Meet Trevor Welch – Agency Chair
On August 20, 2024, the Canadian Beef Check-Off Agency entrusted me as Chair. I am humbled and grateful for this opportunity and excited about our organization’s future. I have some big boots to fill following those who have led this organization before me.
As we dive into the fall run, many of us are busy weaning, sorting, shipping, and planning for the next year or two with our herds. Despite this hectic time, I felt it was important to reach out directly to our beef producers in Canada to introduce myself and share my vision for the beef check-off in Canada.
I am a fourth-generation farmer near Glassville, NB. For over 120 years, my family has raised cattle on our original land. As a Canadian cattleman, I am committed to focusing on the future while ensuring we are doing things right today.
Our farm operates 70 head of purebred and commercial Black and Red Angus cattle and is VBP+ certified. I see great value in research and data supporting sustainability and welfare for beef producers. This is why I am participating in the Living Lab project in New Brunswick. Living Lab unites farmers, industry stakeholders, and researchers to address greenhouse gas emissions and carbon sequestration, strengthening our food systems.
Outside our operation, I believe in investing in the beef industry through service. Those of us with support at home should consider leadership roles in our associations. It’s crucial for these organizations to have dedicated individuals committed to serving and leading on behalf of producers.
I have served on the New Brunswick Cattle Producers board and was the Maritime Director for the Canadian Angus Association before becoming President. These roles prepared me for what I believe is a natural fit for me – the Canadian Beef Check-Off Agency.
I am a strong advocate for the check-off in our industry. As Chair, I aim to connect with our industry, communicate benefits, and ensure transparency and prudent use of check-off dollars. It has been a privilege to visit operations from coast to coast and understand the nuances of beef farming in different provinces. I regularly engage with producers, whether at home in New Brunswick or as Chair, and often address the question, “Why is the check-off important?”
Check-off investments return directly to our industry, funding invaluable work. Global and domestic marketing helps maintain strong demand for beef in Canada and globally. Without check-off dollars, our presence in other markets would diminish, and domestic demand would be nearly 10% lower. Globally, export markets contribute an additional $1,295 per head in value by ensuring high demand and quality, delivering the right cut to the right market consistently.
Check-off funds also support essential research for our operations. Continued research into areas like sustainability and carbon sequestration, food safety and animal welfare demonstrate that Canadian beef farmers are doing things right, a message vital for consumers and the public. When research can transparently support our industry, it makes a world of difference when those with influence are making decisions.
Investing in public and stakeholder engagement is invaluable, and beef producers should take pride in their contributions. Our investments help manage issues proactively and fund consumer perception research to guide impactful investment decisions.
The last benefit-cost ratio study that we did showed a remarkable 33:1 return on check-off investments, confirming we’re on the right path. The investments made through our national service providers continue to show measurable value in the pockets of producers’ jeans.
My first priority as Chair is to ensure that value remains strong. I aim to unify check-off and import levy collections to create a stable funding strategy that delivers measurable returns for our farmers and ranchers.
I also want to focus on the future for my second priority. The check-off collection mechanisms have been in place for over 20 years with minimal changes, and we must explore improvements to keep pace with how we raise and market cattle between provinces. I want to make sure that our collection mechanisms and investment strategies keep up and help us prepare for the next 20 years.
My third priority is to ensure ongoing communication with beef farmers and ranchers. I want grassroots producers to feel confident in their check-off investments and understand how their money is spent and the resulting impacts. While reaching all stakeholders may not be easy, we are committed to keeping communication lines open.
Once again, I am honored by the trust the organization has placed in me to lead our dedicated team as we fulfill our mandate for the Canadian beef industry. I look forward to developing a strong business plan this winter that addresses my three priorities and delivers measurable value to our stakeholders.
I am excited to be part of such a dynamic organization that can significantly benefit Canadian beef farmers and ranchers. I encourage you to engage with your provincial cattle associations and participate in check-off investment discussions at district or zone meetings. There are many opportunities for us to connect, learn from each other, and provide input.
I look forward to meeting many of you during my travels!
Regards,
Trevor Welch, Chair
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