our March / April issue

March/April 2018

HIGH PROTEIN, LOW FAT:

MEAT AND THE PROPER DIET

MELINDA GERMAN Q&A:

MOVING FORWARD WITH THE NATIONAL CHECK-OFF INCREASE RON GLASER Q&A:

WHAT THE NEW CHECK-OFF MEANS FOR CANADA BEEF YOUTUBE VIDEOS AND MEAT MARKETING MCDONALD’S TO START SERVING FRESH BEEF IN U.S.

e g d e e h t n e t h ig a r St o f y o u r k n iv e s k ly ! e a s il y a n d q u ic

New! Air-operated models available, too.

More power.

Y S A E ' P R More profi ts.

A SH

Sa fety!

COD E 19 06 2 ee l - O ptimal Food St s es nl ai St 0% od el 10 N ew Mand The world’s most productive

profitable trimmer system: Now available in more models than ever!

Rapid and efficient For no-hassle meat recovery, defatting and muscle even for a novice cutting, experience the ultimate in productivity andsame use as a steel bottom-line performance when you use the expanded No.1 feature pre00%™ Trimmers. lineup of 1 Quantum tensioned bars

TAINLESS STEEL • Improved product appearance •S Increased meat yields

Free of maintenance (no springs mounted)

• Minimized need for rework • Improved worker productivity Join other leading North American plants … and gain all these benefits, too!

Visit bettcher.com/quantum for video demos and detailed specs!

Included with a stand for fixing at 90°C or 45°C

Contact the YES Group at 800-465-3536 or sales@yesgroup.ca to schedule an in-plant demonstration and custom financial impact analysis.

YES Group | Markham, Ontario

Hand protection

800-465-3536 | 905-470-1135 | yesgroup.ca Inverted hand-guard Better ®weight distribution From the makers of the Whizard Trimmer …

Available at the

Yes Group Inc.

Quantum, Whizard and the Bettcher design are trademarks of Bettcher Industries, Inc. U.S. and international patents. ©2014 Bettcher Industries, Inc.

2

meatbusiness.ca

March/April 2018

201 Don Park Road, Unit 1 Markham, Ontario L3R 1C2 Phone: 1-800-465-3536 or 905-470-1135 Fax: 905-470-8417 Email: sales@yesgroup.ca www.yesgroup.ca July/August 2017 CANADIAN MEAT BUSINESS

35

March/April 2018

5 6 10 14 17 20 21

Canada must increase productivity to remain competitive: FCC chief economist High Protein, Low Fat: Meat and the Proper Diet

By Scott Taylor

Melinda German Q&A: Moving forward with the National Check-Off increase Ron Glaser Q&A: What the New Check-Off Means for Canada Beef YouTube Videos and Meat Marketing

By Ronnie P. Cons

McDonald’s to Start Serving Fresh Beef in U.S. Getting the facts straight when it comes to Canada’s favourite meat protein

22 23 24 25 26 28 30

Nominate an Outstanding Researcher in the Canadian Beef Industry New, environmentally friendly bioplastic in development at Ag Canada Canada Strengthens Agricultural Trade with Japan and South Korea $2 million investment to study animal welfare Cargill Canadian beef sustainability pilot yields positive Q1 results Premium Brands Announces $150,000,000 Financing and New Acquisitions 2018 Federal Budget: Slightly less bad for small business

By Marilyn Braun-Pollon

March/April 2018

3

Only Ross MAP packaging keeps your product looking this fresh and appetizing.

Nothing keeps your product fresher than MAP packaging produced on a Ross IN inline tray sealer. n Produces MAP packages using preformed trays of almost any size or shape – easily packages your entire product line. n Consistently produces packages with reliable, high-quality seals that extend shelf-life. n Fast, highly flexible, and extremely easy to operate. n Innovative tool/storage cart allows rapid, tool-less changeovers between tray sizes in 10 minutes or less. n Stainless steel washdown construction and IP67 components. n Compact footprint allows it to fit into tight areas. n Test the Ross IN for yourself. Contact us to set up a demonstration at the Reiser Customer Center.

www.reiser.com Reiser Canada Burlington, ON • (905) 631-6611 Reiser Canton, MA • (781) 821-1290 2015

4

March/April 2018

March/April 2018 Volume 17 Number 2

PUBLISHER Ray Blumenfeld ray@meatbusiness.ca MANAGING EDITOR Scott Taylor publishing@meatbusiness.ca DIGITAL MEDIA EDITOR Cam Patterson cam@meatbusiness.ca CONTRIBUTING WRITERS Scott Taylor, Ronnie P. Cons, Marilyn Braun-Pollon CREATIVE DIRECTOR Christian Kent

Canadian Meat Business is published six times a year by We Communications West Inc.

We Communications West Inc. 106-530 Kenaston Boulevard Winnipeg, MB, Canada R3N 1Z4 Phone: 204.985.9502 Fax: 204.582.9800 Toll Free: 1.800.344.7055 E-mail: publishing@meatbusiness.ca Website: www.meatbusiness.ca Canadian Meat Business subscriptions are available for $28.00/year or $46.00/two years and includes the annual Buyers Guide issue. ©2018 We Communications West Inc. All rights reserved.

The contents of this publication may not be reproduced by any means in whole or in part, without prior written consent from the publisher.

Printed in Canada. ISSN 1715-6726

CANADA MUST INCREASE PRODUCTIVITY TO REMAIN COMPETITIVE: FCC CHIEF ECONOMIST Canadian farmers need to continue to focus on efficiencies and increased production of commodities in order to remain competitive within a rising tide of production around the world, according to J.P. Gervais, chief agricultural economist for Farm Credit Canada (FCC).

“Our long-held reputation as a safe and reliable producer of high-quality food opens the door to existing and new export markets, but competitive pressures are mounting,” Gervais said, in releasing the latest outlooks for the agriculture and agri-food sector. “The game is quickly changing and it’s becoming more and more evident that it’s mostly about volume and value added.”

Recent years of record-high production have boosted global stocks of many agriculture commodities. But even as the planted acreage of major crops in the United States is expected to be lower than its high in 2012-14, when it averaged almost 257 million acres, improvements in yields allow for continued growth in overall production. That’s why it’s important for Canadian agriculture to invest in innovation that will enable continued growth in productivity.

Gervais said increasing productivity doesn’t necessarily mean Canadian farmers need to expand their operations.

“Canadian producers need to find ways of reducing costs while increasing productivity from their existing operations, whether that means increasing the yield per acre or getting more butterfat from a litre of milk,” he said. “Investments in innovation and technology will go a long way in ensuring Canadian agriculture remains productive, competitive and sustainable.”

Gervais said changing food preferences are also driving investment decisions.

For example, milk production in Canada is trending upward, requiring further investment in processing capacity. Canadian consumers also seek healthy and convenient food products, which is expected to trigger more investments in prepackaged and easy-to-prepare foods.

The food manufacturing sector’s Gross Domestic Product (GDP) is 5.4 per cent higher than at the same time in 2016.

“The climate for investment in Canadian food processing is positive, given a Canadian dollar under US$0.80, continued low interest rates and growing demand in the U.S.,” said Gervais, who projects exports of food manufactured products to the U.S. could increase again in 2018, despite the uncertainty surrounding current negotiations of the North American Free Trade Agreement (NAFTA).

He believes this type of investment in Canada’s agriculture and agri-food sector will help keep the industry competitive and, in many cases, a world leader in agriculture innovation and technology.

“Increasing productivity and adding value to agricultural products is the avenue that will grow Canadian farm revenues,” Gervais said.

Outlook reports are available on crops (eastern and western Canada), dairy, cattle and beef, hogs, farm inputs and food processing.

By sharing agriculture economic knowledge and forecasts, FCC provides solid insights and expertise to help those in the business of agriculture achieve their goals. For more information and insights, visit the FCC Ag Economics blog post at www.fcc.ca/AgEconomics.

FCC is Canada’s leading agriculture lender, with a healthy loan portfolio of more than $33 billion. Our employees are dedicated to the future of Canadian agriculture and its role in feeding an ever-growing world. We provide flexible, competitively priced financing, management software, information and knowledge specifically designed for the agriculture and agri-food industry. Our profits are reinvested back into agriculture and the communities where our customers and employees live and work. Visit fcc. ca or follow us on Facebook, LinkedIn, and on Twitter @FCCagriculture.

March/April 2018

5

HIGH PROTEIN, LOW FAT: MEAT AND THE PROPER DIET

By Scott Taylor

The brilliant comedian Jim Gaffigan has it figured out. To paraphrase his McDonald’s routine. “Friends tell me ‘Oh, I would never go to McDonald’s’ but they sell a billion hamburgers a day, somebody’s going.”

Indeed. Somebody is going.

agency and turned pork into, “The other white meat.”

People love red meat. It’s that simple. It is the best source of protein on the planet and has been for thousands of years. Fawn Jackson, the Manager of Environment and Sustainability for the Canadian Cattleman’s Association and the National Beef Strategy, is one of the great promoters of Canadian beef and the fact that people love “our product.”

Diet is an issue. Diets – both proper and fad – have been a staple of Western Culture for decades. And according to investigative science journalist and author Gary Taubes, it might be time to take a look at some of these popular diets scientifically. And when you do take a deep dive into what popular science has been selling you, it might be time to apologize to a number of people and one in particular.

“Beef is already a product that people love and the more we can tell our story, the better it will be for the entire industry,” Jackson said. “And it’s a wonderful story. It should be told. And I also believe that consumers want more information about this product they love so, so why not tell the story as often as we can?”

