In July, the Cattle Industry Development Council held an informal meeting in Kamloops to discuss the beef check-off and the National Beef Strategy. Presentations were made by Linda Allison @ 0:01 (Chair, Cattle Industry Development Council), Kevin Boon @ 7:33 (General Manager, BC Cattlemen's Association), Andrea Brocklebank, Executive Director of Beef Cattle Research Council @ 14:27 and Rob Meijer, President & CEO of Canada Beef Inc at 44:22. Click on the video below to play.
The National Beef Strategy is a five-year plan developed in 2014 by industry leaders from Canada's national and provincial beef sector organizations. The Strategy presents priorities, goals and funding needs to ensure the Canadian beef industry thrives well into the future, while building on the strengths of existing industry organizations. The strategy is structured around four pillars and goals that are aligned with the industry's vision of being dynamic and profitable and its mission to be the most trusted and competitive high quality beef cattle producer in the world, recognized for superior quality, safety, value innovation and sustainable production methods.
The four pillars include:
1. Beef Demand - increase carcass cutout value by 15% by 2020;
2. Competitiveness - reduce cost disadvantages compared with main competitors by 7% by 2020;
3. Productivity - increase production efficiency by 15% by 2020, and
4. Connectivity - enhance synergies within industry and connect positively with consumers, the public, government and partner industries.
The Strategy has developed a series of short videos to outline its plans, with the third most recently released one outlining the budget. Click below to view each one. If you want to select which video to watch, click the icon in the top left corner to pull down playlist to choose from.