University of Manitoba establishes BCRC Chair in Beef Cattle Economic Sustainability

The University of Manitoba (UM), in collaboration with Manitoba Beef Producers, Manitoba Agriculture, and Manitoba Beef and Forage Initiatives, has announced the establishment of the BCRC Chair in Beef Cattle Economic Sustainability, thanks to a $1.5 million grant from the Beef Cattle Research Council (BCRC).

Craig Lehr, BCRC chair and Alberta beef producer, emphasized the importance of understanding beneficial management practices that enhance productivity, profitability, and environmental sustainability.

“This new Chair will focus on viable solutions for Canadian beef cattle producers with innovations that improve economic sustainability while reducing environmental footprint,” Lehr said.

The beef industry is currently facing significant challenges, including volatile input costs, climate-related risks, and limited access to equitable risk management tools. These pressures particularly affect the cow-calf sector, making it difficult for producers to adopt new technologies and practices that could reduce their environmental impact.

Matthew Atkinson, president of Manitoba Beef Producers, highlighted the dual commitment to environmental and economic sustainability.

“Beef producers in Manitoba and across Canada care deeply about both environmental and economic sustainability because the land they steward today must feed their families tomorrow,” Atkinson said. “Thriving ecosystems and strong businesses go hand in hand. Having this Chair position will help producers make decisions both good for the land and for their bottom line.”

The BCRC Chair, housed in the Department of Animal Science, will advance research on innovative financial incentive models, analyze the behavioral drivers behind the adoption of Best Management Practices (BMPs), and work closely with producers, policymakers, and researchers to ensure findings are translated into actionable strategies. The position will also play a key role in training the next generation of agricultural economists and extension specialists.

Beyond its research mandate, the Chair will lead a multidisciplinary team to align economic and environmental outcomes across the beef value chain. It will attract diverse funding from industry and government to expand research capacity, create enhanced training opportunities for students in cattle economics and extension, and strengthen the beef industry by positioning it as a leader in sustainable beef production research.

Martin Scanlon, Dean of the Faculty of Agricultural and Food Sciences, noted the university’s commitment to collaborative, high-impact research.

“By bringing together academia, industry, and government, we are creating a powerful platform to support the long-term sustainability of Canada’s beef industry,” Scanlon said.

Valued at $300,000 annually over a 10-year period, the BCRC Chair will serve as a hub for research, education, and extension activities benefiting producers across Canada. The process to hire the new BCRC Chair will begin immediately.