We tend to worry a bit too much about telling the story of red meat – beef and pork. It’s seems that “pop science” has decided that red meat is bad for us. In fact, there was a time, not so long ago, that we were so worried about it, that pork producers’ got in touch with an ad 6

March/April 2018

In an article Taubes wrote for New York Times Magazine, he leads with this: “If the members of the American medical establishment were to have a collective find-yourself-standing-naked-in-Times-Square-type nightmare, this might be it. They spend 30 years ridiculing Robert Atkins, author of the phenomenallybest-selling Dr. Atkins’ Diet Revolution and Dr. Atkins’ New Diet Revolution, accusing the Manhattan doctor of quackery and fraud, only to discover that the unrepentant Atkins was right all along. Or maybe it’s this: they find that their very own dietary recommendations

-- eat less fat and more carbohydrates -- are the cause of the rampaging epidemic of obesity in America. Or, just possibly this: they find out both of the above are true.”

With that, Taubes went on to write 7,000 words on a scientific approach to diet, one that makes the American medical establishment and a growing number of nutritionists look pretty silly.

“When Atkins first published his Diet Revolution in 1972, Americans were just coming to terms with the proposition that fat -- particularly the saturated fat of meat and dairy products -- was the primary nutritional evil in the American diet,” Taubes wrote. “Atkins managed to sell millions of copies of a book promising that we would lose weight eating steak, eggs and butter to our heart’s desire, because it was the carbohydrates, the pasta, rice, bagels and sugar that caused obesity and even heart disease. Fat, he said, was harmless.”

In a popular speech on from the Seattle Town Hall that can be viewed on YouTube, Taubes describes himself this way: “Since my latest book is called The Case Against Sugar, you need to know that I’m not a doctor, I’m not a nutritionist, I do not have a PhD. I’m a journalist.

I started my career as an investigative science journalist.

I did my first two books on physicists and nuclear physicists who discovered non-existent phenomenon and lived to regret it. As such, I was obsessed with how

hard it is to do science right and how hard it is to get the right answer. One line I quote in three of my books is from the Nobel Laureate Physicist Richard Fineman who said: ‘The first principle of science is that you must not fool yourself and you’re the easiest person to fool.’

“In the early 90s, after my first two books I had a lot of fans in the physics community and they said to me if you’re interested in bad science or people who do it wrong, you should look into some of the stuff in public health because it’s terrible. So I moved into public health reporting in the early 90s and learned quite quickly that my physicist friends had, if anything, underestimated the problem. Then, I stumbled into the nutrition field.”

After “stumbling” into nutrition, Taubes learned that salt really doesn’t “cause” high blood pressure and that eating fat does not make you fat. In fact, it drove Taubes to write about Dr. Atkins, in what he called, “One of the most controversial nutrition articles ever published in the Times.”

“Atkins allowed his readers to eat ‘truly luxurious foods without limit,’ as he put it, ‘lobster with butter sauce, steak with béarnaise sauce . . . bacon cheeseburgers,’ but allowed no starches or refined carbohydrates, which means no sugars or anything made from flour,” Taubes wrote. “Atkins banned even fruit juices, and permitted continued on page 8

March/April 2018

7

only a modicum of vegetables, although the latter were negotiable as the diet progressed.

“Atkins was by no means the first to get rich pushing a high-fat diet that restricted carbohydrates, but he popularized it to an extent that the American Medical Association considered it a potential threat to our health.

The A.M.A. attacked Atkins’s diet as a ‘bizarre regimen’ that advocated ‘an unlimited intake of saturated fats and cholesterol-rich foods,’ and Atkins even had to defend his diet in Congressional hearings.

“Thirty years later, America has become weirdly polarized on the subject of weight. On the one hand, we’ve been told with almost religious certainty by everyone from the surgeon general on down, and we have come to believe with almost religious certainty, that obesity is caused by the excessive consumption of fat, and that if we eat less fat we will lose weight and live longer.

“On the other, we have the ever-resilient message of Atkins and decades’ worth of best-selling diet books, including The Zone, Sugar Busters and Protein Power to name a few. All push some variation of what scientists would call the alternative hypothesis: it’s not the fat that makes us fat, but the carbohydrates, and if we eat less carbohydrates we will lose weight and live longer.”

Atkins, Taubes and other medical practitioners and nutritionists who believe in high protein diets don’t appear to be wrong. There are also a growing number of them.

Even the hosts of The Doctors, a nationally syndicated television show have started to question this high-carb, low-fat approach. It seems that despite the fact we’ve been told that red meat is bad for you, it’s very likely that it’s not. In fact, it’s actually good for you.

From The Doctors: “What You’ve Heard Burgers, steaks, hot dogs—red meat is an American diet staple, but our carnivore cravings may be killing us. After tracking food choices of more than 121,000 adults for up to 28 years, Harvard researchers found that people who ate three ounces of red meat every day were about 13 percent more likely to die—often from heart disease or cancer—before the study ended than people who didn’t eat meat. And daily servings of processed meat such as bacon raised the risk of early death by 20 percent.

Saturated fat and cholesterol are only the start of meat’s diet dangers. Overloads of iron can threaten the hearts of meat eaters; sodium and nitrates make processed meat even worse. It’s no wonder that many experts recommend reducing or eliminating red meat from your diet.

But Wait …

A 2012 report found that Americans who regularly 8

March/April 2018

eat lean beef get more protein, zinc, potassium, and B vitamins than people who don’t. And a 2010 report estimated that lean beef accounts for about 15 percent of the nation’s protein but only about 4 percent of total fat. ‘Lean red meat is a healthy thing,’ says Carol O’Neil, PhD, a coauthor of both reports and a professor of human nutrition and food at Louisiana State University.”

It’s the kind of reporting and bad science that changed Taubes entire view of nutrition. And as we said, he’s not alone.

In fact, Dr. Mark Hyman, the Director of the Cleveland Clinic’s Center for Functional Medicine, had a very interesting response to the anti-meat researchers.

“Many of the studies demonizing meat use subjects who are smokers, drink too much, eat way too much sugar and processed foods, eat very little fruits and veggies, and do not exercise,” wrote Hyman. “So it’s no wonder that these meat eaters with bad habits and horrible diets are sicker and fatter.

“From a health and wellness standpoint, we question if eating meat truly causes heart disease, cancer and leads to a shorter life. Or is eating meat the key to longevity, as it seemed to be for the Plains Indians who lived almost exclusively on buffalo meat and had the highest number of centenarians in history.”

“Studies that take a pro- or anti-meat stance often miss the bigger picture. They overlook the fact that most meat eaters who participate in the studies that show harm from eating meat are also eating a boatload of sugar and refined carbs alongside a highly processed, inflammatory diet. They certainly aren’t eating small to moderate amounts of grass-fed or organic meat along with a pile of colorful fruits and veggies.”

Recently, TIME Magazine, wrote about a study undertaken by a team of researchers at McMaster University. Called, “One of the most comprehensive studies to date looking at how diet affects health and mortality,” the researchers reported that rather than lowering fat, more people might benefit from lowering the amount of carbohydrates they eat. Originally published in The Lancet, the study found that people eating high quantities of carbohydrates, which are found in breads and rice, had a nearly 30 per cent higher risk of dying during the study than people eating a low-carb diet.

And people eating high-fat diets had a 23 percet lower chance of dying during the study’s seven years of followup compared to people who ate less fat.”

According to the report of the study in The Lancet, which involved 135,000 people from 18 different countries, “The results point to the fact that rather than focusing on fat, health experts should be advising people to lower the amount of carbohydrates they eat.”

Gary Taubes would respond with a quiet, “I told you so.”

“Some of these researchers point out that there are plenty of reasons to suggest that the low-fat-is-goodhealth hypothesis has now effectively failed the test of time,” Taubes wrote. “In particular, that we are in the midst of an obesity epidemic that started around the early 1980’s, and that this was coincident with the rise of the low-fat dogma. (Type 2 diabetes, the most common form of the disease, also rose significantly through this period). Our cholesterol levels have been declining, and we have been smoking less, and yet the incidence of heart disease has not declined as would be expected.

They say that low-fat weight-loss diets have proved in clinical trials and real life to be dismal failures, and that on top of it all, the percentage of fat in the American diet has been decreasing for two decades.”

Here in Canada, one of the fiercest advocates for beef is Dr. Sangita Sharma, endowed chair in Aboriginal health, professor in Aboriginal and global health, at the University of Alberta. Dr. Sharma promotes beef around the world for many reasons, but at the top of her list is the significant impact beef has on the fetus and the young, maturing child.

“When it comes to iron, 75 gm of beef is equivalent to 3.5 cups of spinach and for zinc 75 gm of beef matches four cans of tuna and for the brainy B12 one would have to consume 2.5 chicken breasts to meet the equivalent of 75 gm of beef,” says Dr. Sharma. “Beef is not only easy to prepare, but so little is required because of its nutrient density. The vitamin B12 found in beef is especially important for fighting fatigue, depression, neuropathy and confusion. After the age of 60, an adult has to be supplemented with B12. A lack of iron results in poor growth and can be the culprit behind impaired development and chronic fatigue. It is especially important for girls and women as they deplete iron through menstruation. Zinc contributes to a healthy birth weight and is needed for the body to heal itself. A protein-deprived body makes for a weak baby, a listless mother, an academic-struggling teen or an angry man.

The nutrient density in beef makes it part of the hunger solution.”

on my cooking and as I delve deeper into, you realize the more you can do with beef.

“Beef will give anyone a really nice experience and one of the things that is not getting enough play is that as the Baby Boomers get older we tend to have smaller caloric intakes. Fewer calories can lead to some unfortunate maladies as we get older, but beef will increase muscle mass and bone density and in seniors, anything that makes them stronger and give their bones more density is a good thing.”

As Dr. Atkins would have said, “Eat meat. Eat luxurious foods.”

