ONTARIO BEEF MARKET DEVELOPMENT PROGRAM BY JIM CLARK | CEO, Ontario Beef Market Development Program As with most organizations, 2020 began
numbers of slaughter cattle stabilized since
Beef. Ontario Corn Fed Beef has been
with a heightened sense of optimism within
2012. Since that time, we have also seen
the market-leading brand of Canadian
the Joint Marketing Committee. The new
a steady decline in imports, while Ontario
beef in Japan since its entrance to that
Ontario Beef Market Development Program
production’s share of consumption has
market in 2015, and it continues to see
was developed and approved, and our first
concurrently increased. This all provides a
tremendous growth. This year’s event was
year of implementation began in January
strong rationale for the increased marketing
also the initial launch of a second brand
2020. The new program provides Ontario
efforts we have undertaken.
of Ontario beef in Japan: Ontario Heritage
beef farmers with a clear path forward with a defined market development strategy featuring clearly defined objectives and comprehensive market indicators and performance measures to demonstrate
Ontario beef featured in key trade events in domestic and international markets
60,000 influential Japanese retail industry delegates annually and is the priority retail trade event in Japan.
In January, we partnered with Canada
Many other high-profile events in key
Beef to host several Ontario beef-branded
export markets that we had planned for in
I want to thank the committee members,
programs at the Restaurant Canada show.
2020 were cancelled due to the pandemic.
Rob Lipsett, Jason Reid, Craig McLaughlin,
This event provides Ontario-branded
Markets affected include Vietnam, Taiwan,
Jack Chaffe, Dale Pallister and Mike Conlin,
beef suppliers with access to national
Philippines and Singapore. As these
for their willingness to provide strong
foodservice customers and suppliers and
markets reopen, we will be in a strong
leadership and direction to the strategy.
the opportunity to showcase their products
position to re-engage with the established
in a high-priority industry event that attracts
relationships developed in each market.
return on check-off investment.
The strategy was developed to support growth for branded Ontario beef by supporting established brands in the local market, supporting the development of new Ontario beef brands, and expanding
over 20,000 industry delegates. Having Ontario beef brands represented in our national pavilion provides a high level of profile and credibility.
Promotional events in key export markets Many of our high-value export markets
our marketing efforts into key international
Ontario beef was also represented at the
continue to be severely affected by the
markets to continue to drive demand for
Japan Supermarket Trade Show in Japan
pandemic. The United Arab Emirates and
Ontario cattle. By specifying Ontario cattle
in February in collaboration with Canada
the Kingdom of Saudi Arabia are both
in these brands, the market essentially eliminates a portion of imported beef as a supply option since it is not open for substitution. Increased demand for local cattle benefits all sectors of the cattle supply chain. We have seen the impact of the increased share of our domestic market. After several years of steady decline, we have seen Ontario fed slaughter volumes and inventory
Angus Beef. This event attracts over
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BFO ANNUAL REPORT 2021
