Annual Report | A message from the Chair

In the last decade, the Alberta Beef Producers (ABP) commission has seen successes, challenges, and transformations. We’ve learned and grown through these experiences, and I’ve been honoured to support our community of cattle producers along the way.

In such a diverse industry, it can be challenging to coordinate a unified voice. In the last few years, in response to producer resolutions, we’ve re-focused our efforts to prioritize unity in the cattle community. We’ve brought organizations to our board meetings, co-hosted advocacy events, and worked together on key messages. Our shared vision of a thriving cattle industry and being able to communicate is a strength in all discussions. Through the years we’ve also heard feedback that ABP needs to improve its communication efforts, particularly with producers. Over my time as a delegate, I’ve seen incredible strides in this area. Regular newsletters like the Monthly Minute, the quarterly print magazine, our ABP Daily news hub, The Bovine podcast, our revamped Producer Meetings, the addition of a Research Showcase, TV commercials, and the soon-to-be updated albertabeef.org all provide cattle producers the opportunity to connect with the cattle community where and when works for them.

These tools have also been invaluable in our government and policy advocacy work.

Sometimes, the most impactful conversations occur quietly – between a producer and a policymaker, a researcher and a rancher. In addition to developing relationships, and creating collaborative change, they also allow us to save our communications tools for public advocacy only where necessary. Then we amplify those discussions, pull in broader support, and make change in a bigger way.

This was perhaps one of the most interesting learnings of my tenure as a delegate. I had often heard complaints about the commission’s effectiveness in policy. I know now that what we see as producers is only a fraction of what happens on our behalf.

As an example, you may have seen ABP’s advocacy efforts in supporting CCA’s Don’t Label My Beef, and bills like C-282. In quieter conversations, we’re discussing better business risk management strategies, the value of ecosystem goods and services and grasslands, and ways to support and grow the cattle industry.

As mentioned, all of this work has allowed us to strengthen our relationships with political representatives across the country. These relationships are crucial as we continue to advocate for a sustainable cattle industry.

The cattle industry is bigger than any one person. It takes a team to make a lasting impact, and it’s been an incredible privilege to be part of that team in a formal capacity – from the early days of what is now Canadian Cattle Young Leaders and the Canadian Cattle Youth Council to 10 years with Alberta Beef Producers.

By engaging with the commission, we become part of a collective voice that advocates for our industry’s interests at both the provincial and national levels, ensuring that our concerns are heard and addressed. Together, we can continue to produce world-class beef that is safe, nutritious, and of the highest quality, while also securing a prosperous future for all cattle producers in Alberta. I challenge you to engage in the cattle community – build friendships and share your views at Producer Meetings, put your hand up when there’s a call for volunteers, sign up for communications, and call your zone delegates to discuss opportunities for the industry.

Behind every Chair and Executive are teams of incredible people. Thank you to all who dedicate time and energy to this industry.

Sincerely,

Brodie Haugan

This article was originally posted in Alberta Beef Producers’ 2024 Annual Report. Find the full report here.