And in the meantime remember that Jim Gaffigan has it half right. Go to McDonald’s and enjoy a burger from time to time. Although you might want to think about removing the bun and backing away from the fries.

For more information about Gary Taubes, visit http://garytaubes.com/

Dr. Sangita Sharma, University of Alberta

Dr. Mark Hyman, the Cleveland Clinic

Ryder Lee, the Chief Executive Officer of Saskatchewan Beef, is not surprisingly, a proponent of Dr. Sharma. He’s also become a pretty good cook, who believes that there is more to beef than just its nutritional value.

“Getting something out of the food you eat beside simple nutrition makes beef look really good,” said Lee. “Beef is so varied. Some of our competing proteins are fairly repetitive, but there is so much you can enjoy with beef.

Whether its ground beef, a porterhouse steak, prime rib or a standing pot roast, beef just give you more choice and delicious variety. In recent years, I’ve been working March/April 2018

9

MELINDA GERMAN Q&A:

MOVING FORWARD WITH THE NATIONAL CHECK-OFF INCREASE

The last time we spoke with Melinda German in 2016, she had just learned she was selected to fill the new position of General Manager for the Canadian Beef Cattle Research, Market Development and Promotion Agency – the organization charged with the oversight and administration of the National Check-Off under federal regulations.

One of the prime issues she was concerned with after assuming the new title was dealing effectively with the diversity of all of the regions; no small task when you are increasing the levy of a national program.

CMB: Yes, at that time you were packing up and getting ready to move from Manitoba to Alberta, heading to your new position as the General Manager for the National Check-Off.

Shortly after her appointment, the new increase of a $1.50 had been announced. Subsequently, province sign up is still not complete with Alberta, Saskatchewan, and Manitoba only starting to collect the increase beginning April 1, while Ontario has yet to sign in.

MG: It’s now two years in and I think we’ve seen a lot of things change for the better – not to say things were broken before – but one of the biggest things we’ve focused on here is transparency to all of the stakeholders in the industry. And I believe that has been a real plus since I started.

Canadian Meat Business (CMB) thought it would be a good time to check in with Melinda German (MG) and get her take on the status of the Check-Off and what changes the agency has implemented since she took the reins.

CMB: What are some of the instances that stand out for you? Right now, transparency is big on everyone’s minds with respect to the Check-Off.

MG: It’s been a while see we connected.

10

March/April 2018

MG: Absolutely. It’s been a big topic too because we’ve been working on moving forward with the Check-Off increase. There hasn’t been an increase to the check-off

since it was first introduced 17 years ago, so because we’re moving forward with that change, people wanted to know more about it; specifically how the check-off is administered. And that is something that we as an agency, are really focused on.

CMB: So basically the how, why, and what of where money goes?

MG: Exactly. Why is there a change coming? How did it happen? What are the benefits?

CMB: All valid questions.

MG: Yes they are. And so now there is not only greater transparency within the check-off system in Canada, we are also seeing better communication surrounding the Canadian Beef National Check-Off. How does it work?

What are the benefits back? So, we have been really focusing on that communications piece over the last two years. And that has been very worthwhile. We’ve seen a lot of positive movement forward as producers themselves start to understand what the benefit is coming back to them.

There is also better transparency with just how the money is used. Now that there is a stand alone agency focusing on the check-off, we can be very clear with how the money comes in, how we administer it, how it goes out, and these are the programs that it is being directed to.

So, our transparency and communication has been increased exponentially and we continue to get more and more producers and stakeholders signed on and, subsequently, get back positive feedback from the information we’re providing. So that has, I think, been our biggest win.

CMB: This brings us back to when we first talked, when you were just starting the new position, and it was particularly important to you to deal effectively with the diversity between the regions in Canada. And you seem to be doing that now with respect to the check-off increase, and bringing the provinces on board.

MG: Yes, that’s right. To date we have all our provinces signed on for the check-off increase with the exception of Ontario.

challenges because they all have different focus, priorities, and concerns. Until you roll up your sleeves and really start to work at this every day of your life, you don’t really face the challenges of having National programs working with those provinces to positively move them forward and grow. It is really complex and even though we don’t get right down to the weeds of each province’s concerns, we still aim to provide high level support that builds on the programming that each province is doing. There were a lot of gaps that needed to be filled. And we are proactive with that and as a result, seen some really good support back from a lot of the provinces.

CMB: What were some of the gaps that stood out for you?

MG: I think primarily it was understanding the check-off mechanism. I mean here we are trying to operate at a national level within the federal regulation that we must follow, while at the same time function within all the separate provincial frameworks. We realized we had to get our heads around it first. We had to know; federally what does this mean; provincially what does this mean?

And how do we effectively communicate that to the provincial cattle associations that help us collect the check-off. How do we communicate that down to the next level which is farmers and producers? So that continued on page 12

RELIABLE FOOD PROCESSING EQUIPMENT

www.birosaw.com

FORMED FRESH DAILY

Model F2000N

Versatile Food Former with optional detachable product feed tray Select a popular mold shape, other shapes available. Adjustable product thickness up to 3/4" on all Molds.

CMB: Was it a bigger challenge than you anticipated?

MG: Well, not so much that exactly. But you know, we’ve always known the diversity and complexity between each province would present unique

282RB-8-17

March/April 2018

Round

Square

Oval

Nugget

11

was a big gap just making sure we were all on the same page insomuch as understanding the system and how it should work.

We’ve really worked hard this year supporting provinces, and that includes hands on support as well. An example of that would be when a province experiences staff turnover. We know how critical that is when you have such a complex system and experienced people have left key positions. The impact could be crippling to the check-off in that region. So we offer training and support to the new people assuming those key roles.

So we are more proactive and this all fits within our communication piece, putting emphasis on the regulatory framework, communication, and the transparency.

We also spent a lot of time going around the country visiting annual general meetings and reporting back to producers. We were telling them, “Here’s your national check-off in Canada. Here’s how much money we collected last year and here is where the money went.”

Basically, here is your check-off picture from a national perspective.

CMB: When the National Check-Off increase came in, we wer surprised how quickly the Maritimes came on board.

MG: They did. You know the Maritimes are some of our smaller provinces in terms of herds and national check-off contributions. But the three Atlantic provinces basically asked themselves; where are we now and where do we want to go? They have been working really hard over the last few years to come together with a coordinated strategy, not only within each province, but also from a maritime regional perspective. They knew in order to provide benefit back to their producers they had to join the national program on the ground floor. They saw the value and actively demonstrated that commitment to the national program by getting on board so quickly. Nova Scotia has been collecting the increased check-off for over a year already.

CMB: Where is Ontario’s and Quebec’s participation at now?

MG: Quebec is actually in. They do have a different system and they don’t have to go through the regulatory process to increase the national levy. What they do is contribute the equivalent of their provincial dollars towards national so, they have said, “We’re committed, 12

March/April 2018

we’re in and going to contribute the extra $1.50.” They do take the majority of their contribution back and that is because of the uniqueness of their programming.

They have a lot of programs aimed at the veal industry and elsewhere, so their dollars get reinvested back into the province. They are part of the national insomuch they are at the table, they participate in discussions, but they are also making investments back to their sectors within the industry. That is how their program is set up.

CMB: And Alberta?

MG: Alberta is on side. They are going in April 1 of this year as is Saskatchewan and Manitoba.

CMB: Some provinces combine their provincial and national check-off into one levy. Have you seen push back occurring because there is some question of the non-refundable levy at the provincial level?

MG: The national check-off is a mandatory nonrefundable levy, but, yes, we get some push back due to some provinces combining the levies. When we do get some of those comments we typically direct folks to their provincial cattle producer associations, so that they are engaging with that producer, because a lot of that does fall to the provincial associations to address those questions.

CMB: If we talked again a year from now, where do you think the national check-off focus will be aiming?

MG: I think in the next year there are two key things were going to be focusing on. Definitely continued communication to the producers. Because a lot of them are going to start to see that increase levy when they go to market in the fall. We need to ensure we’re out in front of it and provide key information as to why and what the value back to our producers is, and providing that transparency to show how their money is working.

The other big thing that is going to happen for the National Check-Off this year is that under the federal act we are allowed to do some inspections and audits of levy collection; basically ensuring it is being properly remitted into the national program. So we will be paying attention to slippage issues because that’s going to go hand in hand with the increase and with our communication pieces. So we’re going to be out and about a lot more.

meatbusiness.ca

March/April 13 July/August 2018 2017 CANADIAN MEAT BUSINESS 19

RON GLASER Q&A:

WHAT THE NEW CHECK-OFF MEANS FOR CANADA BEEF Ron Glaser is Vice President of Corporate Affairs for Canada Beef and he also serves in another capacity for the agency on the Executive Leadership Team, responsible for setting Canada Beef’s strategic and business plans.

With the provincial regions signing into the National Check-Off this spring, and considering what is going on in the world of trade at present, it seemed a good time to have a chat with how Canada Beef was setting the course for this year’s marketing plan for the beef industry.

Canada Beef is focusing on four key areas: • High Growth Market Segments, • Marketing Program Expansion with Key Industry Partners, • Protecting and Growing Canadian Beef Export Markets, • Doubling the Business Generated by the Canadian Beef Centre of Excellence 14

March/April 2018

Ron Glaser (RG) was open to discussing the organization’s three year plan with Canadian Meat Business (CMB) and the direction Canada Beef is taking for the 2018/19 fiscal.

CMB: We’d like to focus on what Canada Beef’s plan is for the increased check-off revenue along with the four core areas of your organization’s plans.

RG: Essentially, Canada Beef has operated on a successive series of three year strategic plans. And going back a couple of years we had a three year focus on what we called the Canadian Beef Advantage (CBA). Which in a nutshell is the technical attributes that differentiates us in the marketplace.

