VBP+ continues outreach across Alberta’s beef industry

Winter and Spring are often some of the busiest seasons in Alberta’s beef industry, and this year has been no exception for the teams at ABP and Verified Beef Producer Plus (VBP+).

Over the past several months, ABP and VBP+ representatives have been on the road attending conventions, hosting workshops, participating in youth events, and connecting directly with producers across the province. These face-to-face interactions continue to play an important role in building relationships, sharing knowledge, and supporting the ongoing success of Alberta’s cattle industry.

The season began in early February at the Feeder Associations of Alberta convention and AGM in Red Deer. This annual event is always an important gathering for producers, offering the chance to discuss current industry issues, hear from knowledgeable speakers, and connect with fellow cattle producers from across the province. Once again, the team at the Feeder Associations of Alberta did an outstanding job organizing the convention. The speakers were informative and engaging, covering topics that were timely and relevant for those working in the beef sector.

For the ABP and VBP+ teams, the convention also provided an excellent opportunity to connect with producers at the trade show booth. Throughout the event, many valuable conversations took place about on-farm practices, industry priorities, and the programs available through VBP+. Events like these highlight the importance of personal interaction—producers often have questions, ideas, or concerns that are best discussed face-to-face. The strong attendance at the convention reflected the continued commitment of Alberta’s beef producers to learning and staying involved in the industry. Adding to the positive experience were the comfortable accommodations and hospitality at the Red Deer Resort & Casino, which helped make the event both productive and enjoyable.

After the activity of the February convention, attention soon shifted to one of the major annual events on the beef industry calendar: the ABP annual general meeting in Calgary. Held in conjunction with the Alberta Beef Industry Conference in early March, the week brought together producers, industry representatives, and stakeholders from across the province to discuss important issues facing the beef sector.

One of the highlights leading into the conference was the traceability town hall meeting hosted by ABP. The meeting was very well attended and generated meaningful discussion around traceability systems and their role in the beef industry. These conversations are essential as the industry continues to adapt to changing expectations, regulations, and market demands. The willingness of producers to participate in these discussions demonstrates the shared commitment to ensuring Alberta’s beef sector remains strong, transparent, and sustainable.

By mid-March, the focus moved north as the VBP+ team travelled to host workshops in Westlock and Athabasca. Workshops held at the Westlock Agricultural Society and the Athabasca Agricultural Society drew excellent participation from producers in those regions. These workshops are designed to provide practical, hands-on information that producers can take back to their operations, whether related to record keeping, animal care, biosecurity, or best management practices.

The turnout and level of engagement at both workshops were extremely encouraging. Producers brought thoughtful questions and actively participated in the discussions, creating an atmosphere that was both educational and collaborative. This type of engagement reinforces the value of bringing workshops directly into rural communities, where producers can learn from experts while also sharing experiences with their peers. Based on the positive response, the VBP+ team looks forward to expanding these workshop opportunities further in the future.

April has brought even more opportunities to connect with producers—particularly young producers—through a series of 4-H workshops and youth livestock events. Among the highlights was the Chinook Junior Stock Show, which continues to grow in both size and impact each year. This event has become an important showcase for young cattle producers, drawing exhibitors from across Alberta, British Columbia, and Saskatchewan.

This year’s event featured more than 250 head of cattle, with well over 300 young producers participating in showmanship and conformation classes. The energy, enthusiasm, and professionalism displayed by these young exhibitors were truly impressive. Events like the Chinook Junior Stock Show are more than just competitions—they are opportunities for youth to build skills, gain confidence, and strengthen their connection to the cattle industry. Supporting these young people is vital, as they represent the future of beef production in Alberta and beyond.

Looking ahead, the spring schedule remains full for ABP and VBP+. Upcoming events include the Josephburg Ag Society Classic Junior Show in Fort Saskatchewan and the Cypress Farm and Ranch Show in Medicine Hat. These events provide valuable opportunities to meet with producers, answer questions, and continue building awareness around the resources and support available through VBP+.

In addition to attending events, one of the key priorities for the VBP+ team remains promoting the VBP+ Incentive Program. When the program was first introduced, producer uptake was strong, reflecting the industry’s interest in improving on-farm practices related to biosecurity and animal care. More recently, participation has slowed somewhat, likely due to the cyclical demands of farm work and the many competing priorities producers face throughout the year.

However, funding is still available for a variety of eligible projects, particularly those focused on improving biosecurity and animal care systems on-farm. The incentive is straightforward to apply for and covers a wide range of practical improvements. Producers are encouraged to review the list of eligible projects through ABP, and those with ideas that fall outside the listed categories are invited to reach out directly to the VBP+ team. Many worthwhile projects may still qualify, and staff are available to help producers navigate the process.

The continued success of ABP and VBP+ initiatives depends on maintaining strong connections with producers throughout the province. Whether through major industry conventions, community workshops, youth events, or on-farm incentives, these opportunities create valuable conversations that help move the industry forward. By staying engaged and accessible, ABP and VBP+ can continue supporting producers in meaningful ways while promoting practices that strengthen the long-term sustainability of Alberta’s beef industry.

As the season continues, the ABP and VBP+ teams remain committed to being out in the community, listening to producers, and providing resources that support success at every level. From the show ring to the workshop table, every interaction contributes to building a stronger, more resilient future for Alberta’s beef producers.

This was first published in Volume 6 Issue 2 of ABP Magazine (June 2026). Watch for more digital content from the magazine on ABP Daily.