407,288
GOVERNMENT OF ALBERTA EMD $111,011
IMPORT LEVIES
$1,207,027
PUBLIC AND STAKEHOLDER ENGAGEMENT $239,897
O THER INCOME: $407,288
TOTAL EXPENSES $14,436,645
M ARKETING: GENERIC BEEF $855,41 8
PUBLIC AND STAKEHOLDER ENGAGEMENT $311,965
BEEF CHECK-OFF BOARD OF DIRECTORS
TOTAL EXPENSES $14,436,645
(MARKETING COMMITTEE) $83,981
M ARKETING: GENERIC BEEF $855,41 8
M ARKETING: BRANDED BEEF $13,185,281
PUBLIC AND STAKEHOLDER ENGAGEMENT $311,965
NET INCOME: (588,305)
BEEF CHECK-OFF BOARD OF DIRECTORS (MARKETING COMMITTEE) $83,981
M ARKETING: BRANDED BEEF $13,185,281
NET INCOME: (588,305)
ener c e port pro ra n est ent by ar et ]
$2,642,985.50
11 Projects ($113,848.76) GENERIC EXPORT PROGRAM INVESTMENT BY MARKET - 2023-2 4
JAPAN 57 Projects ($802,727.89)
SOUTH KOREA 20 Projects ($438,271.71)
MEXICO & LATAM 41 Projects ($628,010.00)
CHINA & HONG KONG 10 Projects ($232,386.57)
TAIWAN & SOUTHEAST ASIA 19 Projects ($383,202.14)
EMERGING MARKETS 12 Projects ($158,387.19)
[ stay connected ]
stay connected with canada beef
Canada Beef is committed to keeping producers and stakeholders informed about the domestic and international market development and promotion activities undertaken to increase demand for Canadian beef while ensuring the maximum value for producer dollars and import levy. Here are two ways to help you stay connected:
CANADA BEEF PERFORMS
Subscribe to our free monthly e-newsletter delivered directly to your inbox.
CDNBEEFPERFORMS.CA
The Canadian Beef Performs website provides information for meat professionals in the retail, foodservice and processing sectors.
Check out Canadian Beef Information Gateway updates,
You’ll learn about:
•International market statistics, and updates and information on tradeshows, promotions and events
•Domestic market updates including activities and resources
•Canadian Beef Centre of Excellence news and developments
•Digital and Consumer marketing team project updates and information
•Health and Nutrition team news and developments
Subscribe today at www.canadabeef.ca/canadabeefperforms
Join the FREE Canadian Beef “Make it Beef Club” and be part of a community of over 40,000 subscribers.
Each month you will get beefy recipes that will take your passion for food to the next level. Get amazing recipes, exclusive offers and exciting contest announcements. Sign up today!
industry statistics, and cooking and cutting videos for home and professional chefs and butchers, courtesy of Canada Beef and the Canadian Beef Centre of Excellence.
www.canadabeef.ca/makeitbeef-club
Love
MAKE IT BEEF CLUB
CANADA BEEF ON LINKEDIN
[ canada beef | annual report ]
BRISKET IS POPULAR DURING BARBECUE SEASON AND A VERSATILE FLAVOUR FAVOURITE THAT CAN BE SERVED YEAR-ROUND.
BARBECUED DILL-MARINATED ROAST BEEF
Don’t let anything go to waste with this unique recipe idea! Make your marinade from the pickle juice and serve up these deli-style beef sandwiches with the crunchy pickles themselves.