Subsequently, the next three year strategy focused on developing the Canadian Beef Brand itself. Basically what that did was built off of the CBA, which defined the technical attributes for our industry and our product.

We took the CBA and added emotional attributes through the brand such as the Canadian Beef story, how our product is raised, consumer responses and preferences about the product and the industry, etc., and then blended the technical and the emotional – the head and the heart – to fully define the Brand. So, going forward we want to be more deliberate in terms of how we’re going to apply those tools and materials we’ve developed into the marketplace.

audiences, and what their unique needs and wants and expectations really are when it comes to Canadian Beef products. Another way to think of this is Market Segmentation.

CMB: And how about the partnerships you’re forging with high volume retailers such as Sobey’s and Walmart?

INOTEC LINK CUTTER HONORED

RG: Yes, our Market Expansion plan. Over the last number of years we focused on partnering with the larger players in the marketplace with whom we reach a lot of consumers. It has been very successful for us to Tom, Kittle, president of the Handtmann US and Canadian operations that represent INOTEC, partner with retailers such as Costco and the ones you has announced that the new generation INOTEC WT99-iT Link Cutter was recently honoured with CMB: Let’s focus on those four areas. mentioned, and being able to influence what they have the highest equipment design award by Germany’s oldest independent design institution, the been doing with their Canadian Beef offering.

The same International Forum Design GmbH, located in Hannover.

RG: So building off the CBA and our Canadian Brand goes for food service partners like Cara Group and their Positioning we’re looking to capture growth specific various house brands.

And nowis with the for new check-off Selected from more than 5,000 applicants fromin59 processors.

In fact, the iT series a model modern market segments.

By using consumer and market coming online, we’re going to continue to make market countries, the INOTEC WT99-iT link cutter was noted for food processing equipment design with simple controls, research tools we want to better understand the various partner anergonomic emphasisfeatures, and invest its outstanding hygienic design and dynamic precision roundedexpansion edges, many free more accessintothat all niche audiences within those markets, area. performance with proven technology thatunderstand has been elements for maintenance and cleaning, and faster speeds what’s important to them,generations what theyinidentify with, area what upgraded from previous every critical made possible by even more precise cutting. affecting sanitation, performance, and simplicity they’re interested in with respect reliability to our product, they’re CMB: Essentially arecutters thesework are co-marketing INOTEC iT series link with all sausagecampaigns types of use. those sorts of things. lifestyle, in those stores? with extremely high precision at speeds up to 1800 cuts The new iT generation link cutters are complying with all

Weofthen use thatsanitation information create specific the hygiene, and to ergonomics requirements marketing programs those specific audiences. and are meeting all offor the demands for efficiency andIn short having a better of new Canadians, reliability in the heavyunderstanding duty working environments of modern baby boomers, millennials, essentially all the niche

per minute for very efficient pairing with high performance

RG: Yes. This has been a value-added component. packaging machines.

Canada Beef still performs direct marketingorto our For more information, visit http://www.Handtmann.us/Inotec http://www.Handtmann.ca/inotec customers and trade partners, which falls under our

continued on page 16

March/April 2018 meatbusiness.ca

September/October 2017 CANADIAN MEAT BUSINESS 25

15

High Growth Market Segments plan. But we also focus on expanding our scope with this Hand and Glove type of co-branding with these high value partners.

And not just in Canada, but abroad as well. When it comes to the Canadian Beef brand we’ve really been front and centre in creating that identity, especially in international markets where our product resonates and we are seeing longer term commitments to Canadian Beef supply as a result of that. So these premium copartnered, co-branded partnerships with retailers, food service providers, and distributors, who appreciate the market position that the Canadian Beef Brand offers to their business, is an invaluable marketing strategy.

CMB: With the current trade deals such as CPTPP and CETA and increase in exports to Asia and other markets, do you foresee a problem of not enough product being produced?

RG: Well, you are right that there has been an increase in Canada Beef product abroad and that is projected to increase even more over the next decade. But our industry has been able to grow domestic production hand in hand while our international market share grows by retaining and processing more Canadian Cattle at home.

THE CENTRE FOR EXCELLENCE IS A PHYSICAL LOCATION BUT THERE IS AN OPPORTUNITY TO TAKE THE CENTRE ON THE ROAD – TO TAKE THE PROGRAMS WE OFFER THERE AND DEVELOP THEM INTO AN INTERACTIVE EXPERIENCE BY CREATING AND DEVELOPING ELECTRONIC INTELLECTUAL TOOLS AND INFORMATION THAT WE CAN SHARE WITH PARTNERS ANYTIME, ANYWHERE. CMB: What do you mean exactly?

RG: Well, historically there has always been a portion of our herds that has been fed and processed in the states, but over the past years we have been processing and finishing more and more of our own cattle here in Canada, and that’s where we have been able to grow the amount of product exported without actually seeing our herd grow in size.

CMB: Are these areas you’re focusing on are designed to meet the marketing demands that will come with the increased check-off? And does that includes the Canadian Beef Centre of Excellence?

16

March/April 2018

RG: Well certainly those are the three areas where we’re increasing our investments. The Centre of Excellence falls under that mandate. As our premier teaching and training facility we have entertained and educated international trading partners and missions from all around the world, basically taking them through cattle production processing, right to the dinner plate. We have organized plant and farm tours so they can see for themselves the added value in our entire production chain. The Centre of Excellence has not only been very valuable in terms of telling and showing what our Canadian Beef Brand stands for, but for encouraging and influencing successful value-added partnerships and long term market commitments.

Essentially, going forward, we want to escalate that experience.

CMB: How will you accomplish that goal?

RG: The Centre for Excellence is a physical location but there is an opportunity to take the centre on the road – to take the programs we offer there and develop them into an interactive experience by creating and developing electronic intellectual tools and information that we can share with partners anytime, anywhere. To be able to take the learning and teaching that is done in the centre around the world is a long term goal. To be able to take the staff and the expertise directly to the clients, trading partners, etc., would exponentially grow the industry value that we currently have with the Centre for Excellence. We’re really excited with this plan.

CMB: Where does Canada Beef stand with respect to regions signing on with the check-off increase? Did you expect the buy in too be this slow a process?

RG: Well, to be honest, we basically considered the first year of the check-off increase to be a wash. And that’s to be expected when each province has to contend with their regional approval processes before they could sign on. Some are quick, but others have more lengthy regulatory approvals, and we understand that.

That said, our budgets are very similar with what we had last year. We anticipated that additional revenues would not be flowing in until year two or three following the increase announcement. That said, for this three year plan, we’ve set our budgets based on conservative estimates for what the increase could mean for each successive year. But, practically speaking, until those regional agreements are finalized and check-off is being collected and remitted at a higher level, we’re not banking on that extra revenue until it is finalized and actually in the pipeline.

DF: I don’t think being on the island has really impacted us negatively one way or the other. We’ve traveled a lot, met a lot of other farmers and livestock producers in other parts of Canada, and we all seem to have the same issues and same concerns.

CMB: I understand that your farm was the first in Atlantic Canada to be involved in the TESA program.

DF: Yes, I think we were the first farm east of Ontario as far as I understand.

I’m not sure why the eastern associations wouldn’t have previously nominated anybody because there are many farms here on PEI doing every bit as much as we are as to attain a high level of sustainability. Anyway, we were very surprised when the PEI Cattleman’s Association nominated our farm.

YOUTUBE VIDEOS AND MEAT MARKETING

CMB: And then you were attending the Canadian Beef conference in Calgary and you won.

LEVERAGING ITS REACH DF: Yeah! That was a very nice moment AND POWER TOlikeTARGET for us. But I don’t to use the word win actually. However, being A NEW GENERATION OF recognized for our commitment was honour.

If you want to know MEATa real AND POULTRY the truth, it was a pretty humbling CUSTOMERS. experience. As I said to CBC when they

By Ronnie phoned P. Cons me after the conference, I was

just floored, really couldn’t believe it.

This article is the second one in the CMB: So now that you have been series entitled ‘online recognized, do youmarketing think that will tips for the meat department’. first draw more attention and The garner more nominations out of Atlantic Canada article discussed online marketing forward? and laid out strategygoing in general DF: Absolutely. We’ve gotten a lot different implementation strategies. of good press highlighting the island Future articles will describe the cattle industry. I’m positive you’ll see components of the strategies more farms in our neck of the in woods more details. nominated next year. And I have to give the Canadian Cattleman’s Association recognitionoffor choosing a farm from Can the manager the meat department Prince Edward Island. We are small leverage the reach and power of YouTube players in the national beef industry videos to drive sales of his products? One and I think it was a real credit to their may be inclined to think that YouTube is not organization to recognize us. They a good fittreated for meat marketing it seems all the nomineesas royally and it to be more wasofa an realentertainment-oriented class act. It was a wonderful platform experience. filled with movies and personal

videos. But the reality is that YouTube can indeed be useful if its potential is leveraged with the right strategy. continued on page 18 meatbusiness.ca

March/April 20182017 CANADIAN MEAT BUSINESS 17 17 September/October

Below are a series of steps which can be used to harness this powerful resource: 1) The first step is for the manager of the meat department to clearly have in mind who his target market is. This includes demographics such as age and gender as well the geographic zone they live in.

2) The next step is to make sure that manager understands the meat and poultry needs of this target market. That is, they must validate the target market selected in step one to make sure they actually have needs that can be satisfied by their store’s products and services.

3) The manager must then develop messages that clearly convey how their store’s products and services will satisfy the above primary needs.

4) A professional video professional is then engaged to make the video. The video ideally should be brief and powerful with great graphics. The length should be about 1-2 minutes and have a call to action.

and free delivery service to this segment. The idea can be validated by doing market research to make sure that this need really does exist and that it composes a large enough market that capturing an expected share of it will be profitable.

