AgriMarketing funding helps beef industry break $5 billion in export sales

For years, Canada Beef has communicated the value of Canadian beef to the world — and those efforts are paying off. In 2023, Canadian beef exporters broke $5 billion in export sales for the first time. The organization’s strategic focus on diversification in highly targeted and high-value markets has helped them reach this significant milestone, along with funding from Agriculture and Agri-Food Canada’s (AAFC) AgriMarketing Program.

About Canada Beef

Canada Beef is an independent national organization that promotes the Canadian cattle and beef industry to the world from its head office in Calgary, Alberta, with additional satellite office across Canada and in international markets. The goal? To increase global demand for Canadian beef through marketing, business development and research activities.

Canada Beef’s work helps support rural economies and the sustainability of rural communities in Canada. Over 60,000 beef farms and ranches stretch from coast to coast.

Securing the future of Canada’s rural communities

AAFC funding has allowed Canada Beef to strengthen relationships in core markets like Japan, Mexico, South Korea and Taiwan — and open up new markets in Chile, Colombia, France, Germany, Italy, Netherlands, Philippines, Qatar, Saudi Arabia, Spain, United Arab Emirates and Vietnam.

“Canada Beef’s funding partnership with AAFC has helped enable the industry to take advantage of strong international beef demand, achieving record high value for beef exports,” explains Canada Beef’s Vice President of Corporate Affairs Ron Glaser. “Maximizing opportunities in key export markets is critical for the success of beef cattle producers and the entire value chain.”

Canada Beef has implemented high-impact marketing and market development activities with support from AAFC’s AgriMarketing Program. With each activity, the objective is to sell the value of Canadian beef, positioning it as high-quality, safe and sustainable.

International roadshows

Roadshows in targeted export markets allow Canada Beef to showcase its offerings to clients on the ground. It’s an opportunity to promote Canadian beef, educate buyers and introduce its programs and services to Canadian beef suppliers and in-market partners.

In November 2024, Canada Beef’s roadshow stopped in Japan and South Korea. The events in both countries attracted more than 400 participants.

“Our market development roadshows provide an opportunity to visit major business centres as well as smaller cities to meet regional players in the industry. It doesn't take many customers in those smaller areas to add up to a substantial amount of business.”

– Ron Glaser, VP, Corporate Affairs, Canada Beef

Partnerships with food service chains and restaurants

Another highly successful initiative is Canada Beef’s activities with food service chains and restaurants. The organization works with key industry partners to brainstorm products, test recipes and get Canadian beef on restaurant menus.

In October 2024, Canada Beef participated in an event organized by a well-known restaurant group in Medellín, Colombia. Forty industry professionals attended, including restaurant owners, chefs, buyers and the media. Attendees tasted and learned about premium Canadian beef cuts available for the Colombian market.

Bringing international buyers to Canada

Canada Beef also brings buyers and distributors to Canada to see what Canadian beef production looks like on the ground. They tour feedlots, cow and calf operations, and packing plants. Most want to meet the farmers producing their food. In 2024, Canada Beef coordinated 8 missions to Canada.

What’s next

After hitting the $5 billion sales milestone, Canada Beef is continuing to focus on selling the value of Canadian beef to core markets. The organization is also looking forward to exploring growth opportunities in emerging markets like Vietnam and the Philippines, which show much promise for Canada’s beef industry.