AgriMarketing Program: Beef sector support

The Government of Canada is investing over $6 million in two organizations to drive the growth of Canada’s beef industry through promotional activities that increase awareness and demand for Canadian beef. Canada Beef Canada Beef is receiving up to $5,865,110 through the Sustainable Canadian Agriculture Partnership, under the AgriMarketing Program. The project aims to build a dynamic, profitable and competitive Canadian beef and veal industry where high-quality Canadian beef and veal products are recognized as outstanding by domestic and international customers. Activities include advertising and promotional campaigns, virtual engagement, seminars and more—focusing on 19 markets, including four emerging markets in the Indo-Pacific region (Philippines, Singapore, Taiwan and Vietnam). As the marketing division of the Canadian Beef Cattle Research, Market Development and Promotion Agency, Canada Beef is the cattle producer-funded and run organization responsible for domestic and inter