Dennis Laycraft reflects on four decades in the industry

In Season 3, Episode 12 of The Bovine podcast, brought to you by Alberta Beef Producers, host Kara Mastel sits down with Canadian Agricultural Hall of Fame inductee Dennis Laycraft for a sweeping conversation that covers four decades of industry leadership, innovation, and resilience.

This episode isn’t just a history lesson — it’s an inspiring look at how Canadian beef has weathered storms and emerged stronger, tastier, and more respected than ever.

Laycraft, Executive Vice President of the Canadian Cattle Association, has been a significant figure in the industry since the 1980s. From his ranching beginnings in Alberta’s Porcupine Hills to his role in national policy and trade negotiations, he has been involved in addressing major issues in the beef sector. His experience includes tackling anti-dumping cases, opposing mandatory country-of-origin labeling, and navigating the BSE crisis, providing steady leadership during difficult times.

A central theme of the discussion is the importance of preparation in achieving progress. Laycraft’s motto, “Luck favors the prepared,” reflects his career, highlighting how initiatives like implementing a national ID system and fostering international relationships helped Canada recover from the BSE crisis.

The conversation also covers Canada’s growth as an export leader, including the alignment of grading systems with U.S. standards and the establishment of the Canada Beef Export Federation. Laycraft notes that beef demand improved as the industry prioritized eating quality, consumer education, and marketing strategies.

Beyond crisis management, Laycraft discusses successes such as the Verified Sustainable Beef program, which positioned Canada as the first country with a certified sustainable beef claim. This achievement was made possible through collaboration among producers, NGOs, and partners like McDonald’s and Cargill.

He also mentions the unexpected benefits of the COVID-19 pandemic, such as drive-in livestock auctions and increased consumer interest in home cooking, which boosted Canadian beef demand. This trend continues with high prices and growing global demand, particularly in Asian markets.

Looking forward, Laycraft remains hopeful, aiming for a legacy of preparation, collaboration, and organizational strength. He shares his mother’s advice: “Hold onto the cow’s tail and she’ll pull you through.”

This episode offers valuable insights into the evolution of Canadian agriculture, leadership during adversity, and building a sustainable, export-driven food industry. Laycraft’s career demonstrates that impactful leadership often comes from those who work quietly but effectively.

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