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Learn More about CBEF.
View our Corporate
brochure
Vision
Our vision for a dynamic, profitable Canadian beef industry is to
have our high quality beef products recognized as the symbol of
excellence by our global customers.
Mission
The Canada Beef Export Federation facilitates the expansion of
strategic global markets for Canadian beef products.
Mandate
The Canada Beef Export Federation identifies and develops key export
markets to increase the sale of Canadian beef products with the
cooperation of all companies, organizations and institutions that
benefit from this success.
Objectives
To secure and increase markets outside the USA for Canadian beef
products in order decrease export dependence on the USA.
To prevent international price erosion with a mid term goal of
achieving and sustaining US price equivalence.
To secure and develop improved access to international markets.
To create strategic partnerships and alliances in order to improve
cooperation, coordination and information sharing.
Goals
The Federation has set the goal of exporting 495,000 tonnes ($1.83
billion) of Canadian beef products to Asia and Mexico by the year
2015. Specific country goals include: 67,000 tonnes to Mexico;
30,000 tonnes to Japan; 27,000 tonnes to South Korea; 14,000 tonnes
to Mainland China; 7,000 tonnes to Taiwan; 16,000 tonnes to Hong
Kong and 7,000 tonnes to South East Asia. These ambitious goals form
part of Canada’s global beef export goal of 800,000 tonnes by the
year 2015.
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5
Board of Directors and
Committees
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Board Chair |
Dr. Kee Jim
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Telephone |
(403) 938-5151 |
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Facsimile |
(403) 938-5175 |
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Email |
keej@feedlothealth.com |
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Address |
Feedlot Health Mgmt
Services
PO Box 140, Bay 7
87 Elizabeth Street Okotoks, AB
T1S 2A2
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Past Board Chair |
Ben Thorlakson |
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Telephone |
(403) 948-5434 |
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Facsimile |
(403) 948-2992 |
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Email |
tflfarms@telus.net |
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Address |
Box 3490
Airdrie, AB T4B
2B7
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Vice Chair
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Jeff Cline
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Telephone |
(316) 291-8132 |
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Facsimile |
(316) 291-2839 |
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Email |
jeff_cline@cargill.com |
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Address |
Cargill Foods
- 151 N. Main
Wichita, Kansas
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Vice Chair
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Jeff Rosgen
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Telephone |
(403) 501-2162 |
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Facsimile |
(403) 501-2100 |
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Email |
jeff.rosgen@tyson.com |
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Address |
Lakeside Farm Industries PO Box1868 Brooks, AB T1R 1C6 |
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Vice Chair & Technical Committee
Chair |
Brett Campbell
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Telephone |
(403) 258-3233 |
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Facsimile |
(403)
243-0199 |
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Email |
bcampbell@xlfoods.com |
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Address |
- XL Foods Inc.
5101 - 11 Street S.E.
Calgary, AB T2H 1M7
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Promotion Committee Chair |
Roland Baumann
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Telephone |
(250)
567-5033 |
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Facsimile |
(250)
567-5033 |
| Email |
rrranch@hwy16.com |
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Address |
BC Cattlemen's Association
11362 Blackwater Road
Vanerloof, BC V0J 3A1
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Membership
Committee
Chair |
Gib Drury
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Telephone |
(819)
459-2991 |
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Facsimile |
(819) 459-1803 |
| Email |
tiedrury@hotmail.com |
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Address |
466, chemin des Érables
Alcove, QC J0X 1A0
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Finance and Audit Chair |
Travis Toews
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Telephone |
(403)275-4400 |
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Facsimile |
(403)274-0007 |
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Email |
tktoews@telus.net |
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Address |
Canadian Cattlemen Association, Box 2462 Beaverlodge, AB T0H 0C0
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Director
Alberta |
Chuck Maclean |
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Telephone |
(403) 528-2991 |
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Facsimile |
(403) 528-2981 |
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Email |
macleanc@telusplanet.net |
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Address |
3381 Gershaw Drive SW, Medicine
Hat, AB
T1B 3N2
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Director Saskatchewan |
Brian Ross |
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Telephone |
(306) 634-4330 |
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Facsimile |
(306) 634-5886 |
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Email |
rossranch@sasktel.net |
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Address |
Box 207, Estevan, SK
S4A 2A3
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Director Manitoba |
Dane Guignion |
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Telephone |
(204) 263-5429 |
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Facsimile |
(204) 648-2865 |
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Email |
dguignion@mts.net |
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Address |
Box 220, Pine River, MB
R0L 1M0
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Director Ontario |
Paul Sharpe |
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Telephone |
(519) 837-0510 |
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Facsimile |
(519) 837-4842 |
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Email |
sharpefarms1@yahoo.com |
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Address |
7707 Mill Rd., R.R.#4, Guelph, ON
N1H 6J1
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5
Member Services
Around the world, CANADA BEEF is building
recognition and demand for Canadian beef products. By integrating
the industry’s export goals and activities into a coordinated
strategy for success, CANADA BEEF is bringing a strong and
unified export presence to the market.
With an established presence through
our offices in five key
international markets, CANADA BEEF is going the distance in forging
strong links to export opportunities.
The competitive advantage of CANADA BEEF is created
through the entire industry working together to increase
worldwide recognition and demand for Canadian beef products.
In its role to coordinate strategies and fund export
initiatives, CANADA BEEF provides its members with a number of
services and programs designed to assist them in
realizing new international opportunities.
Market Identification
Through
an on-going market research program, we identify markets or sectors
that my present opportunities for our industry. Research studies
quantify opportunities, identify constraints to export success and
devise preliminary strategies for market penetration. Guided by this
information, we prioritize markets in order to make funding allocation
decisions.
Market Access
Once a market has been identified as an export
priority, we assess all market barriers facing Canadian beef
exporters. In cooperation with our members, CANADA BEEF prepares
industry positions and strategies to eliminate these barriers.
Local Representation
Local representation in our five key markets of
Japan, Korea, Taiwan, China (incl. Hong Kong) and Mexico provides
Export Members with a head start in market penetration. Export
Members benefit from current and ongoing market intelligence,
on-the-ground trade contact facilitation, and the representation
follow-up requisite to establishing business relationships.
Partner Market Development Program
This program shares the risk and expense of
corporate market entry into export markets. CANADA BEEF assists
Export Members in becoming familiar with new and existing export
markets and in developing a series of new international buyer-seller
relationships. The Partner Program allows Export Members to
directly contribute to the image, profile and awareness of Canadian
beef and veal in export markets.
International Market Services
CANADA BEEF helps members enter and expand their
share of foreign markets with trade contact facilitation, detailed
market intelligence and product inquiry information obtained from
sources around the world.
Beef Promotion in Priority Markets
Through Canadian beef promotions, we develop the
corporate environment in markets where Canadian exporters can pursue
new sales activities. These programs improve our customers’ product
knowledge, improve industry awareness, and promote our Canadian
profile to consumers.
CANADA BEEF also brings groups of key foreign buyers
to Canada to promote understanding of the Canadian industry and
export companies – their people and their products.
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