Industry needs new strategy

Liz Twan, in her column, says changes in latitudes and attitudes echo a feeling in the beef-cattle industry.

Changes in latitudes, changes in attitudes — looking back (my generation) they are the title words of a Jimmy Buffet song (album-1977).

Today, they echo a feeling within the Canadian beef-cattle industry (experts, ordinary cattlemen) that our business is a bit too reliant (exports) on the whims and custom of our continental neighbours below the 49th parallel.

A recently released study (Canadian Agri-Food Policy Institute or CAPI) supports that line of thought. Statistics show the U.S. export market absorbs about 85 per cent of Canada’s beef and cattle trade; in turn, that supply allows the U.S. to export more of their beef to expanding export markets for advantageously higher values and margins.

David McInnes, CAPI president and CEO, in his news release, says: “The data and inventory show our beef industry lacks a comprehensive strategy to address challenges and take advantages of the significant opportunities that the future offers.”

Highlighted is the risk that we possibly become “net importers of beef as our cattle cycle is experiencing lower production numbers, yet we have no readily apparent strategy in place to regain valuable domestic market share.”

McInnes further stated: “We either accept that we will remain a primary backfill supplier of beef and cattle to the U.S. — with its consequences and benefits — or we need to make a conscious strategic decision about the markets where we can perform our best. This includes increasing the share of Canadian beef in our own domestic market, taking fuller advantage of key high value foreign markets where we have or can develop competitive advantage, and deciding how we can better extract more value from the important U.S. market.”

Perhaps, with changes in attitudes, we (Canadian beef producers) could realize more value for the high quality product we market, particularly during this period of limited supply in North America.

Liz Twan is a local rancher and freelance columnist for the Tribune.

 

Just Posted

FILE – Perry Bellegarde, National Chief of the Assembly of First Nations, takes part in an event on Parliament Hill in Ottawa on Tuesday, July 7, 2020. THE CANADIAN PRESS/Sean Kilpatrick
Indigenous Peoples Day must be a ‘call to action’, says Assembly of First Nations chief

Discovery of children at Kamloops residential school site must lead to change, Perry Bellegarde says

Cariboo-Chilcotin MLA Lorne Doerkson
MLA’s CORNER: Rural B.C. needs help now

We only have one shot at lifting the B.C. economy out of the pandemic, so we have to get this right

As a former reporter and editor at the Tribune, Diana French carries on sharing her ideas through her weekly column. (Photo submitted)
FRENCH CONNECTION: Cheering on the Habs

Many westerners were biased against French Canadians years ago

Email letters to editor@wltribune.com
LETTERS: Congratulations to Romeros on JUNO Award win

Fame has not made them more aloof, as it does to some

Marco Mendicino, Minister of Immigration, Refugees and Citizenship during a press conference in Ottawa on Thursday, May 13, 2021. THE CANADIAN PRESS/Sean Kilpatrick
Canada to welcome 45,000 refugees this year, says immigration minister

Canada plans to increase persons admitted from 23,500 to 45,000 and expedite permanent residency applications

Cannabis bought in British Columbia (Ashley Wadhwani/Black Press Media)
Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

Tokyo 2020 President Seiko Hashimoto and IOC President Thomas Bach, on a screen, speak during a five=party online meeting at Harumi Island Triton Square Tower Y in Tokyo Monday, June 21, 2021. The Tokyo Olympics will allow some local fans to attend when the games open in just over a month, Tokyo organizing committee officials and the IOC said on Monday. (Rodrigo Reyes Marin/Pool Photo via AP)
Tokyo Olympics to allow Japanese fans only, with strict limits

Organizers set a limit of 50% capacity — up to a maximum of 10,000 fans

The border crossing into the United States is seen during the COVID-19 pandemic in Lacolle, Que. on February 12, 2021. THE CANADIAN PRESS/Paul Chiasson
Border quarantine to soon lift for fully vaccinated Canadians

Eligible travellers must still take multiple COVID-19 tests

A portion of the George Road wildfire burns near Lytton, B.C. in this Friday, June 18, 2021 handout photo. THE CANADIAN PRESS/HO, BC Wildfire Service *MANDATORY CREDIT*
Blaze near Lytton spread across steep terrain, says BC Wildfire Service

Fire began Wednesday and is suspected to be human-caused, but remains under investigation

Blair Lebsack, owner of RGE RD restaurant, poses for a portrait in the dining room, in Edmonton, Friday, June 18, 2021. Canadian restaurants are having to find ways to deal with the rising cost of food. THE CANADIAN PRESS/Jason Franson
Canadian restaurateurs grapple with rising food costs, menu prices expected to rise

Restaurants are a low margin industry, so there’s not a lot of room to work in additional costs

RCMP crest. (Black Press Media files)
Fort St. John man arrested after allegedly inviting sexual touching from children

Two children reported the incident to a trusted adult right away

Most Read