Federal government commits $4M to boost Canadian beef marketing

The federal government is investing more than $4 million to grow demand for Canadian beef around the world. Announced Wednesday at the Calgary Stampede, the investment comes through Agriculture and Agri-Food Canada's AgriMarketing Program. Canada Beef will receive $3.7 million to promote Canadian beef and veal through advertising, promotional campaigns and market development activities, while the Canadian Cattle Association (CCA) will receive up to $300,000 to support trade advocacy, strengthen international relationships and advance science-based trade rules. Agriculture and Agri-Food Minister Heath MacDonald said the funding is about both protecting existing export markets and creating new opportunities for Canadian producers.