By Amanda Brodhagen, Farms.com
The beef and veal industries will soon have a dedicated facility aimed at promoting the Canadian beef brand domestically and abroad.
Agriculture Minister Gerry Ritz along with the Minister of State for the Western Economic Diversification, Michelle Remple, announced a $3,844,800 investment to establish a Canadian Beef Centre of Excellence in Calgary, Alberta.
The funding announcement was made at the Canada Beef Inc. headquartered in Calgary. Alberta is home to the largest cattle herd in the country, accounting for 39.9 per cent of the national cattle herd. Canada Beef Inc. supports research, marketing and promoting of the country’s beef industry. It is funded by beef producers and the National Beef Check-Off.
"Our Government is proud to support this cutting-edge facility. This Centre will give our industry a competitive advantage in showcasing Canada's top-quality meats and will allow our producers to capitalize on new and existing market opportunities,” Minister Ritz said in a release.
The state-of-the-art centre will suppport Canadian beef and veal producers. According the release, the facility will test new beef products, focus on marketing initiatives, and serve as an educational venue for the public to learn about Canadian beef.
Canada is the eight largest beef exporting country in the world. In 2013 the industry’s beef shipments were worth $22.9 billion. The facility is expected to open in December of 2014.
"The Centre of Excellence will be a nexus where the Canadian beef industry can drive innovation, build knowledge and awareness, foster important relationships and ultimately create value for Canadian beef and veal producers,” Rob Meijer, President, Canada Beef Inc. said in a release.
(Contributed photo by Tayla Fraser)