What is the CCMDC?

The Canadian Beef and Cattle Market Development Fund or the “Legacy Fund” was established in 2005 when the Governments of Canada and Alberta committed $80 million ($50 million and $30 million respectively) to the industry to support long-term market development. The funding was entrusted to the CCA to administer in a strategic manner over a 10 year period and is to be matched by industry through the national and provincial check-off, paid by producers.

The CCA established the Canadian Cattlemen Market Development Council (CCMDC) to oversee the administration and allocation of the $80 million government contributions. This contribution, combined with industry funds including national and provincial check-off, is expected to provide over $170 million for the 10-year period 2005 to 2015 – to recover and expand markets around the world for Canadian beef and cattle genetics.
 

Vision Statement

The “Legacy Fund” will be managed to facilitate bold and innovative approaches to recovering and expanding markets for Canadian beef and beef cattle around the world assuring a profitable, sustainable Canadian industry that results in Canadian beef and cattle being recognized as the most outstanding by Canadian and world customers.
 

What does the CCMDC do?

The Canadian Beef & Cattle Market Development Fund supports eligible export marketing activities completed through the national marketing organizations, which include Canada Beef Inc. and the Canadian Beef Breeds Council.

In addition, any eligible Alberta company or organization that proposes an innovative marketing initiative utilizing Alberta value-added beef products will be considered for funding through the Alberta International Beef Marketing Development Fund .
 

How will the CCMDC achieve its goals?

The 2011/12 Market Implementation Plan reflects the direction and priorities of the CCMDC Strategic Marketing Plan and has been developed in consultation with the Global Marketing Advisory Committee of the Canadian Cattlemen’s Association, the Beef Value Chain Roundtable, and the major fund recipients. 

Canada Beef Inc. and the Canadian Beef Breeds Council have closely collaborated on the development of this plan which represents the 2011/12 global marketing implementation plan.
 

In 10 years, what will the CCMDC have done for the industry?

Clearly differentiated products will enable Canada to offer tangible, unique benefits to its customers. These benefits will create value for the Canadian industry in the form of more secure sales and higher product values. 

The cornerstone of the 2011/12 marketing implementation plan is the development of a global branding strategy for Canadian beef and cattle genetics. This will involve fully defining and backing up the value proposition, referred to in the plan as the Canadian Beef Advantage .
 
Market development programs and tactics incorporate public relations as a major thrust to communicate the Canadian Beef Advantage to the meat trade and consumers.  A key consideration is to closely integrate this strategy with value chain partners to ensure their buy-in, leverage resources and maximize market development opportunities.