The manager, video professional and ideally a marketing consultant then write up messages which are used to produce a video that promotes the above services.

The manager and ideally the marketing consultant then accesses his Google AdWords account to: 1) Decide on the keywords to appear when a search is done. Some key words for this campaign would be ‘free delivery of meat’ and ‘buy meat online’.

2) Decide on the geographic zone where the ad will appear.

3) Decide the type of video ad. For example, ‘search ad’ as discussed.

4) Set negative key words for ad not to appear.

THE FIRST STEP IS FOR THE MANAGER OF THE MEAT DEPARTMENT TO CLEARLY HAVE IN MIND WHO HIS TARGET MARKET IS. THIS INCLUDES DEMOGRAPHICS SUCH AS AGE AND GENDER AS WELL THE GEOGRAPHIC ZONE THEY LIVE IN. The next step is to open a Google AdWords account as Google owns YouTube. There are different options as to the kind of YouTube video you can place: they can be placed as skippable ads that appear at the beginning of a video; ads that can’t be skipped; display ads; search ads and bumper ads to name most of them. Search ads are ads that appear on the query results when a person does a search using key words that match the key words that you set for your ad.

Here is a practical case scenario: The manager thought about targeting young married professionals aged 2540 who have trouble finding the time or interest to go to the store to purchase meat and poultry. Seems they would prefer buying online and getting it delivered. The manager promote his store’s existing online purchasing

18

March/April 2018

5) Sets daily budget. Starting low and testing is advisable at the beginning. Analyze results and then make adjustments to keywords and ad if needed.

It is very important that the ad has a call to action such as ‘click here to make your first order and save 25%’.

In addition, the link must fall on a landing page that is clean, professional and leads to a clear and final call to action (ordering product for delivery).

A well-run campaign can reach out to its target market that regularly watches YouTube videos and entice it with a clear need satisfaction message that leads to clicking the ad link and bringing them to a professional landing page that leads to orders.

YouTube video ad campaign - leveraging its reach and power to target a new generation of meat and poultry customers.

Ronnie P. Cons is the CEO of C&C Packing Inc., a leading Canadian distributor of meat and poultry. He can reached at RCons@ CCpacking.com or visit www.CCpacking.com

Join the 109,000

Canadian small businesses that are set up for success!

AS A CFIB MEMBER BENEFIT FROM: RESOURCES

Free expert advice, tools and templates.

SAVINGS

Partnership programs can save you $5,000+/year on essential business services.

ADVOCACY

Driving change on government policies that impact your business.

Join today!

1-888-234-2232

March/April 2018

19

MCDONALD’S TO START SERVING FRESH BEEF IN U.S. McDonald’s has announced it will be offering fresh beef rather than frozen patties in some burgers at thousands of restaurants in the U.S., a switch it first announced about a year ago as it works to appeal to customers who want fresher foods.

The company said it will roll out fresh beef Quarter Pounders to most of its 14,000 U.S. restaurants by May. Its pricier “Signature Crafted” burgers, stuffed with guacamole or bacon, will also be made with fresh beef since they use the same sized patty as the Quarter Pounder.

“The result is a hotter, juicier, great tasting burger,” said Chris Kempczinski, who oversees McDonald’s Corp.’s restaurants in the U.S. “Fresh in the mind of the consumer really has a betterfor-you connotation,” said David Henkes, a senior principal at Technomic, a food industry market research firm. “It certainly has a perception that it’s better than frozen.”

20

March/April 2018

McDonald’s Canada, which sources all of its beef from Canadian farms primarily in Alberta and Saskatchewan, said Tuesday it had not current plans to introduce fresh beef at its restaurants.

The fast-food giant, which has relied on frozen beef patties since the 1970s, said its launching Quarter Pounders made with fresh beef in about 3,500 restaurants starting in March.

McDonald’s says workers will cook up the fresh beef on a grill when the Quarter Pounder and “Signature Crafted” burgers are ordered. The change is the latest by the Oak Brook, Illinois-based company to improve its image as more people shun processed foods.

GETTING THE FACTS STRAIGHT WHEN IT COMES NEW SURREY TOSLAUGHTERHOUSE CANADA’S FAVOURITE MEAT PROTEIN ‘WOULD OPEN DOOR’ TO

According to a recent survey completed by Leger, the largest Canadian-owned polling, research and strategic marketing firm, it found that chicken is Canada’s favorite protein.

84% of Canadians purchase fresh chicken on a regular basis, and 90% place chicken among the top30,000-square-foot three meats they eat mostinoften – consuming more Chicken than beef Proposed beef abattoir Cloverdale would be B.C.’s largest such facility [72%],Bypork [52%] or other meats.

Amy Reid, Peace Arch News

NEW BEEF MARKETS

On behalf of the Chicken Farmers of Canada, Leger A federally licensed beef processing facility is in the works asked respondents what they liked about chicken and in Surrey, BC. the most common reasons include flavour/taste, the “There’s a new building coming a new abattoir, I versatility of chicken, and the fact forward, that chicken is a think that’s the French pronunciation of slaughterhouse,” healthy source of protein. said Councillor Mike Starchuk. “So Surrey will have a newer facility with a better capacity so people will have Despitethe their love of chicken products, the survey also ability to not have to ship an animal to Alberta to have reveals itmany Canadians don’t have fullthrough story the when processed.

The applications havethe gone it comes to their knowledge of the Canadian chicken Agricultural and Food Sustainability Advisory Committee.”

farming industry: •

•

and over 90% are family owned and operated. so as to not emit odours. And while there is an operational • 6,000-square-foot 57% of respondents correctly believe there abattoir on the property now, it’s can are animal welfare standards only process a limited number of cattle.applicable to all chicken farms across Canada. These standards are Chris Les is general manager of Meadow Valley Meats, consistent, mandatory and third-party audited. the company behind the project. Meadow Valley Meats is • 34% of Canadians believe chicken is the most seeking a Canadian Food Inspection Agency license for sustainable meat, and this checks out: Canadian the proposed abattoir, to become a federally registered chicken farms and leadexpand in sustainability lowest meat establishment the operation.with This the would greenhouse gas emissions among all livestock allow the meat products to be transported beyond B.C.’s commodities. boundaries.

The facility is proposed on a 25-acre property within the “Our focus is on trying to bring a more efficient, sustainable Agricultural Land Reserve at 5175 184th St. The planned Canadian chicken farms lead the way in sustainability Only 43% of respondents believe that Canadian local product to the market, realizing we can do that now 30,000-square foot abattoir in Cloverdale would process up while providing affordable food to Canadians.

The chickens are raised without hormones or steroids, in a very limited sense,” said Les. “I caution people when to 100 head of cattle per day. industry is a key economic driver, sustaining 87,000 when in fact hormones and steroids have not been talking to them and they say, ‘What a big plant, that’s going According to a city report, that would make it larger than jobs thetocountry while contributing $6.8 used in Canadian chicken production for more than to goacross allow you go mainstream.’

Well, yes, if you lookbillion any other processing facility in B.C.. But it would still be toinGDP and $2.2 billion in revenue to allplant levels of 50 years. the context of B.C., but thistax is still a very niche small by industry standards, compared to the largest meat government.

On processing average, respondents who gave an and we’ll serve a niche industry for producers and for the plants in Alberta that process 3,000 heads of market. It’s certainly not going to be a monstrosity of a plant answer, cattle believed per day. only 45% of chicken farms For information, visit www.chicken.ca or www.chickenfarmers.ca butmore it’ll be a big upgrade from the site currently.” in Canada are family owned and operated, when The proposed facility would be fully enclosed and designed

in reality Canada is home to 2,800 chicken farms

meatbusiness.ca

Continued on page 32

September/October 2017 CANADIAN MEAT BUSINESS 31

March/April 2018

21

NOMINATE AN OUTSTANDING RESEARCHER IN THE CANADIAN BEEF INDUSTRY The Canadian Beef Industry Award for Outstanding Research and Innovation is presented by the Beef Cattle Research Council (BCRC) each year to recognize a researcher or scientist whose work has contributed to advancements in the competitiveness and sustainability of the Canadian beef industry.

Nominations are welcome from all stakeholders of the Canadian beef industry and will be reviewed by a selection committee comprised of beef producers, industry experts and retired beef-related researchers located across the country.

Nominations will be kept on file and re-considered for up to two additional years. In such cases, the nominator will be contacted each year and given the opportunity to revise the nomination.

To be eligible, nominees must be Canadian citizens or landed immigrants actively involved in research of benefit to the Canadian beef industry within the past 5 years.

Benefit to the industry must be evident in a strong research program aligned with industry priorities, a demonstrated passion and long-term commitment 22

March/April 2018

through leadership, teamwork, and mentorship, involvement in ongoing education and training (where applicable), and active engagement with industry stakeholders.

Nominations for the 2018 award will be accepted until May 1, 2018.

The 2018 award will be presented at the Canadian Beef Industry Conference in August.

Past recipients of the Canadian Beef Industry Award for Outstanding Research and Innovation are: 2017 – Karen Schwartzkopf-Genswein, PhD 2016 – Tim McAllister, PhD 2015 – John McKinnon, PhD Learn more at http://www.beefresearch.ca/about/award.cfm

NEW, ENVIRONMENTALLY FRIENDLY BIOPLASTIC NSF INTERNATIONAL FOCUSESIN ON DEVELOPMENT AT AGWITH CANADA CANADIAN FOOD INDUSTRY NEW WEBSITE FOR SERVICES IN CANADA

Agriculture and Agri-Food Canada (AAFC) scientist Dr. Qiang Liu is developing a new plant protein-based bioplastic that will keep meat, dairy, and other food products fresher longer.

