Reading Time: 4 minutes Business gurus call them Big Hairy Audacious Goals — and now Canadian beef leaders have to figure out how to achieve the ones they’ve set for their industry. “You have to pick a place to get to,” said Trevor Atchison, co-chair of the National Beef Strategic Planning Group. “You can’t make every goal in life, […] Read more
Beef leaders aim high with new national strategy
Goals include boosting production efficiency by 15 per cent and increasing carcass cut-out value by 15 per cent in just five years
Getting beef back on the table
Health advocates want to get people back in their kitchens, and out of fast-food joints, and that’s an opportunity for the meat sector
Reading Time: 3 minutes As marketers, we’re always on the lookout for trends and how we can latch on to the waves to build momentum for messages. One of the waves gaining momentum is ‘food skills.’ In a broad context, food skills is just about what it takes to get a meal on the table. This includes: Knowing what […] Read more
New centre to boost profile of Canadian beef
The $3.8-million facility in Calgary aims to ‘bring the brand to life’
Reading Time: < 1 minute A new Centre of Excellence is going to do for beef what Cigi has done for grains and oilseeds, says the president of Canada Beef. “I’ve always been high on Cigi — the folks there have done a tremendous job of ensuring Canadian grains have strong international recognition,” said Rob Meijer. Over the last four […] Read more
Canada Beef charting its own course
Rob Meijer says straw man report offers an ‘interesting perspective’ but Canada Beef has its own plan for boosting the fortunes of the beef industry
Reading Time: 3 minutes The newly formed Council of Beef Leaders may be missing a key player when it meets later this winter. “The beef industry has enough structures and organizations and committees,” said Rob Meijer, president of Canada Beef Inc. “We’re not of the view that we need yet another one. “We are nowhere near accepting of an advisory council.” The council is one of the key recommendations […] Read more
Cyber-Savvy Farmer
