Sustainability and growth in the Canadian beef sector

The Government of Canada is investing over $5.4 million in 5 projects aimed at driving growth in the Canadian beef sector. Through the AgriAssurance Program – National Industry Association Component, the AgriCompetitiveness Program and the AgriMarketing Program, under the Sustainable Canadian Agricultural Partnership, these projects will improve market access, promote sustainable practices, and elevate Canada's reputation as a leader in high-quality beef production.

The AgriAssurance Program – National Industry Association Component provides funding for national-level projects to help industry develop, verify, and integrate assurance systems to address market and regulatory requirements and to enable industry to make credible, meaningful, and verifiable claims about the health, safety, and quality of Canadian agriculture products.

The AgriCompetitiveness Program supports sector-led activities that identify industry best practices and build the capacity of the sector, advance farm business management, promote public trust through national consumer education, as well as develop and inform about farm safety.

The AgriMarketing Program supports national agricultural sectors to increase and diversify exports to international markets and seize domestic market opportunities through industry-led promotional activities to differentiate Canadian products and producers, and leverage Canada’s reputation for high-quality and safe food.

Canadian Cattle Association (CCA)

The CCA is receiving up to $4,569,682 for 4 projects through the AgriAssurance Program – National Industry Association Component and the AgriCompetitiveness Program to advance the Canadian beef sector.

Incorporated in 1932, the CCA is a not-for-profit national association that represents the interests of 60,000 Canadian beef farms, ranches and feedlots. The CCA provides leadership for the Canadian beef cattle industry and works to address issues that concern Canada’s beef producers.

Project 1: Enhancing VBP+ to Drive Sustainability & Market Growth in Canadian Beef

The CCA is receiving up to $1,003,200 over 5 years through the AgriAssurance Program to improve their Verified Beef Production Plus (VBP+) program. The project aims to address gaps in the current certification standards, improve training and educational content for producers, and create a plan to expand certified programs that meet internationally accepted guidelines.

VBP+ is a quality assurance program used by beef producers across Canada since 2016. Canadian beef producers certified through VBP+ follow strict standards for food safety, animal care, biosecurity, and environmental stewardship. By improving VBP+, the CCA aims to support Canadian beef producers, promote sustainable farming practices, and increase market access for Canadian beef.