Canada Beef launches export market development program

Curling teams Koe and Homan preparing and cooking steaks on a barbecue in China. (Canada Beef Inc.)

Canada Beef has launched an export market development (EMD) program aimed to stimulate market development activities and grow market segments in an effort to increase Canadian beef in the export market place, says president Michael Young.

“It’s a new program that our committee just approved three weeks ago now, and what it does is it brings funding to the table for export market development, specifically for developing new markets, new marketing opportunities.”

Young says the program comes at a time when exports are growing, yet the industry faces some challenges in market access. (story continues below player)

“So it really does come at a time when the market needs the support, and will use the support to help grow the volume and value of the Canadian beef industry.”

The program features five eligible categories for 50/50 cost sharing, including: incoming missions; outgoing missions; branding, co-branded and generic promotion; competitive benchmarking; and, event attendance.

“Our committee has proposed $500,000 of check-off dollars, so it’s 100 per cent funded by our check-off funding.”

Young says a similar partner program is being rolled out for the domestic market as well.

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