CANADA BEEF

CANADA BEEF, the organization, works in tandem with a national league of provincial beef cattle farmers and rancher-based organizations. Additionally, there are many organizations related to raising cattle and ranching we work with to help tell the Canadian beef story. There are also several government agencies that play key roles in setting standards that ensure Canadian beef is of only the highest quality. The Canadian Beef Centre of Excellence (CBCE) is our clubhouse. The Centre is a showcase and focal point for Canadian beef and veal providing education, leadership, training and product innovation. It is an interactive demonstration of Canada’s commitment to world-class standards of quality and safety. 

Canada Beef heads up a league of farmers and ranchers from each and every province that work together to share our pride and our story. We are greater than the sum of our parts as we continue to work towards our common goal.

Canada Beef does not raise cattle or sell beef. Canada Beef is responsible for establishing a brand that represents beef and veal raised in Canada. As well, Canada Beef seeks to develop business opportunities and execute marketing efforts on behalf of Canadian cattle ranchers and farmers. Canada Beef works to drive brand loyalty and demand for Canadian beef around the world.

Canada Beef is governed by the Canadian Beef Cattle Research, Market Development and Promotion Agency Board of Directors, consisting of 16 men and women from across Canada. As beef producers and industry and trade professionals, the board leads Canada’s beef research and marketing priorities with a wealth of well-rounded experience and a true understanding of the opportunities and challenges that currently face the beef industry.

Canada Beef receives a large percentage of its funding through the Canadian Beef Cattle Check-Off – currently a mandatory annual levy of $1 per head of cattle by cattle producers in Canada. The levy helps support research and marketing efforts on behalf of Canada Beef and generates roughly $8 million in revenue annually. The Canadian Beef Cattle Check-Off Agency also currently charges an import levy for $1 per head of cattle (or equivalent in both beef product and Canadian currency) imported into Canada from other countries

CANADIAN BEEF is a consumer-facing brand that exists under Canada Beef. The two brands are operated by the same group of passionate individuals, but while Canada Beef is responsible for communicating with producers, trade and media, Canadian beef is the brand that connects consumers with our country’s world class beef and veal products.

The Canadian Beef Brand Mark, the iconic maple leaf, is often found on packaging and signifies an unparalleled dedication to sustainability, nutrition, quality, and food safety. Canadian Beef focuses on making sure consumers understand the value of Canadian beef and veal products and feel comfortable choosing those products for themselves and for their families. There are numerous reasons to choose Canadian beef, including nutrition, versatility, support for Canadian farmers and ran