Calgary – Government and industry gathered to announce the official opening of the Canadian Beef Centre of Excellence.
The state-of-the-art facility will provide space and resources to help the industry promote new beef products, offer training and education focused on the technical advantages of Canadian beef.
The centre will also aim to create an emotional affinity for the product and the Canadian beef industry.
The facility will have a full commercial kitchen, meat case, classroom, dining facilities and broadcast capabilities. It will also provide 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 Rob Meijer, presidnet of Canada Beef.
“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 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, the 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.