CALGARY – The Honourable Gerry Ritz, Minister of Agriculture and Agri-Food, and the Honourable Michelle Rempel, Minister of State for Western Economic Diversification, joined Canada Beef Chair Jack Hextall and President Rob Meijer to announce the opening of the Canadian Beef Centre of Excellence.
"Our Government is proud to see this world-class facility up and running," said Minister Ritz. "This Centre will allow our industry to test market new products and will be a window on the world for Canada's top-quality beef."
This state-of-the-art facility will provide space and resources to help the industry promote new beef products, training and education focused around the technical advantages of Canadian beef, while creating an emotional affinity for the product and the Canadian beef industry.
"Today's official opening is a reflection of our Government's commitment to promote Canadian beef locally and abroad, while generating jobs and economic growth. We are proud to have partnered with Canada Beef on this project to help increase the overall competitiveness of the industry," said Minister Rempel during today's announcement.
With a full commercial kitchen, meat case, classroom, dining facilities and broadcast capabilities, the Canadian Beef Centre of Excellence is a cornerstone in the Canadian beef industry, providing a focal point for domestic and international marketing opportunities, and incoming trade missions.
"The opening of the Canadian Beef Centre of Excellence is the fulfilment of a shared vision to build a world-class facility that will bring the Canadian beef brand to life," said Meijer. "The Centre will help the Canadian beef industry tell its story about the beef producer, our product, our world-class standards, and sustainability to customers around the world."
According to Meijer, The Centre of Excellence is a nexus where the Canadian beef industry can drive innovation, build knowledge and awareness, foster important relationships and ultimately create value for Canadian beef and veal producers. The establishment of the Centre will also enable Canada Beef to further build Canadian beef brand loyalty with key customers in emerging and international markets.
The Canadian Beef Centre of Excellence began construction in the summer of 2014 after having received a $3.8 million funding investment between Canada Beef, Western Economic Diversification Canada and Agriculture and Agri-Food Canada.
Canada Beef is the cattle producer-funded and run organization responsible for domestic and international beef and veal market development. It has offices in Canada, Mexico, Japan, China and Taiwan. Canada Beef works to foster loyalty to the Canadian beef brand and build strong relationships with trade customers and partners. These efforts increase demand for Canadian beef and the value producers receive for their cattle.
Source: Canada Beef Inc.