Global public health organization showcases services for Canada’s growing and fast-changing

The bioplastic is made from the by-products created by food industry industrial processing of certain plants. Not only will this NSF International in Canada recently launched a new bioplastic protect perishable food better than regular website - www.nsfcanada.ca - to environmentally-friendly give Canada’s growing plastic packaging, it is also more and complex food and beverage industry easy access and sustainable. to the global public health organization’s expertise and

Canada.

The website combines information Dr.services Liu hasinbeen working to advance the science around on the depth, experience andHe capabilities of the NSF bioplastics for over 15 years. is a “green” chemist International office with access to NSF someone who Canadian specializing in making plastics and other International’s global services goods from agricultural plants.dedicated to food safety and quality.

“I, Evolving along with industry, saw great opportunity to create regulations across countries and increasing something useful out of the leftover by-product from complexities associated with a globalized food supply industrial canola oil processing, which is why this project network present challenges for NSF International clients in was funded under the Growing Forward 2 Canola Canada and around the world. The new Canadian website Cluster”, says Dr.and Liu.services “We cantoextract all sorts of things offers expertise help companies navigate likethese starches, proteins, and oils from plant challenges, including certification andmaterials auditing, to make plastics, but I am particularly interested in proteins consulting, technical services, training and education, from canola mealcompliance, in this research project.” food and label packaging, and product and

potential plastic because it can either let more or less water go into or out of the area where the food is. accredited International Association for Continuing

Even though is in the(IACET) early stages of development, Education anditTraining site. Topics include HACCP, Dr. Liu believes there is great future for bringing this food safety and quality, GFSI benchmarked standards, technology into the marketplace. regulations (including FSMA), food science, food packaging, food microbiology and ISO standards. Training modalities

“The use of plant-based as aand renewable resource include eLearning, on-site,plastics customized open enrolment. for packaging and consumer goods is becoming Additionally, the website includes information about increasingly attractive due to environmental concerns management system registrations for the food, automotive, and the availability of raw materials. My hope is that environmental, information security, medical devices, someday this research will lead to all plastics being aerospace and chemical industries, as well as for Ontario made from renewable drinking water programs.sources. It would be a win for the agriculture sector to have another source of income from Visit the new Canadian website at www.nsfcanada.ca to review the food waste and a win for our environment,” explains Dr. Liu. safety services capabilities video, find a list of Canadian food experts, learn about upcoming events and global news releases, a question YesGroup_CanadianMeatBusiness-Qtr-pg.pdf 1 submit 2014-05-16 1:20:17 PMor read an FAQ.

process development.

Plant protein-based bioplastic has been shown to have NSF International’s Canadian website provides information similar attributes to other plant-based bio-products; it on the following services: can stretch, it doesn’t deform in certain temperatures, Certification & auditing: Third-partyThat foodbeing safetysaid, audits and in some cases, it biodegrades. and certifications, which arechains integralofcomponents building the polymers (long repeating of supplier selection compliance.

Accuratecan molecules) that are and the regulatory basis of biofilms and plastics first step successful verification beaudits trickyare andthe finding justtoward the right technique and formula of a company’s food safety system, providing improved is challenging. brand protection and customer confidence. Certifications

and audits arewith available animalpolymers and produce in the One challenge somefor protein is that they industry,to GFSI and management areagriculture can be sensitive a lotcertification of moisture - not a good system trait if youregistration. want to use them to protect food with a natural moisture content. Dr. Liuapproach and his team recently Consulting: A full-service team providing discovered a formula and technique to make soy technical resources, expertise and insight for a wideand range canola protein water-resistant by “wrapping” of food safetypolymers and quality services. NSF International them in another polymer. provides finished product inspection testing for food, packaging and non-food testing for rapid analysis and

The teamtowas alsothe able to add an anti-microbial insight protect brand, technical support services compound to the mix, which not onlytechnical made the resulting from on-site temporary or permanent staffing bioplastic able to prevent nasty bacteria like E. coli from placements, and various types of consulting. growing - but, depending on how much was added, also Technical services: A one-stop solution for food product could change the porosity of the film. compliance and formulation, from concept to finished product, including food and label compliance, packaging, The porosity of bioplastic (essentially how many holes product and process development, and shelf-life and are in it) is very important in food packaging since product evaluation.

different foods need different amounts of moisture to Training education: the global foodhaving stay fresh. and Having a way toTraining adjustfor porosity (either and beverage industry across the supply chain as more or less small holes in it) is a great feature in an a meatbusiness.ca

March/April 2018 September/October 2017 CANADIAN MEAT BUSINESS 23 23

CANADA STRENGTHENS AGRICULTURAL TRADE WITH JAPAN AND SOUTH KOREA The Canadian government is committed to furthering trade relationships, through modern, progressive free trade agreements, including in new, fast-growing markets in Asia Building on Canada’s strong trade relationship with these trading partners will help grow Canada’s middleclass by creating good, well-paying jobs, and will help the government reach its ambitious target of $75 billion in agricultural exports by 2025.

The Minister of Agriculture and Agri-Food, Lawrence MacAulay, recently concluded a week-long trip to Japan and South Korea. He met with the Japanese Minister of Agriculture, Forestry and Fisheries, Mr. Ken Saito, and the Minister of Health, Labour and Welfare, Mr. Katsunobu Kato, to highlight Canada and Japan’s longstanding and collaborative trade relationship, and to reaffirm its importance in the context of the Comprehensive and Progressive Agreement for TransPacific Partnership (CPTPP), which was recently signed in Santiago, Chile.

“Canada is building strong markets in Asia for our agricultural products, which will benefit our farmers and food processors, and help grow the middle-class at home and abroad,” said MacAulay. “There are great opportunities available through shared markets that will help us strengthen our agriculture and food trade relationship, and provide consumers with more of our high-quality, innovative foods and beverages.”

The CPTPP will provide enhanced market access to key Asian markets, including Japan. This landmark agreement will give the Canadian agricultural industry preferential access to all CPTPP countries and will provide new market access opportunities for a wide range of Canadian products, including meat, grains, pulses, maple syrup, wines and spirits, seafood and agri-food.

The Minister also attended FOODEX Japan 2018, Asia’s largest professional trade show for food and beverages. The event hosted over 80,000 buyers from a variety of businesses including food services, distribution and trading. Minister MacAulay used 24

March/April 2018

the opportunity to promote Canada’s world-class agricultural products and highlight trade opportunities.

Canadian industry representatives reported qualifying more than 1169 leads, 20 percent of which they believe will lead to future business. In terms of sales, industry representatives reported some 7.2 million in on-site sales, and 15.5 million in anticipated sales, over the next year.

“Increasing trade and investment with our partners in the Asia-Pacific is essential if we are to create long-term prosperity and well-paying middle class jobs,” added François-Philippe Champagne, Minister of International Trade. “With the recent signing of the CPTPP, Canadian companies will have preferential market access to Japan and other CPTPP markets on a wide range of Canadian-made products.”

Minister MacAulay, along with a delegation of Canadian industry stakeholders, met with representatives from Costco Japan. The Minister discussed the success of Canada’s high-quality pork exports and congratulated Costco on their decision to exclusively import Canadian pork at all of their Japanese stores.

In South Korea, Minister MacAulay met with government officials, as well as representatives from a range of domestic industry groups. This included retailer Lotte Mart, an East-Asian superstore operating 122 branches in the country, and the Korean Meat Importers Association, which operates closely with the South Korean government to facilitate trade. The Minister underlined Canada’s role as a world leader in meat exports, and encouraged further increases in trade volume between our two countries.

Once the CPTPP enters into force, it will be one of the largest free trade agreements in the world—11 countries representing nearly 500 million people, with a combined GDP of $13.5 trillion, or 13.5% of global GDP.

$2 MILLION INVESTMENT TO STUDY ANIMAL WELFARE The Canadian Pork Council (CPC) was pleased to learn of the federal investment into an Industrial Research Chair for animal welfare announced by the Honourable Ralph Goodale, Minister of Public Safety and Emergency Preparedness. The funding was awarded to University of Saskatchewan researcher Dr. Yolande Seddon who will be working with multiple industry partners studying the welfare of farmed pigs.

“Pork producers recognize the importance of animal welfare and the need for research for continuous improvement. Pork producers pride themselves on the care they provide for their animals. Animal welfare directly impacts the sustainable and ethical production of pork and the quality of the meat produced” explains Rick Bergmann, CPC Chair.

For more information, visit https://news.usask.ca/articles/ research/2018/u-of-s-researcher-awarded-2-million-to-study-swinewelfare---.php

Animals that are well taken care of and that are not subject to stressful environments and practices produce higher-quality meat that is in high demand in international markets.

“We are pleased that pork producers from across Canada chose to contribute to this research and will be directly involved. Collaboration between researchers, producers, transformers and packers are key to a highly successful Canadian pork sector that creates jobs and contribute to the Canadian economy,” adds Bergmann.

As producers rely on the CPC to create and maintain on-farm programs based on research and scientific facts, the Canadian Pork Council is proud to support this research and looks forward to exploring its findings.

The Natural Sciences and Engineering Research Council provided $837,750 with Canada’s swine industry matching the funding and providing in-kind support worth $128,000. The University of Saskatchewan will also provide $305,000 funding over the five-year term of the chair.

March/April 2018

25

THE BEST DEFENSE IS A STRONG OFFENSE PROMOTING THE HEALTH BENEFITS OF MEAT AND POULTRY

By Ronnie P. Cons

Red meat is often wrongly portrayed as being unhealthy. Even chicken has been getting attacked by some in the media as unhealthy or not environmentally friendly.

