Canadian Beef Check-Off Agency announces new board members and leadership

The Canadian Beef Check-Off Agency is announcing new board members for the 2024/25 term, following their Annual General Meeting (AGM).

The newly appointed members represent a diverse group of primary producers and industry stakeholders from across Canada:

Primary Producers

• Andrea Van Iterson, British Columbia
• Michelle Ball, Alberta
• Sheila Hillmer, Alberta
• Chad Ross, Saskatchewan
• Mary Paziuk, Manitoba
• Craig McLaughlin, Ontario
• Sylvain Bourque, Quebec
• Trevor Welch, New Brunswick
• Bert Meyer, Nova Scotia
• Nick Green, Prince Edward Island
• Adeleen Bolduck, Canadian Cattle Youth Council

Canadian Meat Council

• Russ Mallard, Atlantic Beef Products
• Andre Forget, Montpak
• Jeff Cline, Cargill
• Leslie Gold, St. Helen’s Meat Packers

Retail and Foodservice

• Denis Burelle, Sysco Canada

I.E. Canada

• Coral Manastersky, Maple Leaf Foods

The newly elected Executive Committee includes:

• Trevor Welch, Chair
• Sheila Hillmer, Vice Chair
• Sylvain Bourque, Finance Chair
• Craig McLaughlin, Governance Chair

The Marketing Committee, responsible for Canada’s Beef strategic goals, also elected its Executive Committee:

• Jeff Cline, Chair
• Chad Ross, Vice Chair
• Russ Mallard, Finance Chair

The Canadian Beef Check-Off Agency reported receiving $18.3 million in national check-off revenue, and $1.3 million from import levies in the past fiscal year. These funds were allocated as follows:

• 57 per cent to marketing by Canada Beef
• 26 per cent to research through the Beef Cattle Research Council (BCRC)
• 5 per cent to Public and Stakeholder Engagement (PSE)
• 11 per cent to provincial research, market development, and promotion projects by seven provincial cattle associations

Outgoing chair Jeff Smith expressed pride in the agency’s accomplishments, emphasizing transparency and strong returns on investments for products. Smith retired after eight years on the board, including two years as Chair.

Trevor Welch from Glassvile, New Brunswick, was elected as the new Chair. Welch aims to build on Smith’s progress and explore new ways to deliver value to beef producers and the entire value chain.

Agency General Manager Melinda German highlighted the success of the Agency’s inspection program, which identified nearly $400,000 in slipped check-off last year, demonstrating the value of investments in compliance and education.

The agency’s youth program continues to thrive, with the second annual scholarship award to Gus Halibert of Saskatoon, Saskatchewan.

Outgoing Youth Member Julie Mortenson welcomed Adeleen Bolduck as the new Youth Member, emphasizing the importance of youth involvement in the beef industry.

The agency also recognized outgoing members for their contributions and dedication to growing Canada’s beef industry, including Jeff Smith, Jack Chaffe, Larry Weatherby, David Francis, John Curtis, and Julie Mortenson.