Agriculture and Agri-Food Minister Lawrence MacAulay today announced an investment of up to $6.4 million over three years to help Canadian Beef increase global consumer demand and loyalty for the Canadian Beef brand.
He said “this strategic initiative will support Canadian Beef’s three-year market development and promotion plan targeting key regional hubs in Asia, Europe, North America and Latin America.
“This investment builds on” the opening of expanded trade with “Mexico, Ukraine, South Korea and Taiwan, while the Country of Origin Labelling law was successfully repealed giving Canadian Beef full access to the United States,” he said by way of a news release.
The timing of the export push comes in the midst of the low point in the cycle of beef production and relatively high Canadian supermarket beef prices.
Canada’s beef farmers were hard hit by an export ban because an Alberta cow died of Bovine Spongiform Encephalopathy and then the U.S. Country-of-Origin Labeling law that depressed Canadian cattle prices.
That prompted farmers to sharply cull their herds to near-record-low numbers.
One could wish the Canadian Food Inspection Agency had been more vigilant about what goes into livestock feeds so we had never experienced a case of BSE.