CARGILL CANADIAN BEEF SUSTAINABILITY PILOT YIELDS POSITIVE Q1 RESULTS Vegan, fish and other non-meat diets have been proposed as healthier alternatives. The result of this onslaught of negative meat messages has influenced many families to cut back on their meat and poultry purchases. Perceptions may reality but truth trumps misinformation. Parents and other consumers want what is best for their health and that of their families.

They are also aware that a lot of false information is out there and as such, are open to scientific facts that can correct their misconceptions.

liver, 625 grams of cooked beef or an astounding 2.4 kg of spinach.

Iron found in vegetables is harder to absorb than the iron found in meat as it is attached to fibre which inhibits its absorption.

2. Eat Meat for a Healthier Brain!

Being deficient in the micronutrients found in meat have been linked with low IQ, autism, depression and dementia says Dr. Charlotte Neumann, a paediatrician at the University of California, as quoted in the article ‘Brain food- clever eating’.

This provides an opportunity for retail meat departments to implement an instore ‘Healthy Meat Facts’ nutritional Zinc is crucial for learning and memory. Vitamin B12 campaign to set the record straight and convince their preserves the sheaths that protect nerves. customers that meat and poultry are actually good for one’s health and thatencouraged they should increase ratherto than decrease certified Ranchers to join increase sustainable volume for Canadian 3. Boost Your Immunitybeef with Meat! their purchases of it. The campaign outlined below can have Due to its antioxidant powers, zinc is involved in creating consumers a direct impact on sales: antibodies to fight free radicals that increase our risk for chronic diseases.

Startfirst by displaying instore thebeef nutritional The three months ofposters Cargill’spromoting Canadian kind in the world, is a voluntary program that enables value of meat. They should be innovative, eye catching and 4. Power Your Muscle Growth with Meat! sustainability projectcontradict yielded encouraging results, cattle producers and beef processors to demonstrate be designed topilot specifically any meat myths.

The The protein in meat helps build and repair body tissues. proving the model works and demonstrating significant the sustainability of their operations while at the same comments should all be literature based quoting research Muscles are made of protein. That is why athletes who are papers or MDs for maximum effect.

Various posters should potential to scale the program to deliver a greater volume building time supporting the retail and food service industry in muscle strength increase their meat consumption. be made - each with a brief but powerful message covering of certified sustainable beef to Canadian consumers. their sustainable efforts.

The protein and zinc beef foundsourcing in meat are important for muscle one theme.

The pilot is currently encouraging additional ranchers to growth and repair.

Posters can convey the following healthy meat fact participate contributions made during the first quarter of the 5.For Meat is the Complete Protein! messages: in the pilot for the remainder of 2018.

Meat contains all of the nine that your pilot, participating cattle essential ranchersamino were acids rewarded 1. Let’s IRON out the Truth on Meat! body cannot make by itself. Say ‘hello’ to histidine, leucine, The was launched to test and validate the to $10-per-head for qualifying cattle that could be tracked “Youpilot would need to eat a massive amount of spinach isoleucine, lycine, methionine, phenylalanine, tryptophan, equal and (the iron content) in a steak,”necessary says Christopher Golden, audit traceability systems to meet through and audited sustainable from farm to fork. threonine, valine.

That is whyoperations meat is called a complete an ecologist and epidemiologist at Harvard University in protein. the requirements of the Certified Sustainable Beef Cambridge, Massachusetts. (As quoted by nature.com in the Framework established by the Canadian Roundtable for 6.“We are encouraged the pilot’s first quarter results.

Eat Meat for a Healthyby Heart! article ‘Brain food- clever eating’.) contains lotsa of the B vitamins needed for the Sustainable Beef (CRSB). This framework, the first of its Meat It proved that significant volume of beef can be For a woman to receive her recommended daily intake of 18 production of hormones, red blood cells and for the proper successfully traced through a certified supply chain for mg of iron, she would need just 300 grams of cooked bovine functioning of your nervous system.

the participating customers,” said Gurneesh Bhandal,

Say ‘hello’ to niacin, folic acid, thiamine, biotin, panthothenic Cargill’s beef manager “By acid, vitamin B12sustainability and vitamin B6.

They are in all Toronto. found in meat.

adding more producers to the pilot, we can supply

The line that ‘the best defense is a good offense’ does not more customers from negative sustainable only apply to sports. with It alsoCanadian applies to beef countering meat health myths. Implementing an instore ‘Healthy Meat sources.”

Facts’ nutritional campaign to set the record straight on meat and poultry. It is a good way to go on the offensive by using First quarter results create momentum for education your customers and increasing your sales..

remainder of 2018

Ronnie P. Cons is CEO of C&C Packing Inc., a leading Canadian distributor of meat and poultry. canthree be reached at RCons@CCpacking.com.

During the He first months, the pilot tested and

developed methodology for tracking eligible cattle through audited live animal supply chains. It also tested the methodology for tracking supply chain sustainability 22 CANADIAN MEAT BUSINESS September/October March/April 2018 2017 26

meatbusiness.ca

FAO AFFIRMS CATTLE’S CRITICAL ROLE AS UPCYCLER

certifications from the beef carcass to finished products. By coupling live cattle and beef product traceability, Cargill’s Canadian customers can demonstrate the sustainability of their entire supply chain.

Verified Beef Production Plus (VBP+) – overseen by the Beef Cattle Research Council and operated with the assistance of provincial cattle organizations – is auditing cattle producers for sustainability during this pilot.

Cattle are tracked as they move through audited operations by the Beef InfoExchange System’s (BIXS) RFID tagging system, from the time producers tagged them through processing at Cargill’s High River beef plant. BIXS is acting the clearing the Canadian Sustainability Acceleration Pilot By as Sara Place, Ph.D., house Nationalfor Cattlemen’s Beef Association and will disperse the first round of credit payments to cattle producers by In 19. the livestock feed versus human food debate, we haven’t been March

using the right numbers. Rather than being a drain on global resources and competing human food from supplies by eating lots In the first quarter, customers paidwith for beef delivered an audited of grain, livestock net contributors to $10-per-head the global protein sustainable supply chain, are and often these payments funded the credits producers received for their involvement and commitment to supply.

That’s the conclusion of a new study from scientists at the Canadian beef sustainability.

The pilot was able to successfully certify more United Nations Food and Agriculture Organization (FAO). than 550,000 pounds of beef according to the CRSB Framework standards and The supply guidelines.

FAOchain researchers developed a global database of what livestock eat and found 86 percent of the feed is human inedible. Mostly, livestock eat grasses grown on and other forage crops, alfalfa.

Marginal lands are those that The marginal certified lands sustainable beef came fromlike more than 70 cattle producers, with are too rocky, steep and/or arid to support cultivated agriculture, such as fruit or many contributing multiple qualifying animals. Credit payments-per-head will vegetable production. Globally, livestock also eat over 1.9 billion metric tons of vary each quarter based on total number of qualifying animals, participants’ leftovers from human food, fiber and biofuel production. beef demand and cattle weights.

For example, livestock eat the residues of grain harvest (the stalks and leaves left in the field after corn harvest), the byproducts from milling grains for flour “We appreciate the enthusiasm we’ve seen and momentum that’s been production (wheat midds), cottonseed that is a leftover of cotton production, and generated in the first few months of the pilot, and we are encouraged by glycerol and distillers grains that are byproducts of soy biodiesel and corn ethanol the continued shown from additional cow/calf producers, feedlot production,interest respectively.

If livestock didn’t consume these plant-derived leftovers operators and processing plants,” said Bhandal. and byproducts, their disposal would likely result in an environmental burden.

By being a part of the global food system, livestock enhance the sustainability of otheraudit food production and industries.

Second firm added

In March 2018, Where Food Comes became second Considering that most of what cattleFrom eat is(WFCF) not human edible,the thepilot’s FAO researchers auditing body for cattle producers who want to demonstrate the sustainability found that 1 kg of protein in meat and milk only requires 0.6 kg of protein from human food. Additionally, the proteinofinanother meat and milk is of higher nutritional of their operations.

The introduction auditing firm gives producers quality compared to the protein in grain that cattle eat.sole verification partner options when deciding to participate.

WFCF was the for the McDonald’s Verified Sustainable Beef Pilot project The2014-2016 FAO research represents global averages, but beef production in theand U.S.is competes evensupporting less with human edible beef food. sustainability In a recent report published by the eager to continue Canada’s efforts.

National Academies of Sciences, Engineering and Medicine, it was estimated averageWhere greater Food than 90 percentFrom, of what grain-finished cattle eat in “We that are on delighted Comes Inc. Canada hasbeef been selected their lifetime is human inedible forages and plant-derived leftovers. Less than 10 as a certification partner,” stated Leann Saunders, President. “As a company, percent of their lifetime feed consumption is grain that could potentially be eaten we verify over 5,000 beef producers in North America with the goal to help by people.

supply chains improve processes, bundle certifications and add value.

Further, in a report published by the Council for Agricultural Science and We were able to verify over 200 producers during the McDonald’s Verified Technology, U.S. grain-finished beef systems were found to contribute 19 percent Sustainable Beef Pilot Project in Canada and look forward to applying this more human edible protein than they consumed. knowledge as a certifier for the CBSA pilot.”

Sara Place, Ph.D., is a Senior Director, Sustainable Beef Production Research, with the National Cattlemen’s Beef Association.

In order to FAO meet consumer demand and achieve Canada’s sustainable beef View the study at: http://www.sciencedirect.com/science/article/pii/ goals, additional ranchers are needed for the remainder of the 2018 pilot. For S2211912416300013?via%3Dihub more information and to enroll, visit http://cbsapilot.ca meatbusiness.ca

March/April 2018 27 September/October 2017 CANADIAN MEAT BUSINESS 27

PREMIUM BRANDS ANNOUNCES $150,000,000 FINANCING AND NEW ACQUISITIONS Premium Brands, a leading producer, marketer and distributor of branded specialty food products, has entered into an agreement with a syndicate of underwriters co-led by BMO Capital Markets, CIBC Capital Markets, and Scotiabank to issue $150,000,000 in corporate debentures.

