Eligibility Criteria

Any individual or organization in Canada with either or both an ability and a track record of success in carrying out marketing and market development projects in areas that will be useful to the Canadian beef industry is eligible to apply. In the case of the federal funds, this must be through one of the existing marketing organizations (Canada Beef Inc. or the Canadian Beef Breeds Council).

Specific to the Alberta International Beef Market Development Fund, any eligible Alberta company or organization that offers the potential to maintain or increase exports of Alberta beef and cattle genetic products, including value-added beef products, will be considered for funding. All funding proposals are subject to the eligibility criteria defined by the funding agreements between the Governments of Canada and Alberta and the Canadian Cattlemen’s Association.

Eligible activities include (but are not limited to):

  • international market research;
  • development of business and marketing plans for specific opportunities;
  • beef value chain development for international markets;
  • development and enhancing recognition of brands that contribute to enhanced Alberta beef product exports, including projects that enhance Canadian beef exports where it is expected that a large amount of the increase will include Alberta beef products;
  • promotions and support for international retail and food service projects;
  • market development for new products and diversifying markets with potential for Alberta beef products and companies;
  • support to incoming and outgoing trade missions that promote and verify the food safety and quality of Alberta beef and genetics products;
  • beef and beef genetics promotion costs for export markets; and
  • costs of developing packaging and labelling for international markets.

As a final step in selecting initiatives for funding, the CCMDC will review proposed projects to ensure that there is an appropriate balance of funded initiatives across various factors, including:

  • Products (export beef, commercial beef and cattle genetics)
  • Geographies (e.g. U.S., Mexico, Asia, Europe, etc.)
  • Risk (e.g. innovative higher risk approaches vs. known, existing approaches)

The systems that Canada currently has in place, including quality assurance, HACCP-based programs, and source and age verification, provide the ability to differentiate the Canadian beef industry as a leader in quality, animal health, and food safety. This positioning is the cornerstone of the CCMDC’s strategic marketing plan. When combined with the positive image of Canada and Canadian producers and the specific advantages of Canadian beef products and service, it creates a compelling and distinct value to customers and a competitive advantage for the Canadian beef industry. Project proposals should reflect how the project will contribute to CCMDC’s desired positioning.