Cattle industry sets path

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January 22, 2015 9:03 AM

Time to look forward, says strategy group chair

The last 10 years have given the cattle industry a rough go. Between disease, floods and droughts, the beef business has been seeing its lowest numbers in recent memory. Enter the National Beef Strategy.

“It’s a pretty big undertaking by the industry as a whole,” said Trevor Atchison, Manitoba beef producer and co-chair of the National Beef Strategic Planning Group.

“We’ve had involvement by all the provincial organizations and all the national organizations as well as some involvement of the packers and processors involved in the industry.”

The strategy aims to bring national and provincial producers together and provides guidelines to improve the overall efficiency of the entire industry. Atchison said now is the time to look forward at what the industry should look like and figure out how to meet the demands of consumers both globally and domestically.

According to the strategy, the overall mission is for Canada, “To be the most trusted and competitive high quality beef cattle producer in the world, recognized for our superior quality, safety, value, innovation and sustainable production methods.”

One of the ways they plan to do that is through industry communication.

“Nowadays with technology, we have email and Twitter and all those things, where information can funnel so fast. The industry hopes to take research and be able to get it into a system that can get the knowledge and information transferred to websites and webinars and those kinds of things,” said Atchison.

This way producers nationwide can access information on the most efficient ways to run their operations. The strategy would have the Canadian beef industry increase production efficiency by 15 per cent in the next five years.

“That’s the plan that’s been laid out. We hope it’s attainable. We feel that it is, but like anything else, you have to set a target and work toward it. Otherwise you’re kind of running nowhere if you don’t have a goal to work toward.”

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