The Canadian Beef Industry Synergy Study gathered 1,203 responses that clearly defined what folks thought of the current state of affairs. Nine out of ten respondents are not comfortable with the beef industry, the way it works, and who is in charge.
This did not differ between age or income demographic nor was there regional differentiation. It was a unified “boo” that left the positivity index wallowing at 10.2 per cent.
The study — conducted by Farm Credit Canada for the Straw Man Beef Initiative — included beef producers, beef industry persons, consumers and retailers. Its findings were also mirrored in another independent benchmark study.
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At the end of the day, it is fair to say the beef industry as a whole lacks trust and synergy.
Only 34 per cent of respondents said they believe the industry is working together and 35 per cent believe industry associations are advancing the sector. Translated into cattlemen’s lingo: Constant talk without affirmative action driven by a unified vision looks like a fellow who is “all hat and no cattle.”
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The shocker was the lack of communication within the industry. A whopping nine per cent of respondents do not know we have a national checkoff (so we can assume that they do not know the role of the national checkoff in the industry). How can we engage our future farmers when 17 per cent of those whom did not know about the national checkoff were under the age of 40?
Respondents also stated the checkoff was not accomplishing the goal of increasing value or increasing demand for beef. And although 35 per cent believe that the industry is being advanced by associations, the retailers said, “No way.” They said they do not hear from the beef industry unless there is some sort of a problem.
In the benchmark study, retailers went further and said the beef industry is not listening nor responding to the needs of the consumer. For example, the cuts provided to retailers are too big but industry keeps pushing for a larger carcass. There is no communication on any scale back to producers and financial incentives do not exist. So if we are not communicating up or down the chain, what are the beef associations busy doing?
It is hard to say because when producers get together and provide clear direction they are ignored. BIXS was to rise out of the ashes or die by the end of March and we still see it on life support. Meanwhile, private companies have created data collection and management systems that are working, user friendly, and of value. They will never be recognized because the dead horse is being flogged. And what of data-based decision-making models that offer value for producers and consumers alike? When just six per cent say industry works very well together and 12 per cent claim they are getting good value for the dollar, it is hardly an inviting environment for technological advancement or birthing innovation.
I do believe we should not be discouraged by the internal politics of agriculture, but should keep promoting it as a societal need. With that comes a responsibility for societal licence, and the beef industry has truly never believed it needs licence. To put it into context, I found the comment of one producer very profound when she claimed we had missed the best free advertising for Canadian beef when we opposed the A&W grass-fed campaign rather than embrace it.
That is data we can sink our teeth into. It may seem like a bit of a rant, but there are important lessons here for a country that contributes less than two per cent of global beef population. The fact that the Canadian industry is so small is an opportunity to be the lightweight prize fighter in the ring. The fact that it is so fragmented is an opportunity for something new and uniquely unified. The fact that we have the support of government means we have the freedom to be aggressive marketers and creative thinkers. The fact that we are short of cows and producers continue to exit is an opportunity to develop an inviting environment based on value for young entrepreneurs.
Everyone understands value. Beef producers want to be heard and be valued in a functional governance system. Farmers and feeders alike look to advanced data systems that define and create value. Scientists have repeatedly asked for direction from industry, and families want and need to know they are part of something lasting, dependable, and respected.
To build trust, the Canadian beef industry — and that means all of us — must reboot, lock and load.
Based on the information we have there is one clear path to take. And it is not the status quo.
