National beef industry strategy proposed

Thursday, May 8, 2014

by JIM ALGIE

An Alberta-driven, beef industry strategy calls for immediate cow herd growth, a new grading system, stronger links among farmers, processors, retailers and consumers through improved data sharing and higher levies to support the cost of proposed changes.

Authors of “The Straw Man Beef Industry Strategy” signed off officially, May 2.

Veteran Alberta cattle farmers John Kolk and David Andrews together with Alberta-based, agriculture communications consultant Kim McConnell proposed their recommendations following a year of consultations among farmers, packers and retailers.

The project followed a 2012 beef summit in Calgary of 53 industry leaders. Hosted by the Alberta Livestock and Meat Agency, Cargill and the Alberta Cattle Feeders Association, the summit responded to concerns that Canada’s beef industry may rely too heavily on U.S. markets.

The Straw Man Strategy report is written in strongly aspirational language and “based on a belief that there is a window of opportunity to propel the beef industry in Canada to a new era of prosperity if the industry is prepared to work together to seize it,” the report says. Text of the report refers to a “shining light platform” for industry growth.

Reports and supporting survey research by Farm Credit Canada and the Edmonton-based management consulting firm, Toma and Bouma are published on a designated website, www.strawmanbeef.com.

“Canada is one of only a few countries with the ability to produce both domestic and international customers with a dependable supply of quality beef that meets their specific needs and expectations,” the report argues.

Canada can provide the “beef product of choice,” the report says. It refers to the need for tighter supply chains, strong attention to quality and hygiene and improved information systems to promote simpler information sharing among all sectors of the industry. An increase in the current $1 per head, national, check off for cattle producers, a national packer levy and increased import levy are also among the recommendations.

Project organizers claim widespread faith in the beef industry about the need to adjust to changing consumer demand. They cite recent marketing shifts by both A&W Restaurants, Inc. and McDonald’s restaurants to use specialized and environmentally-sustainable, beef products as signs of such change. Greater collaboration among all sectors of the industry “are both expected and essential,” the report says.

The project has been funded to date by seven agencies including Agriculture and Agri-Food Canada, the Alberta government, the Canadian Beef and Cattle Market Development Fund and Farm Credit Canada. Preliminary work wrapped up with the appointment of an interim administrator for the proposed Council of Beef leaders, namely, Colin Jeffares, a retired Alberta, assistant deputy minister of agriculture.

Jeffares is to convene and chair the group’s first meeting. In early April, however, Jeffares told Alberta Farmer Express reporters he’s not sure when a meeting can take place. As well, Rob Meijer, Canada Beef Inc. president, told Alberta Farmer Express his organization is “nowhere near accepting” the new council. Meijer had participated in task force assignments for the straw man project.

Canada Beef Inc. is funded by the national beef check off and matching funds from the Canadian and Alberta governments and provides research and marketing support for Canadian cattle producers. A message left for Beef Farmers of Ontario President Bob Gordanier was not returned, Friday.

An emailed response from BFO communications manager LeaAnne Wuermli said that her organization participated in early stages of the “strawman” process and will continue to do so through policy development by the Canadian Cattlemen’s Association. The national group is “moving forward on a five-year, National Beef Strategic Plan which was identified as a recommendation from the Strawman,” Wuermli said. “BFO will be involved in this process on behalf of Ontario farmers as it moves forward,” she said. BF