The Government of Canada is investing over $5.4 million in 5 projects aimed at driving growth in the Canadian beef sector. Through the AgriAssurance Program - National Industry Association Component, the AgriCompetitiveness Program and the AgriMarketing Program, under the Sustainable Canadian Agricultural Partnership, these projects will improve market access, promote sustainable practices, and elevate Canada's reputation as a leader in high-quality beef production.
The AgriAssurance Program - National Industry Association Component provides funding for national-level projects to help industry develop, verify, and integrate assurance systems to address market and regulatory requirements and to enable industry to make credible, meaningful, and verifiable claims about the health, safety, and quality of Canadian agriculture products.
The AgriCompetitiveness Program supports sector-led activities that identify industry best practices and build the capacity of the sector, advance farm business management, promote public trust through national consumer education, as well as develop and inform about farm safety.
The AgriMarketing Program supports national agricultural sectors to increase and diversify exports to international markets and seize domestic market opportunities through industry-led promotional activities to differentiate Canadian products and producers, and leverage Canada's reputation for high-quality and safe food.
Canadian Cattle Association (CCA)
The CCA is receiving up to $4,569,682 for 4 projects through the AgriAssurance Program - National Industry Association Component and the AgriCompetitiveness Program to advance the Canadian beef sector.
Incorporated in 1932, the CCA is a not-for-profit national association that represents the interests of 60,000 Canadian beef farms, ranches and feedlots. The CCA provides leadership for the Canadian beef cattle industry and works to address issues that concern Canada's beef producers.
Project 1: Enhancing VBP+ to Drive Sustainability & Market Growth in Canadian Beef
The CCA is receiving up to $1,003,200 over 5 years through the AgriAssurance Program to improve their Verified Beef Production Plus (VBP+) program. The project aims to address gaps in the current certification standards, improve training and educational content for producers, and create a plan to expand certified programs that meet internationally accepted guidelines.
VBP+ is a quality assurance program used by beef producers across Canada since 2016. Canadian beef producers certified through VBP+ follow strict standards for food safety, animal care, biosecurity, and environmental stewardship. By improving VBP+, the CCA aims to support Canadian beef producers, promote sustainable farming practices, and increase market access for Canadian beef.
Project 2: Credible and Robust Assurance for the Canadian Beef Value Chain and Beyond
The CCA is receiving up to $2,893,275 over 5 years through the AgriAssurance Program to update 2 Canadian Roundtable for Sustainable Beef (CRSB) assurance systems: the National Beef Sustainability Assessment and the Certified Sustainable Beef Framework. This project aims to address new challenges in sustainability, improve data reporting, and strengthen public trust in the beef sector, all while reducing duplication and the reporting burden on producers., ultimately benefiting Canadian producers and improving the competitiveness of the industry.
The project is designed to improve communication about the sustainability of Canadian beef, ultimately increasing consumer confidence and supporting producers in adopting best practices for a resilient and competitive industry.
Project 3: Grassland Production Index User Interface
The CCA is receiving up to $515,625 over 2 years through the AgriAssurance Program to develop the Grassland Production Index User Interface, a digital forage insurance system and risk management tool for Canadian forage and livestock producers. This project builds on the Saskatchewan Stock Growers Association's previous collaboration with Global Ag Risk Solutions to create a satellite-based forage insurance solution.
The project aims to increase producer knowledge and uptake of forage insurance by improving tool functionality and security. This will ultimately help producers manage their risks better, improve decision-making and strengthen the resilience of the Canadian forage and livestock sector.
Project 4: Guardians of the Grasslands Game
The CCA is receiving up to $157,582 over 3 years through the AgriCompetitiveness Program to develop the Guardians of the Grasslands Game, a gamified educational tool aimed at increasing public awareness about the importance of grasslands and sustainable beef production practices. The project will expand the existing game by creating 8 provincial versions aligned with curriculum outcomes across various grades and subjects. Additionally, a tradeshow version will be developed to engage a broader audience.
This project aims to actively involve consumers, especially youth, in learning about grassland ecosystems, biodiversity, and the positive impacts of sustainable beef production. By promoting a better understanding of these topics, the CCA is highlighting the role of beef producers in environmental conservation and strengthening public trust in the industry.
Canadian Beef Breeds Council (CBBC)
The CBBC, established in 1994, advocates for breed associations, exporters, and livestock exhibitions both in Canada and globally. It supports the purebred cattle industry through international marketing and breed improvement, connecting domestic and international customers with the necessary cattle genetics for their markets. In 2020, the CBBC became an incorporated division of the CCA.
The CBBC is receiving up to $871,200 over 3 years through the AgriMarketing program to promote sustainable growth in Canadian beef cattle genetic exports to key international markets. The project aims to increase and diversify the value of beef cattle genetic exports, by showcasing Canadian genetics at major international cattle events, building relationships with potential buyers, and conducting market assessments. Additionally, activities include the development and implementation of a marketing strategy to boost the visibility and appeal of Canadian beef cattle genetics.
