CALGARY, Alberta – The government of Canada is investing C$8.3 million in six projects that support Canadian beef sales in international markets that are important to the country.

Industry organizations such as the Canadian Cattlemen’s Association and Canada Beef will develop programs that strengthen the country’s beef brand abroad while maintaining sustainability and animal welfare standards.

"Canada Beef is pleased to partner with the government of Canada through the Canadian Agricultural Partnership program to fund and deliver important international Canadian beef market development programs that will help ensure the continued growth and success of the Canadian beef industry,” said Michael Young, president, Canada Beef. “Canada Beef shares the government’s vision for significant growth in agricultural exports over the next five years. International markets add over $600 per head in additional value to the beef animal and helps the beef industry to be a significant driver for economic growth.”

Canada Beef will receive C$5.3 million to expand programs with retail partners. The Canadian Cattlemen’s Association will receive C$1.7 million for tools to raise brand recognition and trust in Canadian beef through the Verified Beef Production Plus Program.

"The investments administered through the CCA will support the work of both the Canadian Roundtable for Sustainable Beef (CRSB) and the Verified Beef Production Plus (VBP+) Program, which, taken together will maintain Canada's global leadership position in beef sustainability,” Anne Wasko, chair of CRSB and Cecilie Fleming, chair of the VBP+ Management Committee, said in a joint statement. “This will facilitate continual improvement in the Canadian beef industry by measuring and tracking sustainability outcomes and support implementation of our Certified Sustainable Beef Framework. VBP+ will provide more tools to Canadian beef producers through enhanced producer training, improved database management and industry equivalencies with similar programs, and assurances for buyers that certified beef cattle operations adhere to the highest standards of food safety, biosecurity, animal care and environmental stewardship.”

Other government investments in the Canadian beef industry include almost C$800,000 to help the Canadian Beef Breeds Council grow markets for Canadian beef genetics; more than C$250,000 to help the National Cattle Feeders Association ensure public trust in animal welfare practices on beef operations; and more than  C$230,000 to help the Canadian Aberdeen Angus Association to improve animal welfare through genetics.