Thanks to a $1.5 million grant from the Beef Cattle Research Council (BCRC), the University of Manitoba (UM), along with its partners at Manitoba Beef Producers, Manitoba Agriculture, and Manitoba Beef and Forage Initiatives, is proud to announce the establishment of the BCRC Chair in Beef Cattle Economic Sustainability.
“It’s important for our industry to understand beneficial management practices that boost productivity, profitability, and environmental sustainability—including those related to greenhouse gas emissions, land and water use, and biodiversity,” said Craig Lehr, BCRC chair and Alberta beef producer. “This new Chair will focus on viable solutions for Canadian beef cattle producers with innovations that improve economic sustainability while reducing environmental footprint.”
The beef industry faces mounting challenges, including volatile input costs, climate-related risks, and limited access to equitable risk management tools. These pressures have made it increasingly difficult for producers—especially in the cow-calf sector—to adopt new technologies and practices that could reduce their environmental footprint.
“Beef producers in Manitoba and across Canada care deeply about both environmental and economic sustainability because the land they steward today must feed their families tomorrow,” said Matthew Atkinson, president of Manitoba Beef Producers. “Thriving ecosystems and strong businesses go hand in hand. Having this Chair position will help producers make decisions both good for the land and for their bottom line.”
Housed in the Department of Animal Science, the BCRC Chair will advance research around innovative financial incentive models, analyze the behavioral drivers behind the adoption of Best Management Practices (BMPs) and work closely with producers, policymakers, and researchers to ensure findings are translated into actionable strategies. The position will also play a key role in training the next generation of agricultural economists and extension specialists.
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