Agency hosts AGM in Saskatchewan for the first time
Saskatoon, SK (August 20, 2024) – The Canadian Beef Check-Off Agency (the Agency) is pleased to announce the Agency Board, following the Annual General Meeting on August 20, 2024.
The 2024/25 Agency Members have been announced as:
| Primary Producers: | Canadian Meat Council: | |
| Andrea Van Iterson, British Columbia | Russ Mallard, Atlantic Beef Products | |
| Michelle Ball, Alberta | Andre Forget, Montpak | |
| Sheila Hillmer, Alberta | Jeff Cline, Cargill | |
| Chad Ross, Saskatchewan | Leslie Gold, St. Helen’s Meat Packers | |
| Mary Paziuk, Manitoba | ||
| Craig McLaughlin, Ontario | Retail and Foodservice: | |
| Sylvain Bourque, Quebec | Denis Burelle, Sysco Canada | |
| Trevor Welch, New Brunswick | ||
| Bert Meyer, Nova Scotia | I.E. Canada: | |
| Nick Green, Prince Edward Island | Coral Manastersky, Maple Leaf Foods | |
| Adeleen Bolduc, Canadian Cattle Youth Council |
L-R: Nick Green, PEI; Sheila Hillmer, AB; Leslie Gold, CMC; Michelle Ball, AB; Chad Ross, SK; Adeleen Bolduc, Youth Member; Craig McLaughlin, ON; Denis Burelle, Retail/Foodservice; Andre Forget, CMC; Trevor Welch, NB; Russ Mallard, CMC; Mary Paziuk, MB; Coral Manastersky, I.E. Canada; Jeff Cline, CMC; Andrea Van Iterson, BC; Sylvain Bourque, QC. Missing: Bert Meyer, PEI
A full financial report showed that the Agency received $18.3 million in national check-off revenue in the past fiscal year, and $1.3 million in import levy. Of that, 57% was invested in marketing by Canada Beef, 27% was invested in research through the Beef cCattle Research Council (BCRC), 5% was invested through the Public and Stakeholder Engagement (PSE) team, and 11% was invested in provincial research, market development and promotion projects by seven provincial cattle associations.
“I’m proud of what the Agency has accomplished over the past few years,” said Jeff Smith, outgoing Chair. “Producers in Canada should be confident in their check-off investments, and that we have, and continue to be focused on transparency and strong return on investments for our industry.”
Smith retired from the Agency board following the AGM after eight years, and two years of leading the Agency as Chair. The Agency elected Trevor Welch from Glassville, NB as the new Chair following the AGM.
“I’m excited to continue with the progress that Jeff has made at the Agency’s helm over the last two years as Chair,” said Welch. “The organization is in a place where we can continue to show strong value for the industry and also start exploring new ways to deliver that value on behalf of beef producers and the entire value chain.”
At the meeting, Agency General Manager Melinda German shared an update focused on the Agency’s programming, including the focus on education and compliance.
“Our inspection program identified close to $400,000 in slipped check-off last year, which shows the significant return on the investment we have made into compliance and education,” said German. “The program is helping to ensure that everyone in Canada is playing by the same rules and has a level playing field.”
The Agency’s youth program has also picked up steam over the past year, with the second annual scholarship being awarded at the AGM, and the election of a new Youth Member position.
Outgoing Youth Member, Julie Mortenson, delivered a report on her two-year term with the Agency at the AGM and welcomed the newly elected Youth Member Adeleen Bolduc.
“I am really pleased with the Agency’s encouragement of youth involvement with the national check-off,” said Mortenson. “Young producers are key in helping grow the future of the beef industry in Canada and having them engaged with check-off discussions is paramount to that growth.”
This year’s $2,000 scholarship was awarded to Gus Halibert of Saskatoon, SK. The Agency received over 20 applications again this year, and the scholarship has proven to be one of the Agency’s most wide-reaching communications priorities for the second year in a row.
Following the Agency’s AGM, the board elected their Executive Committee.
Joining Welch on the Agency’s Executive Committee are Sheila Hillmer, Vice Chair, Sylvain Borque, Finance Chair and Craig McLaughlin, Governance Chair.
The Agency’s delegates also re-elected two Members-at-Large this year: Clay Holmes, Intercity Packers, and Cam Daniels, Harmony Beef.
The Marketing Committee also elected their Executive Committee, including Jeff Cline as Chair, Chad Ross as Vice Chair, and Russ Mallard as Finance Chair.
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:
| Elected: | Appointed: | |
| Cam Daniels, Harmony Beef | Jeff Cline, Canadian Meat Council | |
| Clay Holmes, Intercity Packers | Leslie Gold, Canadian Meat Council | |
| Mike Guest, Western Prime Meat Processors | Russ Mallard, Canadian Meat Council | |
| Michelle Ball, Alberta Beef Producers | Andre Forget, Canadian Meat Council | |
| Chad Ross, Saskatchewan Cattlemen’s Association | Coral Manastersky, I.E. Canada | |
| Jim Clark, Ontario Corn Fed Beef & Ontario Cattle | Denis Burelle, Retail and Foodservice | |
| Feeders Association | Jennifer Haley, Veal Farmers of Ontario |
Cline said he looks forward to chairing the Marketing Committee and working with member perspectives from across the beef value chain as they consider the challenges and opportunities for the Canadian beef industry together. “Canada Beef has an excellent team, and a new path under new leadership, and the Marketing Committee is ready to assist as they promote the advantages of high-quality Canadian beef in domestic and international markets,” he said.
Canada Beef President Eric Bienvenue welcomed the newest members of the Marketing Committee and looks forward to a continued collaborative process with the oversight group for the organization’s strategic business plan.
“Canada Beef has benefitted from strong operational oversight from the Marketing Committee. I have every confidence that with guidance and expertise from the new committee and chair, Canada Beef will be well-positioned to expand the reach of Canadian beef and veal through strategic marketing and promotion initiatives,” he said.
Bienvenue wished departing committee members well and thanked them for their service to the beef industry. He also acknowledged the leadership of outgoing chair Russ Mallard, who will still be involved in the Marketing Committee as a Canadian Meat Council representative. “We appreciate Russ’s continued support and the continuity his presence and experience will bring to the new committee.”
The Agency would like to recognize all outgoing members for their contributions to the Agency and thank them for their ongoing dedication to growing Canada’s beef industry:
Jeff Smith, Alberta Beef Producers
Jack Chaffe, Beef Farmers of Ontario
Larry Weatherby, Nova Scotia Cattle Producers
David Francis, PEI Cattle Producers
John Curtis, Canadian Meat Council
Julie Mortenson, Youth Member, Saskatchewan
The Agency’s 2023/24 Annual Report is available online at www.cdnbeefcheckoff.ca.
The Canadian Beef Check-Off Agency manages and administers the Canadian Beef Cattle Check-Off and the beef import levy. By working with core partners, the Agency ensures that check-off dollars are invested into research, market development and promotion programs that deliver measurable value to the Canadian beef industry. The Agency is responsible for communicating the value of the check-off and import levy investments, as well as training and education of producers and funding partners, regulatory management, collection and administration of check-off dollars.
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For more information, please contact:
Tayla Fraser
Manager, Partner Engagement
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