Canada Beef adopts new market diversification strategy amid trade challenges

Canada’s cattle industry was spared from the United States administration’s reciprocal tariffs on April 2, due to a carve out for products that are Canada-U.S.-Mexico Agreement (CUSMA) compliant such as Canadian live cattle and beef.

The reprieve continued for CUSMA compliant goods the following week when the U.S. administration implemented and then paused some of its substantial new tariffs for 90-days.

With no guarantee of a return to normal trade relations anytime soon and headwinds including the renegotiation of CUSMA in 2026, Canada Beef is actively exploring alternative export markets with potential for further expansion and diversification of Canadian beef exports.

The team recently activated a stepped-up market diversification strategy to expand the presence of Canadian beef in high opportunity export markets—many of which are impacted by the U.S. reciprocal tariffs. Market diversification is why Canada Beef travelled to the United Arab Emirates, Mexico, Japan, South Korea, Vietnam, Taiwan and the Philippines in recent weeks.

Canada Beef’s Investment Plan for fiscal 2025–2026 (effective April 1) represents an upshift in strategies to maximize opportunities for Canadian beef and broaden consumer loyalty.

From April to October, Canada Beef plans to exhibit at the Seoul Food Show in South Korea, Food and Hospitality Indonesia, WOFEX in the Philippines, and ANUGA in Germany, as well as host a demand-building seminar in Japan. Additional demand-building seminars in Canada Beef’s key emerging Asian markets are being developed for later in the year.

The investment plan will also see Canada Beef utilize tactics to elevate customer experience and connection with Canadian beef and partner with industry to grow mindshare in areas of mutual interest.

Domestic consumers in a major target market were encouraged to ‘Pick the Beef with the Leaf’ in a recent campaign that involved a high visibility, Canadian Beef wrap on the exterior of a city transit bus. Additional signage inside the bus encouraged riders to post a selfie with the bus and enter the 3 Cues Contest. The bus took different routes through Toronto streets each day of the campaign period to maximize exposure to the messaging. The bus and its travels were promoted on Canada Beef social media channels.

Initiatives to promote the value of beef as a protein and nutrition powerhouse, as well as its versatility in meeting a range of budgets and preferences, will cultivate brand awareness among key target audiences—including women, seniors and immigrant and new Canadian communities.

The Canadian Beef Marketing Alliance Program is a new initiative to support projects that expand the reach of messaging for Canadian consumers in priority areas. This innovative, cost-shared initiative (50-50 projects) is open to industry partners that meet the program requirements for collaboration with Canada Beef in promoting Canadian Beef.

The strategies in the investment plan will help Canada Beef deliver on its mission to create value for producers and the beef value chain through impactful, innovative marketing solutions that enhance demand, experience, and awareness.