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Alberta Cattle and Beef Marketing Scope Widens

15 July 2009

ALBERTA, CANADA - The doors to a national marketing development fund have opened wider for Alberta’s cattle and beef industry.

Changes to an agreement between the Canadian Cattlemen’s Association (CCA) and the province mean more Alberta-based projects with broader objectives will be eligible for the Canadian Beef and Cattle Market Development Fund (CBCMDF). The governments of Canada and Alberta, in collaboration with industry, launched the initiative with contributions of $50 million and $30 million respectively. Commonly referred to as the Legacy Fund, the initiative was created in 2005 following the discovery of BSE in the Canadian cattle herd.

“Expect to see more dollars flowing soon to bolster Alberta marketing projects,” said George Groeneveld, Minister of Agriculture and Rural Development. “We’re still feeling the impact of trade restrictions from BSE, but we know there is tremendous opportunity to develop market access for Alberta beef and cattle genetics.”

Changes to the fund include an expanded list of eligible activities in conjunction with a wider range of potential applicants. “The enhanced agreement provides greater flexibility for fund recipients to develop Alberta beef and genetics export marketing programmes”, said David Andrews, Chairman of the Canadian Cattlemen Market Development Council, the entity created by CCA to oversee the Legacy Fund. “The ability for all industry players to respond to market development opportunities will provide long-term benefits for the beef industry”.

The Alberta-CCA agreement will now be administered by the Alberta Livestock and Meat Agency (ALMA), a catalyst organisation incorporated in January 2009 to build a strong, sustainable future for the province’s livestock and meat industry.

ALMA Board Chair Joe Makowecki said these funds are in addition to the $30-million suite of ALMA programs designed to spur industry innovation and diversification.

“We know Alberta’s role as a major exporter of livestock and meat is eroding, even though meat consumption grows two per cent annually,” said Makowecki. “Both of these initiatives offer support to projects to provide global customers with the products they are demanding.”

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