New University of Manitoba research chair to advance beef production sustainability

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, the Beef Cattle Research Council 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. 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,” said Matthew Atkinson, President of Manitoba Beef Producers.