Alberta Beef Producers hosts Producer Town Hall on Traceability

Mar 05, 2026

Alberta Beef Producers (ABP) hosted a Producer Town Hall on Traceability on March 2, ahead of its Annual General Meeting, bringing together industry representatives and cattle producers to share perspectives on one of the most pressing issues currently facing the beef sector.

“Traceability has become one of the most talked-about issues in the Canadian beef industry in recent weeks,” says Doug Roxburgh, Chair of ABP.

“ABP is in a listening phase and is committed to hearing directly from Alberta cattle producers and representing their best interests as discussions move forward. The purpose of this Town Hall was to provide additional time and space for producers to share their perspectives, which will help inform ABP’s approach on this issue.”

Alberta cattle producers were invited to attend in person or virtually. The event took place at the Sheraton Cavalier Calgary and was broadcast live to online registrants via Direct Livestock Marketing Systems (DLMS).

The event began with opening remarks from Roxburgh, followed by introductions of a panel of industry and government representatives on hand to provide information and respond to producer questions.

Panelists included:

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Video: Season 7, Episode 1: Managing Risk and Seeing Opportunities in U.S. Pork Production

Today’s episode features three guests discussing the similarities and differences between pork production in the United States and Brazil, along with strategies for managing risk in today’s industry while recognizing and acting on opportunities. First, Dr. Anne Caroline de Lara, executive manager of live pig production at Seara Alimentos, a JBS company in Brazil, is joined by Dr. Matthew Turner, head of operations for JBS Live Pork. Together, they discuss how labor, climate and ventilation challenges vary between Brazil and the United States, while underscoring their shared commitment to raising healthy pigs. They also point to lessons producers in both countries can take from one another’s systems and on-farm experiences. Then, Brady Reicks, risk manager at Reicks View Farms, shares his perspective on risk management, drawing from his background in markets and his transition into farming. He discusses how protecting margins varies by operation and offers practical approaches producers can use to make marketing and business decisions with greater confidence rather than hesitation.

Both conversations were recorded at recent industry events focused on swine livability, including the International Conference on Pig Livability and Iowa Swine Day.