Canada Beef Year-End Update

The World Meat Congress, held in Cuiabá, Brazil, in late October, provided a powerful and timely global perspective on the forces shaping the future of the animal protein sector to more than 600 meat industry leaders.

Hosted by the International Meat Secretariat, the World Meat Congress focused on the global structural shift underway in how food is produced, traded, consumed, and valued. At the same time, demand for beef is growing, sustainability and production practices remain key topics, and consumers are more than ever at the forefront of priorities, noted Canada Beef President Eric Bienvenue.

Managing both paths effectively will require clear communication, leadership in sustainability, scientific credibility in health messaging, and proactive global engagement. Bienvenue noted many of the topics discussed in Brazil intersect with initiatives developed by Canada Beef in recent years to heighten visibility and profile in domestic and international export markets, and that the team will build off these successes going forward. Canada Beef is well-positioned to manage the challenges and opportunities that lie ahead.

Canada Beef’s proposed investment plan for fiscal 2026–2027 represents a recalibration of strategies to drive value for Canadian beef and veal and protect market share during a challenging period defined by a shifting global protein landscape and ongoing market volatility and trade tensions. A continuation of the tight-supply, high-demand scenario throughout this period will place sustained upward pressure on retail beef pricing. Prolonged exposure to increasingly expensive beef may test consumers’ resilience.

The plan will manage this and other factors with a variety of tactics and strategies. For example, increased emphasis will be placed on enhancing Canada Beef’s credible nutrition and health narrative about beef as a health-supporting food, and new and meaningful ways for consumers to connect with Canadian beef and deepen brand affinity will be implemented. Digital engagement will be enhanced and resources optimized to increase mindshare with consumers. The development of artificial intelligence approaches leveraging the Beef Information Database, with a focus on developing generative chatbot (virtual assistant) tools for use by Canada Beef as well as industry partners, will continue. These awareness-building efforts will also boost public engagement with important consumer initiatives like the Canadian Beef Information Gateway. Collaboration with industry partners will increase to improve marketing efficiency.

Market diversification will remain a priority given the troublesome evolution of geopolitical tensions, ongoing tariff threats, Made in America, and the renewal of the Canada–United States–Mexico Agreement (CUSMA) in 2026. While the U.S. remains Canada’s most important export market, efforts must continue to open markets to maximize returns with other export customers. (View the latest International Market Intelligence videos at cdnbeefperforms.ca)

Canada Beef delivers marketing initiatives in more than 20 countries, working with Canadian beef suppliers, importers, distributors, retailers, foodservice operators, and government partners. Marketing programs are tailored to each region with messaging focusing on attributes most important in each market. These efforts ensure Canadian beef maintains and grows its presence and market share in highly competitive markets, getting the right cut to the right market to maximize carcass cut-out values. Export markets contribute more than $1,421 in revenue (on average) for each animal harvested in Canadian processing plants.

Canada Beef’s proven ability to innovate will be more important than ever as we navigate through 2026–2027. Our highly adept team — along with oversight from the Canadian Beef Check-Off Agency’s Market Development and Promotion Committee — will manage periods of market uncertainty efficiently and effectively and rely on proven contingencies to adjust business plans proactively or as required.

The plan supports Canada Beef’s mission to create value for producers and the entire beef value chain through impactful and innovative marketing solutions to enhance demand, experience, and awareness.

Lastly, with the Christmas holidays fast approaching, Bienvenue would like to take a moment to thank Canada’s beef producers for their continued support.

On behalf of the entire Canada Beef team, please accept our best wishes for a happy and healthy holiday season and a new year filled with peace, joy, and prosperity.

This was first published in Volume 5 Issue 4 of ABP Magazine (Winter 2025). Watch for more digital content from the magazine on ABP Daily.