Alberta Beef Producers hosts Producer Town Hall on Traceability 

Alberta Beef Producers (ABP) hosted a Producer Town Hall on Traceability on March 2, ahead of its Annual General Meeting, bringing together industry representatives and cattle producers to share perspectives on one of the most pressing issues currently facing the beef sector. 

“Traceability has become one of the most talked-about issues in the Canadian beef industry in recent weeks,” says Doug Roxburgh, Chair of ABP. 

“ABP is in a listening phase and is committed to hearing directly from Alberta cattle producers and representing their best interests as discussions move forward. The purpose of this Town Hall was to provide additional time and space for producers to share their perspectives, which will help inform ABP’s approach on this issue.” 

Alberta cattle producers were invited to attend in person or virtually. The event took place at the Sheraton Cavalier Calgary and was broadcast live to online registrants via Direct Livestock Marketing Systems (DLMS). 

The event began with opening remarks from Roxburgh, followed by introductions of a panel of industry and government representatives on hand to provide information and respond to producer questions. 

Panelists included:

• Jason Hale, Deputy Minister of Agriculture and Irrigation with the Government of Alberta
• Dr. Steven Maloney, Office of the Chief Provincial Veterinarian, Government of Alberta
• Ashley Scott, General Manager, Canadian Cattle Identification Agency
• Jewel Smar, National Client Support Manager, Canadian Cattle Identification Agency
• Ryder Lee, General Manager, Canadian Cattle Association
• Dr. Lee Rosenberg, Chief Veterinary Officer, Canadian Cattle Association
• Melissa Downing, Director of Regulatory and Sustainability, National Cattle Feeders’ Association
• Shawn McLean, General Manager, Livestock Inspection Services. 

A representative from Canadian Food Inspection Agency (CFIA) was not in attendance. 

Following the opening remarks and panel introductions, the event proceeded with short presentations from CCA and CCIA before transitioning into the main Town Hall discussion. Producers posed questions at two open microphones in the room, as well as online, with Brad Dubeau, General Manager of ABP, serving as facilitator. 

Discussion throughout the afternoon reflected the depth of interest and engagement from Alberta cattle producers. Questions and comments focused on implementation considerations, timelines, system integration, data management, cost implications, and the practical realities of on-farm reporting. 

Producers also spoke to the importance of maintaining market access, protecting animal health, and ensuring that any future enhancements to Canada’s traceability framework are workable across diverse cattle operations in Alberta. 

The Town Hall was held as part of a full week of meetings surrounding the Annual General Meeting, with directors, staff, and delegates participating in additional sessions before and after the event as part of the broader AGM schedule. 

The format allowed for direct exchange between producers and panelists, creating space for clarification, technical insight, and constructive dialogue. ABP delegates who had attended regional producer meetings over the past two months also shared compiled feedback from across the province, helping to frame common themes and questions. 

In closing, Dubeau acknowledged the broad range of industry representatives who attended to listen to the discussion, including leadership from the Canadian Cattle Association and the Canadian Cattle Identification Agency, as well as representatives from grazing associations, auction markets, ag service boards, and other producer organizations. He thanked DLMS for facilitating the live broadcast and recognized ABP staff and delegates for their work in organizing the Town Hall alongside ongoing producer meetings and AGM preparations. 

“The input shared at this Town Hall is invaluable,” says Roxburgh. “Our delegates and leadership will take what we’ve heard into our Annual General Meeting discussions. Our priority is to ensure Alberta producers’ perspectives are clearly represented as conversations on traceability continue.”