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New beef checkoff division in business

Melinda German is the new general manager of the Canadian Beef Cattle Research, Market Development and Promotion Agency. This is a new position for the agency, which is best known for its marketing arm (Canada Beef) and its research division (Beef Cattle Research Council).

German, who was the general manager of Manitoba Beef Producers, will head a new division focused on checkoff management.

In December, Alberta Beef Producers became the first provincial beef organization to formally endorse a proposal to raise the non-refundable $1 National Checkoff to $2.50 in order to fund more research and boost marketing efforts.

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