Mission and Goals

Mission

  • Maintain consumer confidence for all markets
  • Build on Canada’s comparative advantage to implement innovative market strategies
  • Increase sales in existing markets (domestic, U.S. and Mexico)
  • Secure markets for beef from animals over 30 months (OTM)
  • Intensify programs to be ready for re-entry into markets such as South Korea
  • Develop new markets such as Russia, EU, Philippines, Indonesia and Singapore

Goals

  • Maximize the total value realized by the Canadian beef and cattle genetics industry through optimization of genetics products values, carcass values and live cattle values
  • Achieve growth in traditional, existing, new and emerging markets for Canadian beef and genetics products
  • Achieve resilience in light of potential future industry events through expanded and/or more secure market access and greater market diversification
  • Build awareness for a Canadian beef identity/brand built on the benefits defined by a strong and clear value proposition
  • Leverage the benefits of Canadian cattle genetics products to strengthen the Canadian beef brand and vice versa
  • Achieve lasting, ongoing industry commitment to the value proposition
  • Realize long term and sustainable market impact
  • Foster innovative and effective approaches to delivering on the value proposition and to market development
  • Enhance industry efforts and investments through measurement of impact and performance
  • Create a commitment to successfully and effective initiatives through demonstration of impact and success