Meijer is leaving the organization to spend more time with his two daughters and his wife, and their active schedules.
"The Board is thankful for Rob’s leadership and direction at Canada Beef," said Linda Allison, Chair of the Agency. "We have seen Rob achieve many milestones during his time with the organization and we want to thank him for his commitment to the Canadian beef industry.”
Meijer joined the Canada Beef organization in August 2011 to transition the newly minted Canada Beef into one streamlined organization with strong strategic goals.
As President, Meijer was responsible for overseeing Canada Beef, the organization tasked with market development and promotion as a division of the Agency. Meijer led the Canada Beef team and their efforts in marketing and branding to develop a cohesive brand story for Canadian beef.
"It has been both an honour and an experience to lead our industry's brand, marketing and business development strategy over the past five years,” said Meijer.
Meijer’s vision of a place for the industry to come together to connect, innovate and inspire was realized when the doors to the Canadian Beef Centre of Excellence were opened in Calgary in the spring of 2015.
Meijer said, “The Canadian beef brand is gaining global loyalty and is now firmly backed by a truly world class innovation facility in Calgary, the Canadian Beef Center of Excellence. It was my dream to bring the brand to life and now we can showcase how we put the best of Canadian in our beef.”
Past Chair Jack Hextall believes that Meijer’s successes at Canada Beef will ensure the organization remains strong moving forward.
“Rob’s commitment to the evolution of the Canadian Beef brand over the past five years has set Canada Beef and the industry up for a bright future,” said Hextall.
The executive leadership staff will continue to lead the Canada Beef team to achieving the goals of the organization. The Board is confident that the strategic plan developed by the Board and Meijer will move forward under the leadership of these Canada Beef executive staff, and the Board will begin a search immediately for a permanent individual to fill the role.
Source: Meatbusiness