Canada Beef maximising efficiency

by Editor fleischwirtschaft.com
Wednesday, October 08, 2014
Photo: Wilhelmine Wulff / pixelio.de

In order to strategically align the Canadian beef cattle industry in the Asian market, Canada Beef has made recent operational changes in the region to maximise efficiencies and export opportunities, and set the industry for future growth.

In response to changing market access and demand trends and opportunities, Canada Beef continues to evaluate its marketing strategy, organizational structure, and resource allocations in order to position itself to maximize its return on cattle producers’ check-off investment. These changes are being made to Canada Beef’s Asian operations to position the Canadian beef industry for future success and growth.

Canada Beef adopted a ‘hub approach’ in the fall of 2013 in the Asian markets with senior leadership in Asia overseeing coordinated marketing efforts across the entire region. This has allowed the regional offices to increase efficiencies, market intelligence and program alignment, and program execution. Canada Beef is also working with the Federal Government to better utilize existing in-market resources such as Embassies, Consulates and the Canadian trade commissioners to promote and market Canadian beef more effectively.

Canada Beef’s office in Hong Kong was closed as of October 1, 2014, representing a significant cost savings. Some of the resources for the Hong Kong market will be reallocated to foster growing Canadian beef and veal brand and business development efforts in southern China, Japan and Southeast Asia. At the same time, Canada Beef intends to partner with the Hong Kong Embassy and trade commissioners to ensure packer and partner needs are met in this market. 1

To date in 2014, Canadian beef export volumes to Hong Kong were trending up 1% in volume and value is trending up 14.1%.

The strong demand in Hong Kong supports Canada Beef’s recent shift to the Asian Hub approach, and the industry will continue to see a strong Canadian beef brand presence in this market.
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