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Millions Invested in Canadian Beef Promotion Plan

21 July 2016

CANADA - The Canadian government has announced an investment of up to CA$6.4 million over three years to help Canadian Beef increase global consumer demand and loyalty for the Canadian Beef brand.

Ministers aim to support Canadian Beef's three-year market development and promotion plan targeting key regional hubs in Asia, Europe, North America and Latin America.

The promotion aims to enhance consumer trust and appreciation for the value and desirability of Canadian Beef through activities that aim to understand and meet consumer needs. It follows recent export market openings in Mexico and Taiwan, among other countries.

Lawrence MacAulay, Minister of Agriculture and Agri-Food who announced the investment, said: "Canadian farmers and ranchers take pride in producing a premium-quality safe beef product. This investment will help strengthen the Canadian beef brand globally, leading to greater returns for our farmers and their families."

TheCattleSite News Desk

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