The company intends to use the net proceeds of the Offering to fund the announced acquisition of Concord Premium Meats Ltd., an Ontario based manufacturer of branded and customized protein solutions for retailers and foodservice customers across Canada.

Along with the acquisition of Concord Premium Meats, Premium Brands has also announced the acquisitions of: • The Meat Factory Ltd., an Ontario based manufacturer of branded cooked protein products for retailers and foodservice customers across Canada. Its core brand is Lou’s Barbeque, which is the number one brand in Canada in the fully cooked meals category and a leading brand in the fresh cooked ribs category; • Country Prime Meats Ltd., a BC based manufacturer of shelf stable meat snacks for primarily businesses owned by the Company; and • Frandon Seafood Inc., a Quebec based distributor of fresh and frozen seafood to foodservice and retail customers in the greater Montreal area. Frandon will play a key role in the Company’s C&C business’s expansion into the seafood product category.

The combined purchase price for the four acquisitions of $227.0 million consists of $155.9 million in cash, $45.4 million in the Company’s common shares, $23.7 million in promissory notes and $2.0 million in contingent consideration.

“2017 was another successful year for us as we moved closer towards our goal of becoming North America’s leading specialty foods’ company,” stated George Paleologou, President and CEO. “Our optimism about 2018 is based in part on realizing on the investments we have made over the last couple of years. These include our new state-of-theart sandwich plant that came online last June, our new custom portioning and distribution center in the greater Toronto area that is scheduled to be completed next quarter, and synergies expected from acquisitions made over the last two years. We are also expecting continued solid growth in our legacy businesses driven by a robust innovation pipeline and leveraging their 28

March/April 2018

leadership in several niche areas of the food space that are benefiting from a variety of consumer trends. These trends include choosing higher quality foods made with simpler more wholesome ingredients, increasing reliance on convenience oriented foods both for on-the-go snacking as well as easy home meal preparation, and healthier eating including reduced sugar consumption and increased emphasis on protein.

“In terms of our four most recent acquisitions, we are very excited about all of these businesses both on a stand-alone basis as well as the potential synergies between them and our legacy businesses. All four companies have best-in-class management teams, modern well run facilities, entrepreneurial cultures and, in the cases of Concord and The Meat Factory, leading iconic brands.

“Looking forward, we continue to pursue a wide variety of acquisition opportunities and expect 2018 to be our busiest year yet for transactions,” added Paleologou.

Premium Brands owns a broad range of leading specialty food manufacturing and differentiated food distribution businesses with operations in British Columbia, Alberta, Saskatchewan, Manitoba, Ontario, Quebec, Nova Scotia, Nevada, Ohio, Arizona, Minnesota, Mississippi, California and Washington State. The Company services a diverse base of customers located across North America and its family of brands and businesses include Grimm’s, Harvest, McSweeney’s, Piller’s, Freybe, SJ Fine Foods, Expresco, Belmont Meats, Leadbetter, Skilcor, Hempler’s, Isernio’s, Fletcher’s U.S., Direct Plus, Audrey’s, SK Food Group, OvenPride, Bread Garden Go, Hygaard, Quality Fast Foods, Deli Chef, Buddy’s Kitchen, Raybern’s, Creekside Bakehouse, Stuyver’s Bakestudio, Island City Baking, Shaw Bakers, Partners Crackers, Conte Foods, Larosa Foods, Gourmet Chef, Duso’s, Centennial Foodservice, B&C Food Distributors, Shahir, Wescadia, Harlan Fairbanks, Maximum Seafood, Ocean Miracle, Hub City Fisheries, Diana’s Seafood, C&C Packing, Premier Meats and Interprovincial Meat Sales.

S A V E

T H E

D A T E

April 16 - 19, 2018 | La Cantera Resort & Spa, San Antonio, Texas JOIN industry leaders to discuss issues relevant to the meat industry and the success of your business.

GET INVOLVED by participating in NAMI Committee meetings, open to all members.

CONNECT with old and new friends on the golf course and at other networking events.

J

oin fellow Meat Institute members and industry colleagues at the Meat Industry Summit for high-caliber educational programming. Speakers and sessions include: JACK ULDRICH Global Futurist, Speaker, Author The Big AHA - How to Future Proof Your Business Against Tomorrow’s Transformational Trends Today RYAN MILLAR Senior Partner, Partners in Leadership and Gold-Medal Olympian Creating a Culture of Accountability to Produce Game Changing Results DON CLOSE Food & Agribusiness Research and Advisory, Senior Analyst – Beef Protein, Rabobank Economic Update and Business Outlook KEVIN LADWIG Vice President, Johnsonville Sausage

Learn More | www.meatinstitute.org

Considerations for Improving Customer Engagement and Customer Results March/April 2018

29

2018 FEDERAL BUDGET: SLIGHTLY LESS BAD FOR SMALL BUSINESS

By Marilyn Braun-Pollon

This year’s federal budget was something of a mixed bag for business owners. The kind where you end up with far more raisins than sweets.

Heading into the budget, the Canadian Federation of Independent Business (CFIB) was calling on government to listen to the Senate’s recommendations and put off implementing any tax changes until they fully analyze the impact the changes will have on the economy.

With tax season rapidly approaching, there was still not enough clarity on the new income-sprinkling rules, and we remained concerned that the proposed passive investment rules will hurt owners’ ability to weather economic downturns, save for their retirement and reinvest in their business.

Passive Investments: The government did rethink its original plans for taxing passive investments, though it remains to be seen how significant the change will really be. While the new rules appear to be simpler, and may improve things for some businesses, others will lose the benefit of the lower small business rate due to past investments. It is especially concerning that the new plan ends the benefit of “grandfathering” past investments from the earlier proposal.

Competitiveness: The tax changes for small business remain a billion-dollar take-away from entrepreneurs at a time when entrepreneurs in the US are seeing their tax bills drop considerably. With uncertainty over NAFTA, the federal government missed an opportunity to improve our tax competitiveness in the global market, instead making it worse.

New Costs and Ongoing Deficits: It is important to keep in mind that Canada’s small business owners across the country are facing massive new cost pressures in the coming years, including five consecutive years of Canada Pension Plan hikes, five years of carbon tax/pricing increases and higher minimum wages in several provinces. As any business owner will tell you: today’s deficits are tomorrow’s taxes.

The lack of a plan to get Canada out of deficit spending is deeply troubling.

On the positive side, there was some good news in the budget too.

30

March/April 2018

Women Entrepreneurs: Significant help for female entrepreneurs was introduced, including measures aimed at improving women entrepreneurs’ access to capital and incentives and apprenticeship grants for women looking to get into the trades.

Red Tape and paper burden: The government has also pledged to take a hard look at the phone and online services of the Canada Revenue Agency (CRA), the Canadian Border Services Agency, and the EI program with the goal of making them better for business. In fact, anyone who has dealt with the CRA will agree that fixes to the CRA call centre can’t come soon enough. In fact, CFIB’s most recent analysis, the CRA scored a “C” in customer service, with one in five business owners saying that service has worsened in the past three years.

CFIB’s research has also shown that the cost and impact of excessive regulation hits the agriculture sector the hardest. So we’re hopeful the Government’s regulatory reform agenda that involves targeted reviews of specific sectors starting with agri-food, aquaculture, and health and bio-sciences, among others, will translate into improving business growth and innovation.

Overall, the budget may have been less harmful than originally expected, but unfortunately it does little to improve the overall health or competitiveness of the nation’s entrepreneurs.

In the weeks ahead, CFIB will continue to lobby MPs and senators for further changes to small business tax rules including deferring implementation of income splitting rules and a full exemption for spouses.

Marilyn Braun-Pollon is Vice-President Prairie & Agri-business with the Canadian Federation of Independent Business (CFIB). She can be reached at mssask@cfib.ca Established in 1971, CFIB is Canada’s largest association of small- and medium-sized businesses, CFIB is Powered by Entrepreneurs™. CFIB takes direction from more than 109,000 members (including 7,200 agri-business owners) in every sector nationwide, giving independent business a strong and influential voice at all levels of government and helping to grow the economy.

hoo roved , s e app P ACC

N,

X e t i pl

E t s

,O ham

rk

L3R

|8 1C2

e w.y

w 6|w

53

5-3

46 00-

p.ca

u sgro

thEr

e ibl x e fl Don Park Road Unit 1, Markham, Ontario, L3R 1C2 201 and t h 1-800-465-3536 Fax: 905-470-8417 g Lig Phone: 905-470-1135 tin a l su www.yesgroup.ca email: sales@yesgroup.ca Website: -in o rm The

mol i t e 0 -40 Remco and The YesCGroup e

3X

D

bl ura

Protecting your Customers

Remco products are colour-coded to help X040

divide the production cycle into different zones.

By identifying these zones as different cleaning areas, the movement of bacteria around the production area can be blocked.

X030

Our products were developed with the Hazard Analysis Critical Z040 Control Point (HACCP) in mind.

1-800-465-3536 No matter what colour-coding plan is e-mail sales@yesgroup.ca implemented, Remco Products from The Yes

Group provides significant added value at no additional cost. From scoops to squeegees, from One Pair of BEKINAÂŽ + brushes to shovels, we+have the products and BOOTS Lasts 3X Longer than PVC Bootsthe colours to enhance any professional quality assurance program.

March/April 2018

31

32

March/April 2018