By Brent Cavell, Program Coordinator
Canada's Beef Industry has been the centre of attention worldwide since
the discovery of B.S.E. in May 2003. The intervention and influence of
government policies, industry response, world politics and media
manipulation has created thought-provoking uncertainty among producers
across Canada. While all industry sectors have been dealing with
challenges caused by B.S.E., the surge in the Canadian dollar has quietly
been creating financial havoc of its' own. Together, these issues have
created the extreme difficulty in stabilizing our Beef Industry.
In Ontario, we have witnessed over the past few months basis levels
significantly lower than in Western Canada. Coupled with lower feed costs
in the west, Ontario has had to absorb yet another production
disadvantage.
The picture that has just been portrayed is very disturbing. In Ontario,
we have a large consumer base in our population. Ontario beef production
is approximately 50% of the provincial requirements. This is all the more
reason to create a sustainable Beef Industry for Ontario.
"Control" is the key word. Who has it is even more significant. Whether
producers create alliances or vested interests, they need to be included
in the beef value chain. Producers will have to adapt to change to be part
of this value chain concept; meaning we need to produce the animal with
carcass traits to which the consumer desires. We as producers have to make
business decisions based on our customers' needs.
Challenges for Ontario Corn Fed Beef™
The value chain concept is key to the ongoing success of Ontario Corn Fed
Beef™. We have to develop stronger working relationships with our primary
processors. Establishing the lines of communications between producers and
consumers and the ability to deliver will determine Ontario Corn Fed
Beef's™ success. To produce the animals for the program is far better than
sourcing program animals from a group.
Creating vested interest between the primary processor and producers will
build confidence in the program. Developing pricing formulas that will be
acceptable to all partners will be a result of these closer ties.
The continuing development of new cuts and preparation techniques under
the guidance of the Beef Information Centre will be an important key
element. The opportunity to add value to more cuts of the complete carcass
provides a win-win situation to the value chain. We are presently
researching products unique to Ontario Corn Fed Beef™ . Issues pertaining
to provincial and federal inspection and market access are ongoing.
Ontario's "HACCP Advantage" program meets all requirements, but is still
in the acceptance stage by selective retailers.
As an Ontario branded beef program, Ontario Corn Fed Beef ™ requires the
same level of support from OMAF and the Ontario government as "Foodland
Ontario". The creation of "Foodland Ontario" for fruit and vegetable
producers throughout Ontario has been a huge success story. The logo,
recognized by the consumer, retailer and wholesaler has established a
loyalty for Ontario product, by forming a value chain. At the present
time, "Foodland Ontario" does not have the mandate to branch into other
commodities. I feel strongly that a similar type of program would benefit
the Ontario Beef Industry by adding value to Ontario beef products.
Focusing on Ontario consumer loyalty and the fact that locally grown food
is more wholesome provides all participants in the value chain a sense of
pride, to do their very best.
Program Support
Ontario Corn Fed Beef ™ producers have supported the program very well
over the past year. Despite marketing and replacement decisions
fluctuating constantly, monthly production numbers have been consistent.
Carcass weights are still the main reason for non-certification.
Primary processors have supported the program despite the temptation of
the lucrative U.S. markets over the past year. Food service and retailers
provided the push to increase domestic sales of Ontario Corn Fed Beef™.
Industry partners including: Agribrands Purina Canada and Elanco have
committed both industry and financial support over a three-year period and
we appreciate their involvement. The Ontario Cattlemen's Association has
provided support with website updates, Quality Starts Here, and as of
mid-summer, the financial support for Ontario Corn Fed Beef™ for 3 years.
The ongoing production and financial support from the Ontario Cattle
Feeders' Association is key, as producers and industry partners strive for
success of the program.
Presently, we are actively pursuing the Marketing Initiative application
that was submitted to the Ontario government approximately 10 months ago.
This funding project would give the Ontario Corn Fed Beef™ program the
support that is needed to expand and gain brand recognition in the
marketplace.
The Ontario Corn Fed Beef ™ steering committee is currently developing a
business plan that will bring producers and primary processors together,
working collectively to build stronger brand recognition.
Promotion Highlights
In order to raise awareness of Ontario Corn Fed Beef™, Norwich Packers
purchased a smoker cooker for special events. The success of this unit as
a publicity draw has exceeded expectations. With most weekends being busy
all summer and into the fall, this cooker has showcased Ontario Corn Fed
Beef ™ to its fullest potential, from a Chatham Classic Car Show for 2500
people to the North American Beef Congress in London for 400 people. Other
events included: the Queen's Park B.B.Q. in June, which was hosted by the
Ontario Cattlemen's Association and other livestock commodity groups to
say thank you to the Agriculture Minister Steve Peters and the Provincial
Government for their support. This event also created the opportunity to
meet with government officials regarding the B.S.E. crisis.
Over the summer months, a number of events took place including: Alfred
College near Ottawa who hosted a "Products of Ontario" dinner featuring
locally grown Ontario products, and Ontario Corn Fed Beef™ blade short
ribs. The Niagara Wine and Food Festival featured Ontario products once
again. Ontario Corn Fed Beef™ blade short ribs and skirt steak were
prepared and presented by world renowned chefs.
The highlight of all these events was probably the "Premiers of Canada
Summit" held in Niagara-on-the-Lake at Fort George the last weekend of
July. This gala evening featured Ontario Corn Fed Beef™ tenderloin as the
beef entrée.
For these promotional events that included chefs and preparation, we
utilized beef cuts that were not traditionally used. By creating awareness
of these cuts of beef and the chefs using their talents to create an
entrée, we created value to some of the undervalued cuts.
We have presented Ontario Corn Fed Beef™ to the people of Southwestern
Ontario. Everyone is impressed.
Summary
As producers, consumers and industry partners, we have to fight for what
we believe in. Producers' pride in our cattle operations, together with
"Produced only in Ontario" are the strongest traits of the program. If
Ontario Corn Fed Beef™ is not in your supermarket, ask for it! To focus on
the awareness of the program and its attributes will help Ontario's beef
industry and our rural economy to prosper. |
