Agency Elects New Members and Marketing Committee at AGM

Penticton, BC (August 17, 2022) – The Canadian Beef Check-Off Agency (the Agency) is pleased to announce the Agency Board, following the Annual General Meeting on August 16, 2022.

The 2022/23 Agency Members have been announced as:

Primary Producers:Canadian Meat Council:
Terry Wiebe, British ColumbiaRuss Mallard, Atlantic Beef Products
Jeff Smith, AlbertaAndre Forget, Montpak
Sheila Hillmer, AlbertaJeff Cline, Cargill
Chad Ross, SaskatchewanJohn Curtis, St. Helen’s Meat Packers
Mary Paziuk, Manitoba 
Jack Chaffe, OntarioRetail and Foodservice:
Kirk Jackson, QuebecSteve Christie, Sysco Canada
Trevor Welch, New Brunswick 
Larry Weatherby, Nova ScotiaI.E. Canada:
David Francis, Prince Edward IslandCoral Manastersky, Maple Leaf Foods
Julie Mortenson, Young Cattlemen’s Council 
The Agency’s newly elected Chair, Jeff Smith, is a beef producer from near Taber, AB who joined the board in 2016. He has been an engaged member of the Executive Committee as Vice Chair and a member of the Finance Committee.

Newly elected Chair Jeff Smith is excited to take on the leadership role for the Agency.

“Our industry has been through a lot in the last few years,” said Smith.  “I’m looking forward to using the newly released value study as a benchmark to measure results, and make sure that we are delivering the most value we possibly can for beef producers in Canada.”

The study, Evaluating the Benefits of the Canadian Beef Cattle Check-Off, indicates that the beef check-off and import levy provide $33 in benefits to every $1 invested into the industry. Detailed results and information can be found at

Melinda German, General Manager of the Agency, is hopeful that new lines of revenue will help the Agency deliver even more results to the industry.

“Our inspection program is growing, and the administration of the pork import levy continues to generate revenue by utilizing infrastructure and processes we already have in place,” said German. “This means we can operate with less beef check-off administration, and get those dollars working for our industry in research, market development and promotion.”

Joining Smith on the Agency’s Executive Committee will be Trevor Welch of New Brunswick as Vice Chair, Larry Weatherby of Nova Scotia as Governance Chair and Kirk Jackson of Quebec as Finance Chair.

The Agency also welcomed Julie Mortenson of Saskatchewan as the Agency’s first Youth Member. This observer role kicks off the Agency’s focus on engaging young beef producers in check-off discussions, and two-way learning opportunities for both the new Member, and the Agency’s sitting Members.

The Agency’s Marketing Committee also elected two new Members-at-Large this year: Clay Holmes of Intercity Packers, and Cam Daniels of Harmony Beef.

The Marketing Committee is responsible for planning and establishing Canada Beef’s strategic, business and operational goals and objectives and for the overall management and operation of the business and affairs.

The Marketing Committee has been announced as:

Cameron Blake, Maple Leaf FoodsJeff Cline, Canadian Meat Council
Cam Daniels, Harmony BeefJohn Curtis, Canadian Meat Council
Clay Holmes, Intercity packersRuss Mallard, Canadian Meat Council
Mike Guest, Western Prime Meat ProcessorsAndre Forget, Canadian Meat Council
Jack Chaffe, Beef Farmers of OntarioCoral Manastersky, I.E. Canada
Chad Ross, Saskatchewan Cattlemen’s AssociationStephen Christie, Retail and Foodservice
 Jennifer Haley, Veal Farmers of Ontario

The Marketing Committee also elected their Executive Committee, including Russ Mallard as Chair, Stephen Christie as Vice-Chair and Jack Chaffe as Finance Chair.

“I am excited to take on the role of chair of the Marketing Committee at a time of great innovation in the Canadian beef and veal industry,” said Mallard. “I look forward to working with committee members, whose business insight and expertise will ensure sound operational oversight for Canada Beef as it strives to increase demand for Canadian beef while ensuring the maximum value for producer dollars.”

Canada Beef President Michael Young is confident the Committee’s collective skillset is a good fit for overseeing the Agency’s marketing investments.

“We are fortunate to have an exceptional breadth and depth of expertise on the committee to provide informed guidance and oversight on our business plan and budget,” said Young.  “As we look forward to continued collaboration, I want to thank outgoing chair Mike Kennedy for his leadership and contributions to the committee over the years. Mike has served on the Agency board since July 2011, reflecting a considerable personal commitment to the industry.”

The Agency would like to recognize Mike Kennedy and Hubert Lau for their service to the Agency and Marketing Committee, respectively. Both brought valuable experience to their roles, and the industry can be proud of the work they put in at the Agency and Marketing Committee.

The Agency would also like to recognize Chad Ross as he completes his third and final year as the Agency’s Chair. Ross was elected in 2019, about seven months before the arrival of the pandemic shut down across the country and around the world. He lead a full bylaw review and amendment, the reduction of the Agency’s administration, and maintained a strong focus on the future through succession planning and youth engagement. Ross will remain on the Agency to represent the Saskatchewan Cattlemen’s Association, and assist with transitioning leadership as the Past Chair.

The Agency’s 2021/22 Annual Report is available online here.

By Tayla Fraser August 17, 2022

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