Brodie Haugan on the value of having producers at the trade table

Can a perfectly grilled ribeye change the course of international trade? In Episode 11 of Season 3 of The Bovine podcast, host Kara Mastel explores that very question with guest Brodie Haugan, previous Chair of Alberta Beef Producers, and current Canadian Cattle Association (CCA) representative. Fresh from a Canadian beef trade mission to Vietnam and the Philippines, Brodie shares a rare, behind-the-scenes look at what it takes to bring Alberta beef to the world stage.

This episode dives into why Southeast Asia is a prime target for Canada’s beef exports. According to Brodie, it’s all about opportunity: booming economies, growing middle classes, and a rising appetite for premium protein. But this isn’t your typical trade conversation. From dodging scooters at chaotic intersections to barbecuing steaks for chefs in downtown Manila, Brodie’s tales are as entertaining as they are enlightening.

Listeners are treated to a whirlwind tour of what beef diplomacy looks like in practice. It’s not just about showcasing product—it’s about understanding local culture, preferences, and expectations. For example, while North Americans might prize a thick ribeye, Southeast Asian markets have different culinary traditions and desired cuts. Part of the mission was to share information while also learning, creating a two-way dialogue that opens doors and builds trust.

Surprisingly, sustainability—often a hot topic in Western discussions—wasn’t top of mind for local buyers. Instead, consistent supply, quality assurance, and reliable delivery took center stage. Haugan emphasizes that while Canadian producers are proud of their environmental track record, knowing the buyer’s priorities is crucial for productive conversations.

One standout moment in the episode is the emphasis on producer presence. Haugan argues that sending a glossy brochure isn’t enough—you need real people on the ground. Having producers in the room adds authenticity and credibility. “When you show up in person,” he explains, “it shows commitment.” That presence builds long-term relationships and reinforces Canada’s status as a trusted trade partner.

Mastel guides the conversation with clarity and curiosity, giving listeners an accessible entry point into the complex world of agri-trade. Whether you’re a beef producer, policy advisor, or a curious foodie, the episode makes a compelling case for why these seemingly small diplomatic missions matter. They’re not just about selling meat—they’re about shaping perception, forging connections, and opening new markets for an entire industry.

From grilling steaks in unfamiliar kitchens to navigating boardroom discussions, this episode proves that Canada’s beef industry is more than just cattle—it’s community, culture, and commerce in motion. As Brodie reflects on the trip’s successes and challenges, it’s clear that the story of Canadian beef is still being written—and that it has a global audience ready to listen.

Catch all the flavor-packed insights in The Bovine, Season 3, Episode 11. It’s a meaty conversation that reveals how Alberta’s cattle industry is extending its reach, one ribeye at a time.